How an ancient poetic form can foster emotive bonds between targets, products, and services
John F Keane, CWS Director & Communications Expert
In the bustling digital marketplace, where attention spans are fleeting and competition fierce, how do you make your copy stand out? Beyond mere features and benefits, one powerful technique can transform your words into an immersive experience: ekphrastic copywriting.
What is Ekphrastic Copywriting?
Originating from ancient Greek, the term ekphrasis traditionally refers to a poetic description of a work of art. Think of John Keats’s “Ode on a Grecian Urn”, in which his words bring the silent scenes on the urn to life. He doesn’t just describe the urn, he evokes the story it tells to make the static art dynamic:
Who are these coming to the sacrifice?
To what green altar, O mysterious priest,
Lead’st thou that heifer lowing at the skies,
And all her silken flanks with garlands drest?
Similarly, ekphrastic copywriting describes a product or service with evocative language to create a complete emotional experience for the reader. It moves beyond simply stating what something is to showing what it feels like, sounds like, smells like, or tastes like. It’s about crafting a narrative that transports your audience directly into the experience of your offering.
Why Does It Work? The Power of Immersion
- Deep Engagement: By appealing to multiple senses and sparking the imagination, ekphrastic copy compels readers to actively participate in the message, rather than passively receiving information. This active engagement fosters a deeper connection.
- Unforgettable Impressions: When a product is associated with a rich sensory narrative, it becomes more memorable. Readers don’t just recall the product, they recall the feeling it evoked.
- Emotional Resonance: This technique bypasses purely logical processing, tapping directly into emotions. When a reader can vividly imagine the pleasure, comfort, or excitement your product offers, their desire is amplified.
- Distinctive Voice: In a sea of generic descriptions, ekphrastic copy creates a unique, artistic voice that differentiates your brand and gets attention.
How to Practice Ekphrastic Copywriting
Ready to infuse your copy with this evocative power? Try these practical approaches:
- Focus on the Experience, Not Just the Object: Instead of merely listing features, describe the feeling those features create. How does using the product transform a moment?
- Engage All Five Senses: Go beyond visual descriptions. What does the fabric feel like? What does the coffee smell like as it brews? What sound does the product make in use?
- Use Strong Verbs and Evocative Adjectives: Choose words that paint a picture. Instead of “good,” consider “velvet,” “crisp,” “radiant,” or “whispering.”
- Employ Metaphor and Simile: Comparisons can instantly elevate your description and create powerful mental imagery. “The engine purrs like a contented lion,” or “The fabric drapes like liquid silk.”
- Create a Scene: Place your product within a miniature narrative. Show it in action, creating a desirable moment or outcome. For instance, instead of “Our mattress is comfortable,” try “Sink into a cloud of serene slumber, where every curve of your body is cradled and the day’s cares dissolve into deep rest.”
The Takeaway?
Ekphrastic copywriting is a strategic approach to communication that leverages the human capacity for imagination and sensory experience. By crafting copy that paints vivid pictures and evokes strong feelings, you usher your audience into a world that is truly felt. It reveals the unsaid and unimagined, pulling your audience into their conceptual ‘holes of want’ and leaving them wanting more.