Yesterday we celebrated, but today it is time to get back to business! Today and tomorrow, I’m going to talk about copywriting. Nothing scary here, copywriting just means the words that you use to describe your products to your customers or get your message across. Good copywriting can go a long way, so let’s look at a few tips:
- Find a voice and use it. Small and micro businesses (those run by one or two people) are special. Many customers seek out small businesses – so talk like a small business. Use first person language like, “I created this product” or “I chose this design”. You aren’t a large corporation, so don’t try to make yourself sound like one.
- Tell a story. Since your customer can’t see your item, put it in their virtual hands. You can do this by highlighting the texture, colors, and usefulness of your product.
- Be to the point. Customers are busy and won’t take the time to read overly wordy descriptions. When customers don’t read descriptions, problems arise. You can help customers read things by being to the point. I also find that using lists or bullet points helps customers get the main points.
- Steer clear of empty words. Words like “best”, “finest”, “prettiest”, and more. Couldn’t every seller say their product was the “best”? Empty words don’t help your listing, so skip them.
- Use a diamond pattern of information. When creating your listings, put the most important information at the top. Put supporting information and details in the middle, and repeat your important information at the end.
- Qualify your information. This means that you tell your customer the why behind your listing. There is an older psychology study that highlights the importance of qualifying information to people and using the word “because”. Take 5 minutes and read it here. The shortened version is that people respond better to phrases when you use the word “because”. Try it out in your descriptions. A few examples: “This framed vinyl quote will look great on your wall because the neutral colors blend with any decor.” Or: “Be sure to buy today because the sale ends tomorrow.”
- Rhyming works. Think of some large brands or companies. Do they have rhyming jingles? They probably do because rhyming helps your brain remember things. Try it out in your social media.
Take a few minutes to look over your product descriptions and see where you can improve them. Tomorrow we are going to look at calls to action, because they are just important as basic copywriting. (Did you see what I just did there?) Pin this post to share it with another small business owner – just hover over it or tap it: