By Grace Carter
Copywriting for luxury products is similar in some ways to copywriting for any product. A lot of the same principles apply, such as using keywords wisely, and talking about value. But you’re also dealing with more extreme versions of problems and strategies that you come across in normal ad copywriting. Sure there can be buyer’s guilt with just about any product, but it becomes even more of an issue with luxury items. Here are six tips and tricks for copywriting for luxury products.
Sell the lifestyle
Luxury products are about a certain lifestyle, or at least aspiring to a certain lifestyle. People don’t usually buy a Rolex watch for its timekeeping ability. They buy the Rolex because it’s a signaller, it demonstrates that the person wearing it has money. Emphasize the lifestyle in your copywriting by associating your luxury product with occupations people admire and aspire to, like professional athletes and race car drivers. The reason you see celebrities in so many ads is because the company is trying to associate their product with rich, famous, and attractive people.
Describe its value
Consumers don’t go out and buy a luxury item solely because of its value, but they certainly do want to know that it is high quality. Chances are they’ve done their homework and they know more than a little about the product, and they know there’s more than one company making that kind of luxury item. Your job in copywriting is to deliver that knockout punch by not only flaunting your products stats, but also tug at some emotions to differentiate your product from the competition.
Emphasize its exclusivity
“People get very excited about owning something most others cannot get their hands on. Describe how your product is not just expensive, it’s also something for a very select group of people. Write about how it’s a limited edition product, and only a certain amount are being made (if that is indeed the case,)” recommends Todd Hearn, copywriter at Assignment Writer.
Eliminate buyer’s guilt
Buyer’s guilt is one of the biggest barriers to someone purchasing a luxury product. People know deep down that luxury item purchases aren’t rational, usually there’s a more responsible purchase or investment they could be making. Your need to write in a way that assuages those insecurities and convinces them that it’s okay. Help them feel they’re actually making a sensible decision by emphasizing that it’s a bargain, it’s a limited time deal, and that they need it. Convince them that because of its high quality, they’re making an investment that will save them money in the long run, since it will last so long. Refrain from using words like “treat,” and “expensive.” They know they’d be treating themselves, and they know the product is expensive, that’s what is causing the buyer’s guilt.
Check out some online resources for help writing luxury content
Writing doesn’t come naturally to everyone, so don’t hesitate to get some help from the professionals. Here are some tools to get you started:
These are grammar resources you can access to make sure your writing doesn’t contain any grammatical mistakes.
- Boomessays and Essayroo
These are online proofreading tools, suggested by WriteMyAustralia, you can use to ensure your writing is polished and error-free.
Check out these writing blogs for ideas and tips on how to improve the writing in your luxury content.
These are editing tools, recommended by Bigassignments.com review, you can use to check over your writing for typos and other mistakes.
- StateofWriting and SimpleGrad
Check out these writing guides for suggestions and ideas on how to improve your copywriting. Even if you’re a good writer, you can still benefit from new ideas and strategies.
Know how to use keywords properly
Use keywords naturally in your copy, don’t jam as many in as you can to improve your search engine optimization (SEO). That technique no longer works and it makes your writing very awkward to read. Take your product description and break it down into its keywords. Very few people will actually search all those words at once into Google, so spread them throughout your copy. Work them naturally into your description. If someone reads your description and thinks “This person is trying to maximize their SEO,” then you’re doing it wrong.
Copywriting for luxury products uses a lot of the same techniques as normal ad copywriting, just on a more extreme level. You’re more focused on emphasizing exclusivity and luxury, but you still need to work on things like buyer’s guilt, value, and keyword use. Follow these six tips and tricks for copywriting for luxury products.
Grace Carter is a content copywriter at Academized and Paper Fellows services, where she works with a team of writers and reviews submissions. Also, Grace is a tutor OXEssays academic website.
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