If you want to see examples of effective product copy, a great place to look is Maxwell’s Daily Finds, of the popular blog, Apartment Therapy. In less than 100 words, Maxwell manages to emphasize the main value of the product (what problem does it solve), convince a person why they need it and have a closing line that gets them to buy. Here are two good examples of product copy on Maxwell’s Daily Finds & why they work:
“I love these so much we used to sell them through our little online Apartment Therapy store years ago. They were hard to find, but leave it to Anthro to solve that problem. Designed for public schools in France, the ‘sweetly scented, softly foaming vegetable-based soap’ rotates and slowly wears down. New soap replacements just get screwed onto the ‘spike.’ It’s a great solution for kitchen sinks, bathrooms without a lot of counter space OR beside bathtubs or outdoor showers. Oh, and it’s a conversation starter as well.”
Why It Works
- Solves a problem – “great solution for bathrooms without a lot of counter space”
- It has an European chic appeal – “designed for schools in France”
- It has eco-appeal – “vegetable-based soap”
- It will last a long time – “slowly wears down”
- It can go in multiple rooms “kitchen sinks, small bathrooms, outdoor showers”, so encourages buying more than one
- It is a cool product – “conversation starter”
“I love original European movie posters to wake up a room and make a statement. This is one of the best, and I originally saw it used in a Ralph Lauren showroom in NC. Huge (55×79), vintage from 1967, perfect in its raw style and brilliantly red, it’s aspirational in price, but worth it.”
Why It Works
- Solves a problem – “wakes up a room and makes a statement”
- It has vintage appeal – “vintage from 1967″
- It has European chic appeal – “original European movie posters”
- It has cache – “used in a Ralph Lauren showroom in NC”
- Yes, it’s expensive but it’s “an original”, “huge (55 x 79)” and “one of the best movie posters”
So dissect your product copy into three groups – What problem does it solve or need does it fulfill, what sets it apart from other products, is there a desire to buy (and buy now)?
Hope these tips help you take your product copy up a notch! Thanks for reading, Gail.
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© 2012-2014 Gail Oliver. All rights reserved.
You May Also Like:
- Product Copy I Love: CWonder.com
- Product Copy I Love: ModCloth.com
- Product Copy I Love: Williams-Sonoma.com