The creativity of product information

Matthew Zammit

Nov 15, 2020

Product information which converts doesn’t really need to be very creative.

What you say about your product needs to speak to the real-life mindset of your users.

The more your copy reflects what’s going on in your user’s mind, the less work they have to put in to understand it, and to see whether what you’re offering is right for them.

And the less they have to think… the lower the cognitive load 🧠
And the lower the cognitive load… the more they will convert 📈

It is more important that what you say is well researched and reflects what your potential customers are already thinking rather than being creative or clever.
What’s important is that what you write feels familiar, is clear and speaks to your users’ motivations.

Are you being too clever?