In the product space, visual aesthetic gets a lot of attention. And for good reason; we have extremely high expectations for the UX and visual design of the products we use. Good design is a crucial trust-building factor.

But a tool just as crucial, albeit often overlooked, for your product is copywriting.

Copywriting is what gives your product a voice. It is the way you communicate your unique value and craft the story that moves people and drives action. Good copy is something that you can feel; it connects with users, it causes immediate head-nodding, and it is memorable. Let’s break down some of the other benefits of strong copywriting on marketing, sales, and product.

Copywriting is the way you communicate your unique value and craft the story that moves people and drives action.

Tell a Compelling Story

Copywriting is about so much more than catchy words. Copywriters are responsible for communicating a story in market that resonates, intrigues, and converts.

A key thing to keep in mind here is, despite the fact that you live and breathe your product, for your users it is just one small part of their day-to-day. By crafting and aligning a compelling story you have the power to help users understand why they should care about you, and how you will provide value for them. If you can use copywriting to align on your story, it helps to increase conversion, loyalty, and product stickiness.

Drive Action

One superpower unique to strong copywriters is the ability to drive a specific action (AKA convert). While visual design can delight, the wrong accompanying words can confuse or push them toward the wrong action.

Copywriting can drive action by remaining focused, consistent, and compelling. Before you start writing, align yourself to the key action you care about, and think of the copy as a map to get you there. The power to sell through writing is a crucial business driver; it is inexpensive and incredibly efficient. Imagine if people could buy from you without ever having to speak to someone, or upgrade their existing plan with you by going through a guided in-product workflow? Expertly crafted copy should help you achieve these goals.

Imagine if people could buy from you without ever having to speak to someone, or upgrade their existing plan with you by going through a guided in-product workflow?

Claim Market Share

Just like superior design can create loyal customers, so can powerful copy. By aligning on relevant, concise, and repeatable messaging for your product, you can drive home who you are, what you do, and why it matters to your target market. That level of clear communication with prospects is crucial; you don’t have to waste precious time convincing people to care about you, because they just get it. And because they just get it, you can spend more time building trust, delighting them, and building loyal users.

Words have the power to inform, influence, and convert everywhere that people are reading: emails, product sites, landing pages, decks, scripts, blog posts, social media, ads, product workflows, and so much more. While copywriting itself can’t make up for bad UX or a poorly built product, it is one important piece of an interconnected puzzle. By investing the proper attention to your product copy, you can craft a compelling story that drives action and claims your market share.