Copywriting for Luxury Products: 6 Tips and Tricks

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.

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.

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.

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.