On February 12th, 2019 our own Andrew Maff, Director of Marketing, sat down with our own Gina Milazzo, Head of Accounts, to talk about Perfect Product Copywriting.
Andrew M.: What's up, episode number 14 of the Sellers Cast, I'm Andrew Maffettone.
Gina Milazzo: I'm Gina Milazzo.
Andrew M.: And today we're talking about perfect product copywriting.
So, this one is going to be fun because usually I feel like I'm the talker and this one I know Gina's going to go off on a rant. So if you have a sensitive stomach-
Gina Milazzo: Just turn around now. Just there's an exit button up there, I think probably.
Andrew M.: So Gina, although she is our head of accounts now, she was once our head over at our content department which means she is a grammar Nazi. So Gina I'm going to let you start this one out.
Gina Milazzo: Sure. I'm going to start off by putting my nerd glasses on because we're going to get real nerdy. If there's one thing that drives me crazy it's spelling errors, typos, bad punctuation, bad grammar in a listing. You know, maybe not for the average consumer but I think for people browsing, if you see a typo in a product listing, it is automatically a sign that you didn't think about it that much, you didn't care about it that much, maybe there's like only one person in house looking at your products. Not good signs, not good faith, not a good start. So-
Andrew M.: It kind of ties in with the listing itemization for Amazon, or your, any product really out there. It sounds ridiculous, it's like oh my God, so I forgot to add a comma or something like that, but its those really common like oh I used the wrong there, or I used the wrong your, something like that, which sounds ridiculous and happens all the time, but the problem is, is if you didn't put the detail into your product description, people will think that you don't care about your product either.
Gina Milazzo: So true.
Andrew M.: So you will see a decrease in conversions. Now if you are a 10 billion dollar company and you see you have a keyword that's written wrong and you fix it, you may actually see a slight increase in sales. If you're doing 2-3 million a year, you're not going to see a big jump but I tell you, it's going to help in the long run to make sure that your copywriting is nothing but perfect.
Gina Milazzo: So true. It's half writing and half brain reliability. Especially if, say you're going to buy a blender on Amazon, it, kind of a dangerous appliance, you can cut a finger off. Do you want me to buy a blender from someone who spelled blender wrong? Probably not. So, not a good start. Really easy way to kind of go through this, just get a second set of eyes to look at it. We do this in house all the time, we're constantly just saying, hey I just wrote something, can you look it over really fast? If you're a one man show, honestly you can go on Up Work and find someone to just edit your stuff. Block them out for an hour a week, send them everything all at once, and get it looked over. Absolutely worth it.
Andrew M.: The other thing I'll comment on is the creative writing side of it, right, so now you're writing, hopefully is nothing short of perfect, however, fun fact if your product is six inches tall and it weighs two ounces and it's black, and it's made of plastic.
Gina Milazzo: I don't care.
Andrew M.: Cool. Don't care.
Gina Milazzo: So boring.
Andrew M.: Make it fun. So a lot of the stuff that has gone viral over the years or Amazon reviews, or, I've seen a lot of email-
Gina Milazzo: They're funny, they're sarcastic.
Andrew M.: Order confirmation emails or something like that, which we've started to do here, of just like a story. So I won't get into emails or anything like that because we're sticking to the product today, but think about your product, right, so you sell something, whatever it is, don't write a product description of exactly what the product is on your website. Write a story, write a funny explanation of what the product is.
Gina Milazzo: Something engaging, some brand personality. It doesn't have to be rude or sarcastic even if that's not your brands thing but give us some life, I mean especially like a baby brand, you're a mother speaking to a mother. You're a make-up brand, you're a fashionista talking to a fashionista.
Andrew M.: Exactly. In some cases you can even use a, see you're going to yell at me for the grammar thing, I don't know first person, third person whatever but you can literally say things like, "You're going to want to use it for this," obviously or you can do a, "Mary once had this product and she used it and it fit perfectly on her dining room table that was 30 x 2."
Gina Milazzo: I'm so taken.
Andrew M.: Some kind of story behind it so that the user as they're sitting there reading about your product is entertained and actually wants to stay on your product page. Fun fact too, if they stay on your product page longer, your bounce rate goes down, your site does better, SEO goes up. It's one giant cluster of awesomeness of money.
Gina Milazzo: Money! Really small one to end, I yell about this all the time, yelling appropriate, don't use caps. Don't use caps, don't use caps. If you're not a letter I'm getting from my car lease dealership about like, "Oh my God your payment's overdue," I don't want caps. I feel like it makes me panic as I'm reading something.
Andrew M.: I send Gina emails all the time in all capital letters and it will just say like a, "HEY, HOW WAS YOUR DAY?" But she still panics.
Gina Milazzo: I do I panic, it's like a little one of these. So don't make that happen to people, unless you're selling like EXTREME MOUNTAIN BIKES< like maybe it's appropriate but-
Andrew M.: It's the same thing on Amazon though, fun fact-
Gina Milazzo: Oh my God I hate [crosstalk 00:04:53].
Andrew M.: I wish we could get like a fly in, "Andrew's Fun Fact."
Voiceover: Andrew's Fun Facts.
Andrew M.: The capital letters on Amazon listing bullet points right in the beginning is pointless, stop doing that. You don't need to yell at people, it doesn't help you.
Gina Milazzo: It's, you know what it reminds me of? Like terms and conditions from iTunes. My eyes just automatically, I don't care, like I think I squint a little bit and just look right past it.
Andrew M.: If you do that, or if you think that it's necessary to do that because there's a certain piece of information that you want to call out, that information should be in the image.
Gina Milazzo: It should be somewhere else. Have it in nine different places, have it everywhere.
Andrew M.: Correct. It should be easy little bullet point call outs in the images because most people are just shopping through there anyway and then if they do want to read the product description, make it fun, make it entertaining, give them some kind of reason to read it besides just learning about your phone cover.
Gina Milazzo: Whoo-hoo.
Andrew M.: Anything else?
Gina Milazzo: I think that's it. Please, please download Grammarly.
Andrew M.: Feature a tool, Grammarly wins today. Free Chrome extension, you can also upgrade, I suggest upgrading just because otherwise your grammar's bad. It will help in the long run, I have awful grammar.
Gina Milazzo: He does.
Andrew M.: I speak like that.
Gina Milazzo: I proofread him all day.
Andrew M.: See she's doing it now.
Gina Milazzo: I mentally proofread him all day.
Andrew M.: Grammarly is awesome, I suggest looking into that, thank you so much for joining us, we will see you next week, let us know if there's anything you want us to talk about you can comment below and of course please subscribe and we'll see you next week. .[inaudible 00:06:23]