"Vista's Little Voice": How to write eye-catching product copy

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When it comes to writing (opens in a new tab), there are always many friends who feel very troubled, and even feel that one head is bigger than the other! In fact, it is not as difficult as you think to write attractive product copy.

Simply put, you only need to pay attention to the following three aspects:

1. Target audience (Audience): Before writing an article, you must figure out who are you talking to? Don’t think that just by writing an article, you can hit everyone!
2. Features: 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 products have?
3. 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.

In addition, I will also share with you the layout 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 near-perfect first-generation iPhone launch conference (opens in a new tab), asking all attendees 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:

1. Talk about the benefits: Try to touch the needs of the target audience and make everyone want a similar product.
2. Conceive news points: You can mention more new things that have never been seen before, so that everyone can feel the difference.
3. 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, and their copywriting is also very attractive! I think it’s worth everyone’s reference!

In recent years, because I specialize in teaching copywriting courses, I have dismantled some successful product copywriters at home and abroad, and found that they have done the following things in moving people’s hearts:

1. Focus on potential customers and tell stories without preaching.
2. Proactively ask questions to prompt potential customers to think.
3. Get closer to potential customers and inspire empathy.
4. 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. Instead of worrying too much about the quality of your writing, I would like to suggest that you start by understanding the voice of the target audience, and then trigger the needs and curiosity, so that the product copywriting can be effective, even without any disadvantages!

I put some thoughts on how to write eye-catching product copy (opens in a new tab) into a mind map to share with you:

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Further reading

• “Vista’s Little Voice”: How to write a title that catches readers’ attention
• “The Little Voice of Vista”: How to establish an effective writing process
• “Vista’s Little Voice”: Have you started writing your “Achievements List”