7 Tips On Writing Product Descriptions That Sell.
Do you have the power of persuasion? Have you ever thought about utilizing the power of words to influence buyers to purchase your products or services? If you answered yes, then this article is for you, and if you answered No, but I'm curious you should keep reading as well.
Building strategy around your product descriptions may seem overwhelming to you. This is one of the reasons why EmBeance offers it as a service because while it is easy to copy and paste Manufacturer or OEM Product Descriptions those descriptions don't often truly reflect the selling points of a product that make consumers or your target audience want to purchase those products.
You Need To Know Where To Place Your Keywords Inside Of Your Product Descriptions:
Let's say you are a new store selling women's accessories, and fragrances. Your store relies heavily on local business in order to continue to grow but, how do you get to that point of reaching local customers when you are the new business in town? While word of mouth advertising is and always will be the best form of advertising for businesses that are wanting to grow and expand Local SEO can assist them in ways that they've only dreamed about but, it takes a professional to strategize, gain the business exposure, and place the business online in all of the right areas in order to be seen, as well as to get them the traction and walk in traffic that is needed.
Similarly, E-Commerce stores rely heavily upon the keywords found in their product descriptions in order to climb the search engine ladder, and get to the top of Google, Bing, Yahoo, and even Pinterest. While many do not realize it Pinterest is actually a search engine and not a Social Media platform. This has a lot to do with the site's multitude of information and the preference of users to search the website for what they are seeking.
7 Tips To Ecommerce Product Description Success:
1) Define Your Ideal Buyer and Then Get To Know Them:
When getting to know your target audience you can't just settle for highlighting types. Lets take my business for example. While I do accept clients under just about every category under the sun my true ideal client and target audience includes; Real Estate Agents, Real Estate Brokers, Attorneys, and E-commerce stores but, then there is the heavily spiritual side of myself that loves it beyond what words can express when someone in the Metaphysical, and Spiritual World comes to me for assistance with whatever their needs are which if I can take the last 3 weeks into consideration and I will all of my metaphysical clients (and there are 4 of them right now) are all focusing on the same thing – Healing. For so many reasons I'm just going to say it; I truly LOVE what I do, and I love what the Universe is bringing me right now for clients, and couldn't be happier about it.
The point here though is that your ideal buyer has a persona, and they have characteristics that need to be identified. What age demographic are they in? What financial state are they in? What compels them to act? What emotions can you play on in order to prompt them with a call to action that they will act on with urgency? These questions and more all need to be asked when mapping out your ideal customer in order to better reach your true target audience.
2) Outline Your Product's Best Qualities & Any Solutions That They Provide:
Once you have your ideal buyer mapped out, and you've gotten to know them go ahead and start moving back towards your products or services in order to highlight the product's best qualities in order to move forward and begin writing the initial product description.
As you focus on the best qualities of your product or service think about your ideal buyer, and understand that you aren't selling a product or service but, instead you are providing a solution to a problem that someone has. How can you meet the needs of your ideal buyer and provide a solution to them with your product or service and how does your product or service meet that need with efficiency, ease, and a lack of hassle, stress or other frustration that outbeats what is already available to them?
That's a lot to think about right? Those are a lot of questions to ask yourself when you are already feeling pressure but, answering these questions becomes the starting point of product description success in 2017.
3) What Writing Voice Do You Utilize & What Writing Voice Does Your Target Audience Including Prospective Buyers Want To Read?:
Another part of the reason that you want to get to know your ideal buyers and target audience is so that you can grow to understand what writing voice to utilize when you are writing your product descriptions, features, highlights, and other general content across the web and even in print.
Your target audience has a mind of their own, they have a personality that you need to tap into, and while you can't fit everyone inside of a box, if you think about how you are when you are shopping, and wanting to find out information, if you place yourself in the shoes of your ideal buyer and target audience you can take on that persona yourself in order to successfully write your product description with ease, and in a way that limits if not completely prevents confusion through clear, concise communication.
4) Write Your First Draft:
Once you have your writing voice and your product highlights outlined it's time to put it all together and created the first draft of your Product Description.
