August 22, 2017 /

Kelsey Finley, Copywriter

“U Can’t Touch This.” A 90s hip-hop song that’s great at getting people on the dance floor at wedding receptions. But it’s not a great philosophy when you need your copywriter to convince consumers why they should buy what you sell.

Copywriters play an important role in a consumer’s journey to purchase. Consumers can’t touch or try your product when shopping your website or catalog. Which means it’s the writer’s job to help them recognize how it can help solve their problems or make their lives better. So, if you want to get the best result, let them touch or try your product before they write about it.

I know, I know. It’s a hassle and an added expense to send writers product samples. (Or if you sell tractors or some kind of intangible technology service, then MC Hammer has the right idea.) But if you can make it happen, it’s worth it. And here’s why:

  • The Endowment Effect. This phenomenon suggests that as soon as we touch something, we feel differently about it. We begin to feel we own it, which in turn makes us value it more. Boom. By getting your products in the hands of a writer before they tackle headlines, product descriptions or web content, you’re positively impacting how they perceive what you’re selling. The likely result? More descriptive, more persuasive copy.
  • Things are different. A consumer may not be able to infer from a photo why two very similar-looking items have different price points. However, a copywriter who has access to your merchandise, can help them do exactly that. For example, if you’re selling jewelry, one round silver bracelet might look a lot like another round silver bracelet, leaving the consumer to wonder why they should buy one over the other. But a writer who can see and feel the subtle differences in size, weight and texture can relay such details to the consumer.
  • Spreadsheets are boring. Don’t get me wrong – providing a list of key features and benefits for each of your products is a great starting point. But when that’s all a writer has to work with, it’s tough for them to make helpful observations of their own. And let’s face it: You don’t hire a copywriter to turn your list of features and benefits into sentence form. You hire them to bring creative ideas to the table and make your products sound like they’re worth buying – a task that’s much easier if they have the real deal in front of them as they write.

We always encourage our clients to let us experience their products first-hand, especially if they’re made of chocolate, beer, French fries (you get the idea). And if you still need more convincing, send me an email at kelseyf@jschmid.com.

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