Product descriptions are more than just a list of features and benefits. They are an opportunity to connect with your potential customers, showcase your brand personality, and persuade them to buy. But how can you make your product descriptions more engaging and effective? Here are some tips to help you write captivating copy that sells.
Before you write anything, you need to know who you are writing for. What are their needs, wants, pain points, and preferences? How do they talk, think, and feel? What are their goals and challenges? How can your product help them solve their problems or fulfill their desires? The more you understand your target audience, the more you can tailor your product descriptions to appeal to them.
Enfócate siempre en las necesidades del cliente e intenta hablar su idioma. Los discursos de ventas que solo hablan de producto y del "yo, yo, yo" son menos exitosos que aquellos que se ponen en el lugar del cliente e intentan solucionar problemas que tienen en su día a día.
Focus on making sure your copy is simple, don't try to be clever. It's got to be easy to understand and skimmable. Your tone of voice can help you bring the brand to life as well.
These are some of the ways to make your product descriptions more engaging: 1. Tell a Story: Weave a narrative around the product's origin, benefits, or how it solves a problem. 2. Address Pain Points: Highlight how the product addresses specific customer pain points or challenges. 3. Show Benefits Early: Begin with the most significant benefits to capture attention quickly. 4. Relate to the Customer: Use language that speaks to the target audience and their needs. 5. Visual Content: Incorporate images, videos, and infographics for a more engaging experience. 6. Create a Call-to-Action: Encourage readers to take the next step, whether it's making a purchase or learning more.
Storytelling is a powerful way to capture attention, evoke emotions, and build trust. Instead of just stating facts and features, tell a story that shows how your product can improve your customer's life, situation, or experience. Use vivid details, sensory words, and emotions to create a vivid picture in their mind. For example, instead of saying "This coffee maker has a timer and a thermal carafe", you could say "Imagine waking up to the aroma of freshly brewed coffee, ready to pour into your insulated mug and enjoy on your way to work".
Storytelling is the best way to connect with your target audience. However, that doesn't mean simply spinning an edge-of-your-seat yarn. You need to hook your audience with a story that resonates. Use stories to address a pain-point, empathise, and most importantly, solve. Show how your product makes your audience's life easier, more efficient, quicker, or more pleasant. It's this facet of intelligent storytelling that will make your product irresistible.
Features are what your product does, benefits are what your product does for your customer. Benefits are the reasons why your customer should buy your product, not just what your product can do. To write effective benefits, you need to answer the question "So what?" after each feature. For example, instead of saying "This laptop has a 15-inch screen and a 10-hour battery life", you could say "This laptop lets you enjoy a large and clear display for your work or entertainment, and keeps you productive and connected all day without worrying about running out of power".
Put your customer at the heart of every word you write on the page of your product description. Features don't do this. Benefits do. Help your potential customer visualise the product in action by demonstrating the benefits to their life. As a writer, you need to put yourself in your customer's shoes. Empathy is key.
Social proof is the evidence that other people have used and liked your product. It can take the form of testimonials, reviews, ratings, endorsements, or case studies. Social proof can boost your credibility, reduce uncertainty, and influence buying decisions. To use social proof effectively, you need to choose the right sources, use specific and relevant quotes or data, and display them prominently on your product page.
SEO stands for search engine optimization, which is the process of improving your website's visibility and relevance for search engines and users. SEO can help you attract more organic traffic, increase conversions, and grow your business. To optimize your product descriptions for SEO, you need to do some keyword research, use descriptive and relevant titles and headings, include relevant and natural keywords in your copy, use clear and concise language, and avoid duplicate or thin content.
The final tip is to test and improve your product descriptions based on data and feedback. You can use tools like Google Analytics, heat maps, or A/B testing to measure and compare the performance of different versions of your product descriptions. You can also ask for feedback from your customers, prospects, or peers to identify what works and what doesn't. By testing and improving your product descriptions, you can optimize them for your audience, your goals, and your brand.
Don't forget the details. The nitty gritty. That's what attracts the customer. You can't sell a product simply by stating what it looks like. You gotta add the dazzle. Share benefits with you-centric phrases. Show them WHY they can't live without the product.
Use QR codes to inform, excite and reassure customers with product descriptions on your packaging. Sell Beyond especially recommends businesses selling products on Amazon should take advantage of QR codes. By adding a QR code to a product, packaging or infographic design you can improve brand recognition, customer retention and conversion on Amazon. Use a QR code on Amazon to: 1. Drive traffic 2. Make Amazon-only versions of a product with extra digital content 3. Encourage people to leave product reviews on your website 4. Create cross-sell opportunities (your range or your Amazon store page) 5. Give your customers discounts to encourage next purchase 6. Save translation costs when exporting data
Understand your audience, maybe doing a benchmarking. Use SEO techniques. Write according to the tone. Once I wrote an article about Carnaval for my company, it was viral, people loved and shared it because they were curious about it. To write it, I researched about what they more curious about Brazil, I wrote with a fun tone and used pictures from our Brazilian colleagues.