Try to make your copy persuasive while removing possible objections from your target audience's mind. By removing doubt you are removing a reason for them to click away from your product and move on to the next seller that may have the same or similar product as you but, wrote their copy in a way that removes doubt while empowering their product (and bank account) with the power of persuasion. Lastly, keep the atmosphere within your product description positive because, people aren't buying products or services but, instead they are actually buying solutions to their problems. The most successful businesses no matter how large or small understand this, and utilize that realization to meet the needs of others through providing the solutions to their target audience's problems.
5) Edit Your First Draft In Order To Keep It Simple, To The Point & Scannable To The Buyers Eye.:
While typing out that first draft you probably didn't pay much attention to spelling and grammar but, were trying to focus on the flow of the words, and piecing the benefits to your product in a relevant flowing manner. Go ahead and go back through your first draft, edit any typos, change what you feel needs to be changed and when you're ready to move on to the next step.
6) Use The Power Of Persuasion To Capture The Interest Of Your Prospective Buyer.:
Are you having trouble with the power of persuasion? It's not always easy to write ad copy that is persuasive, I mean after all you're a nice person, you're humble, you probably hate it when you get cold calls from people trying to sell their latest product or service to you and you also feel like you don't want to be a bother to anyone.
Welcome To Business – This took me a very long time to get past, and honestly, I'm better off for it but, if you need a little help in this area, here's a tip. Persuasiveness is confidence. Write your copy in confidence and you will see results. Personality outshines sales and a humble confidence gets you much further in the respected realm than egocentric behavior and attitudes ever will. People connect with your personality, and they connect with the solution. So, if you focus on those to things while utilizing confidence you'll be on the road to success.
7) Infuse Your Almost Ready Product Description With Keywords.:
Once your Rough draft is finalized with the power of persuasion and is authentic to you next, it's time to focus on what many feel as though is a difficult task. Keyword Research, and Keyword Implementation For Product Descriptions.
I come across it all the time, an E-commerce store has an excellent product description written but, they have absolutely no SEO on their website. There was even the time when I designed a website for a client, and the person was so confused by the process that he actually took over full administrative rights to his site and was so worried about privacy that he locked me out of his site before any keywords were ever implemented into any of his product descriptions.
This client was a very interesting client, and while it was a very easy web design overall, he was exceptionally uncooperative in the sense that I never had anything that I needed, and therefore the site took well over a month to fully design to the degree that it is today. While I won't say which client it was, and mean absolutely no disrespect towards the person I ran into him a couple of months later, and he made the remark that while he got a lot of traffic immediately upon the launch and the hype around it, traffic at that point had died. Truth be told, it was because he locked me out of the website, therefore, I never had the opportunity to implement the keywords, or fill in his sections of metadata, and because of that submitting him to the search engines (which he hadn't paid for any of the above-mentioned solutions anyways) was pointless. Why would I do it if he hadn't paid for it – He was someone I know personally. But even if he hadn't been I'm under the firm belief that if you give someone more than they expect or pay for, you show them that there is still good in the world, and there are still people out there that want to see other people succeed for the right reasons.
So where do you go in order to perform keyword research? The answers can be found all across the internet, and while I could name off several sites I'll start with two because while one is commonly known, the second isn't discussed nearly as much as it should be because, I've been using it for years, and it is a fantastic resource.
Once you get your list of keywords that you want to utilize go ahead and implement them into your previously already written rough draft. This will allow you to utilize them where they fit while adding a little more text and possibly even a few more sentences in order to make the product description as compelling as possible.
8) Upload Your Product Descriptions & Begin Promoting.:
By this point, you are probably happy with your end result for your product description. Go ahead and upload the product as well as the description into your website, and begin your product promotions.
Don't forget to add metadata to your product, and a watermark to your product photo so that when shared across Social Media and the Internet, consumers will always know where to purchase it.
When you put all of the elements of Product Descriptions together you will find yourself with a selling tool that is full of the power of pursuasion, and a product line that attracts your target audience calling them to buy now.
Misty Burrell is the owner of EmBĕance a Purpose Driven Brand Design, Web Design, and Content Marketing Agency in Georgia specializing in Startup, Small Business, Real Estate, Spiritual, and E-Commerce Related Brand Design and Marketing. She can be contacted by email @ EmBeance@Gmail.com or by calling 678-941-9330.