Pulling Copy Out Of Thin Air
At work I’m part of a small but nimble creative department, as such I tend to wear a lot of hats.
One of the more surprising tasks that I consistently take on is copywriting. Whether it’s writing an email to a client, copy for one of the Creative Services pages on our website, or product descriptions for client projects - I know how to effectively communicate in writing.
Writing copy for Amazon A+ Content
When writing copy, it’s important to think about the context and the intended audience. In the top part of a product listing page it’s effective to have short and concise copy broken apart into digestible bullets for users who are scanning a page. But when it comes to writing for Amazon A+ Content, it’s best practice to write for different levels of engagement.
For example, I create punchy headlines for designed images that are easy to take in. But if a user has scrolled far enough to reach A+ Content, it’s equally possible that they’re more engaged. For engaged users, there’s an opportunity to paint a much more dynamic picture with words.
Imagine someone trying to dig deeper to find more information in order to make a decision between my client’s product and a competitor product. They’ve read the short bullet points summarizing the product features but they haven’t yet decided to buy.
What can effective copywriting do?
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If they were shopping in person would someone touch the product in order to determine it’s quality? If so, using descriptive words to evoke a tactile sense of quality is essential.
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Anticipating the questions a user might have allows you to write copy that centers the user experience in order to provide value by actually answering their questions while still speaking about the product.
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Think about the reason someone might be shopping for this product. Speaking to the potential needs and desires of the audience is an effective way to keep content relevant.
These are the tactics I use to pull copy out of thin air.
And by that I mean turning a bare bones list into a paragraph of compelling product copy like I did for the the mop pads below.
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