Copywriting for product sheets (1)

Today, we start a series of articles focused specifically on the writing of texts of your online store. As you probably already know, these texts are called “copies” in the sector, and they are not just any texts, but texts whose main objective is to sell. 

The objective of this series is to provide you with enough resources to transform the texts of your online store. 

If they are very descriptive, not very persuasive and / or not very exciting, they will most likely not contribute to your sales, but rather the opposite; and it is even possible that they are working against your brand and your results. 

If you can convert your texts into content that excites, seduces, adds value and, by the way, that tells more about your brand and about yourself, you will make that content persuasive and generate more sales. 

Can't wait to know more? 

If we understand copywriting as the strategic and creative writing of text for a commercial or advertising medium with the aim of selling, we will be clear that copywriting techniques are very relevant in any section of an eCommerce where words can be found: from a tiny button in the footer to the largest banner on the home page, and not only in the product sheets. 

Logically, all these texts do not have the same relevance. Of all these elements, the product sheet is the most critical point for customer. 

The product sheet has to inform, but exciting; it has to convey the objective characteristics of the product, but it must do so highlighting mainly the benefits of the product and not so much its benefits; you have to anticipate doubts that can be a stopper on the sale and answer or solve them before they turn into a query or leave the page; and it has to present the right tone, in accordance with the identity and values of your brand. 

Think of your product sheet as the face-to-face seller who assists customers in a physical store and who you lack (at the beginning) in an online store. If you start writing the texts of your online store taking into account the psychological profile of the customer and applying sales psychology, your approach to these texts will be very different from what you had until now. 

Now that we have finished convincing you to pay a little extra attention to the writing of your sheets, we can tell you how to do it applying the principles of copywriting. 

We start with a series of tips that anyone with a little interest can apply to their online store (no need to be Shakespeare)

Scar this for ever, both you and anyone who takes care of the task of writing your product sheets. It may seem very comfortable, about this strategy fails in several important points such as: 

Another problem often suffered by many product sheets is that they are focused on how the product is and not so much on what it brings to the customer. 

Actually, for the one who reads the product sheet it is not so important if the frame of those glasses is made of synthetic polyamide derived from Kevlar; what he wants to know instead is what it implies: that the glasses are very resistant and the child will not return from school with the glasses broken the first week of school. 

What are FUDs? Well, the umpteenth English acronym to express, in this case, the user's fears, doubts and uncertainties (Fear, Uncertainty and Doubt). 

Anyone facing a new online store or buying a product has a few FUDs, and to a large extent, it is what they want to clear by interacting with the page. We do not want to be told that everything will turn out well, what we want to know is that the product has a 10-year warranty, that we guarantee delivery within 24 hours or that returns are easy and free. 

The online consumer is, in some way, an autonomous buyer. This means that he is used to "get by on his own" and this makes him more critical, more trained and not as reactive to certain conventions that were already used in the first radio spots. 

I mean things as hackneyed as: "We are the best" or "We are number 1". Really? Well, show it with data that verifies it and go further a simple sentence with two exclamation points inside a yellow star with a black shadow.