What is copywriting?
Copywriting is simply your unique way of communicating with your clients – your product descriptions, About page and email blasts. Good copy sells you to your customers. Writing great copy is how you seal the deal and make the sale. Products should be seen and heard, so, all, after spending hours making beautiful and functional products and then taking and editing photos for your website, crown it with well-worded description. That is why copywriting is described as the icing of the brand.
Even though you have tons of other tasks to complete, don’t make the mistake of spending little time to write your product descriptions. This is a step in the creative process that should be taken seriously as it is crucial to the success of the brand.
Do you want to see how you’ve been doing your copywriting differently? Here are 5 easy steps you can take to write great copy:
Keep it Simple
Copywriting doesn’t ask for your mastery in vocabulary. Use simple language (typically at about a fourth-grade reading level) and keep the fancy grammar at home, unless your customer is very particular about it. No matter who your customer is, you want them to feel like they’re reading their favourite magazine, not a chemistry textbook. If it’s too complicated or they can’t understand it, they’ll lose interest fast.
The first thing your customers see is the headline. Grab attention with your headline or subject line, just like with the news. In some cases, you’ll catch the most attention with your amazing product photos! Once you’ve sparked that initial interest, keep it going in the description. Make sure you give out the juicy details first, as sometimes shoppers are apt to stop reading.
Once you’ve got your customers reading your description, build their interest by sharing all the fresh details about your product. If you’re selling them a bracelet. Don’t leave your buyer guessing about whether or not it’s made of sterling silver. Let them know if that bracelet won’t discolour, corrode, wear out or turn their wrist green. Is it adjustable? What kind of clasp does it have? This is all critical information that your buyer needs, so they won’t wonder if they’ll regret buying from you. It’s also a chance to talk up all the cool features you offer!
Why you end up buying a product anyway? The benefits! You want to describe the benefits of buying/using your product. If you make an essential oil blend for headaches, throw in a customer testimonial about how well it works. Do you sell bath salts? Tell your customer just how relaxed they’ll feel after indulging in that bath. Benefits build desire, so, give a lot of them. The fact that your product is handmade can’t be the only benefit. Ask some friends if you’re having trouble thinking of a “benefit.”
This is just like closing a sale, something inciting action has to be said. Describe precisely what to do next. Add to cart and checkout? Click Buy Now? Tell them exactly what to expect. For example: “Choose your size from the drop-down menu and click add to cart. Proceed to checkout, and you’ll receive your new t-shirt in five days or less!” By telling your customer to choose a size, you’re getting them closer to actually taking that step. In their mind, it’s establishing a connection. My size is Medium. Excellent, one step closer to wearing that shirt.
For starters, copywriting might be a herculean task, but once you’ve done it a few times, it becomes easier and keeps getting more comfortable. Remember that copy that sells is always centred around the customer and not you or your business. It is about getting into their mindset while they’re shopping. Write something that makes them want to step into that virtual dressing room or picture themselves using your product on a daily basis. Keep it conversational and keep it fun!
Can you now see what you have been doing differently? Now begin to write great copy too!