Want to learn how to write product promotion copy that will grow your business and sell more without spending any extra money?
Looking for some examples and ideas to inspire you in 2022?
We’ve written a complete guide on how you can create promotional copy for your business.
We’ve also included some useful examples, ideas and tips to help you build the perfect copy!
What do you think? Sound good?
Then let’s see what you’ll learn from this article:
- What is a product promotion text?
- Why is it important to learn to write effective promotional copy?
- How to create a product promotion copy in 4 steps
- Product promotion texts: examples
- Useful tips for writing promotional texts that attract customers
Let’s get started!
What is a product promotion text?
A product promotion text refers to the message you convey and the words you use to persuade people to buy from you.
Effective product promotion copy can help you increase your conversion rate and sales.
Basically, when we talk about product promotion copy, we’re talking about the ability to write messages that sell.
That is, in large part, copywriting.
It also includes visual or audiovisual elements, but in this article we will focus on text.
If you don’t know what copywriting is, read this.
Now let’s move on.
Why is it important to learn to write effective promotional copy?
Here, the answer is simple: promotional copy can do wonders for your turnover.
Whether it’s an email campaign, a Facebook ad or a website description… through effective promotional text:
- Attract more customers without spending more
Promotional copy that grabs the attention of your customers and prospects is a message that often sells… and costs you nothing.
Regardless of the quality and features of your products, if you don’t have the right copy that makes people understand how you can help them and the benefits they can enjoy… your efforts are in vain.
And by the way. And vice versa!
If you have great promotional copy, but your products aren’t quality and don’t meet customer expectations, your business may fail.
The second reason why you should learn to write effective promotional copy is pretty clear: more customers means more sales.
And more sales often means more profit in the long run.
…again and again.
When you make your message heard and write it in a compelling and persuasive way, it’s impossible not to keep people coming back and turn them into loyal customers.
Now that you understand the importance of effective promotional copy, let’s see how you can create it, simply and quickly!
How to create a product promotion text in 4 steps
Identify the problems and/or desires of your target audience and create the avatar of your ideal customer
The first step you need to take if you want to learn how to write copy that sells is to find out who your customers are and what their problems or desires are.
Why?
Well… we all buy products to satisfy certain desires or solve certain problems.
For example, in the case of a window, people don’t buy the glass it’s made of, they buy the heat and light inside their house.
Here, your goal is to identify what your target audience’s needs and problems are.
And now you may be wondering… but how am I supposed to do that?
Well, through marketing research.
That is, through interviews, surveys, questionnaires or simply asking people.
Here’s a guide to help you learn how you can do marketing research for your business, even if you have no experience in the field!
Then…
If you haven’t yet created an avatar of your ideal customers and determined who your target audience is, it’s time to start!
Here’s a full article explaining how to discover your most profitable customers, with a free template included!
Write down the main benefits of your product
Now that you know what problems and needs your customers have, you will need to write down the main benefits of your product.
Basically, you need to answer the following questions:
– How does your product solve your customers’ problems or satisfy their desires?
– What is your offer?
When writing these benefits, think of them as a remedy for your customers’ problems or needs.
Be careful, though: benefits are not the same as features of your product. Features simply show (just) what the product does or has.
Instead, benefits highlight how you can help your customers.
Our advice is to express every important feature of your product as a benefit.
For example, if you sell a 200 cm diagonal TV, you can say it like this: on the 200 cm super wide TV (feature) you can see the facial expressions of football players, including in wide frames (benefit).
At the same time, note how your product differs from the competition.
You’ll be able to use these when constructing promotional copy for your product.
Next…
Consider the 6 fundamental principles of persuasion
So far, we’ve talked about your target audience, your customers’ needs and problems, and defined the benefits and solutions your product offers.
Well, now we move on to the 6 fundamental principles of persuasion.
These will help you build rapport with your customers and get them to say “yes” when you ask them to take action.
The 6 fundamental principles of persuasion are: the principle of reciprocity, the principle of scarcity, the principle of authority, the principle of consistency, the principle of appreciation, and the principle of social proof.
Principle of reciprocity
The principle of reciprocity refers to offering something to your target audience if you want to get something in return.
Think of a way you can help your potential customers to gain their trust.
For example, if you have a coffee shop in an area with many offices, offer employees at nearby offices free coffee.
