Writing good copy starts with understanding the target audience
When it comes to writing product copywriting, many people often think that one is bigger than the other! In fact, it is not as difficult as you think to write attractive product copy.
To put it simply, we only need to pay attention to the following three aspects:
- Target Audience (Audience): Before writing, you must figure out who are you talking to? Don’t think that just by writing an article, you can hit everyone!
- Product Features (Features): To put it simply, you can’t just pile up gorgeous words in the copywriting, but also need to clearly mention what specific features and benefits your own products have?
- Aim: This aspect involves focus and conversion efficiency, which is the part that everyone is most concerned about. In other words, whether the copy can achieve the effect of publicity, naturally you must first set the target.
After mastering these three aspects, you will naturally have a preliminary concept of writing good copy. In addition, I also want to give you some basic understanding and lead you to understand the process of copywriting:
First of all, the starting point of product copywriting is actually to evoke resonance.
I have seen product copy written by many merchants. The functions, specifications and features are densely written, and the price seems reasonable, but the results are not ideal. Think about it carefully, why is this? The reason is simple, because these copywritings do not lock in a clear target audience, nor do they use the language they are used to communicating… As a result, they naturally cannot arouse resonance.
Secondly, deeply understand the problems and needs of potential customers.
Many people write copy only from the perspective of the manufacturer or the boss, but I believe everyone knows that it is useless to just say what you want to say! If we cannot put ourselves in someone else’s shoes and deeply understand the troubles and needs of potential customers, how can we expect them to pay?
Next, we need to bring solutions and benefits to potential customers.
After understanding the problems and needs of potential customers, we can then bring out the solutions we provide, and remember to emphasize in the product copy the specific benefits that can be brought about after purchase and use. In this way, the motivation and trust relationship of the target audience can be strengthened.
Finally, it is recommended that you take the call to action one step further and try to convert the order.
So much has been laid out before, but the last step is missing. Wouldn’t it be a pity if the success failed at this moment? So, after talking about the solutions and the benefits they can bring, don’t forget to further call for action.
You know, even the high-spirited Steve Jobs did not forget to shout loudly during the almost perfect iPhone launch, asking all the audience to remember to buy iPhones! Therefore, we must remember to include strong calls to action in product copywriting.
I have three suggestions for catching the attention of potential customers:
- Talk about the benefits, try to touch the needs of the target audience, and make everyone want a similar product.
- When designing news points, you can mention more new things that have never been seen before, so that everyone can feel the difference.
- It is also important to stimulate curiosity. You can start by talking about the interesting and special aspects of the product itself.
When it comes to writing copywriting content, it is recommended that you also observe other people’s works to find out the differences and create a unique style. Whether it is the National Welfare Center, Forbidden City Boutique Editor or Shopee e-commerce, they have all established distinctive features, which is also worth reference.
☞Extended reading☜
For products with different attributes, it is natural to have different [content strategies] (https://www.writing.cool/2021/07/content-strategy.html). Regarding the principles of copywriting, I would like to list four points to share with you, namely:
- Write an eye-catching title: A touching title, paired with exquisite pictures and videos, complement each other.
- Provide benefits and solutions: try to meet the needs of potential customers.
- Supported by data: using quantitative methods, supplemented by the power of celebrities.
- Integrate calls to action: Make the copy powerful and strengthen it by echoing it from beginning to end.
I have dismantled some successful product copywriting and found that they have done the following things in moving people’s hearts:
- Focus on potential customers and tell stories without preaching.
- Proactively ask questions to get potential customers thinking.
- Get closer to potential customers and inspire empathy.
- The copy content should be interesting and create a unique style.
Overall, the communication focus of product copywriting is people-oriented, rather than gorgeous rhetoric or pictures. Starting from understanding the voice of the target audience, and then triggering needs and curiosity, you can make product copywriting effective, and even have no disadvantages!
Further reading
- Life in a Foreign Country and Self-Media: Teacher Li Sixuan’s Experience Sharing Meeting on Social Media Strategies for Traveling to the Netherlands
- “A Compulsory Course for Introduction to Content Marketing in the Digital Era”: Unlocking Creativity in the Digital Era
- Time Weaver: Create a career blueprint with a content calendar
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