April 9, 2020
E-Commerce Copywriting 101: How to Write Killer Product Descriptions

E-Commerce Copywriting 101: How to Write Killer Product Descriptions

There’s a game being played online every day Only you might not realize it If you are, chances are you’re enjoying greater
profits while working fewer hours than your competitors and if you’re not You’re wondering why your products aren’t flying off their digital shelves The game is simple How long can you keep visitors engaged on your site? There are many ways to hold your visitors’ attention but there’s one way that’s
more effective than any other Having compelling copy Hi. I’m Julie from Sleeknote The place where e-commerce marketers turn for more engagement and higher conversions and in this video, I’ll show you how your
favorite e-commerce brands entice and engage readers to buy more using five
proven copywriting principles Plus, how you can do it too Keep watching Our first e-commerce copywriting principle is to know who you’re writing for Think about it In order to know how to write compelling
copy, you need to know who you’re writing for because once you know who you’re serving Your company’s personality will naturally render your copy A company who understands their ideal buyer is Barkbox Using phrases like “Barkbox is like the joy of a million belly scratches” and “When your dog falls in ruv with something from the box” Barkbox write in a way that
resonates with their target market: canine enthusiasts Puns, spoonerisms and other
obscure words that only your ideal buyer understand is a powerful way to position your product and it’s never been easier to research Sites like Quora and Reddit not only offer insight into your target market goals and obstacles They also reveal how they communicate them to others Let’s say you’re an e-tailer
specializing in men’s grooming One way to write copy that resonates with your ideal buyer would be to browse a subreddit related to your keyword Askmen, for example is a popular subreddit where men ask other men questions If you search for shaving you might learn that a common obstacle for men when shaving
is cutting themself or getting irritated skin So, if one of your products is a
razor, you might use this newfound information to overcome the objection of
“Will it irritate my skin?” in your product description Dollar Shave Club incorporates humor in their product description to handle this very objection Remember, when you’re on the frontline fighting your ideal buyer’s objections and communicating in a way that’s familiar, your copy will practically write itself Next, you need to harness the power of brand storytelling We all know we’re hardwired to respond to stories but narratives do more than entertain us They move us, emotionally, often to the point of action They’re why businesses weave stories
into customer testimonials and how companies like Jack Daniels have created such a popular brand
with story-driven ads. Compelling copy in product descriptions
paints a picture of how the reader’s life will be different if they take the desired action Here’s where you are now and here’s where you’ll be if you take action ThinkGeek goes one step further combining humor, pop culture references and storytelling to create images
in the prospect’s mind While combining storytelling with product
descriptions is effective on its own It’s amplified even further when
reflected on your about page Harry’s summarize who they are, who they’re for and why they do what they do on their about page Their copy does more than assure
visitors they’re in the right place It reminds them that the
founders are people too They encountered a similar problem the visitor has and decided to do something about it To paraphrase Simon Hello Simon To paraphrase Simon Why is it tricky to say Simon all of a sudden? To paraphrase Simon Sinek, informing
educating and influencing your ideal buyer doesn’t come from what you do; it comes from why you do it and there’s no better way to do that than to tell a story Our third e-commerce copywriting
principle is to write magnetic headlines If you’ve worked in marketing for a long time, you’ve probably heard of David Ogilvy and rightfully so Not only is he known as one of the greatest advertisers of all time He’s also known for prioritizing his
headlines above anything else he wrote In fact, Ogilvy was famous for writing twenty headlines for each ad he wrote for this very reason Now, you don’t have to emulate Ogilvy (though it might help) but you do need to think about what you’re trying to communicate in your product description headlines According to Copyblogger, 8 out of 10
people will read your headline copy but only 2 out of 10 will read the rest and those who do have an attention span of eight seconds Writing great headlines takes years to master but there are a few things you can do to capture visitors’ attention One way to do that is to incorporate one or more of the four U’s in your headline writing Here’s a brief overview First be unique, if you want to rise above the fray in today’s noisy online marketplace You need to differentiate yourself from your competitors and there’s no better way than having a unique angle or value proposition in your headline Take Firebox for example They’re funny, unique and attract a ton of free press because of their unique headlines It’s important to mention here that
Firebox’ copy is consistent with their voice They know exactly who their market is and who they’re writing for and by their own admission who they’re not for This is why knowing who you’re writing for is crucial The greater your understanding of your audience, the more you can differentiate yourself with your copy. Next, be ultra-specific Look, being specific is a key element of writing magnetic headlines and although it can pertain to numbers It’s most effective when it demonstrates
who your brand is for FiftyThree specifies exactly who their ideal
