Now that your product is set for sale on your online storefront, you should next focus on creating the right product description. Considering your content as the most valuable business asset or the ultimate selling point, you would likely want to come up with all the technical jargons that constitute the product and puff up your copy with flowery language. But, this might not end up providing fruitful results and there could be chances that your product remains shelved. A better grip on copywriting can address your concerns and also brief your customers about how your product will fulfil their wants or needs. Good copywriting is not only about capturing the visitors’ attention with an expressive language, but also about conveying your business message and creating effective calls for action. So, every word and sentence in your content should mean something to your site visitors to keep them engaged. In short, it is a message that touches the deepest desires of your customer.
“Copywriting is the art and science of writing a copy (words used on webpages, ads, promotional materials, etc.) that sells your product or service and convinces the prospective customers to take action.
It is about understanding the customers’ needs and what they want from your product. It is about helping them envision their desired results and explaining why they should buy”. In simpler words, copywriting is a marketing strategy of creating worthy and relevant content to attract and engage your site visitors, with an aim to persuade them to perform a desired or induced action on the web page.
Customers often tend to make instantaneous assessments in their subconscious mind while reading through your web content. It is a general behaviour of the customers to question how your products would benefit them. Hence, your web copy should be essentially compelling and meaningful enough to answer the customers’ big query “What’s in it for me?” Unfortunately, most of the small businesses often fail to craft such effective content and lose out on customers. Instead of boasting about your products or services, it is more profitable to create a copy that would tell your site visitors what exactly they’d get if they purchase from you. A good web copy should provide a clear picture of what you’re offering the customers, and how they would benefit from it. So, prioritise your customers’ concerns and needs first in your content through these effective components of copywriting:
WHAT: The big ‘WHAT’ answers all the questions related to your products or services. This includes “What is your product all about?” or, “What are its features?” and so on. Think from the customer’s perspective and think what more or additional data you could provide about your products and services, apart from basic information. One thing to be noted is that if the customers do not find adequate product information on your website with minimal clicks, you may become history.
WHY: The next big question ‘WHY’ describes the benefits that your product or service would offer your customers. This is again reading your customers’ mind and persuading them to make a purchase from your storefront. In simpler words, a marketer, through his/her effective web content, needs to provide a rough idea to the customer about the product and how it would match up to the latter’s choice?
HOW: This is one area to prove the uniqueness of your products or services and to make your customers realize the need to possess them.
ADDRESSING CUSTOMER CONCERNS: Customer concern or complaint is a natural part of the sales process. But, most of the big as well as small enterprises often tend to ignore customers’ service-related questions posted on their websites and other social media sites. The customers might have issues over the product quality or functionality. So, eliminating or giving a cold shoulder to these concerns isn’t an advisable option. Instead the businesses should train their staff on how to handle the customer complaints and concerns quickly.
Go through the below links to learn about some of the examples of good and effective copywriting:
- The 10 Commandments of Great Copywriting
- Five great examples of product page copywriting
- Good copy writing
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