Storytelling: How to Create Captivating Product Stories with Aimee Lopez, Copy Unleashed (episode 193)

by April Buencamino-dy

Aimée López is a senior copywriter and strategist helping global brands get the most impact from their copy. From in-store signage to SEO and whole cross-channel brand campaigns. Aimée’s agency Copy Unleashed has delivered projects for Tate Modern, Top Drawer, GOBI Cashmere, and multiple global brands we’re just not allowed to name! AND in her pitch to be on the show, Aimée even offered to run around town with the URL on a sandwich board.

Aimée López Copy Unleashed Storytelling

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Dive in:

[03:38] Film background, prestigious school, scriptwriting, London journey.
[06:32] SEO requires unique product descriptions, legal disclosures.
[10:14] Google now values trustworthy, authoritative content for ranking.
[13:01] Proper story framework vital for product pages.
[16:55] Finding balance, aligning with customer sentiment.
[22:35] Brands must read their customer reviews.
[26:06] Hear Aimée’s Insider Tips!

The Power of Storytelling in Product Descriptions

Aimée says storytelling elements can enhance the appeal of products. This approach is not just about listing features but weaving a narrative that connects with the customer’s desires, needs, and emotions. By embedding stories into product pages, brands can differentiate themselves in a crowded market. It will also make their products more memorable and foster a deeper emotional connection with their audience.

Strategic Importance of SEO and Unique Content

Aimée highlights the critical role of SEO in product copywriting. She says there’s a need for unique product descriptions to improve search engine rankings and avoid penalties from Google. Understanding and adhering to SEO best practices, such as using distinct descriptions for similar products and incorporating keywords naturally, is important. Aimée adds that Google’s E-A-T (Expertise, Authoritativeness, Trustworthiness) criteria further underscore the need for content that is not only unique but also authoritative and trustworthy. Brands need to note this if they want to enhance their online visibility and credibility.

Customer-Centric Approach to Copywriting

One of the key takeaways from Aimée is the importance of focusing on the customer. Her success in copywriting stemmed from understanding and reflecting the customers’ voice in product descriptions. Aimée’s advice is for brands to read customer reviews and even engage directly with potential customers. This customer-centric approach enables copywriters to create content that resonates, addresses concerns, and highlights benefits in a meaningful way. It also helps in identifying unique selling points that can set a product apart in a competitive marketplace.

Plus hear our Aimée’s Storytelling Insider Tips in the episode right now

Interview Links

PLUS Aimée’s social media

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