When you ask your copywriter to “just make it sound good,” you might end up with something that sounds impressive—but not necessarily effective for your audience. Sure, the result might be something nice enough to frame and hang on the wall, but it's not exactly what's going to drive conversions on your website.
So, what’s the secret to creating feature copy that actually moves the needle? It all starts with mapping out a strong, clear argument. Before writing a single line, we ensure that the core message is in place, broken down into three simple parts:
This simple framework gives you the foundation for messaging logic. With these elements in place, the copywriting process becomes a strategic task, not just a creative one.
Instead of saying “Make it sound cool,” your brief should now ask: "What’s the best way to express this argument?"
When you move from vague requests to a clear, structured approach, your copy will have purpose. It won't just sound good—it will communicate value in a way that resonates with your audience, solving their problems and meeting their needs.
So next time you approach a feature section, take the time to clarify these three elements. With a solid foundation in place, your copy will be more than just words—it will be a powerful tool for driving action.
To write effective product feature copy, focus on highlighting the benefits for the customer rather than just listing features. Tailor your message to your target audience, use clear and concise language, and create a compelling narrative that shows how the product solves their problems.
Here's a more detailed breakdown:
1. Understand Your Audience:
Know their needs and pain points:
Identify what problems your product solves for them and how it improves their lives.
Speak their language:
Use language that resonates with your target audience, avoiding jargon or technical terms they may not understand.
2. Focus on Benefits, Not Just Features:
Translate features into benefits:
Instead of just listing what the product is, explain what it does for the customer.
Example:
Instead of saying "Has a 5000mAh battery," say "Enjoy all-day power with our long-lasting battery."
Show, don't just tell:
Use descriptive language and scenarios to help customers visualize how the product will benefit them.
3. Craft a Compelling Narrative:
Tell a story:
Frame your copy around a narrative that connects with the customer's emotions and experiences.
Highlight the transformation:
Explain how the product will help them achieve their desired outcome or solve their problems.
4. Keep it Clear and Concise:
Use short sentences and paragraphs: Make your copy easy to read and understand.
Eliminate jargon and fluff: Be direct and to the point, focusing on the most important information.
Use active voice: Make your writing more direct and engaging.
5. Use Strong Headlines and Calls to Action:
Grab attention:
Use headlines that clearly communicate the value proposition and entice the reader to learn more.
Include a clear call to action:
Tell the reader what you want them to do next (e.g., "Shop Now," "Learn More").
6. Add Social Proof:
Include testimonials or reviews: Let your customers speak for you and demonstrate the value of your product.
Highlight social proof: Show how others have benefited from your product.
7. Consider User Experience:
Make your copy scannable:
Use bullet points, headings, and other visual elements to make it easy for readers to find the information they need.
Optimize for different platforms:
Tailor your copy to the specific platform where it will be displayed (e.g., website, social media, email).
By following these tips, you can write product feature copy that effectively communicates the value of your product and drives conversions.
