When writing copy about a product, it’s natural to describe it. If that’s all you do, you’re making a huge mistake.
Start by painting a word picture of the end benefit, and you’ll almost certainly increase sales. Action verbs wield far more power than static descriptions.
As an example, Google “greenhouses,” scroll to the bottom of the sponsored ads, and click “More sponsored links” at the bottom right. As I write this, I’m presented with 339 paid search ads selling greenhouses.
Most offer static descriptions: Aluminum, wood. Many sizes. Huge selection.
Less than 10% include active verbs: “Grow all year…” “Enjoy fresh vegetables…” “Transform your yard.”
Have a look at your website copy, catalog descriptions and PPC ads. Work in as many active verbs as you can. Better yet, split test your current PPC descriptions vs. some with active verbs and see for yourself what a difference they can make.