How seductive are your product descriptions?
Is your product copy force reader to buy or try? Or do you simply describe your product and tell the web visitors what it is doing?
The “secret” to write seriously seductive product descriptions is to track, persuade and sell a proven process.
To get started, you need to know exactly who it is that you want to buy your product.
1. Define your buyer persona
Based on your work on buyer personas prevents you from sitting on your butt in your comfortable office just doing things, which is the cause of most ineffective marketing. ~ David Meerman Scott
A buyer persona is an imaginary customer. It is the person for whom you have developed your product and to whom you would like to sell it (of course!). He or she represents your target group, but is much more real than a vague description of some demographics.
You need to know your buyer person so well that you know exactly what makes her laugh, what makes her shake her head in disbelief, what makes her buy, and what makes her hesitate to order.
To describe your buyer person, think about what she is reading, and which websites she visits, because that will help you to hear the right tone that will engage her. Think about what she keeps awake at night, what she dreams to achieve, and how she makes decisions, because that will allow you to create a copy that speaks to her and knocks into her emotions.
Clearly define your buyer’s persona to give you the information you need to convert product-centric descriptions into customer-oriented descriptions. Visualization of your buyers Persona will enable you to make your descriptions more vivid, personal and compelling.
Let’s see how this works.
2. Create a comprehensive list of features and benefits
They love to talk about your products.
Maybe you’ve spent years developing your app. Or you are thrilled with the upgraded information on your bestseller. They enjoy providing people with all the details, the features and specifications, and that’s what people want to read, is not it?
No not true.
Potential customers do not want to know what your product is or not. They want to know what’s inside. How does it make her life better? What problems does it take?
Before you begin writing, list all your features and specifications, and then translate them into benefits. A feature is a fact about your product, while an advantage is an explanation of what this feature is for your reader. An advantage can be formulated as positive (e.g., improves productivity) or as a problem that is avoided or reduced (e.g., reduced stress).
3. Define your tone of voice
Do you want to sound like a boring big business? Or do you want to deal with the reader with personality and a dash of humor?
Your tone can make you different from your competitors. It gives readers a strong impression of the culture and personality of your organization.
Rather than say you are funny to handle, let your personality shine through your content and add a shot of humor. Instead of noticing that your customer service is excellent, let your tone of voice show that you are friendly, accessible, and interested in understanding your business customers.
4. Create a scannable format
Research suggests that people only read 16% of the words on the average website.
To lure people to buy your product or try your app, they probably need to read your copy. So, how do you try to stop people skimming your page and start reading your content?
Let us look at two examples:
The InVision product page uses an easy-to-read and easy-to-read format. The subitems have a font size of 30px, while the body text has a comfortable font size of 20px.
Most subpositions focus on a benefit (for example, a real-time to-do list keeps projects forward), while the body’s text provides a more detailed explanation. Images and simple animations make you almost as if you are using the product and increasing your want to try it.
To make your product descriptions easy to skim and easy to read, consider:
- Subheadings to entice scanners to start reading
- Bullet points to attract attention to key points
- A large font to improve readability
- Video or photography to increase the want to use or buy your product
- Plenty of white space to guide readers through your content and make your page a joy to read
Web design and content writing should work together like yin and yang. They interact and strengthen each other.
5. Write a first draft
Once you know who your buyer is persona and have planned your content, writing a first draft will be much easier.
Go through your list of features, advantages and objections, and strughed them in a logical way that your buyers will find easy to follow.
If your list is relatively short, take the most important benefits first and the least important last. If your list is longer, you can go for a current arrangement.
Make your copy complete and compelling by mentioning all the advantages of your product, and be sure to drop common objections. If your product is relatively expensive, then you need to point out how much value buyers are coming out of it. If buyers worry about how complicated it is to sign up for your application, then suggest how fast you can do it.
Converting a first draft into a passionate copy is like whipping a dead horse. So write your first draft if you feel positive and enthusiastic. Write quickly and do not worry about spelling errors and grammar (for this is the cutting phase).
6. Edit your text to increase your conviction
Editing your text does not mean you are just correcting typing errors and grammar errors.
You edit your copy to make it more readable, more appealing, and more convincing:
Review your list of features and benefits to make sure you have not missed anything.
Check your commitment. Is the copy focused on the reader or your company? A very dedicated copy will use the word you are more often than your brand or product name and the words we and we are.
Improve readability by replacing difficult words with simple words and by reducing the average sentence length. Do not worry about a sentence with and, because, or else. Even Apple writers begin their sentences with conjunctions.
Replace generic sentences with specific details, because specificity increases your credibility. Excellent customer service is a generic phrase that does not sound believable. We will answer your inquiry within 24 hours, is more accurate and more credible. Give numbers where possible as they represent facts and persevere walking eyes.
Before you go to your last step, hire yourself with your buyer and read out your copy. Do you stumble over any sentences? Is your copy to your buyer? Does it convince him to buy?
Polish your copy until you can seduce your buyer to buy ….
7. Optimize your copy for search engines
When you write for your buyer and use the phrases that you use, you automatically optimize the descriptions of your products for the search engines as they are the phrases that you are looking for in Google.
- Avoid jargon, unless you are a buyer using jargon as well.
- Consider your key phrase in your title, subtitle and body text.
- Optimize the images of your product with your key phrase in the filename, image description and alt tag.
- Thinking too much about search engines kills their seductive powers because no one enjoys reading content that fall below keyword mud
Always write to your reader first and optimize for search engines later.