To this day, many entrepreneurs disregard the role of product descriptions on their website. Meanwhile, good descriptions of your Print On Demand products can be a real game changer for your sales. See how to prepare texts for your store’s website so that your results soar!
Writing a copy is free. Preparing a good copy for your online store is basic thing to do, and you can do it by yourself if only you get to know a few tricks, that usually works. Learn how to write effective copy when composing your product titles, descriptions, and your store’s About Us page. Look how easy you can help your products stand out.
Write copy that suits your specific niche
The first important thing is to imagine your client ‘persona’. Who is your potential client? Is it a cat lover? Fishing enthusiast? Or a young woman from Gen Z, that is very into ecology? Each of them will find other things as appealing. Make sure your descriptions will attract them.
If you sell some premium Print-On-Demand products for the specific niche, you should use some more sophisticated, expert language, that your target group also use and understand. Try to put yourself in the role of a purchasing advisor in the traditional store. Let your client feel taken care of and try to satisfy his curiosity.
If you are a brand that is addressed to the young audience, you can use some more casual, fun style. Make your visitors feel like they’re talking with someone from their world. Thanks to this, they will be more likely to identify with your brand, and it can help them to make their purchase decision. Remember, there are probably plenty of stores offering similar products like you. Original copy will stand out your products from the competition. Put some effort and do more than just paste the description of your products from the manufacturer’s website. Trust us. It’s worth it.
Incorporate keywords into your product titles and descriptions
Ok, ok – you know how to talk to your customers, it’s your niche, we don’t have to teach you these basics. But how to make them find you in this endless ocean of online stores – you may ask. So, here is the moment when we get to the basics of SEO (search engine optimization).
The most important thing here is to define your keywords. Keywords should be the core of every copy you make for your online store. And by “every copy” we don’t only mean the descriptions your client can see. You should also remember about them when you’re creating the name of your images and meta descriptions for your store.
Listing the keywords so all the texts would be friendly only to the algorithm is not working. Sorry. These days, when you write, you need to think about both – AI and human. There are no shortcuts.
Here are some useful, intuitive online tools, that will help you to plan keywords for your website:
- Google Analytics,
- Google Search Console,
What more you can do, is to recognize your niche’s needs and every potential questions about your products, that can appear on their minds. Find out what are their concerns, what do they look for in google, what do they discuss on forums on Quora and Facebook groups. Find the reviews of the products from your competition stores. This is a great mine of ideas for your copy. That’s how you can inspire to create long and exhaustive descriptions of your offering. Try to be an answer for every little thought of your potential client.
Weave the right keywords naturally into your texts. Always remember to use them in headlines (h1, h2, h3) and body text. Remember to bold the keywords and information about your product words to make your text clearer and easy to scan (yeap, people often just scan your beautiful texts these days, sorry). Don’t be over the top with too much bolding, tho. It can have the opposite effect.
Learn to focus on benefits and tell the stories
When you write copy for your online store, try not to focus only on the technical features of your products. They are important, but what really works in sales is a language of benefits. This means you should tell your visitors, why your product is better than the one at your competition. What problem can it solve. How can it make your client more happy, beautiful, healthy or richer. After all, money, love and health are the most important factors that motivate us to any action.
Let’s make an example. You may write:
100% cotton t-shirt with a cat print, available in 5 different colors.
Ok. We can see it. But you may also write something like this:
To all the cat lovers around the world. This t-shirt is made from cotton that is soft like your kitten. It’s so comfy that is make you wanna purr.
See where we’re going?
Keep the content simple and scannable
We mentioned before about making your copy scannable. We’re more than sure that even right now you’ve just scanned this particular text, just to find out if this is what you were looking for and if you find some new, useful knowledge here. To make your content easy to scan and read, remember to follow these saint rules:
- Write briefly and use short sentences.
- Divide the text into paragraphs, not longer than 10 lines.
- Use big font. 16px and up is great for web writing.
- Keep line spacing at the minimum 150% of the font size
- Use bullet points to cover the essentials (see what we did here?)
- Avoid the passive voice
- Use bolded text, italics and underlines – in moderation
We know that not everybody is a natural-born writer. Although as with everytning, practice makes perfect. Once you learn how to build content for your print-on-demand business, you’ll find it not only profitable, but also really satisfying.