The Art of Product Marketing & Creating Content That Converts
As a senior copywriter with wide experience in both product marketing and content strategy, I’ve discovered that product marketing content stands in a league of its own. My journey from newspaper journalist to content strategist and brand voice specialist for Ferguson has given me unique insights into what makes product marketing truly effective.
Finding My Voice in Product Marketing
My passion for product marketing emerged during my tenure at Build with Ferguson (now Ferguson Home). As I transitioned from writing about social issues and mental health to crafting compelling product narratives, I discovered a new challenge—one that required technical precision, market awareness, and authentic storytelling all at once.
When I took over as lead copywriter for Trends & Influences, a multi-million-dollar publication by Ferguson, I had to master the delicate balance between technical specificity and accessible messaging. This annual publication required me to select design trends, help choose imagery, write and assign copy, and provide final approval on the book. The transition to a digital version in 2020 added yet another layer of complexity to the content strategy.
What Makes Product Marketing Content Different
Through my experiences at Ferguson, I’ve learned that product marketing content differs from general marketing in several crucial ways:
The Technical-Accessible Balance
One of my favorite challenges at Ferguson has been writing shower system descriptions for our catalog. Take the “Glad You Asked!” shower systems spread—I needed to explain technical specifications like “pressure-balanced valve” and “built-in diverter” while conveying lifestyle benefits like “create the ultimate shower experience” and “customize your style.” Finding that balance between precise specifications and aspirational benefits is what separates effective product marketing from general brand content.
In our shower systems catalog section, I crafted copy that appealed to both contractors and homeowners—explaining technical features like thermostatic valves and diverter functions while simultaneously showcasing design possibilities with phrases like “coordinating shower components, tile, and lighting fixtures.” The expert voice of Maverick (Project Expert) helps add credibility while making complex technical decisions more approachable with conversational questions like “What is a shower system, and how do I choose the right components?”
The Value-Problem Connection in Product Marketing
As the voice behind Ferguson’s social media accounts (reaching 2+ million followers), I learned that vague claims about products simply don’t convert. Instead of saying “our fixtures enhance your bathroom,” I developed content that specifically addressed how particular features solved common renovation pain points.
This is evident in our “Glorious Gastronomy” and “Vanity en Vogue” spreads, where rather than simply listing product features, I connected each product to specific consumer needs. Example: “Each appliance in this spread is packed with features to help the home chef enjoy more options with less cleanup.” Notice how this addresses the real problem (cleanup time) while highlighting the benefit (more cooking options).
More Examples from My Product Marketing Work
Lifestyle-Focused Headlines and Concepts
One of my proudest contributions has been developing concept-driven sections like “Grill to Kitchen Living” and “Chic & Tidy” for our catalog. These concepts go beyond mere product listings to create aspirational lifestyles that customers can envision in their own homes.
For “Grill to Kitchen Living,” I crafted the evocative description: “Flowing space, fresh air, food grilled over a flame…it’s a way of life that speaks to warm summer evenings and intimate gatherings.” This emotional connection establishes the context for the products that follow, making them part of a lifestyle solution rather than isolated items.
Expert Voice Integration
A key strategy I developed for the Ferguson catalog was integrating expert voices like Joshua (Flooring Expert) and Glenn (Interior Designer) to build credibility. For the “About this Look” section in our outdoor kitchen spread, I crafted concise yet informative copy that positioned the expert as a trusted guide: “This outdoor kitchen is a stylish space for food prep and cooking. A beverage refrigerator keeps drinks close at hand while the work area and bar sink are illuminated by chic sconces.”
Product Copy That Balances Specifications with Lifestyle Benefits
For our “Refined Refreshment” beverage center spread, I created copy that bridged technical specifications with everyday benefits:
Notice how I integrated precise specifications (23-bottle capacity, 63-can capacity) with lifestyle benefits (slim enough for tight spaces) and premium features (three-color LED lighting, ClimateZone cooling) to appeal to both practical and aspirational needs.
Best Practices I’ve Developed
Through my work as senior copywriter and contributing to Ferguson’s brand style guide during our massive rebrand, I’ve developed core principles that guide my product marketing writing:
- Start with Lifestyle Concepts For each Ferguson catalog section, I begin with a lifestyle concept that creates context for the products. “Chic & Tidy” isn’t just about laundry appliances—it’s about creating a “multifunctional living area” that makes household chores more pleasant.
- Create Consistent Micro-Stories Throughout our beverage center spread, I maintained a consistent narrative about entertaining and customization: “Specialty beverage appliances free up space in your main refrigerator and hold refreshments at the ideal serving temperature.” This micro-story continues across every product description in the section.
- Use Technical Specifications Strategically Rather than overwhelming readers with technical details, I strategically select the most meaningful specifications for each audience. For contractors, I highlight installation dimensions and material quality. For homeowners, I focus on capacity, convenience features, and aesthetic options.
- Drive to Digital Every print catalog section I write includes a clear digital call-to-action, like “Find your perfect flooring at Build.com/flooring” or “Design your custom culinary experience at Build.com/clever-culinary.” This creates a seamless path from print inspiration to online exploration and purchase.
Final Thoughts
My experiences at Ferguson have taught me that effective product marketing requires both analytical and creative thinking. When writing about lighting, plumbing fixtures, and décor, I’ve found that success comes from understanding not just what a product does, but how it transforms spaces and lives.
The most effective product marketing doesn’t just inform—it helps people envision how products can genuinely make their work or homes better. That’s what has made my contributions to Ferguson’s Trends & Influences and catalog so impactful.
As I continue to grow my expertise in marketing and complete my professional writing program at UC Berkeley, I remain passionate about creating product marketing content that doesn’t just describe features—it tells compelling stories that drive real results.