Product descriptions that are responsive elicit the exact response you’re looking for: product sales. It’s more of an art than a technique to entice the audience to buy without deceiving or overselling. Here are some pointers that professionals utilize to write descriptions that elicit a response from the audience:
1. Do not begin on a blank page. In the realm of copywriting, very few people begin a project with a blank page.
The majority of people keep a “swipe file.” A swipe file is essentially a collection of successful copy. Keep an eye out for product descriptions that work when you browse the Internet and conduct research. It makes no difference what type of description it is. Save it once you’ve found one. You can build an arsenal of ideas to jump start any product description endeavor using a formula that has been shown to sell in a reasonably short period of time.
2. Be well-versed in your product.
We’ve already discussed how important it is to understand your target audience. Knowing your product, on the other hand, is just as crucial. You must know the following in order to effectively entice the customer and hit on the selling points:
- What the product is capable of and what it is not capable of.
- A brief description of the product’s construction.
- The customer’s selections are listed below.
- Why is this product different from others of its kind?
- Anything that distinguishes the product or adds additional/exceptional value.
3. Write as soon as possible.
It’s critical to get started writing as soon as possible after you’ve done your research on the target audience and product, and you’ve decided on the angle to pursue. Every seasoned copywriter will advise you to not wait.
4. Rewrite and edit.
Don’t stop writing once you’ve started. Never worry about getting the copy quite right until you’ve finished the first draft. After the material is written, there will be plenty of time to correct faults and improve it. The edit and rewrite stage is what it’s called.
5. Use SEO keywords liberally.
When it comes to producing product description text that sells, search engine optimization is a huge part of it. Keywords make descriptions search engine friendly, making them easier to find for potential customers. To uncover the most searched terms linked to your product or product type, use Google’s Keyword Planner. Make sure to include these in the copy for the description.
6. Make use of sensory words.
The use of sensory language can help the reader connect with the product. Tell them how the thing feels, how it works, how it looks, and what appeals to them about it. Your job is to make the product come alive by using sensory language to paint a picture.
7. Add a dash of levity.
Using comedy to persuade your audience to act on your call to action can be extremely effective. Humor appeals to them on a fundamental level. It gives the copy more personality and amusement, which not only helps to attract and hold your audience’s attention, but also makes them more responsive to your goal of selling them your goods.
8. Use slang only when absolutely necessary.
Slang has its uses. When utilized sparingly, it can establish a deep bond with the audience and distract them from the reality that they are being sold to. Avoid using any offensive language, and if you do, make sure to sprinkle it gently throughout the product description.
9. Emphasize one-of-a-kindness.
Something distinguishes the product from similar products. It has a one-of-a-kind application or feature. Find out what makes the product special, and be sure to mention it in the product description.
10. Don’t talk down to your audience.
Never presume that your audience will be able to understand anything about the product. People are intellectual creatures. Unless you go full techie gibberish, they’ll probably be able to understand whatever you write. Don’t insult their intelligence or talk down to them. If potential consumers feel patronized or undervalued, they will swiftly take their business elsewhere.
11. The importance of headlines cannot be overstated.
According to KISSmetrics, the product description’s headline accounts for 80% of the transaction. In comparison to the body copy, “five times as many individuals read the headlines.” Make certain your headlines scream, “Read me!” Otherwise, all of your efforts in writing the product description will be in vain.
12. Keep your eyes on the prize.
While writing, it’s easy to become distracted, which might cause the content to stray. Keep your focus on why the audience should buy. Describe the product, go over its features, show how it adds value, and end with a call to action.
13. Provide an answer to the most crucial question: why?
Product descriptions that sell clearly state why the customer requires the item. Always make sure your response to this question is succinct and clear.
14. Avoid using terms like “yes, yeah.”
A “yes, sure” remark is overused and adds little to the customer’s understanding of why they should buy the goods. When we’re stuck as writers, we tend to use these. Use terms like “great quality” sparingly. The reader will roll their eyes and say, “yeah, yeah” before going on if everyone says it about their goods.
Include a short tale. Mini-stories have been shown to break down rational obstacles to persuasion. To put it another way, incorporating a very simple mini-story in a product description makes the reader forget they’re being sold to.