Today’s world demands you have a solid online presence. Digital marketing dictates greatly what brands or products customers will go for. It also defines what products customers will be wary of. The questions to ask yourself when you set up your online store are, do you have your target market properly addressed? Are the product descriptions geared to drawing them in or making them skittish? Here are 5 important guidelines that will help you in writing good product descriptions.
Single Out Your Audience
Before you unleash the entire lingo about your product on that keyboard you need to get to know your intended client. While you have the age and general demographics laid out as any good business person would, have you met your client?
Well, here’s how you meet him or her. Imagine who they are and connect with them from a personal point. This is your greatest selling point. What makes someone click on the buy tab may have more with you connecting with them than with the product. Get to know what would tickle this particular customer, what would dazzle them and what would make them blush cherry red.
Set the Tone
Now that you have gotten to know your intended customer at a more personal level, it is time to know how you will phrase your language to them. Knowing your product, you know what kind of person it applies to. Take for example a power saw. You are appealing to a DIY crowd that likes the feel of power in their hands. Opposed to this is a soft and cushy carpet which would appeal to those who love comfort, cuddly and cute things. The tone of voice is dictated by the desire of your client. While you keep to the truth about your product, remember to put it in the language the client appreciates.
Describe the Product
When it comes to writing good product descriptions, the features play only a part in selling the product. Features only define the products different parts. Many a seller will go wrong by using the features as a point to up-sell the product. While they may look good to you who knows the benefits of your product, the features will only state the obvious to the customer. The question ringing on replay in your potential client’s mind is, “what does this product do for me”?
State the Advantages
Having described your product with all of its attractive features, you then reel in the client further by giving them the advantages to the features you gave. Using the example of the power saw, you may have given the feature of a built-in chain sharpening system. The advantage then states why this feature makes the chainsaw a cut above the rest. An advantage to this example would be it ensures you always have a sharp power saw.
Up-sell with the Benefits
To reel in the client to the buy now tab, give him or her the benefit of the product. This may seem like an obvious point to the client but you need to think for them. A benefit answers the question of why the product is better for them. The benefit to the sharpening system of the chainsaw is they have fast and uninterrupted cutting of branches and limbs with a sharp power saw.
Finally, remember while writing good product descriptions that formatting is a seller too. Properly formatted articles will grab the potential client’s attention. This includes the font color and size, as well as small manageable paragraphs to keep the customer’s attention.
One of our latest assignments involved redoing the entire product hierarchy for an mens rings and wedding bands and had recently introduced a whole new range that required content and product descriptions to be written.
The client had some previously written content by a freelancer that was working well for them, and the main requirement the client had was to keep the same tone and messaging as the rest of the content to maintain uniformity across the brand and the website.
The new range for the website included a range of men’s gold rings and bands as well as a new collection of platinum rings. The content we wrote not only matched the same theme as the original content but also exceeded our client’s expectations by having a grabber feature. The grabber feature is a very useful tool in the copywriters armoury used to end the descriptions with an action provoking statements that sells the features, advantages and benefits of the product that is being promoted.
An example of an action provoking grabber in this example can be detailed as below. One of the great things about this ring is that it’s made of tungsten(feature) which means its scratch proof( advantage) so you don’t have to worry about getting nicks or scratches on it(benefits) and having a maintenance free ring is something any man would love, isn’t it( the grabber). The psychological flow is meant to subconsciously attract the buyer to the actual need of having this product opposed to a traditional factual copy that would say something along the lines of, this cool ring is made of tungsten which is really super hard and scratch proof. This is merely stating the facts or properties and does not tie in to any user utility or advantage and the final benefit is up to the customer’s imagination or research to discover.
Reasoning behind adapting this style.
We looked at jewellery stores like Tiffanys and Blue Nile to see the adopted strategy for high ticketed items.
The customer was selling high value ticketed items online which meant value had to be added in order to convert the customers who came seeking a bargain into seeing value with high end pieces. Different products would require a different approach to product descriptions. For example a bargain shopper would come looking for plain gold bands. They would need to be sold the product based on value compared to prices at the jewellers, so the grabber would be and who would love to save hundreds on a similar product at high street jewellers.
The customer was very pleased with the overall increase in sales for the new product range compared to the new copy they had written in house which wasn’t really working for them. The conversion rate improved with immediate effect as the site was already receiving high traffic. Our approach to Seo centric copy also meant the client immediately started ranking for a range of long tail keywords specific to their product range. We have been consulted by them again to rewrite their about us page and a few more new product descriptions.
At Scoop it we absorb the persona of the ghost we are writing us. Esentially if we are writing as a banker, we would transform our persona to use the language that a banker would use in daily life or for a professional write up.
We provide complete blog writing services. From managing the blog to understanding your business to creating top quality content to posting we handle it all for you. Our blog writers are all experts across different industries as well as niches which enables us to transform into this wide array of personas.
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So, if you are looking for high quality and original blog content or any persona or audience based ghost writing, then get in touch with us. Our prices are very competitive. We are motivated by a strong work ethic and at the same time we are very professional and will spare no effort to ensure total customer satisfaction. Whatever is the size of your business you can count on us to provide you with the best quality and very original blogs. Best of all, exemplary service does not have to cost an arm and a leg.
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