Relevant Product Copy: How to Wine and Dine ‘Em
The goal for any product copy should be to convert, so if you’re seeing visitors sans the sales, it’s time to make some changes to the online shopping experience. Reevaluating your approach—from conception to application—isn’t always an easy task. We suggest you start with the core message, namely, your product copy.
Tweaking your website to compensate for lackluster copy isn’t difficult. The point is to find out what isn’t working and improve it, to turn those prospects into customers.
Non-converting product copy might not convert for a number of reasons, but in this article, we’re going to focus on 2 reasons in particular, and show you how to fix your product copy:
Writing relevant product copy is a lot like preparing for a hot date: you need to understand how to make your prospect feel special, show off your best qualities, and ultimately make the customer feel important.
Speaking directly to online shoppers is key to enhancing their overall experience, and the simplest way to be direct is to explain how the product or service impacts their lives.
Focusing too much on features alienates prospects without conveying how a service or product improves their quality of life, helps them get what they want, or helps prevent a future problem.
Writing product copy that is explicitly relevant to your audience can be a challenge—after all, you know your product better than anyone else does. The downside to this is that you run the risk of creating copy that appeals to you rather than your customers. Within the realm of your business, you know best—and it’s that zealous brand of marketing that nets you so few conversions.
Think about it this way: if you went on a date with someone you really liked, and then told him how amazing and great you were, he’d probably think the exact opposite. In fact, you’d be lucky to get a hug at the door and a fake phone number with 6 digits with that approach.
The same reality applies to your marketing message. It’s not enough to say that your business is the best—you have to show your prospects why you’re the best and how you can make their lives better or easier. The sale is about them, not you.
Here is an example of feature-only copy:
The P.E.A.S. Energy System is small and compact.
Here’s an example of product copy that speaks to the benefits and the features and shows the impact this product has on customers’ lives:
Designed with efficiency in mind, the P.E.A.S. Energy System is incredibly mobile and self-contained. You can easily hide the compact unit from sight.
Notice the difference in the two examples. In this case, having a compact generator means it’s mobile and self-contained—a real space-saver. You’re putting focus on the customer’s life—how the product affects her—and that relevancy will contribute to whether or not she converts.
Our advice: gain a safe, objective distance from your product. Take some time to read reviews or call customers. Listen to what they have to say.
Another tip is to take out a sheet of paper, and on the left side of the page, list the features. On the right side, list the benefits. Make sure your lists are specific.
Continuing with our date example: if you’re a boring date, you’re not making yourself memorable. You’re not engaging the other person, and that’s just bad manners.
Bland copy that lacks relevance to the customer is exactly like a boring date who only talks about himself—it’s going nowhere fast.
For product copy to convert, it has to impact readers—it needs to tap into their pain and desires. Converting your visitors into paying customers requires an emotional connection. You have to appeal to them on a human level that speaks to their needs, fears, and rationality.
Let’s look at another example:
If you’re tired of relying on the government or corporations to heat and power your home and property—if you want to reclaim your independence—then the P.E.A.S. Energy System is the solution you’ve been looking for.
The above example touches on a few emotions—namely fear of dependence and a desire to remain self-sufficient and independent. The product declares itself the solution to that fear and desire, which makes it resonate with prospects on an emotional level.
Our Suggestion: Use storytelling to convey benefits allows you to personally speak to your audience in a fun and engaging way.
And remember, simple doesn’t have to be boring. A short-and-sweet piece of product copy has the potential to impact someone in a far greater way than anything long. To ensure your copy isn’t bland, consider whether its message is clear. Does every word or sentence offer something new to the visitor? If not, trim the copy so only the most effective parts remain.
Just like a good date, you want to capture your prospects’ attention in a memorable way. Appealing to your prospects’ emotions and needs sharpens their awareness of what you’re offering. When they recognize how your business will help them, they’ll have an easier time making that purchase, so just think of it as getting that goodnight kiss.
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