As compelling as outstanding product imagery is, most shoppers will not be convinced to buy your product on design alone. Using the right words to appeal to customer desire is one of the most important aspects of marketing, if not the most. If your product listing does not persuade customers, then it has failed its sole purpose. In this blog, Tulfa reveals the process we use to write creative product copy that enhances our clients’ listings and converts customers. 

87 percent of consumers rate product content extremely or very important when deciding to buy.

Identify Your Target Audience

The first step for any marketing strategy is identifying your target audience. To write effective product copy, you must know who will be reading it. For example, if you are selling athleticwear, you will probably want to address a younger demographic who plays sports or is serious about their health. 

When you know who your audience is, you want your copy to maintain a distinct voice and a consistent tone. Let your writers inject their own personality or humor into the words, as long as it suits your company image and target audience. Niche words that only your customers would understand is another powerful tool. Conversational, personalized copy can make customers feel connected with your product listings and build trust in your brand. 

Tell a Story

When you’re watching television, you might have noticed that many commercials talk about a company’s humble history, their conscious manufacturing processes, or include testimonials from satisfied customers. This is because stories not only captivate us, but often move us to act on our emotions. In other words, narratives connect shoppers to your product copy and can compel them to buy out of impulse. 

Not just any sappy story will work, however; you must write product copy with the customer’s point of view in mind. How does this product benefit them? How will their life be better with it? How would their life be worse without it? Answering these and similar questions with your product narrative is an essential aspect of selling, and the most successful businesses have already implemented it into their marketing strategies. 

Use Powerful Keywords

In today’s digital age, customers are bombarded with more advertisements and purchasing options than ever, which places even more importance on making your product listings stand out. 

If your product copy does not catch the attention of shoppers within seconds, they may be inclined to move on. To avoid this from happening, your listings must be brief but effective, using the right keywords without any filler. 

Another key reason to use powerful keywords is for SEO, or search engine optimization. Use the most popular keywords to appeal to Google’s algorithm and get higher positions in search results. Here is one tool that we recommend to help with SEO.

On average, 8 out of 10 people will read your headline copy, but only 2 out of 10 will read the rest.

Ensure Accurate, Rich Product Data

The last step, and possibly most crucial, is to ensure your product copy is 100 percent accurate. Nothing breaks customer trust in your products and brand than misinformation. 

98 percent of consumers have been dissuaded from completing a purchase because of incomplete or incorrect content, with nearly a third (32 percent) of consumers being dissuaded every time. 

Not only does incorrect information steer away potential customers, but it may cause people who actually do buy your products to return them because they did not meet expectations. Customers who return your items are likely to never buy from you again. 

More than just ensuring accuracy, you should also focus on providing all relevant information needed to make a purchase. The best product listings answer shoppers’ questions before they even think about asking them. Present your brand as a reliable expert for your industry segment and watch your loyal customer base build itself.

Save Time and Money

Having trouble writing compelling product copy? Investing in help is always a smart option for companies that lack the knowledge or expertise to create content that drives sales. Content agencies, like Tulfa, are a great asset to businesses that want to accelerate their growth.   

We’re here to help. Shoot us an email or reach out to us on social media. As one of eCommerce’s leading content agencies, we make sure customers notice and purchase your products. Check out our affordable services for more information and a free consultation.