Product writing is a specialized form of marketing communication that aims to inform potential customers about a specific product or service. It involves creating accurate and compelling copy for different formats like product descriptions, specifications, manuals, packaging, and promotional materials. With the rise of e-commerce, the need for good product writing has increased exponentially. Whether you are writing for a website, catalog, or any other sales collateral, following are some key considerations for creating effective product content.
Conduct Thorough Research: The first step is to conduct thorough research about the product. Understand what problem it solves, its unique features and benefits, how it compares to competitors, target audience, etc. Study everything – from specifications to manuals to marketing materials of similar products. This will help you understand the product in-depth and position it appropriately for potential buyers. Interview subject matter experts, talk to customers, study reviews – leave no stone unturned to get all necessary information.
Focus on Customer Perspective: Shift your thinking from features to benefits. Rather than technical details, focus on how the product solves customer pain points, improves their life or work, and provides value. View it through the eyes of potential buyers and address their questions and concerns. Highlight top 2-3 key benefits prominently that will help them understand why they need this product over alternatives. Back up benefits with credible features and data.
Use Clear, Concise Language: communicate key information simply and clearly without jargon or technical terminology. Explain complex topics in everyday language that a regular customer can easily comprehend. Use short paragraphs and bullet points for easy scanning. Ensure the tone is persuasive without being salesy. Edit rigorously to remove redundant words and keep the writing focused and scannable. Test it on sample customers to see if intended messages are communicated properly.
Incorporate Multimedia Elements: In addition to text, leverage visual elements like photographs, videos, illustrations, diagrams, charts wherever applicable to make the content more engaging and help customers visualize the product better. High-quality images showing actual product use cases can be extremely persuasive for online shoppers. Consider including customer testimonials and reviews to build social proof and trust.
Optimize for Search & Social Sharing: Use proper keywords, titles and meta descriptions optimized for search engines and social platforms. Make the copy easy to skim and share-worthy by highlighting top benefits in the first paragraph. Add links to where customers can learn more or purchase. Integrating social sharing buttons can increase leads. Pay attention to on-page SEO factors to ensure content ranks well organically.
Accommodate Short & Long Formats: Some products may require detailed specifications sheets while others work best with shorter summaries. Be flexible with content formats and lengths based on the customer journey. Create both in-depth and abbreviated variations of the same content for different touchpoints. For example, a 150-word product description for category pages versus a 800-word detailed guide on the product landing page.
Focus on Calls to Action: Goal of all marketing content is to drive a desired action, whether it is sharing more information, adding to cart or signing up for a trial. Insert clear calls to actions throughout – prominent purchase button, request a quote form, subscribe option etc. Nudge readers with compelling value proposition and next step prompts to convert attention into leads and sales. Track success of different content formats and CTAs to optimize over time.
Establish Credibility: Find opportunities to incorporate credibility-building elements like social proof (star ratings, reviews), industry associations, case studies, success stories, media mentions, awards, certifications etc. Highlight brand heritage, expertise, patents – anything that convinces the customer why this brand/product is a safe choice. But use credibility signals judiciously without overwhelming the copy.
Cover Objections and FAQs: Anticipate common questions and address problems or objections customers might have upfront. Including a FAQ section can help reassure hesitant buyers. Provide references and sources to back claims. Admit limitations (if any) transparently and discuss how the brand is working to improve. An honest, helpful approach builds trust.
Test and Iterate Continuously: Launch with an initial version, closely monitor consumer behavior and feedback. Analyze metrics like time spent, bounce rates, clicks etc. to spot weaknesses. Continuously refine copy based on user experience. Run A/B tests comparing different headline, value statements and see what performs best. Product pages are never complete – they need ongoing refinement as offerings, technologies and customer personas evolve.
Product content aims to educate, persuade and convert by providing clear, compelling value to potential buyers. With thorough research, a customer-centric approach, strategic application of multimedia, and continual testing, product marketers can engage shoppers and drive optimal outcomes through powerful marketing copy. Quality product descriptions form the foundation of branding and sales online.
Andrew Stroud