How we describe our products will resonate with our customers. And if we remain consistent it will instill brand recognition.

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Product copy needs to convey the benefits to the consumer; how they need the product in their lives and how they won’t be able to live without the product. When we’re describing products we need to:

 

•Advise and inform

•Evoke emotion

•Create connection

•Encourage positive reaction.

 

It’s important to note that not all buyers are the same and it’s our job to hit each potential buyer with carefully crafted content and copy. We have to tailor to the:

 

•Competitive – They want to know why your product is superior

•Spontaneous – They respond to creativity

•Methodical – They make most decisions by logic

•Humanistic – They respond well to story-based marketing.

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