Crafting product copy that doesn’t just sit on a page but actively engages and converts is no small feat. But it’s also not rocket science. If you’ve ever struggled with turning product copy into persuasive powerhouses, you’re not alone.
The good news is that there are some straightforward strategies you can use to write copy that actually resonates with your audience. For instance, headlines with six words often hit the sweet spot for engagement.
That’s just one of the nuggets you’ll pick up here. In this article, you’ll find six practical tips for creating product copy that grabs attention and drives action. These tips are designed to be clear, actionable, and easy to implement, whether you’re writing for a brand-new product or refreshing existing content.
Plus, you’ll see examples along the way to help you visualize each point in action. Let’s get started.
1. Communicate Customer Value from the Get-Go
Communicating customer value right off the bat is a game-changer for your product copy. It instantly answers the question every potential buyer has: “What’s in it for me?”
When you lead with value, you’re offering a solution to your customer’s needs or desires.
Checklist for Implementing This Strategy
- Outline your product’s key benefits.
- Use benefit-driven copy that highlights the most compelling value proposition.
- Open your product description with a clear statement of what the customer will gain.
- Avoid technical jargon. Instead, focus on how the product improves the user’s life.
- Be specific and quantify benefits where possible (for example, “noticeable results in 2 weeks”).
- Address your ideal customer’s needs and wants directly in your opening lines.
Now, let’s look at a real-world example that nails this approach. Vitamart, an online retailer specializing in health supplements, demonstrates this tactic brilliantly on their Collagen Supplements collections page.
They kick things off with a concise paragraph that cuts straight to the chase. In just a couple of sentences, they tell visitors exactly what they’re offering: a comprehensive range of collagen products designed to improve multiple aspects of a person’s life.
This approach is a masterclass in clarity. There’s no fluff, no beating around the bush – just a straightforward promise of what customers will find.
By leading with this clear value statement, Vitamart immediately sets expectations and positions itself as a helpful, trustworthy source in the crowded supplement market.
2. Remove Typical Conversion Obstacles Right Away
Addressing some common conversion obstacles early on allows you to clear the path for your customers to make a purchase.
This is effective because it addresses common concerns or hesitations before they become roadblocks. When you proactively tackle these issues, you’re building trust and making it easier for customers to say yes to your product.
Checklist for Implementing This Strategy
- Identify common objections or concerns your customers might have. These could be related to price, shipping, returns, or product quality.
- Address these concerns early in your product description or prominently on the page.
- Use clear, concise language to explain how you’re solving these potential issues.
- Highlight any guarantees, policies, or features that alleviate customer worries.
- Consider using icons or bullet points to make this information stand out visually.
Ovaeda, a company specializing in outdoor living space products, demonstrates this tactic perfectly on their Composite Cladding collections page.
Right off the bat, Ovaeda leads with ”free delivery” in their value proposition. It’s not buried in the fine print or hidden away on a separate page – it’s front and center where you can’t miss it.
This move is brilliantly strategic because Ovaeda understands its market inside out. When you’re shopping for bulky items like composite cladding boards, shipping costs can quickly add up and become a major hurdle.
This approach removes a frequent objection while building trust and goodwill, making customers more likely to explore further and ultimately make a purchase.
3. Replace Walls of Text with Persuasive Badges
In our fast-paced world, customers often skim rather than read. That’s why swapping out lengthy text for persuasive badges is a smart move in product copy.
Badges condense key selling points into eye-catching visuals that grab attention and convey value quickly. They make information digestible at a glance.
Checklist for Implementing This Strategy
- Make a list of your product’s key features or benefits that can be summarized briefly.
- Design simple, clear icons or badges that represent these points visually.
- Use short, punchy text with each badge – think 2-3 words max.
- Place these badges prominently near the top of your product page or description.
- Ensure the badges are consistent with your brand’s style and color scheme.
- Don’t overdo it – stick to 3-5 key badges to avoid overwhelming customers.
Golf Cart Tire Supply, a company specializing in golf cart tires and accessories, shows us how it’s done on this page.
Right in the header, they’ve placed a row of trust badges that immediately catch the eye. These badges tackle four major conversion hurdles head-on: free delivery, web encryption, high customer satisfaction, and safe payment processing.
This approach is particularly effective for their niche. Golf cart enthusiasts likely want to know they’re getting quality products with secure transactions and good service.
