Learn Copywriting from the Top Brands in Your Niche
How to systematically study the top players in your ecommerce niche to learn how they made their product descriptions sound irresistible.
A few years ago, I helped a Tokyo-based maker of specialized hooks and cables used for suspending sculptures and aircraft in museums and galleries. Their products had to be incredibly precise, reliable, and strong, yet almost invisible to avoid distracting from the display. What was visible needed to be elegant and minimalist—a blend of engineering and art.
Like many Japanese manufacturers, their website assumed their products' quality and reputation would speak for themselves. This worked domestically but not for new markets abroad. They needed to express their value more comprehensively.
As with every new copywriting client, I first studied top industry players to learn how they made their products sound irresistible. You can do the same, systematically using them as inspiration to craft product descriptions that make customers say, "Wow, I need this!"
Find the Superstars in Your Niche
Let's track down those brands that are killing it in your space:
If you're a data geek, dive into some keyword research tools to find who's dominating the search results.
More of a qualitative thinker? No problem! Just Google to find the top brands in your category and check out some recent blog posts. You'll get a neat list of industry hotshots with some juicy insights.
Don't forget about your direct competitors — you know, the ones that keep you up at night.
And hey, even if they're not selling exactly what you are, include those trendsetters who are shaping your industry.
Dissect Their Description Game
Now, let's put on our detective hats and look at how these pros structure their product pages:
How do they grab attention with headlines and subheadings?
Are they keeping it short and sweet, or going for a novel?
Check out their formatting – bullet points, paragraphs, white space. It all matters!
How do they express features as benefits?
Look for their unique angles. What makes them special?
How are they solving their customers' problems?
Feel The Vibe
Get a sense of their brand personality:
Are they all business, or cracking jokes?
Are they talking rocket science, or keeping it simple?
Are they tugging at heartstrings, creating fear of missing out, or building trust?
SEO Sleuthing
Put on your SEO glasses and look for:
Main keywords they're gunning for
Supporting keywords sprinkled throughout
Where they're dropping these keywords (Titles? Body? Meta descriptions?)
How they balance appealing to both Google and real humans
Engagement Tricks
How are they keeping customers hooked?
Are they showing off glowing reviews?
Where are they placing those "Buy Now" buttons?
How are they tempting you with related products?
Building Trust
Look for the little things that make customers feel safe:
Any mentions of warranties or certifications?
How upfront are they about shipping, returns, or where their stuff comes from?
Putting It All Together
Collect and organize as you explore and learn:
Create a swipe file of awesome examples
Jot down what seems to work best
Handwriting it a few times can help you to absorb the writer's original intent
Use competitor descriptions to spark ideas and learn
Add your own special sauce – what makes your brand unique?
Start small, see what works, and keep improving
Key Takeaways
Study the Leaders: Identify and analyze top competitors in your niche for inspiration.
Structure Matters: Pay attention to how successful brands organize their product descriptions.
Find Your Voice: Develop a tone that reflects your brand personality and resonates with your audience.
SEO Savvy: Incorporate relevant keywords naturally throughout your descriptions.
Engage and Convert: Implement effective calls-to-action and social proof elements.
Build Trust: Include certifications, guarantees, and transparent policies.
Be Original: Use competitors as inspiration, but create unique content for your brand.
Continuous Improvement: Regularly update your descriptions based on customer feedback and market trends.