Product Descriptions To Scale Your Brand Past 100k/Month

I’m seeing a lot of people struggling to break past the 6-figure/month mark with their brand because of IOS 14. The only thing you should be focusing on is creatives & a smooth sales process.

I want to break down what your product description should look like if you want to scale past 100k/month:

First things first, good copywriting is your best salesman. The best product descriptions make your customers feel what their life would be like with your product.

1. Write to your ideal customer: Writing copy to a broad audience makes it feel vague. You want your copy to speak directly to your customer, you want your customers to feel like you are speaking directly to them. But in order to do that, you must know who your ideal customer is. What are their fears, what excites them, what type of language/terms do they use, etc?

2. Entice with benefits: Your customers never buy the product, they buy the result/problem you solve. Customers always want to know what's in the product for them. Write from the perspective of the buyer, not the seller. Be specific with these benefits by tying every benefit with one of the product features/attributes. For example, if I was selling gym wear I wouldn’t just talk about the fabric it's made of. I would talk about the technology that goes into it and how it moves sweat away from your skin for quicker evaporation, helping you stay dry and comfortable.

3. Avoid cliches / broad examples: Avoid using phrases like high quality, best in class, cutting edge, revolutionary, huge savings, etc. They just sound lazy and desperate because of how often everyone else uses them. Because everyone else uses it, it's less persuasive.

4. Write like a human: Speak like a human and don't dress it up so much. Backup why your product is good with actual facts. For example, saying that your rain jacket is more waterproof than other rain jackets leaves room for doubt. But, if you say your performance shell rain jacket is 67% more waterproof than nylon rain jackets, that makes people visualize scientific comparison and is way more believable.

5. Show don’t tell / Appeal to the imagination: Customers tend to buy more when they physically touch the product or they imagine touching it. To practice, this technique starts your sentence with the word “imagine'' and finish your sentence by explaining how they would feel by owning and using the product. Then, rephrase the sentence by taking the word “imagine” out so the reader begins in the middle of the action.

6. Use stories: Stories are 20% more memorable than facts. Tell stories about the work that went into creating your product, what obstacles you faced, what inspired you to make it, was the product tested using any crazy methodology, etc. Keep the stories focused and short.

7. Sensory words: Sensory words increase sales because they engage more brain processing power. Look at food/restaurant ads for inspiration. They tend to use most if not all of the senses: sight, hear, smell, taste, touch.

8. Use social proof: Other customers are your best salespeople. Use ratings, reviews, testimonials. If you use testimonials, include an image with that testimonial to increase trust and intimacy.

9. Make it scannable: People tend to scan rather than read. Package your descriptions to make them more appealing. Use headlines, highlight benefits, bullet points, increase the font size, anything to make it easy on the eye. You can also use gifs showcasing your product features/benefits. If a picture is worth a thousand words then a video is worth a million.

10. Split test: The biggest mistakes brand owners make is assuming what customers want rather than testing. Run tests to break your assumptions, find the winners, and cut the losses. A good way to tell if you're on the right track is to see how many customer votes you’re getting. And remember customers, vote with their wallets.

And there you have it guys. I’m going to leave it at that.

If you have any questions feel free to drop them below.

All the best,

Javier