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.

For more product marketing lessons, click here.

This snippet is part of a weekly newsletter that we send to our subscribers. Want to be the first to know about the latest lessons we learn by helping our clients grow? Subscribe below!

Do you want:

Weekly Product Marketing lessons?

Guides on how to get traction for your product?

FREE Product Marketing consultations?

Get them in your inbox now!

Related Posts

Product Marketing 101: The one thing I learned whi... It doesn’t matter what type of business you have: a mobile app, a SaaS platform, an online store - an email list is indispensable. Believe me: email...
11 Social Media Marketing Trends For 2019 The Social Media marketing landscape has changed. Customers’ attention span keeps decreasing while they also develop ad blindness. In the next years,...
How to use Reddit to increase traffic to your web... When you’re thinking about ways to direct traffic to your website, Reddit may not be your first option. But it should! According to the latest data f...
4 types of negative comments on Social Media and h... How many times have you thought about speaking to a manager to complain about the bad customer service you received? And how many times did you actua...