Editor’s note: This post was originally published on 12/4/17 and has been updated for accuracy and comprehension.
They don’t matter. No one even reads them. They’re a waste of time. Wrong, wrong, and wrong.
Product copy may not seem all that important, but those little intros to your products are the perfect opportunity to flaunt your brand, show your creative side, and connect with your customer.
Let’s face it, these days it’s not so hard to set up a nice-looking ecommerce website. Online store creators like Shopify and its SaaS-y brethren require no coding experience and are accessible to almost everyone.
So as the ecommerce market inevitably becomes more crowded, it’s vendors came up with a little something special that will win the hearts (and cash) of their customers.
Whatever you decide to sell, here are 10 ecommerce sites with brilliant product copy that we can all be inspired by.
Credit: Think Geek
“This book is a fickle... beast. Take off the binding, and it'll take a snap at you. Just make sure you exercise caution – stroke the spine a couple times to calm it down.”
Think Geek understands what their audience will respond to, and they match their quirky products with active kitschy writing.
If you have a product that lends itself to a little humor, take it and run with it.
Credit: The V&A Online Shop
“Acclaimed conceptual artist Bruce McLean debuts a new body of work called ‘Garden Ware.’ The collection includes one-off earthenware creations, including bowls and platters, which are inspired by the McLean’s garden and a three-foot-tall vase that McLean made in 1987”
The V&A London know that the context of their products is important to their customers. They write product descriptions that sell, but are also informative and brand-specific.
When selling a luxury item, point out why this product is so special. Remember: The devil is in the details.
“This knitted, cross-dye pullover sweater combines the aesthetic of wool with the easy care of polyester fleece dyed with a low-impact process that significantly reduces the use of dyestuffs, energy and water compared to conventional dyeing methods. Fair Trade Certified™ sewing.”
Patagonia not only writes detailed problem-solving copy, but they also wear their strong values right on their easy-care polyester sleeve.
If you have a value system to be proud of, show your customers what you care about.
“Tap into the pale colour trend and soften your look with this light blue textured coat. Dress down effortlessly with jeans or adapt for the evening with a dress and heels.”
Topshop’s elegant writing ignites the customer’s imagination, encouraging them to not just think of the garment, but what they would wear it with and where to go in the fabulous coat.
Don’t just sell a product, sell an experience.
Credit: Irregular Choice
“Bursting with fun and frolic, these striking boots dazzle with folk art flourishes and such superb detailing you'll find it hard not to get swept away to another world!”
Irregular Choice could teach a masterclass in tone. Their audience is young and eclectic in style so their product copy is imaginative and high energy.
Understand your audience and speak their language.
“First came the Whopper. Then the Big Mac. And now the Giant Gummy Burger joins this esteemed dynasty of fast-food heroes. Life-size and curiously realistic, it makes an old-school Trolli burger look like a microscopic waste of space.”
Firebox has made a name for themselves as masters of copy. So much so, their sassy product descriptions have become a welcome part of their user experience.
Product descriptions are the ideal opportunity to add to your brand.
Credit: Sweaty Betty
“Bum-sculpting? You bet your ass the Zero Gravity Leggings are. With the perfect mix of stretch and compression, the ultra-lightweight fabric performs for your sweatiest workouts and sculpts the bum.”
Sweaty Betty doesn’t shy away from colloquial terms, making their copy familiar and personable.
Don't be afraid to show your personality. Accurate doesn’t have to equal boring.
“Cards Against Humanity is a party game for horrible people. Unlike most of the party games you've played before, Cards Against Humanity is as despicable and awkward as you and your friends.”
Cards Against Humanity knows their product is unique, so they make sure their copy is as edgy as they are. Writing boring copy is an inexcusable mistake when your product is so fun.
Know the USP of your product and make it your copy’s “center stage.”
“To make our legendary chocolate dipped strawberries, we start with perfectly ripe strawberries. Then, we hand-dip each beautiful berry in our mouthwatering semi-sweet chocolate blend.”
Edible Arrangements adds value to their products by including wording that ignites the senses — a creative way to sell food items.
Think about the senses involved in selling your product and cater to them.
American Apparel uses attractive language to sell their garments, but they always remember to include useful information, such as the size of the model featured.
Your copy should make the online shopping experience as easy as possible for your customer.
The rules are pretty simple.
If your aim is to build your brand, your copy should be zeroed in on your target audience’s wants and needs.
The best copy gets the point across succinctly.
Of course it needs to make sense grammatically, but inspiring copy is more. It should be aligned with your brand and your products/services.
From snazzy boots to ruthless card games, whatever you sell, take a note out of these companies’ playbooks and take the time to craft yourself some brilliant product copy that sells.
How do you make your product copy shine?