Copywriting

How to write web copy that connects with people, persuades and gets them to buy.

The Complete Guide to Writing Product Descriptions That Convert

Most product descriptions are awful. Or worse, non-existent.

Product copy and product descriptions seem like such minor parts of a website in the grand scheme of conversion optimization, so many brands brush it off. But for companies doing it right, writing excellent product descriptions is a great way to sprinkle brand personality in a place that most people don’t expect it.

In fact, some companies do product copy so well that it’s almost a feature of the product itself.

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sales copy in newspaper.

Why is it that some books become bestsellers and others can hardly sell a 100 copies? Why do you read some books with passion and interest but can’t get past the first 10 pages of others? What’s the difference?

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confirmation email example.

Confirmation emails are emails sent to a customer after an online purchase or signup.

These standard, expected emails are often as delightful as your typical in-store receipt (read: not at all delightful).

Because confirmation emails are triggered by the user’s actions, your customers are expecting something—which means they open, notice, and engage with confirmation emails more than they might with other email types.

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Using Message-Mining to Pinpoint a High-Converting Value Proposition for Your Product

There are already a bazillion resources out there that spell out how to “craft the perfect value proposition.” In fact, the whole concept of “unique value propositions” (UVPs)  is — at least at first glance — really Marketing 101 material.

So why keep talking about it? For one very good reason:

Most courses & books on value propositions FAIL to show you how to actually create value proposition through empirical, quantified research. Keep reading »