It's easy to love your product as the salesman - you know the benefits! But what would you want to know as a skeptical consumer?
A key element of marketing is knowing your audience. Content should be tailored to your unique customers as well as to your one-of-a-kind business.
Who's looking for your product? Is it a senior citizen in need of a higher-powered flu vaccination? Is it a businesswoman on the go in need of a time management app? Is it a town council in need of a building restoration company?
Put yourself in the position of your buyer and think about what should be front and center.
And, think about how you want to describe your product so it appeals exactly to your niche.
Anyone who's watched a realty show knows that "cozy" and "small" can mean the same thing, but if you look in a thesaurus you won't find them as synonyms.
Connotation is the difference between "vintage" and "dated", "rustic" and "primitive", "luxurious" and "costly"; it's essentially the human element that the dictionary can't define. Two words may seem the same on paper but two people may interpret them very differently depending on trends, usage, culture, and other similar factors.
This means that connotation is a very powerful tool in the hands of a writer, especially when it comes to adjectives for marketing work. You'd probably rather describe your offers as "exciting" than as "flashy" or "hectic", and a good copywriter should know that instinctively and use it to your best advantage.
Knowing your audience can play a major role in the effective use of words, and that's where perspective comes in.