Have you ever wondered what it takes to become a product detail writer? In this article, you will learn some of the most important tips and tricks that professional writers use to engage customers and help generate sales for their clients. From copy placement to word selection, this article will help set you up for success and act as a guidepost for all your future copy endeavors.
First things first: grab the reader's attention. Studies have shown that readers are scanning copy rather than absorbing every word on the page. While that may be disappointing to some writers, you are smarter than that because you are going to use it to your advantage. Do a search for heat maps (if you don't already have them for your site) and see where customers' eyes typically wander. Then, strategically place your most valuable copy in those high-visibility spots. Once you've gotten the reader hooked, you can expand on that information.
Use the active voice. Which of these sentences sounds better to you? "This baseball jersey includes the logo of your favorite team," or "Cheer on your favorite baseball team in this must-have logo jersey." The second one, right? Beginning most sentences with an action verb is often the difference between copy that's meh and copy that's meh-ch better.
Make the most of your words. Your adjectives should be specific to your product features. Calling a shelving unit "beautiful" may not be the right way to go and may even be a little presumptuous to a customer. After all, beauty is in the eye of the beholder. So, what might you say instead? You may call the shelving unit "rustic, industrial-looking, traditional," or any number of words that more accurately describes the item. If you are not sure of the exact style, you can even go for something like "luxurious" (if that's true) or "space-saving." Just stay away from generic words.
Tighten up your copy. You want to get the most information across in the least amount of time possible. For example, "Dazzle your admirers in this sparkling necklace that has an oval-shaped sapphire gemstone at the center," could get the same message across in a more concise way: "Dazzle your admirers in this sparkling necklace featuring an oval-shaped sapphire gemstone." It's a small tweak, but again, it can mean the difference between holding a customer's attention and allowing their mind to wander off the page. We are all distracted by the demands of daily life. Your job as a writer is to provide engaging and informative copy that leads to a sale. Little things like this will keep your customers' attention and help achieve your desired outcome.
If you follow these basic principles, you will be well on your way to crafting product copy that sells.