If you’re starting your own dropship business, shelling out on a copywriter may be a luxury you can’t afford just yet. But my promise to you is after reading this blog post, you won’t need to.
Like dropshipping pro Ethan Dobbins tells us, writing copy that sells is easy, you just need to be armed with the right tools and knowledge.
There’s 8 steps to writing gold standard copy for your dropship products, and anyone can follow these steps to increase their conversions.
First, it takes a little research...
Look at reviews on other websites to create the framework of your product copy. Say you’re selling back braces, search for them in Google and have a quick look across a few different websites to see the key points customers are mentioning.
In my research, I found consumers frequently writing about how they loved that this particular back brace relieved lower back pain, didn’t cause sweating and was useful for those that have had recent surgery.
It’s like a cheat sheet for finding out what consumers are actually looking for in a particular product. Use these as the bare-bones of your writing and you’re already set for some killer copy.
Now you’ve got the framework for your copy, do a little fine-tuning with keyword research. You’ve got the main points, but it’s time to find out exactly what phrases consumers are using to find these types of products.
Keyword research shows you the most popular words and phrases that are being used around a certain topic. Using these words and phrases in your copy will boost you in search engine rankings and put your product pages in front of more customers.
The best free tools I use for keyword research are Answer The Public which is great for finding questions that users are searching and Google Keyword Planner which will give you specific search volumes of words and phrases. (You will have to create a Google Ads account and enter card information to use Keyword Planner, but you don’t have to spend any money or run ad campaigns).
When users read language they’re familiar with and use regularly, they automatically feel a connection to the product.
Easy ways to familiarize yourself with the right language to use could be following avid users of your product on social media to see how they talk about the product, joining relevant Facebook groups and doing a bit of research on forums like Reddit and Quora.
After doing this you’ll know what type of language is appropriate, what jargon to avoid and how advanced the words you’re using should be so you aren’t alienating readers.
Have a think and do some research around the problems people might face when they aren’t in possession of your product.
I’ll go back to the back brace example:
Are you sick of getting home from work, kicking your shoes off and remaining sofa-ridden because of agonizing lower backache?
Triple-layer woven cotton provides the strength to support your lower back muscles, relieving the pressure off your spine and reducing pain.
Problem. Solution. Sold.
Highlighting an array of issues that readers are likely to be facing if they’re researching your products allows them to relate to your copy and feel like you truly understand their problems.
A.K.A sell the sizzle, not the sausage. Your fancy features could be impressive, but we’re selfish beings.
I’m not saying don’t write about your features, but when you are, make it abundantly clear how they’re useful to the customer.
Here’s a few examples:
Egyptian Cotton Bedding = Breathable Egyptian Cotton Bedding that keeps you cool throughout the night to improve sleep quality.
Super Thick Underlay = Quality thick underlay that reduces sound travel from room to room to keep your home quiet and peaceful.
High-Grade Glass Cafetiere = High-Grade Glass Cafetiere that won’t retain old coffee residue to give you a fresh flavour in your cup every brew.
Always think about how your product features are going to benefit your customers, as that’s what’s going to make the sale.
It’s great you’ve got this all nailed down so far, but don’t lose focus of your brand’s personality and tone of voice.
That’s what will really set your copy apart from the competition. If users feel like they’re reading a manufacturer's specification, it can be off-putting.
If it sounds completely different from other copy on your website and lacking in any form of human-ness, there will be a disconnect between the product and your brand, creating confusion.
It’s just as important to incorporate your brand’s tone of voice into product copy as it is anywhere else on your website.
Get writing, then go back and take out the bits you don't need.
Don’t worry about your copy being too perfect to begin with. Get words on the page, write everything that you want to cover, then go back and edit.
Trying to make it perfect first time will ultimately end up with your copy never leaving your Google doc.
If you think you’re writing too much or not concisely enough, it’s much easier to come back to it later with a fresh pair of eyes and edit it down a little.
When you’re having that final edit, there’s a little test I always recommend to see if your copy is ready.
Read it out loud. Does it sound silly? Do you feel uncomfortable using certain words? Then cut them out.
If the writing in your copy isn’t something you’d say in person, it may be too serious, jargony, not concise enough or just confusing.
Remember, you’re writing for other humans, and this isn’t a dissertation. Short sentences are much easier for readers to digest and being concise reduces the risk of losing their attention and going elsewhere.
Watch the full Ethan Dobbins dropshipping interview here.
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