July 12, 2016
Does your product copy entice readers to click buy or try? Or do you simply describe your product and tell web visitors what it does? The secret to writing seductive product descriptions is to…
Does your product copy entice readers to click buy or try? Or do you simply describe your product and tell web visitors what it does? The secret to writing seductive product descriptions is to follow a proven process to engage, persuade, and sell.
Compelling, informative, and unique product descriptions can help your ecommerce business increase sales. Moreover, original product descriptions can help avoid Google’s so‐ called “Farmer algorithm” penalty, which can affect retailers that copy product descriptions from competitors, or use the exact descriptions suggested by suppliers.
Google algorithm aside, it has always been a good idea to write original product descriptions that engage and inform shoppers. Remember, a competitor’s website is only a click away, so if you cannot peak a shopper’s interest, assuage concerns, or convey the value of buying the product and buying it from you, you may lose the sale to someone who can. With this in mind, here are some practical suggestions about how to write better, unique product descriptions.
To get started, you need to know exactly who it is that you want to buy your product.
A buyer persona is an imaginary customer. It is the person for whom you’ve developed your product and to whom you’d love to sell it (of course!). He or she represents your target audience, but is much more real than a vague description of some demographics.
You need to know your buyer persona so well that you know exactly what makes them laugh, what makes them shake their head in disbelief, what makes them click buy, and what makes them hesitate. Think about what they’re reading and which websites they visit, because that will help you understand the right tone of voice that will engage them.
Always write for your reader first, and optimize for search engines later. When you sit down to write, don’t just create another product description. Instead, think about your buyer. Consider how you can make his/her life easier, richer, or more pleasurable.
Quit talking in vague statements. Stop talking about features and specifications. Turn them into enticing benefits. That’s how you seduce your buyer to buy.
The best product descriptions address your ideal buyer directly and personally. You ask and answer questions as if you’re having a conversation with them. You choose the words your ideal buyer usesY. You use the word you.
The good news is there’s plenty of material online that gives insight into your customers. You can take a look at:
Once you’ve researched your customers, you will be able to put together your customers‘ personas. You should know their age, gender, job type, interests, passions, and where they live. By the time you’ve finished, you should have a picture of this person in your mind. When you write your product descriptions, you’re writing to this person.
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