Product copywriting is to make the company’s products more recognizable and sales-oriented, better gain recognition from the target audience (potential consumers or customers), more effectively convey the product value to the target audience, and stimulate customers’ desire to buy.
The three elements of product copywriting are product, brand, and consumer. Good product copywriting is an organic combination of these three.
The core of the product is the benefit point, that is, the characteristics of the product and the benefits it can bring to consumers. For example: what kind of materials are used for sports shoes, what kind of splicing techniques are used, what are the characteristics of this material,
how much weight is reduced, how much breathability is enhanced, what color matching is used, which series is used as a template, which star is it related to, which classic model is paid tribute to, etc.
The core of the brand is emotion, that is, what kind of emotion and psychology the symbolic value and brand tone of the product can evoke in consumers. For example: is the style of sports shoes avant-garde, street or sports, is it a popular style at present, and what kind of evaluation can you get from people around you when you own it, etc.
The core of the consumer is demand. Both of the above serve the needs of consumers. For example: Why does a consumer want to buy this pair of sneakers? What is the most important point for him? Is he a fan of a certain star? Is he a fan of a certain team? Is he obsessed with a certain style? Is he chasing fashion? Is he pursuing functionality first? Does he want to be recognized? Is he focusing on cost-effectiveness? Is he flaunting his personality? Every consumer may have many needs, some of which are strong and some are weak. A good product copy must grasp the strongest needs of consumers and convey the product’s benefits and the brand’s tone in the language he likes.
The essence of product copywriting is to help consumers solve problems. One need corresponds to one benefit point, just as one problem corresponds to one solution. After finding the needs of consumers, we should continue to dig deep into the needs of consumers and refine them into situations, experiences, feelings and solutions. For example: In what situations will consumers have such needs? What are his inner feelings? Which attribute of the product can help him solve this problem? What will his state be like after the solution? Writing the above processes in a language that consumers can accept is a qualified copywriting.