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How to Arouse the Magic of Sensory Words (Even in Business Writing!)

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How to use sensory words
Aarggh.

A thumping headache.

Does it ever happen to you?

You should work, but you can’t. You don’t want to deal with your to-do list, an overflowing inbox, an incessant stream of tweets.

You find your walking boots and get out.

The smell of rain lingers in the air. A gentle breeze soothes your aching head. You watch the sun rays play with the golden leaves.

Can you picture the scene?

That’s because of the sensory details

You might think that sensory words are for poets and novelists. For creative spirits. Not for serious business people like you and me.

But that’s not true.

Using sensory language can help you captivate your audience—a business audience, too. Sensory language helps readers experience your words, almost as if they’re present, right in the midddle of your story. What’s more, sensory details add personality and flavor to boring content, helping you stand out in a sea of grey voices that all sound the same.

Shall I explain?

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The science behind sensory words

Sensory words are more powerful and memorable than ordinary words because they make your reader see, hear, smell, taste, or feel your words.

When reading non-sensory words, your brain processes text. But when you read sensory words different areas of your brain light up. Your brain processes sensory words as if you taste a sweet cake, as if you see a dazzling display of colors, as if you feel a rough texture.

And we also know from research that when we can hold a product the desire for the product increases. Might we be able to increase desire simply by using sensory words so people can imagine holding our products?

Sensory words can even boost sales. Research into menus suggests that describing dishes using sensory words makes more people buy them.

What are sensory words?

Sensory words are descriptive—they describe how we experience the world: how we smell, see, hear, feel or taste something.

  • Words related to sight indicate colors, shape, or appearance. For instance: gloomy, dazzling, bright, foggy, gigantic.

  • Words related to touch describe textures. You can use them to describe feelings and abstract concepts, too: gritty, creepy, slimy, fluff, sticky.

  • Words related to hearing describe sounds. For instance: crashing, thumping, piercing, tingling, squeaky. Often these words mimic sounds—that’s when they’re called onomatopoeic.

  • Taste and smell are closely related. Most taste and smell words are easy substitutes for bland words like good, nice, or bad. For instance: zesty, tantalizing, sweet, stinky, stale.

  • Motion is sensory, too. By using active words or describing movement, you help your readers experience your words. For instance: vibrating, soaring, mind-boggling, staggering, bumpy.

Examples of sensory phrases

Want to know how to use these words?

Here’s how to apply the magic of sensory phrases

Use the list below as a start to use more sensory phrases in your writing, and expand the list with your own selection of words.

Whether you’re reading a novel, a wine brochure or your favorite blog, notice the words that make you feel something. How does the writer conjure up images? How does he describe scenes? How does he make abstract concepts concrete?

Create your own list of favorite words, and start using them. For instance, in headlines:

Without sensory words:
5 Tips for Turning Boring Information Into a Practical Tutorial

With sensory words:
5 Tips for Turning Drab Information Into a Tantalizing Tutorial

In business emails:

Without sensory words:
Unfortunately, I’m currently too busy to take on new projects.

With sensory words:
Unfortunately, my schedule is jam-packed; and I’m unable to squeeze in new projects.

In product descriptions:

Without sensory words:
The long-lasting cabinets are made from the best material, guaranteed for 10 years.

With sensory words:
Our cabinets remain squeak-and-creak free. That’s guaranteed for 10 years.

On your About page and social media profiles:

Without sensory words:
Irreverent copywriter on a mission to eradicate gobbledygook and to make boring business blogs interesting.

With sensory words:
Irreverent copywriter on a mission to stamp out gobbledygook and to add sparkle to business blogs.

To make your metaphors more vivid so your message sticks:

Without sensory words:
Imagine your writing is slowing readers down.

With sensory words:
Imagine your readers trudging. Their shoes feel heavy. Squelch. Sploosh. Squelch. Sploosh.

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A list of sensory phrases

Sensory power words #1: Visual words

Gigantic
Teeny-tiny
Bulky
Glitter
Sparkling
Shimmering
Shiny
Glowing
Crooked
Hazy
Shadowy
Gloomy
Drab
Murky
Dull
Knotty
Vibrant

Sensory power words #2: Tactile words

Fluffy
Gritty
Rough
Smooth
Slimy
Sticky
Creepy
Crisp
Hairy
Chilled
To stifle
Woolly
Crisp

Sensory power words #3: Auditory words

Buzz
Hubbub
Humming
Faint
Deafening
Squeaky
Earsplitting
Serene
To sizzle
To hiss
To shriek
Snappy
Boom!
Roaring
Thundering
Crunchy

Sensory power words #4: Words related to taste and smell

Bland
Rotten
Fragrant
Stale
Juicy
Stinky
Gooey
Bitter
Yummy
Lipsmackingly
Pungent
Zesty
Sweet
Spice

Sensory power words #5: Motion words

Soaring
To resonate
To breeze through
Staggering
Blown away
Paralyzed
Eye-popping
Gobsmacked
Shocking
To grab
Jaw-droppingly good
Turbulent
Choppy
Swirling
To wriggle

The truth about captivating your audience

You can use the same words every business writer uses.

