One of the most difficult aspects of writing powerful digital product copy is the fact that the product is, indeed, digital. Ones and zeros leave quite a bit lacking for our sensory systems and we all know that the number one rule of sales is, “Put the product in their hands.” So, how can you write powerful digital copy? We’ll break it down.
Product is product is product, but selling digital product relies upon copy more than any other kind of product. Let’s take what sells from the physical world and apply it to digital products: the senses. Powerful descriptors, using the imagination to put the customer there, and, of course demonstrating value.
Use the Senses
Powerful descriptors like “new” or “you” speak to the customer. Powerful adjectives help the reader sense the appeal while imagining themselves touching the product. Digital products range from entertainment to tools — music, videos, software, and books. It’s all about how your product impacts their life. Apple does this well, not just with physical products like their iPhone, but with music and TV.
“Focus your copy on the reader. Use the word you more often than your brand and product names.” Kissmetrics
Reinforced learning doesn’t always “blow your mind” but it makes an impact. Instead of obsessing over the epitome, go for the reinforcement.
[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]”Don’t let the noise discourage [you from writing and finding your voice].” Scott Buscemi [/perfectpullquote]
At WordCamp Orange County last weekend, I attended the Blogging Workshop with Scott Buscemi. He discussed the challenges that we face with blogging which is generally surrounded with procrastination — if we were truly honest.
Scott discussed some of his own struggle with blogging. As a business owner, he said it’s hard to find the immediate return for the time it takes to produce content. Of course, you can always outsource content creation, but one of the main points of writing is to position yourself as an expert.
One of the things I liked best about this WordCamp session was the call to actions. He would present, then ask us to buddy up and make action items. Rinse and repeat.
I felt as though the brainstorming session and workshopping were productive for me.
At dinner, my friend remarked that there was nothing new that he said. No. There was nothing Scott said that blew my mind. No. There were no new revelations about blogging that gave me an aha moment.
Do you know what did happen? Revival.
Learn what you already know.
Like many things in life, we learn something then drift away from it. Of course I know you should regularly blog. In my day job we publish four times a week. Am I doing it on my own site? No. As they say, “a cobbler’s children has no shoes.”
In one of my Guru Minute videos, I talk about using dead time — time spent waiting — to tweet. This time I tried my hand at something totally new — creative writing on Instagram.
You know when life hits you with the unexpected? It can be a bit stressful to say the least.
A few weeks ago, The Mr., went to the ER. Complications from dialysis had caused pneumonia. One night in ICU and two in the hospital and the fluid was removed and he’s okay. But he’s not 100%. My husband is a very active man — and I’m finding out just how.
Just trying to keep up with his part of our division of labor has been killing me.
Anyway, back to the story.
So I needed to go to the laundromat to wash our bedding which I was too exhausted for but it had to be done. Why not take advantage of it?
What can we learn from musicians when it comes to repurposing our own content? Read to find out.
As a child of the 70’s, “classic rock,” as we now call it, was always on the radio and turntable. You become familiar with the music, if not the lyrics.
Fast forward twenty years and, as a married woman, The Mr. and I are watching MTV Unplugged. Much to our surprise, and to a few in the audience, Eric Clapton had rearranged his own song, beloved “Layla” from his Derek and the Dominos Days. Pure Brilliance!
Derek & The Dominos
Eric Clapton MTV Unplugged
The angst and anguish of the lyrics are matched in the first version by the rock anthem followed by it’s classic instrumental, causing one to reflect. The heartache and soul sorrow of the lyrics was highlighted in the blues version on MTV. Their moods are totally different. Their pace are different. The message is the same: