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The Hierarchy of Facts

Lesson 9 from: E-Commerce Copywriting: The Key to Conversion

Carrie French

The Hierarchy of Facts

Lesson 9 from: E-Commerce Copywriting: The Key to Conversion

Carrie French

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Lesson Info

9. The Hierarchy of Facts

Lesson Info

The Hierarchy of Facts

let's get to the heart of things. What is the function of a product description? E commerce? Product descriptions should be thought of as literal descriptions that are wrapped around real users, real benefits and real problems. Now this is not the place to promote sales discounts or get bogged down in emotional descriptors don't get sucked into describing the audience in a way that is unrelated to the actual product and how it really solves problems. Like for example, picnics, barbecues and family camping trips are the best part of summer. If you love to spend time outside and gather together over meals, you need a folding table that can keep up with your busy social calendar. Isn't it so annoying when a folding table is hard to open and set up, you just want to start the party and enjoy fresh delicious food with friends, not fight with your picnic table. So four sentences later. And still nothing has been said about the actual product. That's a problem. You will nail the function simp...

ly by focusing on the product. You'll likely cover things like benefit what it does quality have, it's made design. That's what it looks like credibility, why it's trustworthy utility, how it works and value why you need it. I personally recommend that you take a discerning look and assess the hierarchy of these values Before you start writing, especially for shorter descriptions, you'll likely have to prioritize benefits when there isn't enough space to list out every single fact about the product, but honestly there's never really enough room for that. And even if you do have room, you'll still want to highlight the most essential information first and foremost, depending on the brand style audience and type of product, that priority list will look different, flip back over to the riding exercise sheets here, I've listed out the product fat categories for you. Again, Let's consider three examples, example number one and artisanal decorative pottery brand will likely focus on the design and what it looks like because it will be used as a visual accent in home decor at a high price point. The quality of how it's made is really important to highlight and I will likely emphasize the trustworthy nature of artisan craftsmanship. Example, number two, for discounted ergonomic pillows, defining exactly what it does with user focused benefits is most essential. A description of how it's intuitive and easy to use will go hand in hand with that. Then the low prices backed up by a focus on useful value and why you need it. Finally, for example, number three, let's discuss an all natural hairstyling product. The benefit, what it does is likely your primary category here, just like the previous example, because it's for styling, the user will need to have a crystal clear understanding of what it's used for. Although trust value and design might be beneficial to touch on in a long description, those really aren't top tier concerns, diving into how it's made. You can highlight the all natural quality and when you outline the utility of how it works, that would be the perfect opportunity to use sensory language that makes the reader imagine touching, seeing and smelling the product as if they're really using it now, I included three examples for you to practice yourself. Those are HR software for international teams, custom home address signs and zombie print, fitness leggings. Of course, this is super minimal information to work with, so there's not truly right or wrong answers here, but it is a good starting place to start rationalizing and prioritizing descriptive facts. In the next chapter, we will discuss how sales copy can play a supportive role in connecting the product itself to the brand as a whole.

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