The secret lies in subtlety. You don’t command, you describe. You don’t tell, you show. You make your customer use their imagination how your product will work on them. You can do this by appealing to their senses and their emotions. You’ve to create a sensory experience for them through words. Make them see, hear, smell, taste, and feel the experience of using the product.
You don’t just go telling them that your lotion product will make their skin soft and smooth. You tell them that the lotion would give long lasting moisture, making their skin irresistible to touch and caress. Or if your product is toothpaste, you don’t plainly say that it whitens teeth and freshens breath. It would be more effective to say that it brightens the smile and adds excitement to the kiss. Or if you’re a travel site describing a vacation spot, you would not want to bore your reader by saying that the place is nice and quiet with fresh air. The reader would be more interested if you say that the place is a perfect retreat for the tired body and soul with its lush and verdant surroundings…the cool breeze blowing all worries and cares away…the murmuring silence of nature that whispers hope to the dead beat heart. That and other blissful experience he can have at the place.