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Making Words: Your Product Descriptions

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We’ve talked about the importance of covers recently, and we’ve even done makeovers for a bunch of covers to make them more enticing and attention-grabbing. And, sure, while a picture is worth a thousand words, you’re probably going to also need some actual words. And those words are incredibly important. Products with absolutely no description don’t convert super well. In fact, they barely register.

At their core, product descriptions… describe products. But even the least businessy of artists among us must don the sales cap and cane and do a little pitchin’ for their work to be seen.

That said, copywriting product descriptions or landing pages for an ebook on Indesign shortcuts and a graphic novel about a swamp monster are two different pitches—albeit with the same ultimate goal. Here are some blueprints for three different categories of products and projects that you can go by to get your audience to reach for the I Want This button.

Education / Tools

The number one rule of sales copywriting is to focus on your customer. Too often, creators begin by talking about themselves or their product. Instead, put yourself in the background and show that you understand your customer first.

Here’s a tried-and-true formula that applies to both product descriptions and longform landing pages:

What is the pain point of your specific audience?
“Do you have a blog, landing page, or site that’s not getting traction? Looking to build a larger audience?

What will your product do for them? How will it make them more awesome?
“This course will show you how to get your content distributed to bigger audiences by tapping into the right networks.”

Why should they buy it from you? Mention testimonials, interviews, successes, ratings, press quotes, awards, number of copies sold, etc.
“After reading Amplification and the Hacker News Handbook, I was able to….”

What exactly will they get when they buy?
“Package includes a 50 page PDF eBook + the Hacker News Handbook PDF (24 pages + 4 videos + Excel worksheet + bonus materials.”

Examples:

The Night Owl Action Plan
Auto Layout Fundamentals for iOS
Hello Web App

Arts / Entertainment

You’ve got a lot more room for personality with a project that’s for entertainment purposes, but that doesn’t mean you can snooze on your copy. Since what you’re sharing isn’t solving a problem (aside from the problem of not having the supercool thing you’re providing), your copy doesn’t need to be as customer-first. Go ahead and show them what you’ve got.

In most cases, your description should read more like the back of a book or a brief movie trailer, plus a bit of practicality.

Set the scene
“In a world…”

Introduce the problem / disruption (if applicable)
“But that all changed when a herd of pterodactyls descended upon…”

Tease the hope (optional)
“Can three childhood friends put a stop to…”

Establish the mood
Will your reader / viewer / listener be thrilled? Scared? Relaxed? Is this a post-apocalypic tragedy? A laugh-a-minute western?

Any participants in need of crediting?
“Directed by two-time the Razzie-nominated director Rebecca…”

What exactly will they get when they buy?
“Includes a 32 page comic and two soundtrack mp3s.”

Examples:

The Wolfpack
The Goldfish and Bob
Raddddd

Merch

Shirts are practical. They go on your body. So just put up a picture of a shirt and walk away, right? Nonono. Every shirt, every hat, every poster—everything has a story. You should tell that story and inspire your audience to be a part of it.

Make sure your story answers these questions:

What are they getting?
“Own your own little piece of history with a floorboard from the once-great Bluebird Stadium.”

What’s the story?
“This shirt was inspired by years spent behind the table at comic conventions. So many snack bar soft pretzels. So very many.”

What’s it like? Any sizes/options?
“Printed on crazy-soft tri-blend Bella + Canvas tees. Available in…”

Any terms and conditions?
“Orders are processed within 1-3 business days. We ship twice a week via USPS.”

Merch examples:

Moby Dick T-Shirt: “Time and tide flow wide.”
Nature Conservancy Cycling Jersey

Overall

There are a few things that apply to all types of work. So whether you’re guiding programmers through Ruby or keeping the masses warm in your line of hoodies, there are some general things to consider.

Creds?
Do you have any awards or indicators of professional status that relate to the work you’re presenting? It’s not bragging. It’s validation.

KISS
Keep it simple, stupid. Kill the clutter. Dense passages of convoluted, labyrinthine linguistics can perplex even the most perspicacious of clientele. Verily, even an erudite—okay, you get it.

When in doubt, cut it out
Be brief. Then be more brief.

SLAP
Oh, hey. Another aggressive acronym. This one’s also pretty old school. But it’s a pretty good checklist. Make sure that your copy inspires would-be buyers to:

  • Stop (grab her attention)
  • Look / Listen (hold interest long enough to understand what you’re offering)
  • Act (share any benefits, urgency, solutions)
  • Purchase (that I Want This button can do a lot of this for you once they’re done scanning your copy—we’ve got this one for you)

One last thing

This stuff isn’t just for product descriptions and landing pages. Don’t forget to extend good copywriting to every interaction that your audience has with you and your work. This goes for receipts too.

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