There I was – stuck, staring at my computer screen and gritting my teeth. “All these calculators are virtually the same. All calculators add, subtract, divide and multiply.” I huffed, “How am I supposed to write different copy for 25 calculators that are all pretty much identical?”

Ever been there? Ever had several catalog or ecommerce descriptions or pages of copy to write that deal with products that are the same, but different? What’s the biggest problem? Knowing how to identify those all-important differences!

Strategy #1 – Create a List of Methods Used Before

One way to get around this would be to make a list of the different ways you have described products in the past. Then, you can simply refer back to your list for ideas. If you’ve written about USB speakers before, check your copy to see how you described them. Can some of that information be repurposed for current descriptions? Create your own cheat sheet.

Strategy #2 – Problem/Solution

What problem does the product solve? And for whom does it solve the problem? Here’s one example from Sauder:

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