So you’ve got a new product. It’s likely been a long process, involving extensive R&D, market testing, and branding. The only thing left to do is launch your baby out of the nest. Will it fly or will it fall? The answer depends on more than the product itself; it depends on the product copywriting surrounding it.
E-commerce isn’t just a hot trend; it’s the new reality. By 2027, e-commerce is projected to account for 41% of global retail sales—an almost 25% increase since 2017. For customers, the shift means greater convenience, as well as higher expectations. Shoppers now want online buying experiences that match the nuance and transparency of in-person interactions, from captivating product descriptions to accurate delivery updates throughout the shipping process.
For businesses, the rise of e-commerce means a pressing need to make products stand out in the digital marketplace. It means letting customers feel like they can turn the product over their hands—without opening their front door—and helping them understand its every advantage without the presence of a live salesperson.
It means raising the standards for your product copywriting. Here are a few ways to do it.
Never miss an opportunity to stand out from the 2D crowd.
There’s little use in denying that we live in an Amazon world. And in that crowded online marketplace, bad product descriptions are like sprinklers in a thunderstorm. They just sort of blend in.
Your product fills a pressing need. But audiences need more than a photo to understand that innovation. They need more than bland names, tedious discussions of features, and highly technical specifications. Every word that goes alongside your products—from the packaging to description to the name itself—is an opportunity to snatch customers’ attention and get them excited about what you can do. In a world of 2D Amazon shelves, every letter counts.
The best product copywriting doesn’t just motivate customers to buy. It doesn’t simply state what the product does. It gives customers a vision of a better future. It shows them what life could be like with fewer problems. It makes them feel good. The copy should be visionary, aspirational, and vivid. Inject product descriptions with sensory details and lively wording that jumps off the page.
Break it down for the busy reader.
Internet browsers and online shoppers aren’t known for their attention spans, so product copywriting must capture the essence of the product’s benefits in just a few words.
The quickest way to do it? Bullet points.
A hulking paragraph is enough to make anyone brace themselves for the upcoming minutes they must devote to deciphering. It forces the reader to dig through the chunk of text and uncover for themselves reasons to buy. By creating a short list of tangible benefits, you make it easier—and less time-consuming—for customers to understand just what makes your product so special.
Make it relatable.
Product copy must get people thinking about how their life could be. By painting that picture for customers through captivating imagery and examples, you can kick start their imaginative process and give them ideas for future product uses they may not have considered.
Take the example of MarketSmiths client, Schuler Shoes. Lines like, “Step outside your comfort zone (in comfort)” and “Get going even when it’s snowing” use vivid imagery to inspire customers to think about the adventures they could be having in their new shoes. This kind of optimization also has tangible benefits, increasing email click-through rates and sales.
Do your products justice with a content partner that gets you.
Vivid copywriting lets your products stand out from the e-commerce crowd. But consistently golden copy? That brings long-term returns—and calls for an adaptable content partner.
To help your products thrive in a shifting digital landscape, the right content partner will bring scalable strategy and writing resources to every new product launch. The result? Consistent, powerful campaigns that showcase everything your company has to offer.
Let your products shine. Contact MarketSmiths to partner with agile content strategists.
