[Content Director’s Column #7] 3 Ways to Boost Sales by Writing Just One More Line
This content is part of
Episode 7 of the <Content Director’s Column>
series.
Don’t forget this!
- We’ll give customers who are hesitating to buy our product a gentle nudge so they’ll click the “Buy” button.
- I’ve summarized three official tips so you can start using them right away.
- Anyone can start writing copy that sells, even without a background in the field.
Boost Sales by Adding Just One More Line to Your Product Page—
even if you’re not a natural writer.
The “single line” we’re talking about here isn’t a beautifully crafted, flowery sentence.It’s the kind ofsentence that givescustomers who are on the fence about buying your product just the nudge they need to click the “Buy Now” button.
Sentences like this
don’t need to be beautifully written.
After all, customers don’t buy a product because they look at the product page and think, “Ah, the sentence structure and word choice in this one line really resonate with me. What a beautiful sentence!” Customers buy a product when they discover a value they can’t get from other products. Therefore, the “exactly one line” we need to write simply needs to fulfill the role of conveying that value.
So, what kind of sentences should we use? As an editor who makes a living writing product descriptions—even though I didn’t major in Korean language and literature—I focus on the following three types of sentences.
Rule #1:
Include content that saves money and time
Unexpected financial benefits always delight customers.
If you just bought a lottery ticket this week, you’ll know exactly what I mean, right? Try including a single line on the product detail pagementioning how much money you “almost spent” but saved by not using our product. You just need to lightly highlight how purchasing the product actually benefits your bank account . I highly recommend this approach, especially if you’re struggling with product detail pages for everyday items that people buy every year.
In the same vein, you can
how much time it can save customers.
Simply bysubtly pointing outhow our product can save customers the time they’ve taken for granted, you’ll make them realize that their time has been wasted. Naturally, they’ll want to put an end to this waste by purchasing our product. While this approach works well for everyday items, it’s especially effective on product detail pages for bulk items like underwear, socks, or ties.
Rule Two,
It may seem trivial, unexpected
unexpected benefits
Let’s take
cooling short-sleeve T-shirts, which sell well during the summer season.
Since customers who are sensitive to heat or sweat a lot are the primary buyers, countless product pages highlight “staying cool all summer long” as a key benefit. In other words, simply saying it’s cool in the summer no longer makes our product stand out— everyone says that. In situations like this, try adding just one more line to highlight a benefit that customers expect—but one that shines in unexpected times and places.
First, imagine what our customers like and dislike, and what kind of lifestyle they lead. Then, list the reasons why customers might hesitate to buy our product.Summarize in about one line on the product page how our product specifically addresses the hesitation of customers with a certain characteristic.
For example, with cooling T-shirts, you could highlight the unexpected benefit that “customers who are sensitive to heat can wear them as pajamas at night even after summer is over.”
If you’re having trouble identifying “unexpected benefits” on your own,
take a look at the product detail pages for similar items.
The answer lies in the reviews left by customers. Activecustomers often leave detailed reviews describing how they use the product, when they wore or used it, and how it turned out to be surprisingly good.
If you collect about 10 such customer reviews, you’ll likely discover a common point. Those points are precisely the “unexpected benefits” that our customers prefer. All weneed to do is incorporate that information into our product page in a single line, using a tone and style that matches our brand’s identity.
Rule Three:
Express It in Numbers
Whether it’s money or time, expressing the savings in concrete numbers—and adding numbers to those unexpected benefits—makes for a much more effective message. This is because if customers can gauge “how much” they’ll save or “how” it will benefit them, they can more vividly imagine how their daily lives will change through our product.
Above all, numbers are
a key factor in building trust.
Instead of vague descriptions, present the expected benefits using precise figures. Customers will feel they can trust our product more when choosing among similar product lines.
However, be careful not to use overly exaggerated numbers that could constitute false or misleading advertising. No matter howmeticulously crafted your product page is, it cannot overcome negative reviews from disappointed customers.
The “one line” that drives sales
applies across all industries.
Although the examples are based on the fashion and general merchandise categories, they are not limited to specific fields. This is because, no matter what product they buy, customers want to save money and time, enjoy unexpected benefits, and live a life that’s just a little more comfortable.
For example, on a product detail page for cosmetics—specifically sunscreen—you can pique customers’ interest by highlighting “time savings” in just one line, as shown below.
So, if you’re secretly preparing to launch a new business on the side, be sure to keep what you’ve just read in mind. Even without natural writing talent or a professional copywriter, it might just help your sales grow exponentially.
<Content Director’s Column> Series
- [Content Director’s Column #1] Why Product Detail Pages Need to Be “Detailed”
- [Content Director’s Column #2] The Order of a Product Detail Page: Let Me Just Set It for You.
- [Content Director Column #3] Step-by-Step Guide to Launching a Product Detail Page
- [Content Director Column #4] There’s No Such Thing as a “Women in Their 20s” Target Audience
- [Content Director’s Column #5] Why You Should Write Your Product Detail Page Even Before You’ve Taken Product Photos
- [Content Director Column #6] How to Write a Product Page Summary in 3 Minutes
- [Content Director Column #7] 3 Ways to Boost Sales by Adding Just One More Line
- [Content Director Column #8] How to Instantly Improve Your Product Description by Changing Just a Few Words
- [Content Director Column #9] How to Write Product Descriptions That Let You Charge Fair Prices Amid Price Wars
- [Content Director Column #10] How to Write Ad Copy in Just 10 Minutes Using ChatGPT
-
Text/Photos/Editing: Choi Hong-hee
This article is an excerpt from “3 Ways to Boost Sales by Writing Just One More Line,”originally published on Fashion Post on July 26, 2021.
※ If you share or use any content (text, images, videos, graphics, data, etc.) posted on the wadiz maker center externally, please be sure to credit the source.