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Rely on a personal reader approach where possible. Write positively – avoid negative wording at all costs. Use specialist vocabulary as little as possible and as often as necessary: Used in a targeted manner, it emphasizes your expertise without making the text incomprehensible. Product text example #5: adidas.de Good product text from Adidas Exemplary product text from adidas.de: Concise and informative. To illustrate, let's look at how Adidas does it: Explanations on how to write good product text This product text is concise, focuses strongly on the advantages of the product (e.g. innovation and creativity, good grip, grip in wet conditions...) and uses product-specific “technical terms” sparingly (even if it is questionable whether every reader understands “slip-on.
Design” or “traction” can imagine…). Brevity is the soul of wit Keep your product texts Special Data as short as possible ! To be convincing, product texts do not have to be excessive. Instead of praising a product in flowery language, it is more effective to describe the crucial product features and special features . Therefore, don’t obsessively follow word guidelines. If the text turns out to be shorter than planned, but everything essential is said - wonderful! Then you (or your copywriter) don't have to add more poetry at any cost. Linguistic cues So-called cues or information stimuli are primarily known in psychology, but can also be transferred to marketing.
A visual cue on your product page for an electric toothbrush would, for example, be a smiling person with bright white, healthy teeth - the user unconsciously saves the information that this image conveys to them (use an electric toothbrush - have beautiful and healthy teeth). You can also use such cues specifically in texts, such as certain key terms that evoke positive associations (“bright smile”, “healthy white”, etc.). Product text example #6: tree of tea Example product text Product text excerpt from Tree of Tea The product page for the summer fruit tea Peachy June from Tree of Tea contains quite a lot of text, which is however broken up and supplemented by attractive images . Visual and textual cues ensure that the user gets excited about the type of tea.
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