How to Write Product Copy, and Why It Matters

What was the last thing you bought from an online store or business? Do you know why you bought it?

Chances are, your decision didn’t just come down to the product’s price and features. 

It could have been the clever words in the description. Maybe it solved a problem you hadn’t even thought of. Or, perhaps it made you feel some sort of emotion, like excitement, relief, or nostalgia. 

This is how product copywriting works. It’s more than just a message that lets you know something is for sale. Good product copywriting connects with you on an emotional (and subconscious) level, and it inspires you to take action.

Even though products and audiences differ across industries, cultures, and demographics, there are principles of great copywriting that are universally true. 

Knowing how to apply these principles to a specific product and target audience is where the real value lies, and it’s how some of the world’s strongest brands continue to capture buyers’ attention year after year, product after product.

What Separates Good Product Copywriting from Great Product Copywriting?

Product copywriting has one goal: to sell. 

Good product copywriting achieves this goal by speaking clearly and directly to potential customers, nudging them along the buying journey. Great product copywriting, though, sparks an emotional connection and keeps people coming back again and again. 

On paper, it sounds simple. But the tricky part about writing product copy is that it has to resonate with actual people — real-life human beings with emotions, egos, agendas, distractions, and doubts. Not to mention dozens of other products to choose from. 

This is why product copywriting is both an art and a science. The art lies in the creativity and ability to capture attention, connect with buyers within a target market, and use the power of storytelling to bring a product to life. The science lies in the strategy behind the copy. It’s about knowing how to structure information, optimise performance across different channels (especially search engines), and leverage principles in Psychology to influence decision-making.

Timeless Product Copywriting Tips to Boost Sales

Ready to actually start writing copy? Consider these timeless product copywriting tips for your ecommerce site, product pages, or marketing materials. 

Use concise language to communicate product details.

When crafting product copywriting, clarity should always be your number one priority.

Before you can persuade anyone, they need to understand exactly what you’re trying to sell. 

In practice, this means keeping product descriptions relatively brief and to the point. To help buyers scan and read efficiently, make sure to use bullet points for any technical specs and key information. You should also avoid jargon, empty phrases, and unnecessary information. 

The goal here is to provide potential customers with all the essential information they need to make a purchase, without causing confusion or information overload. 

Frame key features in a way that highlights the real-life benefit to your real-life human customers.  

After you’ve laid out all the information your customers need, now it’s time to highlight why they should purchase your product. Engaging copy can bridge this gap, and it’s how you convert casual browsers into buyers. 

Here are just a few examples of how you can reframe product features into benefits when writing product copy. 

Framing Key Product Features into Human Benefits
Product Feature	Human Benefit
8GB of RAM	Run multiple apps smoothly.
Noise-cancelling	Hear and be heard clearly.
Cotton fabric	Stay cool and comfortable.
Non-stick coating	Easy clean-up.
Under-bed storage	Maximise space without clutter.

Features on their own don’t always connect with buyers on an emotional or practical level. By highlighting a product’s real-life benefits, you paint a picture of what the product can do and give buyers a reason to buy. 

Tap into the emotions that drive buying decisions. 

Time and time again, marketing research has shown an undeniable connection between human emotion and buyer decision-making. Great copywriting taps into these emotions, gently weaving them into product messaging. 

Here are some examples of how product features can be framed to connect with human values and emotions. 

Using Key Features to Tap Into Human Values and Emotions
Product Feature	Human Value/Emotion
Certified cruelty-free	Compassion
End-to-end data encryption	Privacy and peace of mind
Limited edition	Exclusivity
Fast-charging	More time and freedom
24/7 support	Safety and reassurance

Emotionally-driven copywriting doesn’t mean you should be dramatic or manipulative. It’s all about showing your ideal customers how your product fits into their lives and supports the version of themselves they want to be. 

Speak in a language your buyers understand. 

The tone, vocabulary, and style of your product copy should reflect the way your audience thinks and talks. It’s more of a conversation than a sales pitch, a chance to meet your buyers exactly where they are. 

When your audience feels seen and understood, they’re more likely to trust you, connect with you, and buy from you. A misalignment in writing style or tone can make your brand feel out of touch or untrustworthy, which may turn buyers away. 

The language you use isn’t all about connection or persuasion, though. It’s also about visibility. Strategic use of relevant words throughout your product copy can help your product appear in search results and online marketplaces, which is essential for staying competitive online.

Why Good Product Copywriting Matters for Your Brand

It might seem like product copy is nothing more than a few lines beneath a photo on an ecommerce site. However, the reality is that those few lines hold a lot of weight. They’re a first impression. They carry your brand’s tone of voice throughout the internet. And they’re the final push that inspires someone to buy your product. 

Over time, an investment in good product copywriting can support your brand in the following ways. 

Trust

Honest, clear, and professional product copywriting sets the right expectations for customers. This prevents returns, refunds, and unhappy customers in the short term, while also building trust and credibility in the long term. 

Loyalty

Speaking about your product in a way that is memorable, bursting with your brand’s personality, and able to connect with buyers on an emotional level can help you build long-lasting connections and grow a loyal customer base. 

Consistency

Embracing a similar tone and style across all of your product descriptions and marketing materials supports brand consistency, building brand recognition in crowded marketplaces. 

Visibility

Using your customers’ language, through the natural integration of relevant keywords and a solid search engine optimisation (SEO) strategy, improves your online visibility and performance in search engine rankings.

Your Product Copy Deserves Your Full Attention — Let Our Copywriters at Empowered English Help

Like we said, copywriting is both an art and a science. Our expert copywriters can strike the right balance for your brand, helping you craft clear and compelling product copy that resonates with real buyers (and ticks all your strategic marketing boxes).

We can help you with:

• Ad copy
• Category pages and web pages
• Ecommerce copywriting
• Marketing copy
• Product descriptions
• Sales copy
• Sales emails
• Sales messaging
• Social media posts
• And more!

It all starts by sending us a message. Book a free consultation today and let’s drive more sales with compelling product copywriting.

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