There is a fine line between over kill and finesse. When done well, it informs and builds confidence. Consider using words like: Original, Quality, Distinctive, New, Rugged, "Still the Best," "Might as well have the best!," and The ultimate..., are great words for rough and tough products.
Words like Soft, Plush, and Comfortable work well for towels or carpet. Descriptive words can help set the mood of your offers and can attract the right type of customers.
Our society is becoming weary of hype so when you use these words make sure you follow them with solid facts that prove it. Facts are not ambiguous. All to much marketing is fluff or full of platitudes and customers, your customers recognize them from football fields away and promptly ignore them and you if you are using them.
Be careful how you describe your product, say it straight and say it clear and your customers will respect you with their time. If they give you their time it is easy to get their money.
Examples of Great Descriptive Words in Use
"...our materials are the very best obtainable, for we know that the best is none too good and that quality is of vital importance." C.C.Filson, 1914
Descriptive icons or fallout can be placed on shelves, walls, doors, floors, packaging, brochures, sales fliers and websites-everywhere the customer could be looking.
Nordstrom stands out in more ways than one to be sure their use of copy is an art. Following are lines from a recent mailing talking about shoes.
"It's only fitting-finding the shoe you want in the size you need."
"Sure black goes with everything, but fuchsia is so fun!"
"Going someplace? Have fun getting there," in our shoes is the connotation.
"A little extra cushion? Whatever makes you comfortable."
A few others that attract the customer's eye are:
"Great products at a great price!"
"Tightly woven fabric"
No matter how you use descriptive words remember this - what you say is important, but if you don't back it up it will be as if you didn't say anything!