The Secret to High-Converting, High-Value Products Is…. Copywriting?

Are your products not selling? Are they sitting on the shelf just waiting for someone to buy them? I’ll let you in on a secret: it’s probably because of your copywriting. Your product copy is one of the most important aspects of your business. It’s the sales pitch that turns dithering consumers into converting customers.

High-converting and high-value products are achievable for any store — if you get your words out right. Read our handy guide for some secrets on how to achieve quality copywriting for your eCommerce store.

Identify who you’re writing for

The likelihood is that your product isn’t targeted for all and sundry. Different people have different tastes, so first and foremost, you need to find out exactly who it is you’re writing for. Once you’ve identified the customer segment you’re selling to, you need to tailor your copy to their tastes and interests. Catering to these specific needs is perfect for hooking your customers and reeling them in.

For example, if you’re selling cushions with cats on them, then your target customer is probably going to be an avid cat lover. That means referencing our feline friends in a way that relates to them, maybe even dropping in a purr-fect pun or two.

Do some research on your target customer by using sites like Quora or Reddit to get an insight into what they talk about and how they talk about it. As a rule of thumb, think about how you’d speak to your customer if you met them in real life. Once you’ve got that down, apply that to your copywriting. Personalization sells, so target your product descriptions and you’ll see your conversions shoot up.

Stick to your brand voice

Dull copy is a cardinal sin when it comes to your product descriptions. No matter what you’re selling, you need to write about it in an engaging, lively way. Uninspiring copy repels customers because it doesn’t stimulate them, and they ultimately just switch off. To avoid this, don’t be afraid to inject a little character into your copy. Your brand voice lets you convey this personality to your customers, and turns a basic sales pitch of a product into an animated and appealing description of it. Check out the example below from AYR:

Image via AYR

Their brand voice is edgy and conversational, and it makes the description pop. It really conveys their brand personality, making them stand out against their competition.

Tell a story around your product

One of the best ways to sell something is through storytelling. It’s subtle, indirect, and lets you talk about your product to your customer in an engaging way. To get started with this, think about your product and its genesis. Maybe the idea for your boutique vodka came about during your struggles to find a delicious drink that suited your palate? Or perhaps you couldn’t find a coffee that’s strong and tastes good, so you started your own online coffee shop?

That’s how Death Wish Coffee got their start:

Stories are a great way of compelling someone to take action and can breathe new life into your product. They make it real and tangible and will help engage your customers and persuade them to make a purchase. You can add value to even the most simple online store with high-quality product copy. Your copy is the glue that holds it all together, and without thoughtful and well-written product descriptions, you simply won’t make any sales.

Use sensory language to hook and persuade

When you’re selling something online, it can be difficult for your customers to really ‘feel’ what you’re selling. In a brick-and-mortar store, shoppers can pick up a product, experiencing it first-hand. Not so with an eCommerce store.

Instead, savvy copywriters need to use language that recreates that experience in their mind. This means using sensory language that seduces the customer into buying. Words like crispy, gooey or smooth can help your shoppers connect with a product, motivating them to make a purchase. You should also extend your eCommerce content strategy to writing great product blogs that help ‘fill in the gaps’ when it comes to how your products help people navigate their lives.

Talk about benefits, not features

This is a simple one that lots of people are guilty of at times. When you’re selling something, it’s easy to talk about the hard facts about the product. Color, size, functionality — these things are all relevant, but they don’t let the customer connect with the product. Customers want to know what they stand to gain from your product, how their life will be better because of it. Instead of focusing on the features, you should focus on talking about the benefits that those features offer.

For example, let’s say you’re selling a car that has a rearview camera installed. Simply stating this isn’t enough. Instead, elaborate on how the camera will prevent rear-end accidents, or how it’ll make parking so much easier. These benefits appeal to the concerns and pain points of the customer, and focusing on these in your product copy will help give them value.

Use adjectives sparingly

Overuse of adjectives and phrases like “the world’s best” or “the most advanced” is one of the most common copywriting mistakes in product descriptions. It’s tempting to pepper your copy with lots of adjectives because it makes your product sound great, but more often than not it just sounds too salesy.

Instead, only use them a handful of times and justify those descriptors. For example, if your t-shirts are made of the softest fabric around, explain how and why they’re so soft. Or if your chocolate is silky-smooth, elaborate on what processes went into making them that way. It’ll add value to your product and help convince your customers to buy.

You know your products have value, but you need to convince your customers of that too! Follow the tips above to make your product copy shine, and see your conversions grow with a strong brand voice, benefit-centric copy, and compelling storytelling.

Patrick Foster is a writer and eCommerce expert from Ecommerce Tips — an industry-leading eCommerce blog that offers practical marketing advice so your online store receives the exposure it deserves. Check out the latest posts on Twitter @myecommercetips.