Do you have the heart of a poet? Does the person who oversees your advertising? Begin to think in word pictures and you’ll be on your way to thinking as poet.
Begin to communicate using emotional word pictures and you will be understood more often than not.
Rather than just mentioning your product, and we all have them, describe it as you would for someone who cannot see. Write about it as if writing for the deaf. Talk about it as if discussing with someone who no longer commands their sense of touch.
We assume that if we talk about it in black & white, using terminology that is familiar to us, then everyone will get what we’re doing. But not everyone knows, uses, nor understands your own lingo. Why would you assume we all do?
Share with your fellow readers how you would begin to describe your product. Don’t assume anything. Get some feedback on whatever it is you’re describing – and become the poet laureate of your firm.