Now almost one month into Q4, writing marketing copy that sells your product is definitely at the top of mind for you and your business. What does that look like, you ask? There are many different ways to be marketing your product and/or services (have you listened to this podcast episode?!), but today we’re going to cover who you should be speaking to in your marketing, and how. We often see brands make the mistake of focusing too much on the recipient when writing their product copy, instead of those who are actually doing the purchasing. While it’s essential to highlight how a product can delight the gift receiver, the truth is that the person making the purchase often has different needs, motivations, and pain points. Your copy needs to speak to this buyer directly if you want to drive sales effectively, which is exactly what we’re here to help with! Let’s dive in.
Address the Buyer’s Emotions and Concerns
The holiday shopping season is stressful for many, especially when it comes to choosing gifts that will truly be appreciated. It’s important to remember and understand that the buyer is likely feeling the pressure of getting it right, especially if they’ve waited until the last minute, and are feeling even more pressure because of this! When writing copy for social media, ease their concerns by showing how your product is the solution they’re looking for. Focus on elements like ease of purchase, how your product helps them feel like a thoughtful gift-giver, and the joy it will bring to their loved one. When writing a caption for your product, aim to evoke some sort of emotion from the buyer… joy, nostalgia, and humor are great ways to instantly connect with others. You’re not just selling a product; you’re selling peace of mind and the satisfaction of a job well done!
Highlight Convenience and Practicality
During the holidays, time is a precious commodity. The person making the purchase is often juggling multiple responsibilities, so your copy should make it clear how your product fits seamlessly into their busy life. Whether it’s fast shipping, easy returns, or simple gift wrapping, emphasize the features that make the purchase process smooth and hassle-free. Offering a phrase like, “2-day guaranteed shipping!” will certainly grab a user’s attention and help your content stand out. By removing obstacles and making the decision as easy as possible, you increase the chances that the buyer will click “add to cart.”
Speak to Their Budget
Last, gift buying during the holiday season can put a strain on finances, and savvy shoppers are always looking for the best deals (Remember when Black Friday used to actually be on Friday, and not two weeks before?!). When writing your marketing copy, consider how your product offers value to the buyer. This could be by emphasizing discounts, bundles, or promotions that help them feel like they’re getting more for their money (Think: gift guides that include 4 products for the price of 3). Additionally, show how your product is a thoughtful investment—something that’s not only affordable but also provides lasting value to the recipient. By doing this, you’ll reassure the buyer that they’re making a smart financial decision.
When combined, all three of these tips will help push the end user into purchasing your product! If writing the perfect copy is not something you have time for, we’d love to support you this holiday season. CLICK HERE to schedule a call and let’s talk about how we can work together.
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