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