Harvard Business School professor Gerald Zaltman says that 95 percent of our purchase decision making happens in the subconscious mind. So what?
To increase online sales, eCommerce owners need to get persuasive product descriptions.So what?
There are immense opportunities for product description copywriters.
If you want to brush up product description writing skill, this blog post will serve you as a brief guide. After reading this post, you will know the best 5 strategies to writing product descriptions.
These proven tactics will certainly make your product descriptions more persuasive and boost sales.
1- Consider Buyer Persona
Writing product descriptions based on buyer persona is a surefire way to boost sales.
“Basing your work on buyer personas prevents you from sitting on your butt, in your comfortable office, just making stuff up, which is the cause of most ineffective marketing”, says David Meerman Scott, the author of The New Rules of Marketing & PR.
So what are buyer personas?
Buyer personas are research-based archetypal (modeled) representations of:
- Who buyers are
- What they are after
- What factors drive their behavior
- How they think
- What influences their buying decisions
As you can see, buyer personas tell us a great deal about how they make buying decisions.
The more you dig into the buyer personas, the more persuasive your product descriptions will be.
2- Use Descriptive Words
If most of our buying decision making takes place in the subconscious mind, descriptive words in product descriptions can make a big difference in the sales.
To tell you the truth,
Descriptive words work more than just adjectives. They paint pictures of your products in the subconscious mind. If used creatively, descriptive words can paint unique, interesting pictures of your products.
Just look at the following words:
- Designed to be easy
- A few steps
- Automatically and securely
- Help you
- Android phone, iOS
Well, you banged it right. This is a product description for iPhone for people who want to migrate from Android to iPhone. This is the power of descriptive words. So, the next time, when you are going to write product descriptions, infuse your writing with descriptive words.
3- Use Emotional Language
Did you watch a Coca Cola commercial recently? Do they sell Coca Cola? The answer is a big resounding ‘No’. They always sell happiness.
Emotional language in product descriptions always sells the products. Buying decisions are highly charged emotional events. So you should use emotionally charged phrases in your product copy to connect with your potential buyers.
Just read the description of BURNT TOFFEE 100G BAR,
“Dark chocolate with burnt toffee… the darker side of butterscotch. An organic and fair trade chocolate bar of wonderful distinctions if there ever was one. Crunchy toffee and smooth dark chocolate. Treacly and savoury flavours. It’s evocative, to say the least, but that’s why you’re drawn to it in the first place.”
The product description itself stands apart. Readers will start craving the toffee bar even without looking at its image. Product copy filled with emotionally-charged phrases make products difficult to resist.
4- Translate Features into Benefits
“No matter what product you are selling, the benefit to your customer is a better version of themselves”, says Darren DeMatas in his post – 19 Persuasive Marketing Techniques For Product Descriptions That Sell
Visitors are never interested in the features of your products. Rather, they look for how the products are going to make their lives better. So, to write persuasive product descriptions, you should translate features into benefits.
‘So what approach’ can help you with this.
ABC smartphone offers a long battery life. So what?
You won’t have to charge your phone frequently. So what?
You can enjoy your favorite movie, music, and Netflix streaming without worrying about the battery.
It is clear with this simple example that visitors will buy an ABC smartphone for it will allow them to enjoy their favorite music, movie and Netflix streaming without any tension of charging. The long battery life will ensure that phone will be up during the whole day and more.
Translating features into benefits make product descriptions more persuasive.
5- Be Ultra Specific
“The product description does not need to be too long, but it certainly should provide a full-range of information that customers are interested”, says Alice in How to write Effective Product Description to Increase Sales.
You should keep your product descriptions short and simple. This will not only save you time, but also make the product descriptions more persuasive.
Writing product descriptions is a craft. If you want to excel at it, you should consider buyer persona, use emotional language, infuse descriptive words, translate features into benefits, be ultra specific. Reading product copy of the highest selling products can help you a lot in understanding the genesis of great product descriptions.
What about you?
Do you have any tip to add here? Do share your thought in the comment section. I’d love to hear about it.
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