Writing Product Copy That Converts
Whether you’re writing eBay listing titles, Amazon product descriptions, a blog article or copy for a landing page, choosing the right words to both promote conversions and appeal to search engines can pose a serious challenge. What makes users click? What motivates customers to sign up or buy? Answering these questions is key to writing good copy, but it requires dedication, preparation and planning to do it right. So before you break out your magic persuasion wand, consider these eleven key strategies presented by Barry Feldman from Feldman Creative during the 2016 Conversion Conference.
- Relate – Learn about your customers and your competitors to identify how to best relate to potential buyers. Once you’ve figured out your audience, write to them as if you were speaking to them. Avoid stiff, boring language and use words and phrases they can relate to.
- Qualify – When you write, you can’t please everyone. Qualify who your audience is and write specifically for them. Ask questions (e.g. Are your high heels hurting your feet? Introducing…) to help them identify whether this product is right for them.
- Amplify – What problem are you solving? How can you commiserate with the reader? Call attention to areas where your product is providing a real solution.
- Specify – Use facts, statistics and research data to back up your story. Highlight credentials and use “Get this, not that” statements. But be careful not to get caught up in regurgitating data. That’s no fun to read.
- Simplify – Use simple, easy words that can be read quickly. You’re not going for a Pulitzer Price here.
- Entertain – You can’t bore people into buying, so why would you write that way? Use your sense of humor, tell stories and use analogies and metaphors in your descriptions.
- Engage – Question and then connect with readers. Peak their curiosity, focus on “you” (e.g. Choose your…) or promote a cause.
- Activate – Use action verbs to guide users where you want them to go.
- Prove – Social proof is important when establishing trust. Include believable testimonials or feedback where relevant (like on the product page) and avoid stand-alone testimonial pages. No one reads them. Go ahead, check your analytics data.
- Pacify – Overcome objections and tell readers what is not necessary (e.g. No credit card required or No coding required).
- Direct – Make your call to action very obvious and use verbs that convey urgency.
At a loss for words?