What makes a great product description or sales page? And how can I make sure my sales copy connects with my customers?
Good questions – great questions, I’m glad you asked. Today I’ll walk you through what makes up compelling sales copy for your product descriptions, whether you’re an online shop, a digital entrepreneur or a service provider or coach. Writing great sales copy can feel overwhelming, especially if you have a large product catalogue, but if you start with the basics and focus on what your customers care about it becomes much easier to write product copy that connects with the shopper.
I’ve also given you five places you can go and look for inspiration so that your product descriptions and sales copy connects with your ideal customer and communicates what makes you so amazing, why you’re the right fit for them and why they should give you their money.
For you, the business owner, your sales copy has to communicate; “This product is amazing, look at how it transforms your life! You need our help or our products, give us money in exchange for our services or products.”
As a customer, the product page has to show me what makes your product or business special, it has to show me why this product or service is the right fit for me. It has to answer all my questions before I’ve thought of them, reassure me that you’re trustworthy and help me imagine the product in my life and understand the difference it will make in my life.
Finally, you have to make it easy for me to give you my money.
All these things are communicated through the copy, images and other page elements working together to tell a story.
When you start thinking about writing your copy for a sales or product page, the single most important thing you need to know before you start is what is motivating your customer to buy.
If you’ve not already done so, now is the time to do some client avatar work to create a sketch of your ideal customers that answers the question;
“What does my ideal customer care about? What motivates them in their buying decisions?
These are important questions to answer because this is what your copy has to speak to.
Your copy has to say, “I meet your need and more than meet your need. I will meet your needs and give it cocoa and cuddles.”
You need slather on jam and syrup onto the customer’s need, you have to go above and beyond. Not just say “here are some socks”, you have to explain why they’re great socks.
In understanding what’s motivating your customer to buy you go beyond the fact that they want some socks and ask why do they want some socks? Maybe they work from home and their house is draughty and their feet are always cold. The motivation isn’t just that they need some socks.
The motivation is; “I want my feet to be warm.”
What’s the situation that they will be using the product in, when or where are they going to be wearing their socks?
The socks someone needs to go in their trainers in the summer are different from the ones they want to go skiing in the Alps in the Winter.
Understanding the motivation is really important because then you can show how you address that need and how you go above and beyond.
How do you find out about your customer needs? How do you find out about what your customers care about that’s driving those buying decisions?
Here are five places you can find out what your customer cares about when researching your product descriptions
Your email inbox
Your customer correspondence in your inbox contains the emails that people send to you when they’re in the decision making process. These contain the questions people want answering before they buy – about fit, how long is the delivery process, size and more.
- Will this piece of furniture fit into a room with these dimensions?
- My child has allergies, does your product contain these ingredients?
- Does the product need batteries and if so what sized batteries?
- This is a gift for my mum’s birthday. Will it reach her in time?
As well as the questions customers ask before they buy, your emails contain the feedback after people have bought your product, which can be just as enlightening.
That celebratory and thank you emails are super helpful. They’re showing you the difference that the product or service has made in someone’s life.
- The dress was perfect for the wedding
- Your coaching gave me the confidence to apply for a new job.
- Your course helped me do xyz this is the impact it made.
Feedback emails show you the change that happened because your product exists and you can incorporate that into your copy.
Even the grumpy emails can be helpful. Whatever complaint or grumpiness or customer service need that your customer is emailing you about, that tells you perhaps there’s a mismatch of expectation between what they hoped for and what they got.
These mismatched expectations give you an opportunity to narrow the gap and highlight who the product is perfect for or to highlight services like next day delivery or giftwrapping.
The questions people ask, the good feedback and the complaints are clues to the problems that you can address. When you’re writing your product descriptions or sale page copy, you can show that you’re solving problems and answering customers questions before people have asked.
Social media comments and messages
Just like your email inbox, your social media feed and inboxes are places where people will be asking you questions, celebrating what’s really fantastic and grumbling about weird stuff.
Keep an eye on your social media comments, messages, all the places that you exist where you have an interaction with your customers or potential customers.
Competitors social media feeds
If you don’t have many of those interactions, look at your competitive social media comments. Look for the businesses who have the same ideal customer as you and are selling similar products, then go and read what their customers are saying and what their customers are grumbling about.
If you have a website that has reviews on it or if you use Trust Pilot, Trip Advisor any of the other review and community sites. As well as giving you insight into your own customer feedback, you can go and see what people are loving and hating about your competitors.
If you’re a local paddleboard company you can see what people ask about other water sports companies in your area or see what people ask other paddleboard companies in other areas. These questions show what people care about, so when you write your sales copy you can make sure that you’re including answers to those questions.
And the last place to look is Amazon. Amazon reviews are a wild west, so proceed with caution, but they can also be quite amusing.
Amazon reviews are particularly good if you sell branded products or if you sell retail and the questions and answers section makes it super easy to find what people are asking while they’re making a buying decision.
My favourite reviews are the one-star reviews as they really highlight mismatches of expectation and the actual product.
“I thought this was a life-size cutout of Nick Cave, but it is only a half size cutout of Nick Cave. That’s not what I ordered. I didn’t expect that.”
When you can see the mismatch of expectation, it is easier to address it. You could put something to show scale in a picture as well as the measurements in the product description.
But what if I don’t have any customers or feedback yet?
Even if you’re just starting out in business and have no customer feedback yet, by doing the research on competitors selling the same products or serving the same audience as you, you can begin to understand what your customers care about and what is motivating them to buy.
And from there, you can begin to craft copy and product descriptions that connect and communicates with your ideal audience so that when they land on your product or sales page they understand that you have what they need, how that can make a difference in their life and that you’re the perfect person or business to fulfil their need.
If you’d like to know more about how to use copy in your website homepage to connect with your ideal customer check out the Homepage Hero workshop.