What is it about tangibility that sparks curiosity? It’s the initial promise that readers will get a specific benefit, but many email marketers often hide behind empty promises. In a world where much of our customer engagement is happening online, it’s important to understand the power of tangibility in copywriting.
Tangibility is the quality of being able to be perceived by the senses. In other words, it’s anything that can be seen, heard, felt, tasted, or smelled. When used in copywriting, tangibility can make your writing more concrete and relatable — which can ultimately lead to better results. Tangible elements can add a lot of weight to your words and make them more persuasive.
In this post, we’ll explore how you can use tangibility to your advantage in copywriting. We’ll cover topics like using concrete language, incorporating tangible objects into your copy, and more. So if you’re ready to learn how to add some extra oomph to your writing and understand why making specific and well-intentioned promises will reign supreme with your target audience, read on!
The Importance of Understanding Your Audience
Having an in-depth understanding of your audience is a critical key to success when it comes to almost any type of communication. Whether you are writing copy for an advertisement, giving a speech, or simply trying to get your point across to somebody else, tangibility is the key to conveying your message effectively.
Knowing who exactly you are addressing and what their requirements are allows you to craft copywriting that speaks directly to their needs. The more precisely targeted the words are — and by this, we mean offering direct numbers, statistics, and proven results — the more likely they will be well-received.
Research into who your audience actually is should be conducted thoroughly before attempting any form of communication so that your message can avoid becoming too general or off-target. Without knowledge of your audience, it can be difficult to reach them with your desired result in mind – but with appropriate understanding, reaching out effectively becomes infinitely simpler.
The Difference Between Copywriting and Content Writing
Copywriting and content writing are two methods of generating written content online but with a crucial difference — tangibility. Copywriting should be focused on creating tangible, relevant and well-crafted messages to drive a desired response from an audience.
If done successfully, it can initiate contact with potential customers as it provides valuable information while steering the reader in the right direction. Content writing, on the other hand, is more flexible and helps organizations establish relationships with their audiences by providing relevant and pertinent information that ties into their value proposition. While both are essential in building trust between an organization and its customers, copywriting takes things one step further by making the impact more tangible.
So how exactly do you offer more tangibility in your copywriting?
What is Tangible Language?
Tangible language is a term coined in copywriting that refers to using phrases and words that draw on physical senses to evoke an emotional response. This type of writing works by creating an intimate, sensory experience for the reader without them having to tangibly interact with the product or service you’re trying to promote.
Some examples of tangible language include:
- Statistics
- Numbers
- Evidence-based results
Email marketing guru Chase Dimond puts it best:
Copywriters,
Keep your promises tangible.
Don’t say “Get a better smile”, say “Fix your teeth in 12 months or less”.
Don’t say “Lose fat”, say “Lose 10lbs in your first 12 weeks”
Don’t say “Get better skin”, say “30% less blackheads in the first week”.
Tangibility sells.
— Chase Dimond | Email Marketing Nerd 📧 (@ecomchasedimond) September 15, 2022
The language used can include anything from visual imagery such as colors and details, to more abstract notions like feelings and sounds. By bringing tangibility into your words, your writing stands a better chance of connecting with readers – after all, humans are most drawn to language that engages our physical senses!
How to Use Tangible Language to Connect With Your Reader
Tangible language is an essential aspect of writing and copywriting. It allows the reader to connect with the writer on a personal level, creating a more powerful bond. By using descriptive words and creative metaphors, tangibility brings a story to life in vivid detail that allows your story to be experienced by your reader as if they were there.
This creates an immersive experience when reading your content and can leave an unforgettable impact on the reader, which often leads to higher conversions. So next time you’re writing, consider how to use tangibility to create a real connection between you and your audience!
The Power of Using Concrete Images and Examples
Considering the massive amount of information that we come across on a daily basis, it is easy for some of the most important points to become muddled and lost in translation. It is because of this phenomenon that using concrete images and examples can be incredibly powerful when trying to make a point.
By grounding the information in something tangible, concepts can be explained more easily which then increases their impact and effectiveness. Visuals have long been found to be extremely effective in making memories — linking memories to a visual or tangible item makes them much easier to remember down the road. So whether through visuals, stories, or analogies, using concrete images and examples will increase your chances of communicating your message successfully!
Why You Should Avoid Using Jargon in Your Writing
Jargon is a form of technical language that is used in specific contexts and can be difficult to understand without specialized knowledge. Using jargon in your writing can have unintended consequences, as your readers may not recognize the phrases you’re using.
This confusion can lead to miscommunication which, at best, makes the topic unclear and at worst, the message is lost altogether. Additionally, jargon language often serves only to make the text sound sophisticated rather than helping to simplify points or clarify meanings. To ensure effective communication of your message, strive for simplicity of language by avoiding jargon and other potentially confusing terms in your writing.
How to Make Your Copy More Readable and Engaging
Making your copy engaging and readable is one of the best investments you’ll ever make in order to draw readers in. To add tangibility to your copywriting, use words that create imagery in readers’ minds and encourage them to connect with your message. Most of all, use tangible terms to demonstrate your product’s effectiveness.
Take advantage of sensory language and descriptions, too; describing a smell or a sound can help spark a reader’s imagination. Additionally, using interesting metaphors and analogies can help you get the point across more effectively while still keeping the copy fun to read! Finally, always ensure that your paragraph structure is organized — good writing follows a logical pattern.
An Overview of Tangibility in Copywriting
When it comes to effective copywriting, audience engagement and the use of tangible language should always be considered. Finding the right combination of concrete images, examples and simple wording can create a powerful connection between the writer and reader. Additionally, a well-crafted approach avoids jargon in favor of more comprehension language. If done correctly, your writing becomes more readable and engaging; thus helping to solidify an impactful impression with your target customers.
If you’re in need of some truly captivating copywriting and digital marketing services, ONE18MEDIA can help create a stellar strategy tailored to your business’s needs. To learn more, please take a moment to visit our website and contact us for a FREE digital marketing audit today!