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How to write product descriptions that sell
Your messaging, the copy on your website, is a really important part of how you can make a connection with your dream client.
This is true when it comes to your product descriptions as well. You shouldn’t simply list the features. Instead, your descriptions need to engage your viewer.
Let’s have a look at 5 things you can do when writing your product descriptions to help motivate your viewer to buy what you’re selling.
1. Understand your dream client
Do you know why everyone always says that you need to start by knowing your audience? Because it’s SO important!
The best way you can connect with your viewers and leave a lasting impression is by understanding their needs, desires, objections, fears, and goals.
When you speak directly to someone and let them know that you really understand them, they’ll start to see you as the one that can also solve their problem.
They’ll start to trust you and people buy from those they trust, so this is key.
2. Help them envision what life could be like
Once you know their current situation, it’s time to help your dream client start dreaming. You want them to see just how your product or service will benefit them.
This is why you’re always hearing that you should talk about the benefits rather than just the features.
Remember, your audience is always looking for the answer to the questions, “What’s in it for me?” So be sure you tell them.
3. Make them lean, but meaty
Nobody has the patience to read lengthy blocks of copy online, so make your descriptions short and to the point giving just enough information to convey the value.
A great way to do this is to make your descriptions easy to scan by adding headings, bullet points, bolded words, and really short paragraphs — even one-sentence paragraphs are ok and really effective too.
4. Include a great image
Our brains process shapes first, then colors, and then words. So imagery is a really powerful tool. Because of this, you should include a high-quality image alongside your product description to help grab your viewer’s attention.
Not only can you use images to showcase key features and benefits, but you can also help your dream client to envision having your product in their life.
5. Optimize for SEO
As with all of the content on your website, it’s important to set it up so that it shows up in the search engine results. You’ll want to include keywords that sum up or define what your product is all about.
The goal is to use keywords that match what your dream client is searching for so they have a better chance of finding you online.
Once you’ve done a bit of keyword research, be sure to include your chosen keywords in your product titles, descriptions, and inside of your image ALT tags.
As you write your product descriptions and keep these 5 tips in mind, it’s really important to remember that you want your copy to sound as human as possible in order to be relatable. So be sure to read your descriptions out loud and ask yourself if it sounds like something you’d actually say. And does it sound like it’s coming from your brand?
If you don’t know and are wondering how to determine what your brand sounds like in the first place, then have a look at my 5 step process to finding your brand voice.
Hi, I'm Alli McAuley.
I help passionate entrepreneurs, like you, create a standout brand and website so you can run a successful business online.
My ultimate goal?
To make change happen for other go-getters in pursuit of living their dream life by doing what they love.