When it comes to eCommerce, the best way to reach out and build a relationship with customers is through product copy. Great product copywriting is essential when it comes to the little extra push consumers need to buy.
When done correctly, the copy can do much more than describe what items you have for sale. It can bring back potential customers, build brand trust, and even climb in the search rankings for a wider sales reach.
If you want to punch-up your copy game and really make your descriptions stand out, here are seven tips to help you convert.
1. Grab your Audience
The first rule to good product copy is capturing the voice of your target audience. What are you selling, and who are you trying to sell it to? Structure your copy to match what your readers are looking for.
This could mean tweaking style, language, or adding a bit of humor to speak to them. Use elegant phrasing when describing a gown or play fast and humorous when talking about ridiculous pool floats. Don’t just slap a phrase on the page and hope it works. Elevate your copy.
2. Make Each Piece Unique
In the eyes of Google, duplicate copy is bad, which means repetitive copy is bad for search engines. Like an effective blog, the key to effective product copy is putting your own personal twist on each piece.
Sure, it can be difficult to find an interesting way to describe a simple crew neck t-shirt but get creative. Fresh copy helps readers differentiate between products and can help potential buyers reach a decision.
3. Keep it Simple
While having a decent amount of copy is a good idea, it’s not best practices to go overboard. Great product copy can speak to multiple audiences, and search engines when done right. So, consider the product, what the readers need to know, and keep it simple.
Use light, easy-to-read sentences with bullet points for more intense information. Don’t make it TL; DR (too long, didn’t read) length because otherwise, buyers may quickly lose interest. But copy that is too short may not say enough to readers. Balance is key. Simple, easy, and direct can really help your search results.
4. Use Keywords
No matter how short, you can always find a way to interject SEO best practices with product copy, and it could really help your search rankings. Seek out what your audience is searching for, and research keywords to really fill out your copy.
Get specific with your terminology and wording; the more on point you are with your descriptions, the more it will help with search. Plus, the right wording makes things clearer for your audience, too.
5. No Detail Left Behind
Think about the last product you bought online. Did the seller give you enough information to buy, or did you have to do a little digging?
One of the pain points of buying products online is not having enough information. If a customer needs to search elsewhere to get the details on a product, chances are they aren’t coming back.
Don’t cut corners on the details. Consider what you would want to know if you were looking to buy your product. List care instructions, materials, and whether batteries are included.
What does the product do? What do you need to use it? What age range is it appropriate for? Find out what your audience needs to know and give them the details.
6. Tell the Story
Connecting with your audience is just as important as giving them the details. People need to connect with your words. Speak to them! Sometimes all it takes is a little something extra to help readers buy and putting a personal touch on product copy is a good way to do it.
Tell a little story, give it a touch of humor, or just give people an idea of how they could use your product. Everyone loves a story, and a good, product description could make the difference in a sale.
7. Test the Field
Finally, a good way to test how your product copy is doing is to test it out. See what works by putting a few samples out there and monitoring which performs better. Which one gets a better response?
From there, you can always improve on your copy: change the style, tweak the language, and control the length. Peoples’ tastes change. What works for one product may not work for another. Always keep trying new things and get to the bottom of what your audience wants.
Concluding Thoughts
Besides the tips above, the most vital element of writing effective product copy is to take pride in it! Your copy reflects your company and it’s how you speak to your audience. It should be clean, simple, and give them all the details.
It needs to be personal and have a personality. It adds flavor to your products and can get you found by a broader audience. Put in the time with your copy using the seven tips above, and the results will reward.
