Writing copy for a physical product rather than an info product

[Nadim Hussain]

Hi guys,

I've recently acquired distribution rights to a physical product (touch-screen ebook reader type thing) and am in the process of creating a website to promote it.

Does anyone have any tips on how to write sales copy for a physical product as opposed to an info product?

I'm pretty decent at long-copy but don't feel it would be appropriate in this case so does anyone have any tips on how to write effective copy for my product would be much appreciated!

Thanks in advance,

Nadim.

[Cam Connor]

Originally Posted by NadimH

Hi guys,

I've recently acquired distribution rights to a physical product (touch-screen ebook reader type thing) and am in the process of creating a website to promote it.

Does anyone have any tips on how to write sales copy for a physical product as opposed to an info product?

I'm pretty decent at long-copy but don't feel it would be appropriate in this case so does anyone have any tips on how to write effective copy for my product would be much appreciated!

Thanks in advance,

Nadim.

It's the same stuff amigo.

[Nadim Hussain]

Originally Posted by Cam Connor

It's the same stuff amigo.

Thanks Cam. Do you mean I should just go ahead and write some long copy? Or create the copy in the same structure but just make it shorter?

I've kind of just made an ASSumption that long-copy would only work for an info product.

[BrianMcLeod]

Get thee to some Joe Sugarman ads...

[travlinguy]

In my experience tangible stuff is an easier sale because people most often know what it is and what it does. If they aren't schooled in the workings of a physical product because it's new then it becomes the job of the writer to explain it and make it appealing during that part of the pitch. And unlike images of a digital book, pictures of physical products actually mean something.

I'd suggest you and any other aspiring copywriter forget about long versus short copy. Write to sell. Period. However it comes out is how it comes. As I've written before, you need to write for people who want it short and for those who want lots of details. You accomplish that through proper formatting.

That's the use of bullets, highlighting, boxes with important benefits and features, compelling paragraph headers and more. People who like short pitches are able to skim through your high points while those who want every detail can get it by reading further into the text.

[Nadim Hussain]

Originally Posted by BrianMcLeod

Get thee to some Joe Sugarman ads...

Thank you Brian, just been reading up on Mr Sugarman and his stuff looks amazing. Definitely gonna add him to my library!

[Nadim Hussain]

Originally Posted by travlinguy

In my experience tangible stuff is an easier sale because people most often know what it is and what it does. If they aren't schooled in the workings of a physical product because it's new then it becomes the job of the writer to explain it and make it appealing during that part of the pitch. And unlike images of a digital book, pictures of physical products actually mean something.

I'd suggest you and any other aspiring copywriter forget about long versus short copy. Write to sell. Period. However it comes out is how it comes. As I've written before, you need to write for people who want it short and for those who want lots of details. You accomplish that through proper formatting.

That's the use of bullets, highlighting, boxes with important benefits and features, compelling paragraph headers and more. People who like short pitches are able to skim through your high points while those who want every detail can get it by reading further into the text.

Thanks for taking the time to give me such a detailed and well thought out reply. You have some included some golden tips in there and if it's ok with you i'll be printing out your response for future use!!

[Nadim Hussain]

And whilst on the subject of Joe Sugarman, I just wanted to share a quote of his which I think is fantastic:

"To be successful you must learn the rules, know them cold, and follow them. To be super-successful you must learn the rules, know them cold, and break them."

[Alex Cohen]

Originally Posted by NadimH

Thanks Cam. Do you mean I should just go ahead and write some long copy? Or create the copy in the same structure but just make it shorter?

I've kind of just made an ASSumption that long-copy would only work for an info product.

Stop focusing on how long the copy should be. Write enough copy to properly sell the item. If it winds up long, fine. If not, fine too.

Just make sure the copy flows and is interesting.

Alex

[wilmath]

In The Robert Collier Letter Book there are quite a few physical product ads.
Most of them were for mundane products, shirts, luggage so it was helpful to see how he sold things that everybody was already familiar with.

[Cam Connor]

Originally Posted by NadimH

Thanks Cam. Do you mean I should just go ahead and write some long copy? Or create the copy in the same structure but just make it shorter?

I've kind of just made an ASSumption that long-copy would only work for an info product.

If you want people to whip out their credit cards on the first visit (rather than gather leads/opt-ins), longer copy>shorter copy 99% of the time. Regardless of whether your product is tangible or not.

[Nadim Hussain]

Originally Posted by Cam Connor

If you want people to whip out their credit cards on the first visit (rather than gather leads/opt-ins), longer copy>shorter copy 99% of the time. Regardless of whether your product is tangible or not.

Thanks again Cam and to everyone else who responded. It's clear that the more experienced warriors agree that the best way is just to write as much as is necessary to sell the product and use proper formatting to help those who might not want to read long copy. Time to get writing!!