Short form copy for product description.
(Spec - piece)
Image source: www.yankeecandle.com
Brand: Chesapeake Bay
Project type: Product description
Target audience: Busy moms and single women who work. They tend to have a regular workout routine and understand the importance of taking time to destress or relax. They love scented candles and aromatherapy and can never have too many.
Business goal: Improve product page with descriptions that include benefits, not just features. Increase online sales.
Copywriting strategy: Bring deep benefits to the forefront of existing product descriptions. Use language the target audience would use themselves and highlight the strength of those benefits. Motivate readers to buy with the use of direct action words.
