What’s the most important part of your product description?
Clarity, or Personality?
Without clarity, people won’t know what your work is all about, why they should care, and what they should do about it.
Without personality, people won’t get the opportunity to form a relationship with your work, or see themselves in your duty of care.
Clarity without personality leaves us clear… yet cold. Illuminated… yet detached.
Personality without clarity leaves us connected… yet disengaged. Ready… yet stuck.
I admit: I didn’t start writing this post with an answer on which is more important.
I had an ulterior motive.
The market wins when you can’t decide.
So stay stuck on which is more important, and deploy both with equal importance.