One of the differences between copywriters and creative writers is that creative writers use fiction skills in their writing. Using the five senses in their writing is one of those fiction skills.

Don’t panic with the thought of using “fiction” skills. Using the five senses isn’t hard to do. Let’s try it.

For example, it’s fairly easy for a real estate agent to describe a home for sale by stating that it has hardwood floors, a winding staircase, and an impressive entry way.

But let’s add in the five senses:

Before you ever step foot in this turn-of-the-century home, you’ll realize you’ve found a true work of art.

Inside the entry way, the crystal chandelier lights up the newly refinished hardwood floors. You can almost envision Clark Gable crookedly grinning at Scarlett O’Hara as she glides up the winding staircase, the sounds of her girlish laughter and the swish of her green velvet gown echoing behind her.

The smells of the home are a mixture of old and new. Fresh paint and hardwood floor stain mix with the smells of antique furniture and old rooms.

As you walk up the winding staircase yourself, feeling the solid banister under your fingertips, you almost feel as if you’re taking a step back in time. Better yet, you’re going on an adventure.

* * *

We were able to add in sight, sound, smells, and touch, but not taste. We could have had Clark smoking a cigar.

You don’t have to add characters to your content to add in the five senses. They just  seemed to fit in this scenario.

Try using the five senses in your Web copy and you just might discover that your content is much more vivid and alive, bringing your potential customers into the content with you.

And that, my friends, is your goal.

Robin

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Picture used with permission
of David Singer

What motivates you to think outside of your bubble? How do you get outside of your left brain into your outrageously exciting, creatively appealing, right brain thinking patterns?

I’ll give you some tips that help me.

Think of something funny, or find humor in something that’s not necessarily funny (like politics–ha!). Talk to someone about it.

Go outside and enjoy the outdoors. Look at the clouds. Enjoy the fresh air. Get away from your desk/computer. Take a quick power walk.

In other words . . . relax . . . enjoy life. Try not to take it so seriously.

Start with an idea and begin to build upon that one idea. Don’t be afraid to come up with outrageous concepts to add to that idea. Let the world be your playground as you flesh out your idea. Another way to look at it is to think like a child. Children don’t know how to reign themselves in. You need to feel that way too.

As adults, we feel like we have to act like adults. Okay, I’ll buy that. But what’s wrong with walking in the rain once in a while, just for the fun of it? What’s wrong with playing with puzzles? What’s wrong with drawing a picture on a whiteboard? Absolutely nothing, and it helps to get those creative juices flowing.

Another idea is to take our 12-Step Creativity Program. This will help you as you “learn” how to become more creative.

Why do we want those creative juices to flow? It takes creativity to write content, to do keyword research, to come up with new ideas for our sites, and so much more.

If you haven’t read my posts on two creative pioneers, be sure to give them a quick read:

http://www.sew-wrc.com/idea-motivator/2006/10/10/creativity-pioneer-2-google/

http://www.sew-wrc.com/idea-motivator/2006/10/10/creativity-pioneer-1-walt-disney/

Hope this helps to motivate YOU to be more creative.

Robin

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Did you know that there’s an agency who decides what the color trends are going to be several years in advance?

It’s called the Color Marketing Group, the leading international association of color professionals.

What does this mean to you? If you have an online (or offline) business that has anything to do with colors, you’ll definitely want to be aware of what colors are in style for the current year.

For example, Web design firms, Webmasters, clothing stores, department stores, advertising agencies, SEO/SEM companies, marketing companies, interior decorators, wallpaper and paint companies, etc., need to be aware of what colors are “in” for the current year.

So what are the hot color trends for 2008?

According to the Color Marketing Group, here are your colors for 2008:

1. Green and all colors of nature

2. Blues that remind us of the sky and water as well as a navy that’s so dark it’s almost black

3. Coppery, bronze-y tones of metallic

4. Ethnic accent colors like Moroccan reds, sunny golden yellow, and turquoise.

For more detail, read the entire article at:

http://www.colormarketing.org/Media.aspx?id=784&

Be sure to visit the Color Marketing Group every year to learn what colors are hot for the current year.

Robin

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If you have a site that sells clothing, you may think that having pictures of the clothes with a brief description of them is enough content for your site.

Wrong.

What about adding content on what constitutes the latest styles for this particular season?

What about tips for accessorizing for this season? Are scarves in? What type of pants are in style? Cuffs or not?

What about accessorizing each outfit with jewelry, shoes, etc.? You may make more sales if you do.

What colors are in style this season?

You could create content focused on different body shapes. For larger people, what tips would you offer?

What about creating an interactive area where your potential buyers could match tops with pants and add jewelry, shoes, etc., to the mix to see how it looks as a complete outfit? Let your buyers get creative with their own outfits.

With the idea above, you could even have a ”wish list” area where your buyers could save their clothes, then direct family members to the area for gift ideas.

You could set up greeting cards for family members/friends to send out when they purchase clothes as gifts.

What about setting up an expert Q&A on your site, so that your visitors could send in questions and a fashion expert could answer them. Post a new question each week on the main page of your site.

Consider creating a newsletter that offers style tips, what’s “hot” in the clothing industry this season, and other items of interest to your buyers. Offer a discount once in a while. Encourage your potential customers to sign up and list their birthdays. On their birthday, offer a nice discount as a gift.

Any other ideas?

Robin 

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What is a “walk through”?

Let’s say that you’re a real estate agent, and you’re trying to think of different types of content to add to your Web site.

Consider walk throughs.

Remember that in order to make the sale, you’ll have to find out the likes and dislikes of the female part of the buyer equation (if there is one), because her approval will more than likely make or break the sale. (http://www.searchengineworkshops.com/articles/largest-audiences.html)

To give you a little tip, what do women look for when buying a house? What about a walk through of the master bathroom, the walk-in closets, unique areas that will grab their attention such as a shoe closet, or a glimpse of the roomy kitchen?

What types of walk throughs am I talking about?

You could certainly do video walk throughs, which are quite effective. Or, you could have a slide show and use text to describe what the visitor is seeing.

What other online businesses could benefit from walk throughs?

Vacation property

Hotels

Bed and breakfasts

Museums

What about hunting or fishing retreats/camps? Wouldn’t that be a great selling point for an avid hunter . . . to see a walk through of the terrain he’s going to be traveling through if he chooses to go on that particular hunt?

What about spas and other retreats? Let your potential customers feel the relaxation all the way through your Web site as they view the pictures, watch the movies, or read the content.

Get creative here. You could even have walk throughs of antique stores. Try a walk through of an antique book store. How enticing would that be? Wow . . .

Robin

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