“`html
From Features to Frames: Rewriting Product Pages That Actually Sell
Most product pages drown in feature lists. They showcase specs, dimensions, and functionalities, but they often miss the point. If you want your product pages to convert, you need to shift the focus from what your product does to what it can do for your customers. This article will guide you through a process to rewrite product page copy that resonates with buyers and drives sales.
Why Feature Lists Stall
Feature lists are common in product marketing. They seem straightforward: list what your product does, and buyers will understand its value. However, this approach often leads to stagnation. Here’s why:
- Overwhelm: Buyers are bombarded with information. Long lists make it hard to identify what matters.
- Disconnection: Features don’t always correlate with customer needs. Buyers want solutions, not technical jargon.
- Low Engagement: Feature-heavy pages often lead to high bounce rates. Visitors leave before they see the benefits.
To improve conversion rates, you need to connect your product features to the buyer’s needs. This is where the concept of “frames” comes in.
The Idea of Frames (Jobs, Risks, Wins)
Frames help you understand your audience better. Instead of just listing features, think about:
- Jobs: What tasks are your customers trying to accomplish? Identify the primary job your product helps them complete.
- Risks: What concerns or objections do customers have? Address these risks directly in your copy.
- Wins: What successes or improvements can customers expect? Highlight the positive outcomes they will experience.
By using these frames, you can create a narrative that speaks directly to your audience’s needs. This will make your product pages more compelling and relatable.
A Simple Rewrite Framework
Now that you understand the importance of shifting from features to frames, let’s break down a straightforward framework you can use to rewrite your product page copy:
- Identify Key Features: List the primary features of your product. This is your starting point.
- Translate Features into Benefits: For each feature, ask yourself: “How does this help my customer?” Write down the benefits.
- Incorporate Frames: Use the jobs, risks, and wins framework to structure your benefits. Focus on the customer’s perspective.
- Craft a Compelling Narrative: Write an engaging story around your product. Use real customer scenarios to illustrate how your product solves problems.
- Call to Action (CTA): End with a strong, clear CTA that encourages the next step. Make it easy for customers to act.
Let’s look at how this framework works in practice with some before-and-after examples.
Before/After Examples
Example 1: Software Product
Before:
“Our software has a user-friendly interface, real-time analytics, and cloud storage.”
After:
“Struggling to keep track of your team’s performance? Our software simplifies your workflow with an intuitive interface that makes collaboration easy. Get real-time insights to drive decisions and enjoy secure cloud storage that keeps your data safe – so you can focus on what really matters.”
Example 2: Fitness Tracker
Before:
“This fitness tracker measures heart rate, steps, and sleep patterns.”
After:
“Want to reach your fitness goals? Our tracker monitors your heart rate, steps, and sleep patterns to give you a complete picture of your health. Stay motivated with personalized insights that help you make informed choices, so you can feel your best every day.”
Example 3: Home Cleaning Service
Before:
“We offer deep cleaning, regular maintenance, and eco-friendly products.”
After:
“Tired of spending your weekends cleaning? Our home cleaning service takes care of everything from deep cleaning to regular maintenance. We use eco-friendly products for a safe, healthy home, giving you more time for what you love.”
Putting It All Together
Rewriting product pages to focus on benefits rather than features isn’t just a nice-to-have. It’s essential for driving conversions. By shifting your focus to the customer’s needs through the jobs, risks, and wins framework, you can create engaging, effective product pages that resonate with buyers.
Take the time this week to review your product pages. Use the framework we discussed to rewrite your copy. Focus on what your customers truly care about and watch your conversion rates improve.
“`