Last modified: 7. June 2018
Quality content is one of the most important elements that separate powerful brands from the rest of the pack. It’s easy to tell which companies are investing in professional content creation, including product descriptions that sell rather than just describe a product. Product descriptions can be real powerhouses that provide businesses with the opportunity to connect with potential customers and convert them to purchase. They also provide a secondary space to build a brand, link related products and create loyalty. If you are guilty of undervaluing your product descriptions, read on for 5 strategies to create content that resonates with the buyer to convert more sales.
1. Focus on your target buyer.
Being specific is key when it comes to creating compelling content. Not every single person in the world needs or wants your product, so it’s ineffective to try and write a description that addresses the generic masses. You want your description to seem personal and it needs to appeal to the audience most likely to buy your product. In order to do this effectively, take a minute and put yourself in the shoes of your target buyer. What do they need? Do they have a specific problem or pain point they are trying to solve? How can your product improve their life? Once you get into the head of the person most likely to convert, you’ll be better able to write content that makes your product seem invaluable to them.
2. Present key attributes.
Good writers know that editing is where the real work is done. While you might be eager to list every last feature and benefit of your product, shoppers really just want to know whether or not your product is the one they should buy. Typically, people feel comfortable reading about 3-5 elements regarding the product that are directly relevant to them. People care less about behind the scenes technical innovations and more about how a product will improve their quality of life. Get back into the brain of your consumer and consider what problems your product solves for them or how it will enhance their life or save them money. By keeping the content focused and limited to what is most important, you are making your customers path to purchase much more simple—and creating a more compelling reason to buy. If you want to provide more detail you can include content expansion sections or links to additional product details.
3. Appeal to the reader’s imagination.
Have you ever been at a restaurant where you started salivating just from reading the menu descriptions? That’s because menu wording contains sensory adjectives that stimulate our brain into imaging ourselves having pleasurable sensory experiences. Knowing how to use sensory adjectives is a game changer and one you should bring to your product descriptions every opportunity you get. Try describing what it’s like to use your product. Does it have a particular sensory quality? Sometimes we are so familiar with our own products that we forget how to describe them in basic, emotional ways that are meaningful to the user and their experience with your product. Engage them with emotionally vivid descriptions that will have them wanting it for themselves.
4. Be a storyteller.
People are naturally drawn to narratives. We understand the world through a series of stories better than anything else, and in an age in which everyone is inundated with information, advertisements and distractions, real narratives stand out above all else. The best tactic for standing out amidst the chaos is to engage people in a narrative. Think about what mini stories you can tell that will set you apart and present your products in a way that gets people to connect. When you realign your thinking in this way, you’d be surprised what opportunities present themselves. Pay attention to influencers and begin to build a community of like-minded individuals for marketing that keeps growing and going.
5. Validate with social proof.
Social proof is a powerful tool. When shoppers are unsure of what to purchase, they will turn to product recommendations and reviews from others, which is why high customer ratings make such a huge impact on sales. Recognizing that social proof is a critical part of the customer journey means you can help nudge shoppers towards purchase by leveraging content that contains social proof. Apply information provided in customer reviews when writing product descriptions so you call out the things that matter most to the users.
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