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Thread 3 tips to better product stories slideshare_03.7.22

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Thread 3 tips to better product stories slideshare_03.7.22

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At Thread, we create more than 50,000 product descriptions a year. We'll show you three simple and effective ways to take your ecommerce content from good to great. Learn more about how we can help you with digital content, brand voice and story strategy at threadcreative.com.

At Thread, we create more than 50,000 product descriptions a year. We'll show you three simple and effective ways to take your ecommerce content from good to great. Learn more about how we can help you with digital content, brand voice and story strategy at threadcreative.com.

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Thread 3 tips to better product stories slideshare_03.7.22

  1. 1. 3 Tips for Better Product Stories HOW TO TAKE ECOMMERCE COPY FROM GOOD TO GREAT
  2. 2. At Thread, we’ve been writing and producing product stories since 2005. Today, we create more than 50,000 of them a year 😮. You can’t do that much of one thing for that long without becoming great at it.
  3. 3. Great copywriters show what those benefits mean to actual people who live in the real world. Good copywriters get all the features and benefits right.
  4. 4. 2.4 peak HP motor Blades revolve at speeds over 210 miles per hour Ultra-responsive variable-speed knob Intuitive LCD control panel “High-performance,” “precise power” and “must-have innovations” Great copywriters understand data 🧐 … Can my 11-year-old work this thing to make a smoothie? Can my 11-year-old clean it out after? Why is this blender so much more expensive than others that look just like it? I’ve already burned out the motor on two blenders. Can this one handle ice or not? … but think like shoppers 👛
  5. 5. High performance Great copywriters take features and benefits 😴 Stretchy, durable lace cover ADIPRENE midsole insert Stealth rubber outsole Neoprene bootie Elastic closure system TERREX Neoprene collar Adjustable fit Zippered cover Hook-and-loop ankle strap Designed for the wet, rocky terrain of canyoneering, these men’s outdoor boots have a neoprene and synthetic upper with a high soft collar. The lace-up boots have a zip-close lace cover for added protection and a Stealth rubber outsole for superior grip on slippery routes. and make them meaningful to the reader 💡
  6. 6. features and benefits 😴 🕵 Research ❤ Empathy 🧠 Common sense about how humans behave in the world GREAT COPYWRITERS USE meaningful product stories 💡
  7. 7. Crafted to fit in most cup holders with just the right feel in your hand, the Hydro Flask Tumbler is destined to become your favorite cup for any out-and-about adventure. Your family might find camping trips to be nothing but easy, fun times, but that’s because you do all the work. After navigating unknown streets in search of scenic campsites, setting up the tent, making dinner, and starting the campfire, you’re in need of a cold, refreshing beer in Hydro Flask’s Tumbler Cup. TempShield insulation keeps your beer refreshingly chilled for enough time to put the kids to bed. REI BACKCOUNTRY Rule 1: Paint a picture with tangible details. THE FIRST STEP TO WANTING THIS CUP IS IMAGINING YOURSELF USING IT Good Great
  8. 8. 100% silk satin, tassels, solid color, deep neckline, long sleeve, no pockets, no fastening, fully lined, large sized Backstage at her show, Roksanda Ilincic said that each look in her Spring ’18 collection is intended to embody a different flower. This fluid magenta silk-satin maxi dress is draped and ruched to resemble the petals of a camellia. The neckline is threaded with a brown cord rope that fastens at the back, so when it comes to jewelry, just a pair of statement earrings will do. YOOX NET-A-PORTER INSPIRATION, PROVENANCE AND BACKSTORY INCREASE A SENSE OF VALUE Rule 2: Spill a detail the shopper doesn’t know. Good Great
  9. 9. Developed with Peter Athans and Alpine Ascents International, the Skirmish features a groundbreaking hybrid design that makes it perfect for everything, from low elevations to expeditions in high-alpine environments. Apart from the sprawling mountain views, rugged alpine landscapes, and untainted mountain environments, part of what lures you to the high mountains is witnessing the power of a high mountain storm. And even though you might appreciate the ferocity of a big blow, it’s a much more enjoyable experience when you’re safely stowed away in your Eureka High Camp Tent. THE NORTH FACE BACKCOUNTRY Rule 3: Earn trust through credible reporting. DOES IT SOUND LIKE THE PERSON WHO WROTE THIS COPY HAS SPENT THE NIGHT ON THE SIDE OF A MOUNTAIN? Good Great
  10. 10. 3 Tips for Better Product Stories Rule 1: Paint a picture with tangible details 🎨 THE FIRST STEP TO WANTING SOMETHING IS IMAGINING YOURSELF USING IT Rule 2: Spill a detail the shopper doesn’t know 🤓 INSPIRATION, PROVENANCE AND BACKSTORY INCREASE A SENSE OF VALUE Rule 3: Earn trust through credible reporting 🕵 DOES IT SOUND LIKE THE PERSON WHO WROTE THIS COPY HAS ACTUALLY USED OR WORN IT? HOW TO TAKE ECOMMERCE COPY FROM GOOD TO GREAT
  11. 11. www.threadcreative.com Was this helpful? Find us online. WORKSHOPS * BRAND IDENTITY * STORY STRATEGY * COPYWRITING * CONTENT MARKETING * VOICE GUIDELINES

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