Writing Product Descriptions That Sell
Writing Product Descriptions That Sell
Table of Contents:
- Tip #1: Write to your ideal customer
- Tip #2: Entice customers with benefits
- Tip #3: Avoid cliches
- Tip #4: Write like a human
- Tip #5: Try appealing to your customer's imagination
- Tip #6: Cut through rational barriers with mini stories
- Tip #7: Seduce readers with sensory words
- Tip #8: Use social proof
- Tip #9: Make your description scannable
- Tip #10: Split-test it
How to Write Product Descriptions That Actually Sell
Product descriptions play a crucial role in persuading customers to make a purchase. In fact, they are often the last chance to win a customer's heart and convince them to buy. Many businesses make the mistake of simply copying and pasting product features from the manufacturer's website, resulting in vague and impersonal descriptions that fail to engage customers. But fear not, because in this article, we will explore ten effective and proven tips for writing product descriptions that actually sell.
Tip #1: Write to your ideal customer
One of the biggest mistakes in product copywriting is trying to please everyone. When you write for a broad and undefined audience, your copy ends up feeling vague and impersonal. Instead, focus on writing as if you are speaking directly to one person - your ideal customer. Start by imagining who your ideal buyer is and what they value. Consider their aspirations and pain points. By having a conversation with this imaginary customer, you can better understand their desires and motivations, which will greatly enhance your product descriptions.
Tip #2: Entice customers with benefits
Customers are not just buying products; they are buying results or perceived results. They want to know what's in it for them. Therefore, when writing product descriptions, it's crucial to communicate the benefits of your product from the perspective of the buyer, not the seller. Understand how your product makes the customer feel happier, healthier, or more productive. Highlight the problems it solves or the potential hassles it helps avoid. Coax customers with specific benefits tied to product attributes, rather than using generic and inauthentic statements.
Tip #3: Avoid cliches
Cliches are lazy and uninspiring. Using phrases like "high quality," "cutting edge," or "revolutionary" may sound desperate or insincere to potential customers. Every entrepreneur claims their product is the best, making such statements lose their impact. Instead, focus on providing specific proof and facts to back up your claims. If your product has received awards or positive reviews, emphasize these achievements. Don't be afraid to let satisfied customers speak for your product through testimonials.
Tip #4: Write like a human
Connect with your customers on a personal level by speaking to them like a real person, using simple and authentic language. Avoid dressing up your copy too much, as it can come across as inauthentic and raise suspicions. Use superlatives wisely and provide clear evidence to support claims of being the best, easiest, or most advanced product. If your product is not feature-rich, focus on highlighting the benefits and addressing the customer's needs and desires.
Tip #5: Try appealing to your customer's imagination
Invoking the power of imagination can be a powerful tool in product descriptions. Encourage your readers to imagine what it would be like to own and use your product. Start sentences with "imagine" and describe the emotions and experiences your customers will feel when they own your product. Make your descriptions vivid, painting a picture in the customer's mind. By appealing to their imagination, you create a strong desire for the product and increase the likelihood of a purchase.
Tip #6: Cut through rational barriers with mini stories
Stories have a profound impact on people's memory and engagement. By including mini-stories in your product descriptions, you can lower rational barriers and make customers forget they are being sold to. Share the story of how your product was created, the obstacles you overcame, or the inspiration behind its development. Keep the stories focused and concise, ensuring they relate directly to your product, and captivate your readers.
Tip #7: Seduce readers with sensory words
Engage your customers' senses with powerful and descriptive words. Sensory words stimulate more brain processing power and evoke emotional responses. When describing your product, incorporate words that appeal to the five senses: sound, sight, smell, touch, and taste. Allow customers to imagine what it's like to experience your product fully. By using sensory words effectively, you can create a strong connection between your product and the customer, making them more likely to make a purchase.
Tip #8: Use social proof
Customers often seek advice from others when making purchasing decisions. Leverage the power of social proof by including ratings and reviews from actual customers in your product descriptions. Share testimonials and endorsements that highlight the positive experiences people have had with your product. Consider including images of customers with their testimonials to increase credibility and make your brand seem more approachable. Social proof can be a powerful driver of purchase decisions.
Tip #9: Make your description scannable
In the age of online browsing, people tend to scan rather than read every word. Make your product descriptions easily scannable to catch and hold the reader's attention. Use headlines and subheadings that clearly highlight the benefits and features. Utilize bullet points to present information in a concise and easy-to-read format. Create ample white space and increase font size to improve readability. By making your descriptions scannable, you enhance the user experience and encourage customers to engage with your content.
Tip #10: Split-test it
To truly optimize your product descriptions and find what works best, run split tests to gather data and measure results. Trying different versions of your descriptions allows you to test various variables, such as headlines or product attributes, and determine which performs better. Remember to test one variable at a time to obtain accurate results. Utilize tools like Optimizely to run split tests efficiently and continuously improve your copy based on real-world feedback.
Writing product descriptions that actually sell requires a thoughtful approach. By following the ten tips discussed in this article, you can craft compelling and persuasive descriptions that engage your customers and increase sales. Remember to write for your ideal customer, focus on benefits, avoid cliches, write like a human, appeal to the imagination, incorporate mini-stories, use sensory words, leverage social proof, make your descriptions scannable, and continuously test and refine your copy. With these strategies in place, you can turn your product descriptions into powerful sales tools that drive revenue and delight your customers.
- Writing product descriptions that speak directly to your ideal customer is essential for engaging and persuading them.
- Emphasizing the benefits of your product and how it solves customers' problems can be more compelling than simply listing features.
- Avoid cliches and use authentic and specific language to build trust and credibility.
- Appeal to customers' imagination by describing how your product will improve their lives and fulfill their desires.
- Incorporating mini-stories in your product descriptions lowers resistance and creates a stronger connection with customers.
- Use sensory words to evoke emotions and engage the customers' senses.
- Leverage social proof through testimonials and customer reviews to build trust and reliability.
- Make your descriptions scannable with clear headlines, bullet points, and a visually appealing layout.
- Continuously test and optimize your product descriptions to find what resonates best with your target audience.
Q: How do I write product descriptions that sell? A: To write product descriptions that sell, focus on understanding your ideal customer, highlighting benefits, avoiding cliches, writing in a conversational tone, appealing to customers' imagination, using mini-stories, incorporating sensory words, leveraging social proof, making descriptions scannable, and continuously testing and optimizing your copy.
Q: What is the importance of social proof in product descriptions? A: Social proof is important in product descriptions as it provides evidence and validation from other customers, making potential buyers more likely to trust and choose your product. Including ratings, reviews, and testimonials can greatly influence purchase decisions.
Q: How can I engage customers with my product descriptions? A: Engage customers by speaking to them like a real person, using authentic language, appealing to their emotions and senses, and making descriptions scannable and visually appealing. Incorporating storytelling and mini-stories can also captivate customers and make your product more relatable.
Q: How can I improve the readability of my product descriptions? A: Improve readability by using clear headlines and subheadings, utilizing bullet points, creating white space, and increasing font size. These formatting techniques make it easier for customers to scan and digest the information, enhancing the overall user experience.
Q: Why is split testing important for product descriptions? A: Split testing allows you to gather data and measure the effectiveness of different elements in your product descriptions. By continuously testing and refining your copy, you can identify the most persuasive and impactful strategies to maximize sales and customer engagement.
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