Writing product copy starts with understanding the voices and needs of the target audience.

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[About the author]Zheng Weiquan (Vista Cheng), founder of the website “Content Hacker”, is also a business consultant and professional lecturer. He once served as the product director of “Wind Media” and the editor-in-chief of “Digital Times” magazine, focusing on the development of business models, cultural creativity, information technology, online communities and mobile networks.

When it comes to writing product copywriting, many people often think that one is bigger than the other! In fact, writing attractive product copy is not as difficult as imagined. We only need to pay attention to three aspects:

The first aspect is Audience, which is the target audience. Before you write, you must figure out, who are you talking to? Don’t think that just by writing an article, you can hit everyone!

The second aspect is Features, which is the product characteristics. To put it simply, you can’t just pile up gorgeous words in the copy, but you also need to clearly mention what specific features and benefits your own products have?

The third aspect is Aim, which involves focus and conversion efficiency, which is the part that everyone is most concerned about. In other words, whether the copywriting can achieve the effect of publicity naturally must first set the target.

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After mastering these three aspects, you will naturally have a preliminary concept of copywriting. In addition, I also want to give you some basic understanding and lead you to understand the process of laying out the article:

The first point is that the starting point of product copywriting is to evoke resonance.

I have seen a lot of copywriting, which contains densely packed functions, specifications, and features. The price seems reasonable, but the results are not ideal. Why is this? Because these copywritings did not target the target audience and did not use their usual language to communicate, they naturally failed to inspire resonance. Therefore, evoking resonance is an important step.

The second point is to deeply understand the problems and needs of potential customers.

Many people write copy only from the perspective of the manufacturer or the perspective of the boss, but it is useless to just say what they want to say; if they cannot put themselves in another person’s shoes and cannot deeply understand the troubles and needs of potential customers, how can we expect them to pay for the good products we offer?

The third point is 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 copy the specific benefits that can be brought about after purchase and use. In this way, readers’ motivation and trust relationship can be strengthened.

The fourth point is to take the Call to Action a step further and convert the order.

With so much laid out ahead, wouldn’t it be a pity if the success fails? 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 also have three suggestions for catching the attention of potential customers, which are to talk about benefits, create news points, and stimulate curiosity. Talking about the benefits means to touch the needs of the target audience and make everyone want a similar product; and to create news points is to imitate news reporting, which can mention more new things that have never been seen before, so that everyone can feel the difference. Finally, 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 previous All-in-One Welfare Center, the recent Forbidden City Boutique Editor or Shopee e-commerce, they have all established distinctive features, which is also worth reference.

Products with different attributes naturally require different content strategies. Regarding the principles of copywriting, I will list four points to share with you, namely: The first point is an eye-catching title, paired with exquisite pictures and videos. The second point is to provide benefits and answers to meet the needs of potential customers. The third point is supported by data and supported by the power of celebrities. The fourth point is to combine it with the call for action, echo it from beginning to end and then strengthen it.

I have dismantled some successful product copywriting and found that they have done the following things in touching people’s hearts: focusing on potential customers, telling stories but not preaching; proactively asking questions to make potential customers think; shortening the distance with potential customers and stimulating empathy; and the content of the copywriting must be interesting and create a unique style.

In other words, the focus of product copywriting is on people, not words or pictures. Starting from understanding the voice of the target audience, and then triggering needs and curiosity, the product copywriting can be effective and even have no disadvantages!

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★ Photo Credit: Hannah Olinger

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Further reading

• How to write eye-catching product copy?
• Master two methods to help you easily create effective calls to action
• Master the five steps to write super-sellable copy

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