You have a high-quality item. You believe it has enormous sales potential. However, you must now persuade buyers. How do you write a compelling description that grabs readers’ attention and makes them go for their wallet?
The appropriate combination of elements is required for effective product descriptions. You’re more likely to see sales success when the product images, features, specifications, and benefits all come together to form an appealing offer.
Consider yourself shopping in an internet store. You’re shopping for shoes to go with a new clothing you bought recently. Something draws your attention — a pair of red shoes.
However, the sneaker isn’t the only thing that has you enthralled. It’s a combo of a young woman wearing the shoes and a clothing that seems similar to yours. It’s also the product copy, which lists all the different ways you can wear the shoe with your other clothes. It’s personal, straightforward, and results-oriented. You’ve had your credit card in your hand before you know it.
Product descriptions that are well-written create desire.
The appropriate words can have such a tremendous impact on the conversion process that it’s well worth the effort or employing a professional copywriter to develop effective product copy.
A product description copywriter’s first task is to write copy that evokes desire. Your product description should conjure up a mental image for the reader. Write product descriptions that not only define what you’re selling, but also make an emotional connection with your buyers. Assist them in visualizing themselves using the product and solution.
Take a page from the real estate manual. When selling a home, real estate agents will tell you that the key to a successful sale is convincing the buyers to imagine themselves living in the place. You’ve got a possible sale on your hands if you can help them visualize themselves cooking in the kitchen, sipping coffee on the porch, or playing with their kids in the backyard.
When creating product descriptions, the same principle applies. You tap into prospects’ emotions to develop desire, and they’re far more inclined to buy if you can convince them to envision themselves with the product.
Persuade and inform
You are undoubtedly losing sales if you advertise without a product description. Don’t miss out on the chance to make a strong argument for your product.
Do you recall how excited you were as a kid to get a certain toy? Did you just give your parents the product name when you asked them? No, you told them all about the toy’s incredible characteristics. You recounted how you played with the item and how it kept you entertained for hours. You presented a compelling argument to persuade your parents to purchase the toy.
If you do the same thing with your product descriptions – inform and appeal to the buyer’s emotions – your virtual cash register will ring a lot more.
Use the Product Description from the Manufacturer Instead
You’re restricting your success if you only use the plain, very basic words provided by the manufacturer to describe your goods. Those descriptions are usually bland and uninspiring. You’re more capable than that.
You might also discover that your competitors are utilizing the same copy, which raises the question: why should someone choose you over them?
If you can find a way to stand out from the throng, you’ll fare considerably better. Your product description’s creative, compelling wording offers you that ability.
Who are you selling to?
One of the most important criteria of copywriting product descriptions is to address each individual rather than a group.
Instead of saying, “Many ladies adore the way this skirt hugs their curves,” say, “You’ll love the way this skirt hugs your curves.”
If your product description is general and intended for a wide audience, it will fall flat. It’s the difference between trying to connect with a vast, diverse audience and speaking to one person individually and purposefully as if he or she were a close friend.
Identify and concentrate on your ideal target shoppers.
Good product copy uses phrases like you and your to address them and answers issues like:
- For whom is this product intended?
- What is the main issue that your buyer is attempting to resolve?
- What is most likely to matter to them about this product?
- Why is this product more beneficial or superior to its competitors?
- When discussing this type of product with friends, what terms does your consumer use?
- What kind of content style (quick bullets, thorough explanations, funny tone, etc.) will your buyer appreciate?
Help your customers realize why your product is valuable and what they’ll be losing out on if they don’t buy it.
Personalize Your Copywriting with Buyer Personas
Buyer personas can help you write better product copy. These personas assist you understand your target buyer’s pain issue so you can personalize the product description to that person.
“A buyer persona is a semi-fictional portrayal of your ideal consumer based on market research and genuine data about your existing customers,” according to HubSpot. Consider customer demographics, behavior patterns, motives, and goals while constructing buyer personas.”
An example of a buyer persona is shown below.
Kerry is a 36-year-old stay-at-home mom with two children. She is a college graduate who lives in a posh suburb. Kerry enrolls her children in a private school and a variety of extracurricular activities. Kerry plays tennis twice a week at her local country club. She like designer goods and drives a $86,000 Lexus LX.
Do you recognize Kerry? If you were to write a product description for her, you’d know exactly which features and benefits of your product would appeal to her, and you could tailor your wording appropriately.
Everything else comes after the benefits.
Of course, you’re eager to tell your audience everything your product can accomplish, including all of the amazing, cool features you’ve spent years developing.
Is it true?
Features aren’t as important to your audience as they are to you. They want you to answer the following question:
“How does it benefit me?”
Mention the product features, but lure them in with benefits that solve their problems.
Selling acne treatment? Don’t get caught up in the long list of ingredients (features). Explain to the prospect how those components will clear her skin in less than a week (benefit).
Are you looking to sell a reclining chair? Don’t get caught up on the high-end springs underlying the upholstery (features). Tell the prospect how relaxed he’ll be watching Sunday’s football game with a beer in his hand (benefit).
Considering selling your minivan? Make your pitch about something other than the engine and handling (features). When you drive the soccer carpool, explain how you’ll be able to comfortably fit all of the kids and their friends (benefit).