Yet more thoughts from me on how to improve your copywriting skills. I seriously had no idea that so many people had real issues with writing copy until my initial post on the basics which was followed up with my suggestion that people having trouble might like to try some speaking software.

This resulted in yet more feedback. This time it changed from “I can’t write copy - what should I do?” back to “I don’t know how to write about products - what should I do?”

I thought what might be a useful add-on to the other two articles might be a bit of help regarding how one structures a bit of copy and works out what to say about a product. Obviously I’ve already written generally about finding keywords, topic areas, and how you should write generally about a subject. I thought it might be handy to look at how to use products to come up with additional articles for your landing page.

So here it is… Product Copy 101 For Affiliates!

OK. So I will pick out a real life example to try and make it more relevant for you guys!

Lets say I have created a landing page about Calvin Klein bikinis and am looking to write some articles about some of their products to help make the page more relevant. I’ll base my pontifications on House Of Fraser’s Calvin Klein section as they seem to have a decent range of products.

- The first step is finding something to actually write about that will add value to the page and might help me target a few niche search terms. The key to this is to take a look at the products on a page and ask yourself “which of these has features someone might be looking for?”

I’ve selected this Calvin Klein Swimsuit

This is a really good example because I’ve a choice of features to focus upon.

1. It’s a designer swimsuit
2. It’s a halterneck swimsuit
3. It’s got retro styling on the cut

The first thing I always do is come up with a good strong title for SEO and use it to determine the content and structure of my product article. Here’s a few examples of what I’d use as a title with this swimsuit: -

- 50’s Style Swimsuit? Calvin Klein Designer Chic with Tiny Palms
- Designer Halterneck Swimsuit - Calvin Klein Tiny Palms
- Retro Swimsuit From Designer Label Calvin Klein - Tiny Palms

As you’ll see from the above titles, what I’m trying to do is capture niche search terms such as: -

- Calvin Klein Tiny Palms
- Calvin Klein Retro Swimsuit
- Calvin Klein Designer Swimsuit
- Retro Swimsuit
- Designer Retro Swimsuit
- Halterneck Swimsuit
- Tiny Palms Swimsuit

I’ve tried to structure the titles so that they include “niche term”+”designer”+”collection name” to make my chances of ranking as versatile as possible.

Once I have formed my title, its just like they told you when you sat your exams at school - “use the question to structure your answer”. Or in this case “use the title to structure your content!”

So, if I were to choose ” - Retro Swimsuit From Designer Label Calvin Klein - Tiny Palms”

In the first paragraph I’ll describe why that particular swimsuit fits the description I have bestowed upon it thusly: -

Looking for retro style swimwear with designer chic this summer holiday season? Designer label Calvin Klein’s beautiful Tiny Palms swimsuit is going to be red hot for 2008 with its palm effect pattern and terribly trendy 50’s style cut. Definitely a hot fashion option for looking cool by the pool!

I’ve got loads of keyword rich search phrases in there, made it read well enough to pass muster, and I’ve made sure I’ve mentioned all my phrases from the title.

OK, so the next thing to do is use the product description to give myself something to bulk things out a bit, referring back to my title search terms whenever possible!!

Styled in devilishly trendy turquoise and brown, the Tiny Palms halterneck swimsuit features a sexy plunging neckline with ring detailing. The padded cups are moulded to give your bust a little bit of extra lift and support. Featuring this seasons trendy 50’s style low leg cut, the swimsuit offers good rear coverage and fastens securely behind the neck. The wide halterneck band accentuates your bust and creates great shape that’s sure to have you and your swimsuit looking great poolside.

And we’re not finished there ladies and gents! Just to round it off, use any other related product info to squeeze another sentence or 3 out.

The Calvin Klein Tiny Palms swimsuit is available in sizes 32C to 38C, and the Tiny Palms range also includes a halterneck bikini and adjustable hipster bikini bottoms in the same pattern.

OK, so there it is! My basic guide to how to write a reasonable bit of SEO copy without having to think about it too much. The above method will pretty much work in any sector, it’s just that I’ve spent the day writing about swimwear and would have found it too difficult to change it over my post dinner glass of wine!