Have you ever been on a shoe or clothing website and noticed truly outstanding product descriptions? It doesn't happen very often, does it? That's because amidst all of the marketing and design tasks retail owners must perform, great copywriting often gets overlooked. But, alas, we quickly forget that the most important aspect of online retail is selling the product.
The good news is that there's a certain formula for knocking retail product copy out of the park. Here are 5 quick tips you can use next time you're drafting content for your retail website or company catalogue.
Tip #1: Get into the mind of your buyer.
Who is your ideal customer? Is your buyer male or female? Is it a 35 year old male with an obsession over the New England Patriots, hoppy IPAs, and his 80 lb chocolate lab? Or, is it a 25 year old marketing assistant, who spends an hour each day perusing shoe websites in search for the perfect professional heel?
Trust me, it matters. The words you use to describe your product will vary greatly based on who you are trying to sell to. Remember to use masculine words for men and feminine words for women. I know, it sounds simple, but it can be challenging to toss out your own thoughts and think like your ideal customer.
Tip #2: Get emotional.
No, I don't mean, get all sappy in your product copy. I mean use words and descriptions that create an emotional connection with your customer. Paint a picture of where your customer might use your product. For example, if you own a clothing store, describe the perfect scenario for wearing a tailored blouse. If you own a shoe store, recommend a suit to pair with those wing tipped oxfords.
Tip #3: Keep it concise and scannable.
News flash: your reader has a short attention span. Readers are on your product page for a hot second before they browse to other styles, or perhaps unfortunately, another retailer's website. Engage your reader with a couple of sentences that create an emotional connection. Then, use concise bullets to describe the product's features and benefits. This format will bring your readers in and showcase your product in just enough time.
Tip #4: Keep the brand alive.
Who is your company and what does it sound like? Your brand voice tells the personality of your business. Are you friendly, happy, and conversational, or are you sophisticated and funky? Even though you're writing on behalf of a company, you should sound like you're a human with a specific - and memorable - personality. If you don't know your company's brand voice, here is a link to another article about branding. It's important to do this strategy work first, before you dig too deep into copywriting.
Tip #5: Try a word bank.
This is one of my favorite tips - and it's one I've just started doing, too. As you research and write copy, create a word and phrase bank, where you collect words that speak to your audience and brand. For example, if you are writing copy for men's shoes, collect masculine-sounding words and words that show strength and ambition.
Think you need more help?
That's what I'm here for. If you think you need creative ideas and tips - or just someone else who can support your team with writing, get in touch with me.