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In Focus

How to Write Quality, Compelling Copy for Enhanced Product Content Pages

Mar 3, 2020 12:45:43 PM

20-KRE-2262 March Blog 1_EPC_How to Write Quality Copy BLOG PROMOS

The modern consumer exists in a saturated, competitive marketplace. One breeze through the Amazon app reveals the mind-boggling number of brands that produce the same products.

That means there’s a lot of noise. It’s a marketplace that includes online and on-demand options, in addition to a traditional brick-and-mortar experience. As we all know, if the shopper wants to buy something, she has the power to do so right at her fingertips, without leaving the house.

But the key part is: who gets that sale, and why?

The answer has a lot to do with content and how it’s written. While consumers may not be able to differentiate between brands based on content, they can differentiate based on one simple premise: “does this product give me what I’m looking for?” And, by and large, that circles back to content—especially quality copy for enhanced product content (EPC) on Amazon and other e-commerce platforms. 

Whether or not you’re prepared for the influx of shoppers and ready to meet their demands will go a long way toward determining if you can sell products online. In this blog, we’re going to discuss how the written copy on your EPC pages helps you stay above the fray, and move your customers closer to a buying decision.

Essential copy elements

The shopper has more choices than ever.

And as technology has evolved, the way to approach content has similarly changed. Let’s start with product messaging: the way you talk about, describe, and showcase products must be consistent across all sales platforms, whether that’s on Amazon, Walmart, or another major retailer’s site. Consistent and compelling messaging is the key, as it helps brands (especially those with a wide variety of products) cut through the noise and cut to the chase. 

Be brief, but bold 

When your messaging is clear and concise, you’re able to focus less on filler content and spend more time on what matters: talking about the best features and attributes of your products. 

Here’s an example of the Ninja® Foodi™, featured on Amazon:

Screen Shot 2020-03-02 at 11.06.42 AM

Now, a Walmart PDP for the same product:

Screen Shot 2020-03-02 at 11.07.12 AM

The first thing you notice is (aside from the differing layouts of the product pages) that the content isn’t consistent. Are the same features talked about? Yes. But the Amazon EPC is markedly different—Ninja® is directly addressing how these features benefit the customer. The Walmart product content is a collection of bullet points with little context or elaboration. Guess which one provides the consumer with greater reason to buy?

Support your copy with strong visuals

If the goal is to get customers excited about the product(s) you’re selling, it has to appear in a practical setting.

Stock imagery or still images of the product on a blank backdrop just aren’t going to cut it. Anyone with an iPhone and a few spare minutes can do that. The game-changer for EPC is to blend content that appeals to the customer visually but also gives them something educational, such as video. With video, you can elaborate on the features described in the copy and show shoppers how those features look and perform. 

An example for the Ninja® Foodi™ is in the Amazon video: the goal of the video is to show (in less than 30 seconds) how easy the product is to use. Each shot is only a few seconds and features one action—a twist, a clip, a tap of a button—to articulate the simplicity of the design.

And guess what? The video’s content links with the product copy. This is how you produce content that helps the product sell itself.

Shift the conversation

One of the most common mistakes we’ve seen is a hyper focus on each detail of a product. Many brands feel that every feature—no matter how significant it may or may not seem—requires its own callout or highlight. The truth of the matter is, shoppers are primarily interested in your product’s most beneficial features.

The best way to shift the tone of your product content is to focus on the benefits of your product and less on its features; this isn’t easy to do (it’s been done one way for a long time), but the payoff is worth it. 

One small caveat: that copy, done properly, is SEO rich with relevant keywords used to describe features and benefits. Mixing true product benefits—that directly apply to the customer—with listings featuring relevant keywords is the sweet spot for EPC pages. 

The last word...

You want customers to feel confident in the product you’re selling. You want them to be convinced that, after reading your EPC, your product is the best option available and solves the problems they want to address. 

“This product DOES this” versus “this product HAS this” makes a world of difference, particularly in a time when shoppers are inundated with options—many of which are speaking the same language but not talking about benefits. Smart, benefit-driven copy offers a huge opportunity for brands to elevate their product content, build more meaningful relationships, and ultimately sell more products.

Rob Mixer

Written by Rob Mixer

Rob Mixer is a digital media professional who works with clients in various industries across the United States. He spent six years with the NHL's Columbus Blue Jackets before venturing into the agency world, and now is a full-time consultant for web, email, social and marketing content.

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