Creating Engagement Through Extended Copy

Understanding Priorities For Product Copy

Posted by JDFtheTech on April 29, 2018

As more and more markets add the ability to include custom copy for listings, it has become more important to learn how to create the proper emotional connection with the customer. One can have a great listing with images and a well written description, however engagement may fall without using the new options available. Enhanced Brand Content on Amazon, the ability to create custom pages in eBay (to be fair this has become limited recently) and the addition of enhanced listings on Newegg are some examples of new abilities being offered to capture the customers attention. Now it is possible to add header images, extra descriptions, specialized layouts and even video for some markets. With so many new options popping up, it has become increasingly difficult to know how to best utilize these features.

Using Amazon as an example, (due to the massive amount of data which can be pulled from reports), the reports have shown that utilizing a well written brand page will increase engagement and in turn, increase conversions.

In recent experiments with brand pages, tests showing a simple one paragraph description and a few extra images only increased conversions by an average of 1%. Having a well formatted brand page with numerous images, a header image, and including many different lifestyles as well as copy that told a story to the customer increased conversions by a whopping 20%.

"It has become increasingly clear that telling a story is the key to customer engagement”

It has become increasingly clear that telling a story is the key to customer engagement. A brand page which shows an item and gives detailed information regarding the items functionality is simply not as effective as a page which grabs attention and which leads the customer to understanding what the product has to offer while at the same time creating an emotional connection with that customer by giving details of the companies aspirations.

Before investing time in a brand page, it seems having a plan to answer a few questions to help with flow is needed.

What is the product? It will always be important to highlight the main use of the item. Customers may know a curling iron has the use of ‘curling hair’ for instance, however it is always important to make clear what the focus and function of a product is to solidify this in print.

Who is the company? Tell the customer what the company stands for. We all want to make money, but how do we want to change the world? Environmental sustainability, social responsibility, scientific innovation, and philanthropic endeavors are some examples of goals (assuming these are relevant to your business) one can include in their page to create an emotional connection with the brand.

How can this product help the customer? Outline the products best features. Show what the product can do. Highlight the products unique differences as compared to possible competition in the market. Show the product being used in as many ways as possible. Utilize imagery to accentuate aspects of the design if possible.

Make sure the layout flows. Putting these elements to work is a science in itself. Always put important descriptive content that answers the basic questions of a products functionality to the front of the listing. This allows the customer to know quickly if the product is what they are looking for.

Lead them into examples of how the product epitomizes the goals of the company. This is a good time to show customers examples of what the company stands for. Tell customers why after you tell them what, after this you can explain how.

The goal is customer engagement and trust. Burying information within a story is simply not as effective as giving the user what they want. Building trust is important and the foundation of a relationship. Tell the customer the businesses story in a later paragraph while also tying that to why this product is part of the brand.

Strive to make the customer experience special and attempt to build an emotional attachment to the brand. Push for a good flow that brings the customer in with knowledge of the product answers their questions about the company, and shows how the customers relationship with the company can benefit both parties.

Everyone wants to feel special, it is our job to make that happen. Create an emotional connection with the customer, bring them into the fold, lead them to the party and the loyalty generated will create a special relationship which will fuel the business.