Copywriting can be one of the most difficult skills to learn for entrepreneurs and business owners. The reality is that most people aren’t naturally good at writing or sales, and copywriting is a combination of both. When I first got started selling things online, it was almost impossible for me to write copy! I was terrified of coming across as too pushy or ‘salesy’.
However, copywriting is one of the most essential skills for entrepreneurs to learn. If you want people to buy your products and services, you need to learn the fine art of copywriting. It requires practice and following a proven system.
Your product pages, in particular, are one of the most important places to have specific, laser-targeted copy. People that land on your product pages are demonstrating an interest in you and your product, and they just need that extra push to complete their purchase.
In this post, I’m going to show you how to write copy for your product pages that will have people hitting the purchase button faster than ever.
Basics of Product Page Copywriting
Before we get into the deeper psychology of persuasive copywriting, let’s make sure we’ve got the basics down. At a minimum, here are three non-negotiables that should be included on every product page.
1. Be Crystal Clear On Your Offer
One of the biggest mistakes business owners make with their product pages is not telling people exactly what they get when they purchase. They assume that the potential customer can figure things out simply by looking at the page.
This is a mistake that will kill your conversion rates. Potential customers should know exactly what they’re getting when they purchase your product. Nothing should be left up to guessing.
Thankfully, the fix for this is pretty simple. On your product pages, make sure you list everything a person will receive if they purchase. If you’re giving away any bonuses, be sure to list those as well.
For example, if you’re selling an online course, detail out all the course modules and what they’ll be learning from each one. Bonuses might include email support, a Facebook group, or a 1-on-1 phone call with the seller. Whatever they, make sure you list them out clearly. Your goal is to ensure you include every single thing that someone gets when they purchase so that they know exactly what they are paying for.
Sellfy helps with this fact by telling readers exactly what files they will receive and the size of them, which can add a layer of trust and security to your product page.
2. Format for scanning
Most people aren’t going to pour over every word on your product page before they decide if they want to purchase. Rather, most people are going to ‘selectively scan’ the page and then try and determine whether they want to pull out their wallets.
The simple reality is that this is the way most of us consume content on the internet. We skim read, only looking for things that truly grab our attention.
If you want to increase your conversion rate, you need to format your writing so that it’s easily skimmable and the important parts won’t be missed. In other words, someone should be able to skim your page and know exactly what your offer is. They shouldn’t have to read the fine print.
To help people make the decision quicker, format your product page in logical ‘chunks’ that allow for easy scanning. We’ll dive deeper into this later, but try to imagine someone quickly scanning your page and making a decision based on their skim reading.
Because that’s what’s really happening. Most people don’t have the patience to read every single word you wrote. Make it obvious what the benefits of your product are through smart formatting.
Consider using bolding and headers to draw people’s attention to specific sections. Use bullet points to draw attention to individual points. Even consider using things like icons to draw people’s eye to sections of text.
3. Use Great Photos
Technically, this isn’t copywriting, but it goes hand-in-hand with the above point. Potential customers want to be able to scan your page, and with that scanning, they want to see photos of your product. For example, Christian Maté Grab is a photographer who makes over 6 figures selling Lightroom presets. His product pages showcase some of the beautiful photos that can be created using his presets.
Remember, unlike traditional brick-and-mortar stores, potential customers can’t hold or touch your product. Therefore, you absolutely need to provide multiple high-resolution photos that will support the copy you’ve written.
Don’t settle for low-grade photos. If you want to sell more products, spend the time and money to get outstanding, high-quality photos of your products. If you want to take things even a step further, you could consider getting video demos made as well.
How To Write Killer Product Page Copy
Now that we’ve nailed down the basics, let’s move into the more advanced methods of copywriting. Using these persuasive sales techniques, you can significantly increase the conversion rates on your product pages.
Utilize The AIDA Formula
AIDA is a marketing acronym that stands for ‘Attention, Interest, Desire, Action’. Each word represents a different stage, or step, that we wish to take a person through while they’re on a product page. The final step, Action, is where they actually take action and purchase a product.