It’s a quick way to write a lot of text.

But you sound the same as everyone else, and the noisy internet machine drowns out your words. Your message gets lost.

Instead, release your inner poet and pick your words with care and precision.

Make your readers crave your next article.

Get them to fall in love with your writing, and your voice.

Recommended reading on word choice:

How word choice shapes your voice
4 types of weak words: How to spice up bland content
172+ power words for persuasive content

Want to write better? Get my best writing tips here > > >

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Comments

  1. If we have Bloom’s Taxonomy in education, perhaps this has got to be Henneke’s Classification of Content Words for Marketing…
    Thank you for this great article. Much help for someone like me.
    RGSuyom from the Philippines

    Reply

  2. We caressed dolphins this week and can’t find a word to best describe that sensation on your hand as they pushed against you. How can this be quantified in such a way to justify the unique experience with a single word?

    Reply

    • I don’t know what that sensation is like, so I don’t know what word to use. But it’s okay to use more words to describe your sensation. Perhaps you can compare it to something else?

      Reply

    • Hi Toby, I have touched dolphins too and can describe their presence and feel as: warm soft peaceful energy; or their skin feels warm, slimy and soft and their presence oozes with love and peace. Narrowing down words that describes them are: Love and Peace. Thats how I felt when they swam around my legs, I was in awe of their loving peaceful energy. May be one word to use would be that they represent either serenity or quiescent

      Reply

  4. This is a particularly important concept to me. I have a new hand-dyed yarn company opening soon called Peaceful Yarns. It’s called that not only because I live in the Peace Region of Canada but because knitting/crocheting is peaceful, beautiful yarns and colours can make one feel peaceful. Plus yarns are stories and I want to tell peaceful stories on my webpage. I totally get this use of emotional words but it will be a challenge to use them in practice. I’m more used to writing technical manuals.
    But I’m up for the challenge and I’m learning a lot from these emails. Thanks Henneke

    Reply

    • I love your point about knitting and crocheting being peaceful. While I’m not a knitter myself, I’ve always considered it a meditative activity (similar to coloring drawings). You may find that reading articles (or even poems) about meditation or other peaceful activities gives you ideas about words you could use.

      I like your idea of yarns are stories, too.

      Reply

  5. Hi!
    It’s quite Vivid, Vibrant, Vivacious sensory perception that makes my eyes wide open, my ears ricking, my nose sharp and swelling, my tongue touching my palate and finally makes me sit, walk, run, jump in joy, cavorting and gamboling.
    I am looking forward to hearing more from you.
    Thanks,

    Reply

  8. Thanks for the replies Ma’am Henneke!

    But I replied you again. I also updated the content where I included you and the Enchantingmarketing.

    I hope to see your reply ma.

    Reply

    • Hello, Henneke. I am Jhared from Philippines, I really love how you stalk me (Well, in a good way). What I mean is you are giving me an Advice like this with email eventually. I like it and you helped me a lot. That is a great idea! Great job.

      Reply

  9. Huula! Henneke! This is really awesome. It’s high time I leveraged sensory words.

    I’ve been following you all this while. And you’ve always been a saviour to me. In fact, I couldn’t wait to check out my mail since I returned from church.

    I’ve been browsing through tens of your articles, and I’ve never been tired. You’re so awesome.

    I think I found a problem with one of your pages while I browse through these remarkable posts. I’ve tried all my best to access one particular page. For confidential sake, I’ll email you. You will never run out of ideas.

    Thanks!
    Expect an email from Godwin.

    Reply

  11. “Instead, release your inner poet and pick your words with care and precision.

    Make your readers crave your next article.

    Get them to fall in love with your writing, and your voice.”

    Yes! Why am I addicted with your text? I found the reason here.

    Reply

  12. Henneke, this post about sensory language is especially helpful for product description writing. It’s easy to fall prey to telling versus showing in content. I’m glad you believe in adding magic to every piece, and I aspire to do the same.

    Reply

    • Yes, so true. Sensory words are great for product descriptions. Happy writing, Nikkia! And thank you for stopping by 🙂

      Reply

  13. Good Day Henneke. Please help out. If I’m trying to say “she’s beautiful” through the lens of taste, touch, sound, sight, smell or movement (sensory language in general), how do I do that, please..?

    Reply

  14. Hi Henneke,

    You always delight!! Jaw dropping tips presented in a zesty manner!! “Irreverent copywriter on a mission to stamp out gobbledygook and to add sparkle to business blogs.” Were you talking about yourself? 😛 Lovely! As always. You keep me coming back for more each time!!

