A good product copy can improve conversion rate, reduce the time cost of customer consultation, optimize user experience, and increase brand reputation. However, product copy with only text can no longer impress consumers. Even if your text is very moving, consumers need a combination of text and pictures. It can even be said that the fewer words, the better. If you can combine text and pictures with a product copy and even add some web elements to make it more visually impactful, then such a product copy will guide customers to better understand and accept the product.
The expression of the copy should first ensure the smoothness of logic, and secondly, express the core part of the product concisely and vividly, and hook customers with a strong visual impact, attracting them to continue to read and finally buy the product. The most successful copy should tell customers what they can do after owning the product, and make customers feel that owning the product can meet their needs in a certain aspect, such as satisfaction, happiness or security.
How to write good copy for foreign customers
An excellent copy should be both “heartfelt” and “skillful”. To write a good copy, you need to stand in the customer’s perspective and consider the other party, what are the benefits of choosing your product, and why they should choose your product among many products; “skills” of course refers to a certain level of writing skills. Here are some key points for writing good copy.
1) Nine-square thinking
As the name suggests, this refers to using the nine-square grid to think about copywriting. Fill in the name of your product in the middle of the nine-square grid, and then fill in the value and advantages of this product in the other eight grids. This method is to think divergently around a center. The eight grids around are all around the center grid, so the content filled in these eight grids should also be close to the product in the center.
2) Key point extension
Each product has its own characteristics. Some key point descriptions are relatively simple, perhaps only a few words, so you can extend on this basis. For example, the description of a piece of clothing may only be “it is pure cotton”, then it can be further extended to pure cotton clothes, which are comfortable and elastic to wear, soft and delicate to the touch, and well-made.
3) Three-paragraph writing
There is a writing technique in journalism called “inverted triangle writing method”, which can also be used when writing copywriting, and written in three paragraphs. The first paragraph can be summarized with a sales-oriented statement; the second paragraph can follow the key point extension method to explain the characteristics and advantages of the product; the last paragraph is “temptation”, the main purpose of which is to attract customers to buy immediately, so it is generally to strengthen the unique selling point, price advantage or gift of the product.
4) Picture and text
Journalism research shows that the reading rate of pictures and the captions under the pictures is many times higher than that of the text, and long articles are not as good as explanations with pictures and texts; and product copywriting is not writing, all the text is to set off your product, so adding a small row of text descriptions under the picture is more persuasive than pure text.
5) Speak with facts
What attracts consumers most about a product is the value of the product itself: which well-known brand does it come from? Which channel has the highest sales volume? Which website has the best reputation among netizens? Which popular celebrity endorses this product? In what aspects does it have absolute advantages? So, if your product has these advantages, don’t hide them, describe them in the copy.
6) Update at any time
Copywriting does not have to be static, just like the same product in TV commercials can have different versions of ads, so you should update your copywriting at any time according to current trends. The copywriting can be different before the product is sold, when the product is newly launched, when the product is hot, when the product sales are declining, and when the product is cleared. Differentiated copywriting in different time periods can make your sales activities easier.