It's a good question, especially for commercial writers who may not have a natural passion for the product they are writing about. And yet, we need that passion in order to convey our message clearly, succinctly and powerfully.
I have promoted all manner of things over the years, from chainsaws, computers and cars to shampoo, health food and office equipment. And, believe me, consumer products are generally easier to write about than other items, such as niche products or eclectic services.
But the key each time is to get genuinely enthusiastic about the issue, product or service.
And the key to getting enthusiastic about anything is to understand its features, its benefits and the people who will need it most.
This is basic marketing, but it's something a lot of commercial writers fail to realize and implement.
Here’s what I do:
1. Understand how the item works, and how it improves upon an earlier model or the competitions’ offering.
2. Identify the major features and list their corresponding benefits
3. Think about the people for whom the product is aimed at ~ the target audience. What products do they have that this product solves; what is important to them.
4. Consider the benefits of this product again. See how this product or solution improves the target audience’s lives through increased productivity, cost saving or some other advantage.
When you view life through your target audience’s eyes; when you consider the benefits the product/service will make to them ~ you’re well down the road to enthusiasm.
Now you can write with passion, energy ~ and ~ integrity.