The goal of the AIDA formula is to engage readers in a meaningful and relatable way, without appearing overly pushy or ‘salesy’ in your writing.
The first step of the AIDA formula is “Attention”. It is absolutely essential to grab people’s attention as quickly as possible. If you don’t, they’ll quickly exit the product page without purchasing anything.
On a product page, the headline is often your product’s name. As such, you should name your product something that will immediately grab your ideal customer’s attention. You can also use attention-grabbing subheadlines to further reel a prospect in. Because your headline will usually be the product name, it’s often the subheadlines that will do the majority of the attention grabbing.
Gadget This does a great job of this with their adjustable desk. They use the word “comfort” which speaks to how the desk will make you feel. They also speak to a pain point (paying $500+ for a standing desk). The headline truly does capture your attention.
Take the necessary time to craft a truly engaging, attention-grabbing headline. As the famous marketer David Olgivy said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
In other words, don’t skimp on your headline.
The second step of the AIDA formula is “Interest”. You’ve caught the reader’s attention and now it’s time to provide them with something to pique their interest and continue reading.
When it comes to product pages, one of the most effective ways to capture people’s interest is to speak directly to the pain points your product solves. After all, this is the fundamental reason that people buy. They want to solve pain points. If you immediately speak to the pains of a potential customer, you’ll capture their attention.
Nathan Barry does a good job of this with his App Design Handbook. He immediately goes after perhaps the biggest pain point for any iOS developer: apps not being properly developed.
Or another example. Let’s say you’re selling a planner. The pain points your planner solves is disorganization, lack of productivity, and lack of clarity. If you address those pain points immediately following your headline, you’ll hold the reader’s interest. If, on the other hand, you start talking about the quality of the paper or the number of months in the calendar, they’ll probably bounce from the page.
The third step of the AIDA formula is desire. By now you’ve hooked the reader and have their interest. Now it’s time to speak directly to their desires. Put yourself in the customer’s shoes. What desire does your product fulfill? Does it elevate their social status? Solve a health problem? Give them more financial freedom? Make their life easier?
When writing your product page, speak directly to the desires of the customer. Are you selling a standing desk? Speak to the desire for good posture and a healthy back. Talk about how back pain will be eliminated if they use the standing desk. Your goal is to paint a picture of the good life and then show how your product will make that good life a reality for the customer.
Michael Hyatt does a great job of this on the product page for his “Full Focus Planner”. Notice how he highlights the desire to organize the day and achieve goals. This is exactly what ambitious people want, and he speaks directly to that desire.
Don’t afraid to appeal to people’s emotions. If you can tap into people’s deep-seated desires and emotions, you’ll see your conversion rates significantly increase.
The fourth and final step of the AIDA formula is “Action”. Your goal is to get the reader to take action. In other words, you want them to buy.
As you read your product page copy, ask yourself, “Does the copy lead the prospect to the point where it makes sense to buy?” Try to read the page through the eyes of the customer. Would you want to purchase based on what is written? If not, go back through and focus on improving the first three stages.
Your call-to-action should be very explicit. If you want people to purchase, make it really obvious. You can even use phrases like, “Click the button below to get instant access to your download.”
You can’t miss Dropbox’s call to action. The two big buttons dominate the screen, catching your eye and compelling you to try out the service.
The bottom line is that you want to do whatever is necessary to get people to take the desired action. Don’t beat around the bush when asking people to take action. Make it really clear what action you want them to take and make it as easy as possible to take that action.
Write For Your Target Audience
This may sound counterintuitive, but your goal is not to sell to everyone. Rather, you’re trying to sell to your target audience. Your target audience is the group of people who are specifically interested in what you’re offering. The reality is that not everyone will be interested in your product, and that’s okay. You’re trying to sell to a specific group.
A common mistake that business owners and copywriters make is trying to appeal to everyone. In doing so, you will spread yourself (and your product) too thin and ultimately appeal to no one.
