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The great thing: the text reads anything but dry and thanks to the bolding, the advantages and special features of the product can be quickly perceived. Good product text Screenshot from radbag.de Target group: Product texts that suit your users How well do you know your target group? If you want to write an effective product text yourself or have it written by a copywriter, first make it clear which target group your product is aimed at: Is it a product specifically for men or women? How old are your customers? etc. The tips from Silja’s content marketing guide will help you determine your target group . Buyer personas , i.e. prototypes of your target group, also help you and your copywriters when writing product texts.
Think about how you can best address your target group. Do you value detailed and Special Data factual information? Or will a few quick lines do it? Do users know how to use the product – or do you have to convince them of its benefits first? Example: The simple manual toothbrush from the drugstore requires few explanations. On the other hand, users are not so quick to buy the expensive electric toothbrush. Here your text must be persuasive, i.e. highlight both the advantages for the user (good for dental health, because...) and mention the product-specific sales arguments (X year guarantee, waterproof, oscillating brush head, long battery life...). Gender-based texts The fact whether your product text is aimed at men or women can also be important ( keyword: gender marketing ). The different purchasing behavior of the sexes is often described with the phrase “men buy, women shop.
Women want to find the “right” product, they take more time in their purchasing decisions, compare and, under certain circumstances, let emotions decide. The return rate is also higher for them. Men, on the other hand, often place more value on concise information about the product and want to get the purchase over with as quickly as possible. A look at relevant studies and books on neuromarketing or gender marketing can be informative. Product text example #2: noni-mode.de Product text example wedding dress Detailed product text about a wedding dress from noni . My second product text example from the bridal fashion shop noni is a lot more detailed than the first. it comes to wedding dresses. On the one hand, because bridal fashion has a high price and is not simply ordered “on the side”.
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