Smooth is the New Persuasive

My last blog post focused on how multi-sensory approaches are more memorable than those focusing purely on visuals, and the importance of accounting for this when planning media.

In the same vein, there are certain kinds of words that evoke strong emotional responses. Sensory metaphors like ‘concrete’ or ‘solid’ are better than adjectives such as ‘reliable’ when describing products and services. Starting with verbs is even more effective, for example: ‘Brand X protects 1.1 million Canadian homes from Carbon Monoxide poisoning’.

Why does this matter?

Championing multi-sensory approaches shows that we care about our customers’ businesses as if they were our own.

Check it out: