A recent survey estimated that 2.14 billion people worldwide bought goods and services online in 2021. This number is up from 1.66 billion in 2016. Of course, not every e-commerce shopper is reading every product description on the web, but these statistics certainly speak to the number of people online making decisions based on product copy.
How do you make your products stand out in the crowd? B2B copywriting tools and other resources can certainly help, but ultimately it will come down to the quality of your writing. In this product copywriting guide, we’ve put together some product copy tips and examples to set you on the path to copywriting that sells.
What Is Product Copy?
“Copy” is any written material in print or online media, and “product copy” is written material that promotes a product. It tells your customers what the product is and why they should buy it. However, some of the best copywriting examples for products go beyond the basics and convince the reader they need the product—and need it now!
But how do you take your product copy from the basics to a riveting, persuasive read? How do you get your audience to click the “Buy Now!” or “Add to Cart” buttons after reading a product’s copy? Our team of business writing experts at Slice are quite familiar with all forms of copywriting, and we’ve put together a list of helpful tips to wake up your readers and get them engaged with your products.
What Are Some Examples of Copywriting?
To begin, let’s start with a basic example. Imagine you’re shopping online for some employee appreciation gifts. Your employees have been working hard and could really use some relaxation, so you decide to put together gift baskets of at-home spa items. As you peruse the e-commerce market for options, you may run across some fairly basic product descriptions, like:
- “Lavender scented lotion in 3 oz or 7 oz bottle.”
- “This water foot massager uses raised nodes and jets to massage feet.”
- “Under-eye patches for removing dark circles and reducing puffiness.”
These kind of tell you what the product is, but that’s about it. You probably start to feel a little bored reading these same descriptions over and over, and you’re left wanting something more.
Then you stumble across this gem of a product description:
When life gets you down, crumble this bestseller under hot, running water for passionately pink water and creamy, soothing bubbles. This massive slice of vibrant fruitiness will make you feel like you’re being enveloped in a warm hug and gently consoled by the friendly fruity aroma of a blackcurrant candy. Snuggle in, and stay undercover until you’re ready to face the world once again.
The Comforter Bubble Bar by Lush, 2022.
Now that sounds like the perfect addition to an at-home spa day! You can see your employees pulling this out of their gift baskets and inhaling the “friendly fruity aroma of a blackcurrant candy” with a smile. And below the product description, Lush lists that this bubble bar is vegan, packaging-free, and self-preserving, giving you additional peace of mind.
This product description writer knows what their audience wants. They want to be able to feel and smell the product, which is not possible with e-commerce (yet). So this copywriter did everything in their power to identify premium features, bring those characteristics to the forefront, and make it feel like the consumer could touch and smell this bubble bar.
What do product copywriters do, exactly, to achieve such great copy? And how can you apply these techniques to your own product copy?
How Do You Write a Copy of a Product?
When writing product copy, you generally want to explain what the product is and why a consumer should buy it. Of course, you want to include information like materials used and measurements, but you also should be looking for ways to amp up your copy and speak to the true benefits of your product.
Before we get into leveling up your product copywriting, let’s lay a foundation for the essentials of a product description.
What’s in a Basic Product Description Template?
The key part of a product copy is telling your audience what exactly it is you are selling. After you’ve established that groundwork, then you can find ways to energize your writing. To start, you’ll want to include:
- Measurements – If you’ve ever purchased a piece of furniture for the office, only to find out at the front door it won’t fit into your space, you know the frustration of improper or missing measurements. Include as much detail as you can for measurements, such as length, width, height, depth, weight, size options, data units, etc.
- Materials Used – Depending on what you are selling, you might be required by law to list ingredients or materials used on your product, such as how the FDA requires food manufacturers to list all ingredients in food on the label. This adds a level of safety to your product, as consumers can avoid products that may contain something they are allergic to. It also lets your customers know exactly what they are getting. And as a bonus, this is the perfect opportunity to spotlight high-quality materials or ethical sourcing. If you’re selling custom team jackets made from finely-spun animal fiber sourced from local alpacas that are happy, spoiled, and fed treats all day—tell your audience!
- Photos and Graphics – We realize a photo is not writing, but it is a major component of product copy. If you only do the product copywriting, the person in charge of images might appreciate your ideas about images that would complement your writing. It can also be quite helpful to have the product photos before you write your product copy. Having this imagery ahead of time can inspire business writers to create more accurate and innovative descriptions. If your product is something more intangible, like software, then your photo might instead include screenshots of the software in action or custom graphics.
- Product Description – This is the moment to shine for a product copywriter. What does the product feel like? How does it work? What pain points will it solve? Does it come in different colors? How is it made? These questions will get the writing gears churning for producing your product copy.
These are the basics that most product copy should include. Now, let’s spice things up a bit with some helpful tips.
Product Description Copywriting: Tips for Writing Compelling Copy that Sells
Did you know that the Amazon Marketplace hosts around 350 million products for sale by Amazon and other sellers? And that’s just Amazon. Depending on what you’re selling, you could be up against hundreds or thousands of competitors. Because of this, sticking with the basics isn’t going to get you very far. Give some of these tips a try, and you’ll be well on your way to better copy and more sales.
Get to the Point
Capturing a consumer during those first few seconds on your product page is key. The aesthetics and visuals of your website will certainly play a role in this, but so will the first few words a visitor reads. Starting out with the most appealing features your product has to offer is an excellent way to do this. Scott’s Cheap Flights does this perfectly on their homepage:
Scott’s Cheap Flights, 2022.
It gets right to their best selling points: stop overpaying for flights and save up to 90%. And as a bonus, they have a call to action button right below their initial copy, making it nice and easy for their customers to sign up. They have successfully summed up exactly what they offer and how it can benefit you in less than 20 words.
Appeal to the Senses
A recent article from the School Library Journal describes what happens in our brains when we hear a story: “As the sights, smells, actions, emotions, or other sensations are described, the corresponding motor, sensory, and emotional areas in our brains light up as if we are experiencing them ourselves. It is a connection of the minds almost as powerful as anything in science fiction.”
This is the engagement you want to have with your audience. If they can have that kind of connection with your product, there’s a good chance they will buy it. For example, we may have bought one or two (or five) delicious Milk Bar cakes after reading product descriptions like this one:
CARROT MARSHMALLOW CRACKLE CAKE
This spring we went rogue. We combined a texture-rich carrot cake with fluffy marshmallow frosting and a pop of crackling brown butter cereal that’ll keep your taste buds on their toes. All topped with mini marshmallows and caramelized crispy crumbs, because we’ve never been one for the status quo.
by Milk Bar, 2022.
You can hear and taste the delightful crack of the brown butter cereal mixed with the carrot cake and sweet marshmallow frosting. Out of all the food copywriting examples out there, this one takes the cake.
Identify Your Audience
You want to write copy that speaks to people who will love your product. If you’ve done any kind of marketing for your business, you probably already have a good idea of who your audience is. The product copy for a technology company might contain some key jargon understood by people in the tech world, while the copy for a children’s toy company would most likely have fun and simple language. For example, consider this copy for a 3D printer:
Original Prusa i3 MK3S+ 3D printer
The Original Prusa i3 MK3S+ is the latest version of our award-winning 3D printers. We have upgraded the MK3S with a brand new SuperPINDA probe for improved first layer calibration, added high-quality bearings and made various useful design tweaks.
The printer also includes a free 1kg filament spool of Silver PLA!
by Prusa Research, 2022.
Do we know what SuperPINDA probes or Silver PLA are? We sure don’t, but then again, we aren’t in the market for 3D printers. These points probably matter a great deal to people and businesses that are researching and looking for a 3D printer, which is why Prusa Research lists these details. And it must be working, as they are named the best overall 3D printer by PCMag, show up in a top 20 3D printer list by 3DSourced, and appear again as the best 3D printer in a Wirecutter NY Times article.
Add a Little Humor
If you can make your customer chuckle while reading your product copy, you’ve done something right. We use humor to form social bonds and release tension. Sprinkling some humor into your copy can create a deeper relationship with your audience and help them laugh a little. We got a kick out of this short description example from Articulate Marketing’s homepage:
Build your difference engine with Articulate Marketing
Engineer your marketing. Accelerate your sales. Differentiate your brand. Nothing is too complicated. Except love and time machines.
Articulate Marketing by Articulate Marketing, 2022.
They go on to describe their offerings in more detail, such as how to use their marketing toolkits: “Pick a topic. Get free Articulate resources. Solve problems. Declare victory.” Articulate even adds a nice touch of self-deprecating humor: “It’s a little slice of geeky computing history, transformed into our own invention.” It’s hard to get through any of their copy without a smile, and it makes us want to keep reading.
These are just some of the many excellent product copy examples out there. While this copy makes it seem easy, don’t be fooled. Product description writer jobs are challenging, as they require writers to successfully use these techniques while also managing input from marketing, customer success, and other teams. And after putting copy out into the world, businesses must monitor which copy is working, which isn’t, and always be looking for room for improvement.
With so many plates to balance, copywriters need all the help they can get. This is where Slice can step in.
How Do You Write Copywriting for Products? With Slice!
Slice is all about simplifying the writing process. We want you to be able to concentrate on the most important part of business writing—persuading your audience. It’s rare that a writer can sit down, open a word processor, type their piece without switching screens, and have a final product after a couple hours. Instead, writers are constantly flipping back and forth between the different parts of a writing project, from research to project management to writing and then back again.
What if you could have a singular workspace to do all of this? No more hunting for files, scrolling endlessly, searching for browser tabs, coordinating projects with others. With Slice, you can:
- Slice content into manageable sections
- Harvest your research easily by keeping notes and secondary sources alongside your primary content
- Stay in the zone with panes instead of the vortex of tabs and windows
- Assign responsibilities, set due dates, and indicate statuses of project sections
- Collaborate with others in real-time
Our customers report a 10X productivity gain. If you’d like to see this kind of productivity in your own writing projects, sign up today!