Does your product’s description make readers click buy? How seductive is your copy?
It takes more than a simple description of your product to get web visitors to take action and buy. The big question is, how do you write product descriptions that sell?
1. Know Who You’re Selling To
Before you write a product description, you need to know exactly who you’re selling to. Visualize your buyer. What makes them laugh? What do they hope to achieve? What are their struggles? What makes them click and buy? What makes them hesitate from buying? What turns them off?
Descriptions that sell are customer-centric rather than product-centric. By clearly defining your buyer persona, you can be able to craft content that’s relevant, vivid, personal and persuasive.
2. Show Benefits
You’ve spent your time and money to upgrade your product’s features and you want to tell the whole world about it. But, do customer want to know about the details, the specs, and the features? No, they don’t.
Potential clients want to know what’s in there for them. What problems does your product solve for them? How does your product improve their lives?
Before you dive into writing a description, list all your product’s features, then, translate them into customer benefits. Show what the feature do for your reader. For instance, does it improve their productivity? Does it make their work easier?
3. Define Your Tone
Do you want to be engaging, personal and inviting? Or you want to sound like a boring big corporation that takes itself too seriously.
Your tone is largely influenced by the product you’re selling. But your voice should stand out from your competitors’. Your voice gives readers a glimpse into your business’s personality and culture.
Rather than saying you’re customer-centric and fun to deal with, show that through tone. Let your tone demonstrate that you’re approachable, friendly and interested in understanding and serving your customer’s needs.
4. Make It Readable
Product descriptions should be easy to read. Describe the product in short sentences and break them down into bullet points. That allows the customer to receive and digest information quickly and easily.
5. Tell a Story
Your product description should tell a story. The story can be how your product solves client’s needs. Or a story that shows your products’ benefits. Or just an entertaining tale that draws your customer in and ‘humanizes’ your business.
6. Optimize for Key Phrases
What phrases do clients use when searching on Google? You can optimize your product description automatically by using the phrases clients use in your copy.
Avoid jargon unless your clients use and understand it. Also consider using keywords and key phrases in your headlines, subheadings, and body.
You should also optimize images by using keywords in the alt tag, image description, and file name.
However, no one enjoys reading keyword stuffed content; your main focus should be creating useful and persuasive content. Write first, optimize later.
Know your product. Understand your audience. Think about how you can make your reader life richer, easier and more pleasurable. And then, show, tell and sell your product’s enticing benefits through your descriptions.
Look at this example
Sony MDR-NC8 Noise Cancellation Headphones
With Sony MDR-NC8 noise cancellation headphones, you get to enjoy your music in peace and quiet wherever you are. Whether you’re listening to an audiobook during your commute or relaxing at home after a long day, the headphones immerse you in a beautiful world of sound and cancel out all distractions.
Here Is What You Get With MDR-NC8 Headphones:
Sony MDR-NC8 boasts of a noise-canceling circuitry that blocks 90% of background noise. You only need to switch it on and you get to enjoy your music fully without distracting sounds.
The headphones are equipped with 30 mm drivers with neodymium magnets that deliver crisp, clear highs, and a powerful bass. The frequency response ranges from 30 to 20,000 Hertz. Because the headphones suppress 90% of ambient sound, your audio is vibrant even in a noisy environment.
Comfort is critical when it comes to headphones, especially those meant to be worn for long periods of time. The adjustable headband allows Sony MDR-NC8 to fit perfectly and remain comfortable even when you wear them for hours.
The headphones weigh a total of six ounces making them one of the lighter noise-canceling headphones in the market. The lightweight pair is also equipped with an in-flight adapter and very soft ear pads.
80 Hours Of Listening Time
The headphones are powered by an AAA battery that provides 80 hours of noise-cancellation and listening time. That’s enough to take you through your longest trip.
Easy To Carry
It’s also easy to carry them. The dual-folding design allows you to turn and fold both ear-cups making it easy to store them when you’re not using them. The compact and dual-folding design makes them an excellent companion in your travels.
Whether you’re on the go or relaxing at home, you can rely on Sony MDR-NC8 to provide you with a great listening experience.
Over to you…
It is possible to craft product descriptions that turn visitors to buyers. If you still feel that this is a rocket science, relax, I have you covered-(for a SEO optimized copy). Get in touch now, (email@example.com) for product descriptions that will turn your visitors to click “buy”.