Lately, we’ve been working quite a lot on writing product descriptions for mobile apps and websites. And I can’t even count how many times I’ve heard this: let’s make the copy sound bolder! Let’s make it sound different than our competitors’. Let’s create that feeling like we’re a f*** you company.

I agree: you need to differentiate yourself from your competitors. But going extremely creative with your product copy comes with risks: people won’t understand what you do.

There’s a time and place for every copy

Catchy phrases, puns, or hot topics are great for newsletters, special offers, push notification messages, or blog articles. But when it comes to your product’s description, however, it’s best to be as straightforward as possible. Your audience has to understand your product immediately. If they have to read again & again to understand what you’re trying to say, that’s bad.

Put a leash on your creativity for graphics as well

Balancing creativity with clear explanations applies to graphics as well. A while ago, one of our clients who was preparing to launch a new app on the market insisted we use creative banners for our online campaign. But the tests we run in the past for other clients showed that banners that emphasize the product perform better.

Luckily, we had the resources to try both types of creatives at the same time. The result? While the creative banners got better a CTR and more engagements, the generic, explicative banners where we showcased the app more performed better in terms of mobile app downloads!

Understood is better than just remembered!

When you’re a big brand or you have a loyal audience around your product, you can pretty much go as crazy as you want in your marketing campaigns. Because you don’t need to explain who you are and what you do anymore. But if you’re just starting out, it’s best to just follow the herd. It doesn’t mean you shouldn’t be original or authentic, but inventing new words or being too poetic can do more damage than good.

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