    Reply

    • Yes, I’m on a mission to stamp out gobbledygook. Still a lot of work to do! 😉

      Thank you for your lovely compliment, Anjana. I appreciate it.

      Reply

  16. I just started out with copy writing, and already read a lot of articles. This by far one of the best “no bullshit” articles, from which I can easily lift my writing to a new level. Thank you ?

    Reply

  18. Love what you’re doing with words Henneke, I love words too but I never thought of using them like you suggest, so you’ve given me such me a smorgasbord of food for thought. Thank you for your most helpful emails.

    Reply

  23. Since I went live with the new website in ’16 and employed sensory phrasing I feel so much more confident connecting my work (Luxury Fine Art Photography) with clients when they visit. Especially so with print media descriptions, and telling the stories of my experiences when capturing the fleeting moments. THX!

    Reply

  24. Wonderful article I have ever read! This aids me more than I expected. Although I had thought about so, I don’t know how to do. So far I feel I clear some points. I really appreciate your work. Thank you, Henneke. I’m looking forward to your next brilliant one.

    Reply

  25. your sensory words make me sense the depth of sweet and touching English with the sparks of strength and power in my writings. You really helped a lot. Looking forward for more inspirational writings from you.

    Reply

  26. Your writing is not only inspiring, its like it has a live current running through it.

    I read a few of your blog posts and a couple of your snackable lessons, and already I feel like you’re my karate master, my sensei, and I’m your karate student.

    And I wonder what rank will I reach
    after reading all your blog posts, all your books and your courses?

    I ask myself whether, I will end up being a green belt, a black belt, a double black or even a master myself?

    After getting inspired by your writing, I wrote my business profile on business writing.

    I took a lot of your tips and I unconsciously found myself mimicking you.

    I worry that I may find myself being your copy cat instead of being myself.

    It’s not that I have ever set down, looked at your work and set out to reproduce it.

    No, no, I have never done that.

    But still, I worry that what you have written, sticks too much on my brain. And a lot of your ideas find their way in my profile.
    None of my sentences are the same as yours, though.
    But your influence is clearly there on all all of my pages.
    That’s how much your influence is on my writing.
    Don’t get me wrong though, I like it of course, because you’re simply the best.

    I am just concerned that the master might end up suing the student for cloning.
    Or do I have your permission and license, to sound like you, Hennneke?

    Reply

  28. Fabulous article Henneke. It’s delectable : )). You have turned me on to a wonderful world of writing. Thanks much.

    Reply

  31. Thanks Henneke.

    I’m in the process of setting up all of my social profiles and writing website copy so this is really useful.

    I’m super excited to put the snap crackle and pop back into my business!

    Reply

    • Yay for snap, crackle, and pop! 🙂

      Good luck with writing your profiles and copy, Kerrie. Thank you for stopping by.

      Reply

  32. Hey Henneke, thanks for a great post yet again. Hope you’re doing well.

    Quick question – Are there any specific exercises or tips you can share to find sensory words in a specific context are stuck with a drab copy? I understand reading a lot and keeping a doc will help over time. But otherwise, what’s the advice when you are just getting started on this mission to improve your writing skills by using sensory words?

    Reply

  34. That is really attention-grabbing, You’re an overly skilled blogger.
    I have joined your feed and look ahead to in the hunt for extra of your wonderful
    post. Also, I have shared your site in my social networks

    Reply

    • You can create a list by category or one long list, whichever you find easier. I’m not so organized, so I had just one list with words I liked. When I got stuck, I would look at my list and try the thesaurus.

      Happy writing!

      Reply

  38. Hello Henneke, loving and sharing your gooey, delicious recipes for creating tasty messages that stick. 🙂 Sometimes I/we shy away from sprinkling a little sensory enchantment in our business writing – feeling it’s just not the done thing. I appreciate the myth-buster very much.
    Keep sharing the not-so-secret recipes.
    Thank you
    Nicole

    Reply

    • Yes, it can be a little scary to use different words, but when we use the same words as everyone else, we all sound the same, right?

      I see you’ve also adopted the word “stinky” for a headline. I had a long discussion with another blogger about this word. She didn’t understand why I wanted to use it, but in my experience, the word “stinky” in a headline grabs a lot of attention.

      Thank you for popping in, Nicole 🙂

      Reply

      • Cheers coach-in-a-post! I wrestled with ‘stinky’ for a long while – scared, nervous circling in my head. Then just thought to heck with it. I’m still learning to go with the flow. 🙂
        P.S Where’s the English weather update?
        Hot and rainy greetings from Antigua

        Reply

    • Ha yes… I missed out on the weather as it was the same beautiful autumn weather as the last two weeks. Would you have believed that? Unfortunately, today it’s raining, and it looks like it might rain all day!

