Copywriting for product sheets (2)

28/04/2020
  • To sell online you have to find the right words. That is why we share you the second part of copywriting for product sheets with you. Pay attention to these tips that can turn your website around!

  • We already gave you some heads up that a post was not enough to cover the depth of the writing of the product sheets of any online store. Therefore, here we have the second part dedicated to copywriting for product sheets, in which we will continue to offer you resources to enhance your copy by making it sell. 
  • 5 copywriting tips for product sheet

  • Theory is very important when writing content, there are a series of principles that are behind each written word, even if we do not realize. We will come back to this later, but let us make this article more practical with a handful of specific actions

    Let´s do it. Get some paper and a pen ready to start writing.
  • #1 – The story behind the product

  • Indeed, behind each product there is more than a package that contains materials or ingredients; there is a story. When we buy something, we are not only acquiring that material, what we are doing is acquiring part of our lifestyle in that purchase

    From a marketing point of view, it is very important to look at what we are selling through narrative and how it influences what it is, how it is manufactured, by whom and where it does it.
  • TIP PRO: There are thousands of examples where storytelling is part of the sales strategy. From a specialty coffee, in which we are told how the plantation is, to the story of how a brand of trousers recovered the economy of a population. By shopping at these stores, we are becoming part of their story, sharing their values. 
  • #2 – Talk as an user would

  • Knowing the people you are talking to makes it much easier to find the right tone to use in a way that is closest to them and is close to their expectations of you. 

    Your product and brand positioning largely define the language to be used. Until not so long ago, it seemed that brands had to keep a distance with the user, but this recipe is not good (or not for all brands). 

    A bank must inspire trust, a truck diagnostic equipment company is aimed at people with a high technical level ... but a clothing brand will have nothing to do with those mentioned before. What sense would it make to use technical terms or address your target audience formally?  
  • TIP PRO: Do not use product descriptions as if they were directions for use. Make them attractive so that your client can identify, and use words that can be easily understood without problem. 

    One of the best examples that I can think of is that of a store that we have already talked about in this blog:  Laconicum Its product sheets are impressive and close, but without losing the informative view
  • #3 – The title must speak by itself

  • Of all the copy that is to be found in a product sheet, the title especially stands out. For a simple design issue, it is usually the longest text and, in addition, it is arranged at the top of the page, so it cannot be more visible

    Take it as what it really is: the first impact (beyond the product photos, of course). So do not waste it by including an ID or an internal reference. Be sure to add a definition in this text and, more than an attribute, a solution to a need of your client. 
  • TIP PRO: The title is not only important when persuading the customer, please note that it should match the H1 or H2 in the content hierarchy. This means it is very important in terms of SEO. Do not waste a chance like this to optimize positioning. 
  • #4 – Pay attention to keywords

  • Since SEO comes up, it is worth remembering the importance of keyword research in any digital business. 

    This collection of terms correspond to the way users use search engines to find a certain product. In other words, the appropriate term may be “industrial kitchen machinery”, but our potential client prefers to use “industrial electrical appliance”. All this must be both used and present in the product sheets
  • TIP PRO: Think that each page of your eCommerce is capable of functioning as a landing page and, therefore, is an entry point for traffic from Google. Make sure that these keywords are always present in a natural way in all the spaces where possible (title, description, technical characteristics, alt text of the images ...) 
  • #5 – Call to action

  • This is something so basic that it is often overlooked. Including calls to action on product pages is a way to guide users and encourage them to buy. 

    A phrase framed between exclamation marks that define the action we expect from the user can be tremendously effective

    In product sheet copy, that call to action is particularly important. Its function is to motivate for conversion and it is usually highlighted in a button-like graphic element. The classic case is that of the label "Buy!” and its forms such as "Add to cart" and similar. 
  • TIP PRO: Never take a call to action for granted. You cannot imagine to what extent you can optimize the performance of your page by carrying out experiments and A / B tests 
  • What are you waiting for to polish your product sheets? Do not waste another minute and start!

  • 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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