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Which of these two products would you rather purchase?

Product #1

Great Top for Hot Summer Days

When it's hot outside, this top will help keep you cool. Made of cool nylon, you'll love how it stops moisture. Available in four pastel colors.

OR

Product #2

Perfect Tank Top for Hot Summer Days

When the temperatures are steamy outside, this tank will help keep you remarkably cool. Made of breathable 100% nylon, you'll love how it sheds moisture. Available in four spring-fresh colors.

I think i can safely say that you would be much more likely to hit the "buy now" button on product number two.

This quick little example as provided by isedb.com, demonstrates the importance of emotive copy writing when describing your products to your customers.

Karon Thackstons article also highlights the fact that 68% of consumers surveyed by Allurent, Inc in their Online Customer Experience Survey, wanted the ability to "feel" a product through the use of better imagery and more detailed and emotive product descriptions.

The key message from this is that users are more likely to make emotionally driven decisions when making an online purchase rather that fact driven ones.

To use another example provided by Karen @ isedb.com, I would much rather:

As your day begins, enjoy a gourmet breakfast prepared by your own private staff -- at your disposal 24 hours a day. A gorgeous view overlooking your own crystal-blue freshwater pool welcomes you to another exciting adventure in Hawaii. A morning stroll along your private, white-sand beach is the perfect way to welcome the day.
A fun-filled outing can consist of splashing in the surf, sunning on the beach or napping in an authentic hand-woven hammock that cuddles every curve of your body. At the end of the day, you'll have sun-kissed shoulders, a glowing bronze tan and a phenomenal appetite!
Unwind poolside at the gazebo as you prepare for a world-class dinner that rivals any five-star restaurant. Refreshing after-dinner cocktails are especially enjoyable when sipped on the terrace as nature provides an amazing display of sunsets and a soft, caressing breeze you won't soon forget.

Than:

Rent our two-bedroom condo right on the beach! You'll have a private staff to meet all your needs. Pool, hammock and gazebo are on site. Gourmet chef will cook all your meals to order. This is the best vacation house you've ever seen!

Make your users feel like they are there, let them touch, taste, smell and want your product most importantly and the conversions will follow.