I gasped as I eased the bottle of shower gel from its wrapping (a gift from a friend over from the UK). I was drooling before I even got the bottle open to sniff it. That’s the power of a name – of words.
Always having used shower gels from the local supermarket or high street chain store, I had never even heard of Molton Brown London, to say nothing of Paradisiac Pink Pepperpod. Did it disappoint?
I went to their website to study their names. Most of them are a bit less over the top: warming eucalyptus, for example, or relaxing yuan zhi. How about amber cocoon fine liquid hand wash (from their bestselling range), bracing silverbirch, inspiring wild indigo, blissful templetree. Celestial maracuja body souffle or intoxicating davana blossom foaming bath oil. Not sure what davana is, but I am panting to grab some and leap into the tub.
Let’s look a bit closer at the language. Are those words – paradisiac, intoxicating, bracing, blissful – describing the product? The smell? The texture?
They are evoking the experience you will have when using the product.
This is key.
Let me repeat it.
These words evoke the experience you will have when using the product.
This is why you need to use creative writing tools to give your text that zing, that pizazz, that wow factor that will make people fall over themselves to buy your product or service.