Product Copy I Love – Modcloth

by Gail Oliver, Marketing Consultant

Modcloth is an online store that sells everything from fashion to home decor (or, as they call it, Apartment decor). I absolutely love their product copy because it is clever, witty and does a good job of selling the product. Below are some examples from their site that are really effective.

Vintage Rose Bud Earrings

“Your fervor for all things retro has you ready and raring to rock these adorable rosette earrings. Whether you’re looking for a way to freshen up your nine-to-five outfit of a blouse and pencil skirt or add a little spring charm to a casual day dress worn with flats, these darling dusty-rose earrings are the perfect blooms for the job. Just pop on these vintage-inspired posts, and watch as they give your usual ensemble a blast of the past for extra panache.”

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Why It Works

Well, if I had no idea what to wear these with or where to wear them, I do now.

Wooden Laptop Sleeve 

“Do you foresee a fashionable future for your laptop? We predict its safekeeping in this playful, game-printed laptop sleeve! Cushioned by a cozy, padded corduroy lining, this soothsaying sleeve depicts a classic spirit board on its woven nylon exterior. Complete with letters A-Z, numerals, and yes or no options, this zip-closure protector has all the answers in its faux-wood-finished front. While we can’t promise this computer case is a conduit to the beyond, we’re certain it will fill your tomorrows with compliments.”

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Why It Works

They made it sound so interesting that I know carrying this around is going to get me some attention. Plus, they manage to work in all the product details such as the padded lining, the zipper closing, and the faux-wood front without making it tedious.

Meow for Measuring Cups

“With just one glance at these amazing ceramic measuring cups by One Hundred 80 Degrees – as featured in Weight Watchers Magazine – I see two of my favorite things in one wonderful product. I can even hear a close friend doing a poor impression of me in a high pitched voice, sounding like someone’s grandma – “Hi, I’m Angela and I looooove kitties and making delicious goodies for you to eat!” It’s true, though. I get a little wacky over my cats, Nina and Laurence, and I get uber excited over baking anything from experimental muffins to quirky quiches. For my next culinary adventure, I’ll make sure to use these kitschy kitchen tools. Each of the clearly labeled, glazed cups resembles a well-fed feline with teeny paws that set it flat on the counter, and a curved tail for a handle. Since these charcoal, grey, slate, and white pets are much too cute to hide in the drawer, why not display them on a safe counter space? If your pets like to help you make sweets and treats, these will be the perfect addition to your mixing bowls and cookbooks. Take it from my furry friends – these measuring cups are the cat’s meow.” 

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Why It Works

I like how they managed to mention the publicity this product got in a major magazine (almost seems like an endorsement). I like that they address any concern that the cups would sit flat on a counter, and mentioning that they are decorative as well as have a purpose, so a two for one. It is a little lengthy, but if you are looking for copy that shows personality, this one delivers.

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© 2013 G.B. Oliver. All rights reserved.

Author: Gail Oliver, Online Small Business Consultant

I'm Gail Oliver, an online marketing consultant. Welcome to my blog, chosen one of the Top 10 Small Business Blogs to Follow in 2014 by American Express Open Forum. If you need help with your e-commerce business, be sure to see MY SERVICES, above.