Product Copywriting Tips for Children and Baby ProductsBy Paul Wynter April 3rd, 2020
Having a store and making sure that it’s successful is about more than just putting things up and waiting for people to come. You have to market and advertise your products in a way that will encourage customers to buy and then recommend you. But, how are you going to get customers interested if you’re selling child and baby products? Product copywriting for these categories can be really challenging because it takes a lot of effort to make sure that you are focusing in the right things. Looking for some support? Here are the details to help you make the most of your copywriting for both baby and children products.
The important factors to consider
• Do careful demographic research on your categories of toys and products: If you are marketing toys specifically, you’ll want to make sure that you do specific and careful demographic research on each age group. This research will help you know what to mention in your descriptions and it also means that you’ll find the what target keywords work for each age group. It’s important to do this for each category you are looking at selling to, so it may take a bit more effort than your classic fashion eCommerce store.
• Focus your store to different stages: Another detail when you are approaching your store and the product copy that you are looking to create is to separate it neatly into different stages and age groups. This allows you to not only organize your store for the benefit of customers, but it also helps you to make sure that you are keeping your angle and tone accurate for each stage and group. What does that look like? Here’s the scoop.
• Prenatal/Pregnancy: When you are selling products for prenatal care of pregnancy care, you’ll want to focus your descriptions and general copy on staying healthy, stay positive, keeping yourself comfortable and, of course, preparing for the next stage of having the baby with nursery decor and pregnancy comforts. Then there’s a slight focus on caring for the baby in the first few weeks. These are details that wouldn’t really be necessary in toys or clothing for older children and toddlers. When you market to this group, the focus is on the pregnancy first and foremost.
• Newborn: The reality is that a lot of newborn product copy is going to be focused on comfort and care of both mom and baby. Soft blankets, formula, breast-feeding supplies, proper clothing that is easy to swaddle and change the little one, etc. These descriptions would be focused more on the protection and proper care of the newborn during their most fragile stage. Clothing focuses more on ease of access to diapers and comfort to sensitive skin rather than fashion.
• Infant to toddler: When looking at products for infants all the way up to toddlers, there is focus on comfort in clothing, cute and easy fashion, the beginnings of toys for motor skills, as well as diaper bags and other mobile-friendly needs. There’s a lot going on with these kinds of categories, but it does mean that writing descriptions for them isn’t all that difficult. Just focus on the ease of life that they promote and how it benefits the child.
• Toddler to child: This is similar to the previous category except the products get more advanced as the child progresses into school ages and beyond. This focuses more on making sure the child is prepared for a proper education and plenty of immersive toys. Clothing becomes more mainstream.
• Combinations: You may have categories or combination products where you are focusing more on the idea of care throughout the ages. For example, diaper bags, strollers/car-seats and nursery decor that becomes decor for a child’s bedroom. You’ll wanton pay special attention to making sure that you acknowledge and encourage the use of it throughout the ages, so that would require a different focus.
As you can see, that’s a lot and it can be overwhelming when looking at it all at once. The focus is more on the idea of taking each category seriously and remembering that it needs to be cared for as such.
• Focus on the benefits: When writing for toys, clothing, hardware or anything else, you’ll want to focus on the benefits of each one as they relate to both the child’s need, the parent’s ease of use and reuse, and the child’s overall quality of life. That’s what parents care about most and you’ll want to focus your descriptions there. The features are less important than the benefits of the products themselves, so keep that in mind.
• Speak to the parents: Since infants and children won’t be reading your product descriptions, make sure that you seek to the parents and address their pain points as well as needs as they relate to themselves as well as their quality of life of their children. You’ll also want to try to anticipate any questions or concerns that they have (for example, the use of additives or dyes or BPA) and answer them right in the product copy. It’ll please them to see it, and it will also lead them to trust you more.
• Consider getting a niche-experienced copywriter: Even if you’re an experienced copywriter, it’s easy to see how these kinds of details can be overwhelming. When it comes to making the most out of your copy for baby products as well as those for children, don’t hesitate to find a copywriter that is experienced in that niche. This will help you get your time and money’s worth, and attract attention for your store.
There’s a lot of precision and focus in writing copy for baby products and children’s products. A lot of eCommerce stores don’t take advantage of this and just writer normally. Yo can get an edge on the competition by doing things differently and taking it seriously as you should. The results will be worth it and you’ll stand out from the crowd without having to really put a lot of effort into it.