Making products sound special is always a challenge for copywriters. Often you have to try and differentiate your product from those that tick all the same boxes, deliver the same features and, sometimes, at a lower price.

So how can you make your product sound new and revolutionary? One way is to make your copywriting complex. Allow me to explain.

Normally, when it comes to copywriting, the rule is to keep things simple. You want your writing to be understood by as many people as possible. So simple, jargon free language and easy to understand explanations are the order of the day.

But when you’re trying to differentiate your product, and make it sound special, making your copywriting complex can be an effective tactic.

Why complex descriptions can be persuasive

I’m sure you’ve seen TV adverts for face creams, toothpaste and washing powder where they make elaborate claims on how they work. They’ll often use pseudo science and grandiose statements about the ‘special ingredient’ that makes their product groundbreaking and unique.

Whether it’s baking soda in toothpaste or licorice extract in moisturiser, many TV adverts will focus on explaining how one particular ingredient makes their product superior and special (even if it’s virtually the same as the cheaper non branded version).

You can apply this tactic to your own product. Describe a feature in depth to explain exactly how it works. Your competitors’ product might have a similar feature, but if they skate over it, or dont mention it at all, then readers are going to see it as an added benefit that gives them more of a reason to buy.

Complex copy can make you sound like an expert

People like to buy from an expert. They like the reassurance of buying from someone who’s done their research and demonstrates a deep understanding of their problem.

Even if the reader doesn’t understand the technical language being used, if you can explain how your product works in greater depth than your competitors then readers will think it must be good.

So whilst generally the rule is to keep things simple, sometimes complex copywriting can be an effective tactic for differentiating your product from cheaper alternatives and to giving it that extra ‘wow’ factor.