1. Inject some personality
The product copy should reflect your company’s values. If you are a large corporation and your message is ‘a safe pair of hands’, then the text included should be a reflection of that message.
If you are all about the fun, the product description should also be fun. Make sure you stay true to your brand and your values. Take a company like Innocent Drinks. They were one of the first companies to give their products personalities. Their style is cheeky, friendly and amusing, as are their product descriptions. The product copy for their strawberry and banana smoothie is a great example:
Whether they forage at a pick-your-own, served with a side of cream at the tennis or crushed lovingly into our drinks, strawberries are delicious. And we’re very fussy about which strawberries we use in our smoothies, which is why we grow them where the sun always shines and taste them up to seven times before they go into our bottles. And it’s also why we’ve added 25% more of them to this smoothie. The more, the merrier, indeed.
As you can see, it is fun, entertaining, friendly, and ultimately reflects their company brand and identity. Now, I’m not on commission for Innocent, but they are an excellent example of a strong brand who write product copy that is very much in keeping with their company. When you read the product descriptions you could probably guess the company without even seeing the item.