Studies have shown that better copy writing can deliver much improved conversion rates and higher product sales. We know what works:
• strong emotional content (for consumer goods);
• appeals to authority;
• triggers for emotional buy-in;
• informative content – facts, facts, facts;
• strong differentiation;
• and a call to action at the end.
But none of it will work unless you know who you’re talking to and what they want to know. So the job needs to start with researching your buyers and understanding why they need or want your product. What are their pain points? What problems does your product solve for them? Or what experience does it deliver?
You’ll also want to understand what tone of voice is best. For instance, buyers who prioritize reliability and safety are best addressed with a voice that’s authoritative and reasoned; those who want fun and excitement will be more responsive if you write in an upbeat, informal way. Some audiences will respond to a motivational tone (“get fit,” “you know you can do it,” “make a difference to your life”).
Designers often make a mood board as part of their research for a project. You should make a word cloud – all the words and expressions that will fit your product and your particular audience. Look at the keywords and queries that have brought customers to your listings or website – and look at the reviews to see what aspects of the product your customers value.
So for instance a word cloud for a relaxing bath oil might include words like “de-stress”, “float away”, “no worries”, “calm”, but also “pleasure”, “enjoy”, “herbal”, and “natural”.
Using emotional appeal in your copy does, in words, what your lifestyle photos do in pictures – it relates the product to your buyer’s life and aspirations. Tell stories, and talk about values: “my cat never liked any cat toy till I bought her the Wicked Kipper!”, “for people who love their cat companions”, “because your cat is special”.
When you’re writing, get the buyer’s attention first – then go into detail. It’s a hierarchy for the entire listing, but also for each paragraph. “Never lose your keys again. This key ring is bright neon and whistles back when you whistle to it,” is much stronger than “The key ring’s bright color and whistle-back feature will stop you misplacing your keys.”
Be precise. “$50 savings!” is always better than “money-saving,” even if you have to put an asterisk and add “for the average home” in small print. “The world’s hottest sauce at 16 million Scoville Hotness Units” is great – even better if you add that ‘normal’ Sriracha sauce is ‘only’ 2,500 SCUs!
Stress the benefits of the product, not the features. You have to call a dehumidifier a dehumidifier, but talk about how it gets rid of damp, how it keeps humidity stable, how it can dry clothes, whatever. That’s why your buyers need one, after all.
And in your marketing – though not on your product listing, where the buy button fulfills this need – you’ll want a Call To Action. “Grab our special March offer”, for instance, is a good CTA, since it instills urgency, and has a strong verb – replace “Grab” by “Take advantage of” and you’ll see how important that is. Or try
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Finally, measure your results. Using split testing can help you see which version or which tone of voice works best. Sometimes the smallest changes can make a difference – ‘kitty’ instead of ‘pussycat’, or ‘wow factor’ instead of ‘feature’.
Copy writing isn’t about genius, one-liners, or slogans. It’s about getting these details right – and that’s something that anyone can do. Or, of course, if you don’t have the time, you can hire a good copywriter – but make sure you onboard them properly so that they understand your product and your buyers before they write a single word.
