This is the third part of our series devoted to product descriptions that will help you sell more.
There is nothing more confusing than an empty field to write in.
You just stare at it and wonder where to start from. You may already have a draft for product description. But is it good enough to bring sales?
In the second part of our series Product Descriptions: The Best Structure we presented to you an easy to use structure to help you put in order your ideas and thoughts.
Today we will give you a few precious tips for creating descriptions which can enable you to actually sell more.
Before starting with them you first need to forget the word “description” for a while. Your whole idea for this type of content will be redesigned.
#1 Try walking in your customer’s shoes before writing your first sentence.
It is difficult to write in a persuasive and engaging way if you don’t know who your customers are. Think who would actually take the time to read your product descriptions. If you already have regular customers, try remembering what questions they have asked for a specific product.
Here are a few additional questions to help you form a profile of your potential customers:
- Why they need the product you offer?
- What would they use it for?
- What would cast certain doubts over buying it?
- What problems the product may solve?
- What are your customers’ demographics? – Sex, age, interests, style, sense of humour, etc.
Read more: Buyer Persona – The Key to Your Successful Business
Imagine that you talk to your customers face to face. Try to write as if you compose a dialog. Try to talk in pictures. Convince your readers that the text has been written by a person who cares about them.
Make your text personal. Even intimate.
#2 Don’t describe the product. Tell a story about it.
The product description is not just a short text informing your customers what your product is about. Treat it like the most important tool for selling online.
If your product has a story – tell it. If it doesn’t – create it. Don’t turn your web content into fiction.
A narrative usually activates the brain’s right hemisphere and distracts customers’ doubts. This way you prevent the common reaction: “They just want to sell something that I may not need…”
The customers will quickly build an emotional relationship with your product through the meaningful content. This will help you win their trust.
#3 Don’t sell products. Sell experience.
It sounds bizarre. But it works. Product experience is always much stronger than its visualization. Put your customer into a situation providing them with the opportunity to imagine owning the product. Fire their imagination.
- How the product is going to be useful for your customers?/li>
- What benefits it may have?
- How people’s lives can become better, easier, more pleasant, beautiful, etc thanks to your product.
Users are very likely to buy a product if they can test or imagine owning it. Try using our tip when creating your content.
Depending on the business field you can use words/expressions to engage your customers’ senses – taste, sight, touch, smell, and sound. This approach is very successful in the food industry.
#4 Set features/characteristics apart from the product description
There is no doubt some products offer many features and specific characteristics. These are important and should be part of your product page. But don’t focus on them in your copy.
Divide the features in a separate field or section on your product page. Then enlist the characteristics in details. If anyone is interested in them, they will look for this information there.
Read more: Product Descriptions: 3 Reasons to Improve Them (Part 1)
In the description itself you should focus not on the features, but on the benefits users may have using your product. This shall give reasons for customers to trust you. They will most probably buy your products for their ability to solve problems.
#5 Forget about words that don’t carry any meaning.
Nowadays there are so many exaggerate words that sound like a cliché. Your description won’t add any value and will only create useless noise in virtual communication. Here are examples of words we don’t recommend using:
High quality, exciting, unique, unbelievable, epic, one of a kind, amazing, incredible, awesome, fantastic, unforgettable, extremely good.
Such expressions are treated as beating about the bush and clients know this very well. The market is flooded with products and companies. Think about what distinguishes you from them.
Use arguments – rational or emotional.
#6 Strive to avoid provoking the “So what?” reaction.
Every time you write persuasive try to stop for a second, read back and ask yourself if you would say “So what?” when reading your text. If yes, edit your text and continue defending your thesis until you achieve a description which even you would trust and buy it.
Прочетете още: 7 ideas for more traffic to your online store
The possibility for your customers to say: “So what?” is very high if you don’t take action. The secret of good content that sells well is to present the product in a persuasive and engaging way.
It’s up to you which methods you are going to use to achieve this.
#7 Encourage your customers to give feedback for the products they buy.
Each customer is influenced by others’ reviews.
88% of the online users trust other users’ opinions and comments even if they are written by strangers.
Encourage your customers to leave positive reviews for your products. The ways you can do this is a topic of a whole new series of articles.
So we will leave this for some other time.
We wish you happy writing and more sales!
Read the other articles from our sequence:
Product Descriptions: Three Reasons to Improve Them (Part 1)
Product Descriptions: The Best Structure (Part 2)