How to Create Product Descriptions that Make the Sale
It doesn’t matter whether you sell physical or digital products, as an effective marketer you need to be able to convince a potential buyer that your product will meet their expectations and ultimately help them achieve their goals.
Creating compelling and accurate product descriptions is how you will achieve this task and hopefully move your viewer from a casual shopper to making an actual purchase.
So let’s take a closer look at the things that will give your potential customers the product descriptions that appeal to their senses, emotions and their expectations, but will also give you the edge for making the sale.
Use Descriptive Words and Phrases
Help your visitors learn about your product features and benefits by drawing them a compelling mental picture of your product.
It makes sense to use descriptive words and phrases but using words like better, nice, great and good won’t provide much descriptive value. You’ll have to be more specific. Describing a mystery as being ‘A really good thriller’ won’t captivate like describing it as ‘An exhilarating shocker that had me mesmerized’.
What Makes Your Product Unique?
Think about what really makes your product different from other similar products. For example, if you are promoting a diet program you might use words like ‘great tasting food’, ‘easy plans to stick to’, fast weight loss’ but what actually sets you apart from the competition? It might be easy online access, money back guarantee, personal support, etc. Whatever it is, use it to help your potential customer understand why they should make the decision to buy from you.
Put Yourself in Your Buyers Frame of Mind
Try reversing the roles and putting yourself in the place of your buyer for a minute. Now that you’re the buyer, what would you want from this product?
For example if you’re writing a product description for a weight loss program, it’s important to state the obvious benefits but if it were me I’d be wondering if I could eat chocolate cake once in awhile or how long will it take to get results and what eating tips it provides for eating out.
One trick I use in trying to cover as many bases for my readers as possible is think about the who, what, where, when and how of a product. What is the product about? How does the product work? How does it help accomplish a goal? Who is it designed for? Why would I use it over another product?
Write down all your answers including your USP and then craft them into a product description that convinces your reader of its value.
Use the Seven Deadly Sins
Lust, gluttony, greed, sloth, wrath, envy, and pride might be sins but they also strike up emotion. Now think about what emotions your product strikes up.
For example, when I think of anti-aging skin cream I think about how much younger I will look, how my friends will be envious or how I will look more attractive. Notice how I’ve just covered envy and pride.
Help your reader connect with the emotions that are felt when thinking about your product. This is how you will effectively set the stage for putting your potential buyer in a buying mode.
Describe the Best, Most Appealing Features
Features are the actual characteristics or aspects of a product. If you are selling diamond necklaces the features will be the quality of the diamond, chain, clasp, etc. So when describing these features use compelling descriptive words.
For example, “Sparkling white diamond necklace with a glimmering 18k white gold cable chain”. Help them feel the features and appreciate its value.
Use different descriptions for different products
You might be selling ten necklaces but each necklace needs its own product description that describes the subtle uniqueness of each.
Don’t use cookie cutter product descriptions. It won’t help potential buyers understand the differences and make decisions accordingly. Generic across the board descriptions won’t impress a buyer.
Meet your customer’s expectations
Always understand your customer’s needs and expectations before setting out to make the sale. To make profit you need to make a difference first, which will help you to become unique and memorable.
Chances are your product meets the expectations customers have but if you don’t know exactly what those expectations are you’re not likely to mention in an impressive way. First understand your customer’s expectations and then be sure you describe your products as meeting those expectations.
Next time you sit down to write a product description do more than just describe its features and benefits, also learn to put yourself in your customer’s shoes, strike up emotion and meet expectations. The more your product description can connect with your potential customer the more sales you’re likely to make.