If your business depends on people 1) finding your website and 2) sending you money in exchange for goods, then you’ve got your work cut out for you. It’s a simple premise, but convincing a faceless user or email address to pay for something they can’t touch or see up close is easier said than done.
Truth is, they might spend a few seconds or a couple of minutes on your product page and if it’s not connecting with them, then it’s off to your competitor’s site to see if they can do any better. And without being able to read the customer’s face, answer questions, “speak with the manager to work something out”, or relate to them in any capacity, you had better be sure your content marketing skills are up to the challenge of product copywriting.
What is product copywriting?
In its most basic form, product copywriting is the verbiage you craft to convince a site visitor and prospective buyer to invest in your product. But your words should do more than merely describe a product’s attributes.
Effective product copywriting should tell a story, draw the reader in, and bridge the gap between the buyer’s needs and the solutions inherent in the product itself. Whether you’re capped at 150 characters, 3,000 words, or anywhere in between, captivating product copywriting is key in building your audience and driving sales.
How To Write Product Copy That Sells
At face value, product copywriting isn’t hard necessarily. But effective product copywriting takes a deeper understanding of your audience and advanced writing experience (beyond the occasional college essay). And no matter how much time and energy you put into your content, there is always room for improvement.
However, there are 5 key tactics that all product copywriters use to craft copy that sells.
#1 Know your audience
You’re not marketing to every single person on the planet, so don’t try to make your product copy broad enough to resonate with everyone. It’s an impossible task. Instead, figure out your key demographic and use the language, tone, and references that will speak to them directly.
#2 Keep it concise and easy to read
Remember, you realistically have a few seconds to hook your reader before they’re gone for good. Chances are, they’re not looking for an anthology. Make sure your copy connects with them in the first sentence or two and break down the rest for easy readability.
#3 Highlight benefits
Spell it out for your customer. What does your product offer that similar products do not? Why do I need it right away? What problems will it solve? How much happier will they be after owning your product? Don’t just describe it. SELL it!
#4 Write with SEO in mind
You don’t have to be an expert in search engine optimization (SEO) to write great product copy (though it doesn’t hurt). But make sure you’re thinking about how the customer arrived on your site to begin with and include relevant search terms in your copy. If they’re looking for “leopard-print bedsheets”, make sure you are referencing “leopard-print bedsheets” and not “spotted animal-print linens” in your copy. SEO can make a world of a difference if you want to get in front of your target audience.
#5 Include the basics
While you can’t do ONLY the basics, make sure you are including relevant information like size, weight, colors, etc. in your product description. All the fancy copywriting in the world won’t convince me to buy a bookshelf that won’t fit in my living room.
Can I do product copywriting in-house?
Sure, you can keep marketing in-house, such as product copywriting. There’s nothing stopping you. Although in our experience, B2B and B2C e-commerce businesses who choose to take this on themselves run into one of two major issues:
- Issue #1: They quickly realize that the manpower or hours to tackle such projects effectively are hard to come by. The result? At best, their rushed product copywriting is error-prone, doesn’t do the product justice and turns prospective buyers away. And at worst, it becomes pushed off and is never completed to begin with.
- Issues #2: The in-house writers struggle to connect with the buyer because they’re simply too invested in the product. When you already know everything there is to know about the product, it’s easy to overlook key details or leave important questions unanswered when it comes to your product’s copy.
In order to craft thoughtful and effective copywriting for your products, it never hurts to partner with an experienced B2B and B2C marketing agency that specializes in content strategy and search engine optimization. An agency like, oh I don’t know, Timmermann Group! We have an in-house team of content strategists, copywriters, and SEO specialists ready to create and/or optimize your site’s product-focused content. Contact us today to find out how Timmermann Group can help set your product copywriting apart from the pack.