The key is to involve them in the process by using active voice, compelling verbs, powerful nouns, and evocative adjectives and adverbs. Yes, you make it happen not with pictures but with words . Whenever we come upon one of these intensely right words in a book or a newspaper the resulting effect is physical as well as spiritual and electrically prompt. With the right copy, you can sell just about anything. Amy Tan s Chinese enclaves, or John LeCarre s underground.
Words sell perfume, gourmet food, wine, travel, music, clothing, even art.
The list is literally endless. And you ve experienced it yourself if you ve ever been influenced even once by ad or catalog copy you ve read or heard. The J. Peterman Company has one of the most wildly successful catalogs on record. Because the text is so rich everyone loves to read it. A record of my discoveries.