By highlighting these points with clear, visual badges, Golf Cart Tire Supply makes it easy for customers to see the value they offer at a glance.
4. Utilize Tables and Charts to Assist Niche Audiences
Integrating tables and charts in product copy can help communicate complex information quickly and clearly.
This strategy is especially effective for niche audiences who often need specific, detailed information to make informed decisions.
Tables and charts break down data into bite-sized, easy-to-compare chunks, making it simpler for customers to find what they’re looking for.
Checklist for Implementing This Strategy
- Define the key features or specs your audience cares about most.
- Organize this information into a clear, simple table or chart.
- Use consistent formatting and keep it visually clean.
- Highlight the most important data points.
- Ensure the table is mobile-friendly and easy to read on all devices.
- Consider adding a brief explanation or legend if needed.
- Place the table where it’s easily noticeable on your product page.
Main Clinic Supply, a company specializing in medical oxygen equipment, demonstrates this tactic brilliantly on this collections page.
Understanding that their primary audience consists of elderly individuals who might find long, text-heavy explanations challenging, Main Clinic Supply opts for a smart, user-friendly approach.
They’ve incorporated a concise table that lays out crucial information about their products.
This table neatly organizes details like features, battery life, and suitability for different needs. It makes it simple for customers to compare options and find the right product for their specific needs.
Follow this approach to ensure that your customers can easily find and understand the exact specs they need without having to sift through paragraphs of text.
5. Use Your Customers’ Own Words
People trust other people more than they trust brands. Marketers understand this the best – 81% of them have found that user-generated content (UGC) resonates more with customers than professional photos or influencer content.
That’s why harnessing your customers’ own words in your product copy is like striking marketing gold. When potential buyers see real customers raving about your product, it carries way more weight than any polished marketing spiel.
Checklist for Implementing This Strategy
- Encourage customers to leave detailed reviews.
- Feature the most compelling reviews prominently on your product pages.
- Use customer quotes in your product descriptions.
- Incorporate user-submitted photos or videos if possible.
- Create a hashtag for customers to share their experiences on social media.
- Respond to reviews to show you’re engaged and listening.
Vinyl Status, a custom sticker service, shows us how it’s done on their Custom Stickers for Water Bottles page.
They’ve turned customer reviews into a secret weapon for sales. Instead of paraphrasing or polishing reviews, they display them exactly as customers wrote them. This preserves the authentic voice that potential buyers trust.
By showcasing these genuine reviews, Vinyl Status adds an extra layer of credibility to their product. It helps potential buyers envision themselves using and loving the stickers.
This approach works wonders for DIY ecommerce stores, where creativity and personal expression are key. Let your customers do the talking, and they’ll prove that you deliver on your promises of quality and customer satisfaction.
6. Tell It through Video
Videos can bring your product to life in a way that text and static images just can’t match. It’s the equivalent of inviting your customers to take your product for a test drive without leaving their couch.
You can’t afford to skip this strategy because adding videos to your web pages can boost conversions by 80%. That can seriously impact your bottom line.
Checklist for Implementing This Strategy
- Keep things short – aim for 1-2 minutes of video length at maximum.
- Show your product in action, highlighting key features.
- Include customer testimonials if possible.
- Add captions for viewers watching without sound.
- Ensure the video is mobile-friendly.
- Place the video prominently on your product page.
- Include a clear CTA (call to action) at the end.
Escort Radar, a company specializing in radar detectors and dash cams, shows us how it’s done on their Laser Jammers collections page.
They’ve included a captivating video that shows their products in action. It also showcases the uses and benefits of their laser jammers, drawing viewers in and keeping them engaged.
This approach is particularly effective for tech brands. When you’re dealing with electronics and gadgets, seeing is believing. The video allows customers to visualize how these products work in real-world situations, building confidence in their effectiveness and value.
By using video, you can transform a potentially complex product into something tangible and desirable. This will result in boosting both understanding and sales in the process.
Final Thoughts
Great product copy isn’t about selling but about solving problems and fulfilling desires.
So, as you implement these strategies, ask yourself: How can I make my customers’ lives better? How can I speak to their needs in a way that truly resonates?
Your product has a story to tell – now go out there and tell it in a way that captivates and converts. And remember – each word has the power to influence and inspire. Start applying these tactics today and transform your product copy into a compelling experience that drives results.