This way, you can win them over as customers, simply and quickly.
At the same time, we at Smarters offer free content (like this article you’re reading).
The scarcity principle (scarcity)
The scarcity principle refers to products in limited quantities and special editions.
In general, people want rare things that are not within everyone’s reach.
That’s why make sure you mention each time how many pieces are left in stock, how many people are looking at your product, and so on.
At the same time, create special offers for a certain number of customers or limited-time offers.
These will help you create a sense of rarity for your products and attract more customers.
Authority principle
Here we refer to the fact that people tend to trust experts more.
For this reason, if you or your company have certain credentials, recognitions or awards, make sure you use them when writing promotional copy.
Consistency principle
The principle of consistency is about not asking too much of your potential customers from the start.
Basically, don’t ask them to buy an expensive product right off the bat, but help them move towards a more affordable product.
Why?
Well, for example…
People might not be willing at first to buy a course that costs 500 euros, but they might buy a mini-course or other cheaper material.
Then, when they are convinced of the quality of your product and gain more confidence, you can keep them coming back.
The principle of appreciation
This principle refers to the fact that people tend to be more open and generous with people or companies they like.
Therefore, you should try to resonate with your target audience as often as possible.
How?
Well… here’s a few ways:
- Show them you have common ground (define the business story);
- Show the human side behind the business;
- Do good deeds for those in need;
- Compliment them.
This way, you can gain the attention and trust of your potential customers.
The principle of social proof
Nonetheless, the social proof principle refers to the fact that people generally seek the opinions of other people before making a purchase.
Now, think about the last product you bought.
You probably read several reviews or testimonials before making your purchase and wanted to make sure you were paying for a quality product.
Well, the same goes for your customers.
Give them as many reviews and testimonials as possible and make sure they are visible both on your website and on social media.
And… that was it!
From now on, use 1-2 principles from the list above when constructing promotional copy and watch how your target audience reacts!
Use the AIDA+ technique and build your first product promotion text
The AIDA+ technique is a way to capture the interest of your customers and get them to buy from you.
This comes from: Attention + Tension/Interest + Desire + Credibility + Action.
First, grab attention with a strong, short and intriguing headline, or an effective visual element.
Then pique their interest by showing what they stand to gain from using your product.
Intensify desire by building a specific picture in his mind of what his everyday life might look like if he purchases your product.
Use testimonials and evidence of authority to build credibility and dispel your prospect’s objections.
Finally, add a clear call to action.
Interesting, isn’t it?
Useful tips for writing promotional copy that attracts customers
Now, to be able to write effective promotional texts, you will need to keep the following things in mind:
- Invest in headlines
A good headline is a headline that gets people’s attention.
One very important thing to keep in mind when writing a headline is the objective of the headline.
At the same time, remember: the purpose of a headline is not to sell, but to get the reader to click or take some action.
That’s why it’s important to allocate time to the headlines you write and make sure they capture the attention of your target audience.
- Use simple language
Whatever products you sell and whatever messages you create, try to use language that is as accessible as possible.
Avoid technical words or phrases that are hard to understand.
Forget long sentences.
Try to be as clear and concise as possible.
Your customers need to understand what you’re talking about as quickly as possible.
If you like… think of it as writing like talking to your grandmother.
Here’s a short article that will help you enormously in this department.
- Tell them a story
When writing a text, tap into people’s feelings and emotions and tell them a story.
Try to arouse certain feelings in them and create a relationship with them.
Tell them why you’re here and how you can help them. What your mission is.
A story created around a product can help you sell more and create a memorable experience for your customers.
If you’re interested in the content writing side of things, here’s a helpful article on how to write blog posts that people will read and share.
- Don’t forget SEO
If you want your product descriptions or the articles you write to reach the first pages in Google, don’t forget about SEO.
What does it mean?
Well, what we mean here is that your text must contain the words that people use when they search for your products (or similar products in the same category) on Google.
Also, the page title or image name and ALT attribute (image description) must contain your keywords.
SEO is an important and quite complex part, so here’s a complete guide explaining what SEO means and how to optimise your site on Google.
- Create a sense of urgency
If you want your potential customers to buy now (and not a week from now) or to take some action immediately, you need to create a sense of urgency.
You can do this by using phrases and words that indicate that there is a deadline or a limited quantity of products.
