It doesn’t matter whether you are a farmer, pharmaceutical manufacturer, technology and software inventor, or consumer, the law of supply and demand applies to your everyday life.
If you’re not familiar, the law of supply and demand was first developed by Adam Smith, an 18th century economist, philosopher, and author.
In fact, Adam is considered the father of modern economics. His book, An Inquiry into the Nature and Causes of the Wealth of Nations is considered a must-read for anyone interested in investing, finances, and economics.
Basically his “supply and demand” law describes the interaction between sellers of a much-needed resource and the buyers who want it.
This law also applies to the world of copywriting … especially for web copy.
That’s because right now, the demand for web copy, also known as digital copy, is at an all-time high. But the supply of skilled writers isn’t keeping up with the demand. (For example, our DirectResponseJobs.com Job Board has 700 job listings right now!)
The good news for you, Dear Copywriter, is that if you have the proper training, you could earn handsome fees for every web project you take on.
And one project in particular could put an extra $1,500 in your bank account. And that project is writing online product pages.
What is an online product page, you ask?
You’ll find product pages on websites and they provide visitors with all the important information about a particular product. A well-written product page actually helps consumers make their purchase decisions, which is why it’s one of the most important elements when it comes to shopping online.
But even though it holds incredible power, a product page can be difficult to write unless you know what you are doing. Luckily, there are fundamental rules to follow when writing a product page, which include:
Fundamental Rule #1: Know your target audience. The first step to writing a product page is to know your target audience. This starts with creating a buyer persona, which includes a breakdown of the characteristics of your prospect. This helps you understand what matters most to the buyer.
In your persona, you’ll want to answer questions such as how did this person arrive on your client’s website, what is his or her interests, why would this person be interested in this product, and which benefits matter most.
Fundamental Rule #2: Focus on product benefits. You know from your copywriting training that prospects buy with emotions, not logic. So in your product page copy, you’ll want to highlight the benefits of the product and not the features.
If you’re not certain, here’s the difference between a benefit and feature. A feature is a factual statement about the product that provides technical information, whereas a benefit tells how the product improves the buyer’s life.
Fundamental Rule #3: Use a conversational tone. You don’t want your copy sounding like a computer generated it, which is why you want to make sure you are writing in a natural, conversational tone. This means you want to use words your prospect understands and uses in everyday life. Be sure to avoid complicated vocabulary words or complex sentences. Make your product page copy easy to understand and read.
Fundamental Rule #4: Embed emotional trigger words. Since prospects buy based on emotions and not logic, you want your product page copy to be emotionally compelling.
One of the easiest ways to do this is making sure you have emotional trigger words sprinkled throughout the copy. Those are words such as miracle, eye-opening, sensational, magic, courage, devoted, jaw-dropping, uplifting, and fearless.
Fundamental Rule #5: Make your copy easy to scan. Your prospect has a short attention span and will read about 16% of the copy he or she sees. So you’ll want your product page copy to have bullet items and subheads that stand out. This makes it much easier to capture your reader’s attention. And the easier your copy is to read, the less likely a prospect will pass it over for something more satisfying and interesting to them.
Fundamental Rule #6: Be sure to optimize your copy. Search Engine Optimization (SEO) is the easiest way to attract prospects to your product page, which is the first step in convincing them to make a purchase.
Optimization begins with keyword research for the search terms a prospect plugs into their search bar. Those are the words they use to find products they need and want.
By making sure keywords are embedded in your product page, you stand a good chance of getting that prospect reading your copy.
Now, this is just the tip of the iceberg of what you need to know to write attention-getting product pages. And it’s also just one of many different web projects clients need completed.
For instance, you might be asked to write homepage copy for which you could charge up to $4,000. Or maybe your client wants you to write a series of emails where you could charge as much as $3,500. Or maybe your client needs lead-generation pages written, and for this you can charge up to $5,000.
By taking on a variety of web-related copy projects, you could easily earn your way to a comfortable six-figure income.
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Published: August 2, 2021