buyer is in their headline Spoiler alert It’s everyone Visitors need to know, immediately, wether they’re in the right place and whether what you’re offering is relevant to their needs and interests And if they know they are they’re more likely to read your product copy and hopefully make a purchase Then, your headline needs to be urgent You probably already know urgency increases e-commerce conversions Why? Because it forces consumers to make a decision The fear of missing out or FOMO is a real concern for most people and the science proves it Sockbox use urgency in their headline to nudge prospects off the fence and make a purchase before the month’s shipment goes out You don’t always have to rely on urgency to move potential buyers to action but it might help Finally, your headlines needs to be useful In a study of 7,000 New York Times articles Jonah Berger found useful content is more likely to go viral Makes sense, right? The more information a prospect has, the easier it is to decide to buy It’s no surprise then, that many many e-tailers focus on useful headlines for their product descriptions Crate and Barrel write helpful headlines by asking the visitor Which lighting fixture best best meets their preference When you combine one or more of the four U’s Your headlines will attract attention and your reader will naturally move on and read your product copy Once you’ve written a magnetic headline You need to use adjectives sparingly and verbs frequently If you’re anything like me, your high school creative writing assignments can be summarized by one recurring remark Needs more adjectives but we’re not writing to entertain we’re writing to sell and that means using fewer
adjectives and more verbs In an analysis of college applications, Dee Leopold, who’s the managing director of admissions for Harvard Business School, found applications that included verbs were more likely to be accepted than
those have favored adjectives Similarly, when writing product copy, verbs outperform adjectives because they help move the reader on to the desired result If you insist on including adjectives in
your copy, you need to make them count One way to do that is to include sensory adjectives in your copy When combined with storytelling sensory adjectives help the reader
visualize what they’re reading about and encourages them to invest in the
product further Blue Apron rely on sensory adjectives like “juicy” and “flavorful” to entice readers to try their menus As you can probably imagine Future pacing the desired result can evoke strong emotions in the reader but emotion on its own isn’t enough to motivate the reader to take action You need to lead them by the hand and take them exactly where they should go and there’s no better way to do that than in your call-to-action While having “Add to cart” copy is a
no-brainer for most e-tailers There’s no harm in having a CTA in
your product description too ScoutBooks outline exactly what they want their visitors to do in the product descriptions, step-by-step The more instruction you give the reader the easier it is for them to know what to do and the faster you can turn casual visitors into paying customers Our fifth and final ecommerce copywriting principle is to focus on benefits over features It’s a classic scene You’re interviewing for a job and the employer utters four words candidates pray they won’t hear Sell me this pen If it’s happened to you chances are one of the two things happened next You explain the pen’s features and what it does, its color. its weight, etc. or you outline the benefits of owning the pen Specifically, how would improve the owner’s life The truth is, while it’s tempting to
wax on about a product’s ins-and-outs Most people don’t care about what your product is or does Rather they care about how and what you’re offering can help them bridge the gap between where
they are now and where they want to be A good rule of thumb to follow when
writing product descriptions then is to tie a benefit to every feature you write Intelligent Change are a good example of a company who focus on the after effect of buying their flagship product the Five-Minute Journal There’s no mention of the material the journal’s made from or the paper it’s printed on All that matters is how it will improve the buyer’s life Depending on your page’s layout, benefits
can be written in the copy itself (like above) or using bullet points If it’s the latter, your bullets will often be
organized using an information hierarchy with the most persuasive bullets at the top
and bottom, with general benefits in-between T-Fal illustrate this perfectly with their
non-stick frying pan They begin with the most important benefit, knowing that’s what the reader will read first When you combine best practices such as playful humor, brand storytelling and benefit-driven copy Your product descriptions will evoke more emotion in your ideal buyer — and your bottom line will reflect it So did you learn something new today from today’s video? Make sure to subscribe to our YouTube
channel right now just click on the subscribe button below this video If you want exclusive e-commerce strategies that we only share with subscribers Head over to Sleeknote.com and sign up for our newsletter for free Now, I want to turn it over to you Which of the copywriting principles are you going to use from this video? Are you going to harness the power of brand storytelling or are you going to write magnetic headlines? Either way let me know by leaving a comment below right now

17 thoughts on “E-Commerce Copywriting 101: How to Write Killer Product Descriptions

  1. Thank you for this good tips. Just a little remark about your video: 7:04 you mentioned a study of 7 thousand NY Times articles, but you wrote the number 700,000 (seven hundred thousand), so which one is the correct number? 🙂 thanks again

  2. Thanks for the Video Julie.
    I got so many new ideas when seeing this video, so I don't know where to start, but especially the section about helping/getting the customer from A to B is very interesting, and can be implemented in many ways, so I will get in to my Thinker-Box and come up with something.
    Thanks again 🙂

  3. I'm not going to say change the way you talk or your accent. but it was a little difficult at times to understand what you're saying. but even though it was hard to understand what you're saying wonderful video thank you so much for making it.

  4. I love your beautiful accent. Im from Alabama, I don’t have an accent at all! Lol 😂 thanks for these great copy tips.

  5. This was great, thanks, been searching for "copywriting in marketing" for a while now, and I think this has helped. Ever heard of – Fonucas Ziyyatt Tip – (should be on google have a look ) ? Ive heard some extraordinary things about it and my co-worker got cool success with it.

Leave a Reply

Your email address will not be published. Required fields are marked *