For example, “Offer valid until 1pm tomorrow” or “Limited stock. Only 2 pieces left”.
Now, our advice is to use at least 2-3 writing techniques and tips when crafting promotional copy.
This way, you increase your chances of creating copy that sells and attracts more customers.
We also recommend reading our article on “Promoting a product: 13 examples, strategies and techniques for 2021”.
Product promotion texts: examples
Next, we thought we’d leave here some examples of promotional texts that may inspire you.
We’ve divided them into categories, so you can understand exactly what a product promotion text should look like in different places.
Why?
Well, text that fits in a Facebook ad might not be as useful on your website or in an email campaign.
So let’s see what it’s all about!
On the website
Most of the time when people enter a site they want to see certain sections, products or special offers on a case by case basis.
That’s why when you write promotional copy on a website…
Whether it’s a product description or a special offer, it’s important to keep the following things in mind:
- Use strong headlines that grab attention from the start;
- Explain as best you can how your product solves people’s problems and satisfies their desires;
- Anticipate people’s objections and offer them the solution;
- Show them what their life will look like after they buy your product;
- Describe its features in the form of benefits;
- Be sure to include all important information about the product, payment methods and delivery;
- Add reviews and testimonials;
- Write as if you were addressing a friend;
- Be as clear as possible;
- Explain exactly how your product works;
- Use images that grab the attention of your potential customers;
- Add a call-to-action button.
On their website, the folks at The North Face use a headline, image and description that are instantly eye-catching.
At the same time, this ad combines creativity with a special offer and a clear and obvious call to action.
Another example of promotion and text that gets people’s attention was done by the folks at Weber.
Whether you need a barbecue or not, it’s almost impossible for this headline, which includes a limited offer and a call-to-action button… not to pique your curiosity.
On Facebook
Compared to the promotional texts on the website, those made for social media ads are a little different.
When writing promotional copy for a product on Facebook, Instagram or other networks, it’s important to keep in mind at least some of the following:
- Use questions at the beginning of the text;
- State the problems or desires of your target audience;
- Explain in a few words how your product solves people’s problems and satisfies their desires;
- Write as if you were addressing a friend;
- Use a few emoticons or hashtags where appropriate;
- Create a sense of urgency or exclusivity;
- Be as clear and concise as possible;
- Stir emotions with the texts you write;
- Use customer-created content;
- Highlights positive reviews;
- Adds a call-to-action button.
How many in the moon and stars
In addition to the brand name itself, which catches the eye of any reader…
The folks at How Many in the Moon and Stars use the method of achieving a sense of urgency very well, and mention that the discount applies “today only” and the offer is limited.
No, we haven’t heard of eggs for washing or drying before either, but Valdera Life’s advertisement exposes the desire of potential customers from the start and explains the benefits of this product perfectly.
Now, if you want to see more examples of copy and ads that get people’s attention, click here!
By email
If so far we’ve talked about promotional texts on the website or Facebook…
In email promotion campaigns, things are a little different.
Here, you can write personal messages that resonate on a different level with your target audience.
That’s why, when writing promotional copy for an email campaign, it’s important to keep the following in mind:
- Pay close attention to the headline;
- Don’t forget to fill in the text preview option;
- Use language that is as personal as possible, telling people what they should do (e.g., “On February 14, take your girlfriend out to dinner at her favorite restaurant!”);
- Explain relevance: tell them why you’re writing;
- Focus on advantages and benefits;
- Limit yourself to one idea/paragraph;
- Personalize the text every chance you get (add the client’s name, city of origin or other relevant details);
- Explain things as clearly as possible, even if the text gets a bit long;
- Make sure you have used a single call to action and use it several times within the text
By the way, if you want to receive weekly tips on copywriting and more, subscribe to our newsletter.
Bottom line…
Effective promotional copy can help you increase your sales and get your company noticed.
Whether it’s a blog post, a landing page or a Facebook ad, once you know how to write promotional copy that attracts customers, you can use that skill everywhere.
Over time, your texts will get better and better and everything will get easier.
With every text you create, you’ll be able to sell more.
And finally…
You’ll realize it was worth it!
Now, if you want to delve deeper into this topic and learn how to create powerful messages that people respond to … we recommend you take a look at our subscription – Marketing Hackers Business Club
We look forward to seeing you!