      Reply

  40. Thank you again Henneke for another piece of your writing wisdom. You’ve given me new insight in how to make things real through sensory words.

    I’m writing a book for carers of people with dementia. Everything associated with dementia affects the 5 senses of both the person with dementia and the carer. Many health care books are heavy on clinical jargon and less on the emotional aspects of care. Thanks again

    Reply

  41. Thank you for this illuminating post! Sensory words do make a world of difference. They’re like a little like a dash of spice in a dish. You may not even notice the subtle flavoring, your mind absorbed with the texture of the food or the content of your conversation, but they still enhance the flavor. I found your illustrations particularly revealing because the contrast between abstract words and sensory ones makes your point clear.

    Reply

  42. Ohhh wee Henneke,

    Was this post ever good. You said it best when you wrote “if you want to sound like everyone else, you can use the same drab language and get lost in the land of noise.

    One thing I’m doing now is working on future content for next year. And I’m making it much more descriptive, vivid and full of stories.

    Like you told me one time, editing is the fun part of writing. I’m finally getting a taste of that and you’re 100% right.

    Truly great job here and I can’t wait to sprinkle some of this delectable wisdom in my posts.

    – Andrew

    Reply

    • Wow, you’re planning ahead for next year already? I could (or should?) learn something from you!

      Lovely to hear that you’re enjoying your editing 🙂

      Reply

      • Oh yea,

        I’m learning that if I prepare early, I have a lot more time to do proper marketing. Plus, it’ll allow me some leeway to not have to rush to write something.

        Reply

  45. May I suggest ESOL teachers (English for Speakers of Other Languages) all over the world use Henneke’s blog? Level 2 / Level 3 students would be delighted to discover how alive and kicking a language course can be. I’ve been bored to death when I trained for my ESOL a few years ago in the UK 🙂

    Reply

    • It’s surprising how few teachers think from the student’s perspective, isn’t it? I don’t know why that is.

      Feel free to send people here 😉

      Reply

    • I couldn’t agree more! I teach Dutch for speakers of other languages. Students like to live the language and using sensory words helps. Like a lens they bring the world into sharp focus, which makes them easy to remember. The more students know, the more they want to know. Thank you for sharing!

      Reply

  46. Crazy useful … as always. Loved the practical (very practical) examples.

    I just gave a presentation based on Frank Luntz book Words that Work: It’s Not What You Say, It’s What People Hear.

    While I don’t agree with Luntz politically, his sixth “Rule” of successful communication — “Sound and Texture Matter” — lines up perfectly with this post: “The sound and texture of language should be just as memorable as the words themselves” (16).

    I use CoScheduler’s free Headline Analyzer tool a lot — http://coschedule.com/headline-analyzer. It rates headlines by four categories, two of which are “Emotional Words” and “Power Words.” I don’t always trust their numerical score, but it’s really helpful to spark the kind of “sensory” ideas you wrote about in this post.

    Have you tried it?

    Reply

    • I’ve found these headline analyzers quite limited. For some headlines they work, for others they don’t.

      I’ve looked at them for fun. For instance, I’ve used the analyzer to review the headlines for 5 of my most popular Copyblogger posts and Co-schedule rates them between 53 and 64, so none of them is considered good, and some are considered bad. Still these blog posts generated thousands of social media shares (one was the most shared post in 2013). So, it can’t be that those headlines are bad?

      Headline writing is part science part art, and it feels to me that the analyzers haven’t quite got it right yet. I trust my own instinct 😉

      Reply

      • Ha! Totally agree.

        Fun … but I don’t really “trust” ’em.

        What’s helpful is using them as jumping off points and for brainstorming.

        My most popular post on Copyblogger, “The Ultimate Copy Checklist: 51 Questions to Optimize Every Element of Your Online Copy [Free Poster]” — which was the very first link in the Best of 2014 post (http://www.copyblogger.com/best-of-2014/) — got a 48/100. 😉

        Reply

  47. Hi Henneke,

    Here you are , with yet another brilliant article that stimulates our thought process and to make us think and write like a poet.

    Job well done.
    I appreciate your effort to bring us this all time reference for our writing exercise.

    Thank you Henneke,

    Always your admirer,
    Singaravelu A.P

    Reply

      • I’m a historic preservation architect. Do you have a list of words for giving meaning to experiencing history through your senses in historic buildings

        Reply

        • When thinking about architecture, we usually think of visual words first. But design has its rhythm, too, so you can also borrow ideas from music. Also, think about what scenes the building conjures up, and what sounds and smells go with that? If you describe the scenes that people can imagine while walking through a historic building, you conjure up a multi-sensory experience, and there’s no limit to the sensory words you can use.

          Reply

  52. This is really useful stuff, Henneke, which I hadn’t really thought about before.
    The examples you provide really bring it to life! Thank you.

    Reply
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