When writing, keep your target audience in mind. Is your product for moms? Write directly to them. Is it for men over the age of 50? Use language that will resonate with them. Are you selling a product that will benefit young parents? Speak their language.
How can you know what language they speak? Sleeknote has a brilliant suggestion:
“Sites like Quora and Reddit not only offer insight into your target market’s goals and obstacles, they also reveal how they communicate them to others.
Let’s say you’re an e-tailer specializing in men’s grooming.
One way to write copy that resonates with your ideal buyer would be to browse a subreddit related to your keyword.
r/askmen, for example, is a popular subreddit where men ask other men questions…”
In other words, spend some time hanging out where your ideal customer hangs out, whether that’s Quora, Reddit, Facebook groups, LinkedIn, etc. You’ll get a feel for the specific words your audience is using.
Simply put, don’t try to appeal to everyone. Be laser-focused in who you’re writing for and you’ll see your conversion rates go up.
Sell Benefits Over Features
Another common mistake with product pages is focusing on features instead of benefits. Features are the nitty-gritty details of your product, like how much it weighs or the type of plastic it’s made from or the colors. While these things are important, they’re not what’s most important to the customer.
What’s most important is the benefits. In other words, how will your product change the life of a potential customer? Selling benefits over features means painting a picture for people of how their lives will improve if they use your product.
Imagine who would benefit most from this product and how it would make them feel to have such a product. Paint a picture of how purchasing and owning this product would change someone’s life. Would it make their life easier? Less stressful? Save them time? Sell the emotional benefits of your product rather than just the logical features.
Remember, people don’t usually buy based on logic. They buy because of emotion. When you sell benefits over features, it allows you to paint an emotionally positive picture of how your product will truly change someone’s life.
Leverage Social Proof
Social proof is simply proof that others have used and benefited from your product. Most commonly, this comes in the form of testimonials or product reviews.
Social proof is hugely powerful when it comes to helping hesitant buyers pull the trigger. It assures them that your product is legitimate and really does do what you say it does. If someone is nervous about buying, social proof can be the nudge that gets them to pull out their wallet.
Marketer Cavett Robert famously said, “95% of people are imitators and only 5% initiators…people are persuaded more by the actions of others than by any proof we can offer.” By offering social proof on your product pages, you are showing that other people have taken action on your offer and been satisfied.
Why do you think Amazon pushes so hard for product reviews? Because they know that product reviews (and other social proof) are a powerful motivator to buy. Use as much social proof as you can when creating the copy for your product pages. Employ testimonials, case studies, product reviews, and anything else you have at your disposal.
Sell Yourself With Your Product
Ultimately, people are not just buying your product. They are also buying into you as the creator of that product. As such, you should include some of your own credentials in your product page.
Do you have extensive experience in your field? Have you won any awards? Have you helped a large number of people achieve amazing results? Include these things on your page. Not only does this give the potential buyer confidence in you, it also functions as another sort of social proof. In other words, if you have personally achieved so much, then your product must be really good as well.
Create Urgency Where Possible
Urgency is a powerful motivator to purchase. It creates a strong fear of missing out. The more urgency you can create for someone to purchase your product, the more likely they are to pull out their wallet.
Some simple ways to create urgency include:
- Offering limited-time discounts
- Only selling certain products during a short window of time
- Highlighting when the stock is almost out
Now, to be clear, we’re not advocating that you lie to create a sense of urgency. Don’t say that you’re offering a limited time discount if it’s really available all the time. Be honest.
But wherever possible, add a sense of urgency. If you do, you’ll see your conversion rates start to go up.
Will You Learn The Art of Copywriting?
Here’s the deal with copywriting. You can create product pages and sell products without knowing any copywriting. After all, some products just sell themselves.
But without copywriting, you won’t sell nearly as many products. The principles listed above are time-tested, proven principles for selling more products. If you employ them on your product pages, you’ll see your sales numbers and conversion rates start to go up.
So take the necessary time to learn how to do copywriting and then start employing it on your product pages. Your wallet will thank you!