Copywriting for product sheets (1)

24/04/2020
  • In an eCommerce, text often represents the difference between selling or not. Today, we are delving into the world of copywriting for product sheets.

  • Today, we start a series of articles focused specifically on the writing of texts of your online store. As you probably already know, these texts are called “copies” in the sector, and they are not just any texts, but texts whose main objective is to sell

    The objective of this series is to provide you with enough resources to transform the texts of your online store

    If they are very descriptive, not very persuasive and / or not very exciting, they will most likely not contribute to your sales, but rather the opposite; and it is even possible that they are working against your brand and your results

    If you can convert your texts into content that excites, seduces, adds value and, by the way, that tells more about your brand and about yourself, you will make that content persuasive and generate more sales

    Can't wait to know more? 
  • The importance of copy in product sheets

  • If we understand copywriting as the strategic and creative writing of text for a commercial or advertising medium with the aim of selling, we will be clear that copywriting techniques are very relevant in any section of an eCommerce where words can be found: from a tiny button in the footer to the largest banner on the home page, and not only in the product sheets. 

    Logically, all these texts do not have the same relevance. Of all these elements, the product sheet is the most critical point for customer. 

    The product sheet has to inform, but exciting; it has to convey the objective characteristics of the product, but it must do so highlighting mainly the benefits of the product and not so much its benefits; you have to anticipate doubts that can be a stopper on the sale and answer or solve them before they turn into a query or leave the page; and it has to present the right tone, in accordance with the identity and values of your brand. 

    Think of your product sheet as the face-to-face seller who assists customers in a physical store and who you lack (at the beginning) in an online store. If you start writing the texts of your online store taking into account the psychological profile of the customer and applying sales psychology, your approach to these texts will be very different from what you had until now. 

    That's it, right? 

    We are not finished. Because, of course, then we have to think about SEO. A product sheet whose text is well optimized for SEO is much more attractive to search engines and, therefore, will be better positioned for the appropriate keywords, thus generating more traffic and sales opportunities
  • Copywriting tips for product sheets

  • Now that we have finished convincing you to pay a little extra attention to the writing of your sheets, we can tell you how to do it applying the principles of copywriting

    We start with a series of tips that anyone with a little interest can apply to their online store (no need to be Shakespeare)
  • #1 – Never use manufacturer's descriptions

  • Scar this for ever, both you and anyone who takes care of the task of writing your product sheets. It may seem very comfortable, about this strategy fails in several important points such as: 
      • Differentiation: what does reading the same text in 200 online stores offer the user? Absolutely nothing, and your eCommerce begins by contributing little. From SEO point of view, it will not help you to fill the web with copied texts; in fact, duplicate content is one of the main causes of penalization. 
      • Persuasion: in general, this type of descriptions is usually quite plain, simple lists of technical characteristics that do not focus so much on the needs of the user or the benefits of the product. 
  • TIP PRO: When you write product sheets, always think that they should contribute your point of view about the product, highlight how it benefits the customer, and that whoever reads that text on your website cannot see it anywhere else. 
  • #2 – Focus on the benefits for the customer

  • Another problem often suffered by many product sheets is that they are focused on how the product is and not so much on what it brings to the customer

    Actually, for the one who reads the product sheet it is not so important if the frame of those glasses is made of synthetic polyamide derived from Kevlar; what he wants to know instead is what it implies: that the glasses are very resistant and the child will not return from school with the glasses broken the first week of school. 
  • TIP PRO: Think about the four or five main advantages or benefits that the product represents for your client and give them a priority place in your texts. For example, as bullet points and with greater typography so that they stand out with the naked eye. 
  • #3 – Set your texts on the basis of FUDs

  • What are FUDs? Well, the umpteenth English acronym to express, in this case, the user's fears, doubts and uncertainties (Fear, Uncertainty and Doubt). 

    Anyone facing a new online store or buying a product has a few FUDs, and to a large extent, it is what they want to clear by interacting with the page. We do not want to be told that everything will turn out well, what we want to know is that the product has a 10-year warranty, that we guarantee delivery within 24 hours or that returns are easy and free
  • TIP PRO: in the case of FUDs, the key is in anticipation, putting ourselves in the client's shoes and answering questions before they are asked; but also in turning negative aspects around to integrate them into a positive discourse. 
  • #4 – Avoid empty formula

  • The online consumer is, in some way, an autonomous buyer. This means that he is used to "get by on his own" and this makes him more critical, more trained and not as reactive to certain conventions that were already used in the first radio spots. 

    I mean things as hackneyed as: "We are the best" or "We are number 1". Really? Well, show it with data that verifies it and go further a simple sentence with two exclamation points inside a yellow star with a black shadow. 
  • TIP PRO: Integrate what is positive and truly differentiates you in your speech, and if you consider that it really contributes something to highlight, always do it with data. Saying "We are the best" is not the same as showing a 5-star rating according to your customers on a certain portal or external review service. 
  • Well, this this the end of the first 4 copy tips for product sheets. Do you want a few more? Keep tuned because you will have a new issue soon.

  • Images | Unsplash.

Laia Ordoñez


Laia Ordóñez is a copywriting & eCommerce content marketing expert. She is Content & Marketing Manager at DueHome, a copywriting & content independent advisor, and Oleoshop's blog's editor-in-chief.

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