Join Ian Lurie for an in-depth discussion in this video Rewriting copy for a product description, part of Writing Marketing Copy.
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…All copy writers, including me, get their start on…product descriptions, especially now in the age of eCommerce.…Most of the time you'll have an existing product description already in…the catalog or on the website and you'll have to rewrite it.…This is important work, the product description…may make or break a company's performance.…Customers see it when they're most ready to buy.…The information they see may persuade them,…providing that last little bit of incentive.…Or it may confuse them, tipping someone who's…prepared to buy away from making that purchase.…
If you watched the other videos in this chapter,…you're going to see a lot of the same…recommendations with one critical difference, you're editing a lot…less text and space is at an absolute premium.…The creative team will want as much space as possible for the product…image the thumbnails etcetera, so you have to do a lot with very little.…Here's what you want to look at.…I'll review an example shortly so don't worry if this seems kind of abstract.…
- What is copywriting?
- Writing the first draft
- Writing and testing headlines
- Structuring copy for print vs. online delivery
- Using typography effectively
- Rewriting copy
- Managing a team of copywriters