Digital Products
Digital products descriptions are at the heart of what I do. Every word choice needs to sell a product and contribute to the brand story. With years writing for B2B and B2C platforms, I find the spark within every product and for every audience.
VATICAN KEY MASTER'S TOUR
This is an incredible product. This once-in-a-lifetime experience offered individuals the ability join a small-group tour of the Vatican Museums in the company of the Key Master, opening the Sistine Chapel for the day.
CHALLENGE
Present copy with brevity while maintaining key elements that would lead to sales.
SOLUTION
Extract the most engrossing elements while maintaining the brand's voice and tone.
CONTRIBUTIONS
Audited copy to align with the style guide. Edited for voice, tone, and context.
PROCESS
For every product copy I write, I consider:
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What are the standout features?
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Which features should be frontloaded?
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What elements attract clients to choose this product over a competitor's product?
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How do I effectively communicate the value of this product?
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How do I effectively contribute to the brand strategy and story?
To begin, I exacted the standout features. I compared them to the current "Highlights" and adjusted for tone, grammar, and brevity.
Before
After
The main content of the product was pale, poorly written, and lengthy. It refrained from summarizing the standout features in simple, digestible text. I enhanced the content while remaining direct and led the audience through the experience with the brand's voice and tone always present. (Click image for a closer look).
Before
After
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Interested in what I can do with Microcopy? Check it out