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Create a Killer Copy

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Today, you can have the most amazing web design, the greatest products/services, and the best value proposition, however, if you don’t have persuasive product copy, none of the above matters! To write a killer product/service description there are several proven copy-writing principles.

Know Your Audience

To write compelling copy, you need to understand who you are writing for. Once you know your audience, your brand’s personality will naturally render the copy. Getting into the mind-set of your target audience, understanding their puns, spoonerisms and other words that only your target audience would understand is one of the most powerful ways to position your product/service. For effective copy, familiarity with your audience is key.

Embrace The Power Of Storytelling

Memorable opening lines and narratives will not only entertain your audience, but will often move them emotionally to the point of action. Compelling copy and describing the products and services will allow the reader to understand how their life will be changed if they take the desired action, in essence, make a purchase.

Whilst the combination of storytelling and product description are highly effective principles on their own, it is amplified even further when linked to your “About Page”. Copy like this is assuring your audience that they are in the right place and reminds them the founders are people also, who encountered a similar problem and decided to deliver a solution.

Create Magnetic Headlines

On average, five times as many people read only the headlines rather than the body copy. Therefore, your headline is the key to creating attention, engagement and making your copy stand out! According to research 8 out of 10 people read only the headline and only 2 out of 10 will read the entire copy. Furthermore, those who do, have an attention span of 8.25 seconds. Bearing this in mind, creating magnetic headlines from the outset is the most important principle.

A magnetic headline must be:

  • Unique – Considering today’s noisy online marketplace, you need to differentiate your brand from your competitors and you need to create a unique angle or value proposition in your headline.
  • Ultra-specific – Being specific is a crucial element of writing magnetic headlines. Your audience need to know, immediately, whether they are in the right place and if your offering is relevant to their needs and interests. If it does, your product copy is more likely to be read.
  • Urgent – Urgency significantly increases the ecommerce conversations, forcing consumers to make a decision and take action. The fear of missing out (FOMO) is a real concern for most people and is a continuously growing tendency.
  • Useful – If you create useful content it is more likely to go viral and reach a larger audience.

Be Smart With The Use Of Adjectives And Verbs

When creating compelling product/service copy, verbs need to outperform adjectives. Verbs help to move your audience towards the desired action. A combination of storytelling, verbs and sensory adjectives helps the audience to visualise the product copy and encourages them to invest more attention in it.

Future pacing the desired result can evoke strong emotions for the audience. However, emotion on its own is not enough to make your audience take action. Therefore, your call-to-action (CTA) in your product/service description needs to lead them by the hand and take them exactly to the point of taking the desired action.

Focus On Benefits Instead Of Features

The truth is, while it is tempting to deliver copy about a product’s ins-and-outs, most people do not care what your product is and/or does. Rather, they care more about how your product can bridge the gap between where they are now and their desired state. Therefore, a proven successful practice is an essential benefit to every feature described in your copy.


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About the author

10 Digital
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Content Marketing

Content Marketing otherwise known as non-interruption marketing is essentially creating valuable, relevant and consistent content for your consumers that will engage and create awareness about your brand.

Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.

David Beebe, TV Producer

10 Digital

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