Today I digress from the topic of copywriting for Facebook ads.
If you’ve been reading my posts regularly…
You know that I always emphasise on writing ad copy that is relevant, engaging, timely while also solving a potential problem for the customer.
But what happens after you’ve persuaded this customer to click through?
What’s the first thing he/she looks for once they’ve landed on your product page?
You see…while your ad’s goal is to draw people to your website and nudge them towards a purchase…
Once there, your website has to work equally hard to bolster purchase intent and guide the customer towards checkout.
One crucial step along the way is crafting persuasive product descriptions.
According to Salsify’s Cracking the Customer Code Report of 2017, almost 87% of consumers rated product content as crucial when making a purchase decision.
What’s even more impressive is that almost 50% returned an item they bought online, only because it didn’t match the product description on the website.
As an eCommerce marketer, optimising your product descriptions is one of the highest-return, lowest investment strategy you could be using.
Think of your product descriptions (PD) as the equivalent of a 24/7 in-store salesperson.
The way you make that sales presentation in your PDs will determine whether customers are drawn in or pushed away.
Yes…they’re that important.
Write descriptions that are both informative and persuasive,
Because bland and insipid writing will ensure your sales are lacklustre at best.
If you’re guilty of the latter, read on…
Today I’m sharing my top tips to writing compelling product descriptions that make buyers go crazy about what you’re selling.
1. Speak only to your customers. Everyone is not your audience.
Remember this: If you’re going to try and sell to everyone, chances are you’ll appeal to no one in particular.
That’s primarily because your product/s solves a particular problem for a specific audience group.
Which means that your first step to writing persuasive PDs is really knowing the following:
Who will benefit from the product?
What are the problems the product solves?
What is the perceived benefit/ how does the product transform the user’s life?
What are the common objections prospects are likely to have?
Why choose your brand over a competitor’s?
What words or phrases would they most relate with in respect to this product?
This will help you develop key buyer personas, which you can then use when writing the copy for your PDs.
2. Speak to tangible customer benefits
While features and specifications make for valuable supporting information, describing benefits is what gets your customer over the line.
Here are some suggestions to help you write benefit-driven copy
Help customers visualise the end result of investing in your product.
Use sensory words to elicit an emotional response from your prospect.
Use their language to agitate the problem before you can present the solution.
Speak to their dreams and aspirations.
If you’re struggling to come up with benefits, here’s a cool tip to keep in mind:
Say the feature out loud and then say so that….
A quick example: Join the academy and gain access to 50 hours worth of training videos so that….you never have to worry about your ads not generating revenue.
The, so that…encompasses the benefit.
Get the drift?
3. Structure for effectiveness and efficiency
Make your offer compelling. Structure your PD so that prospects can enjoy a seamless reading experience; make it persuasive and energetic.
Remember to use short paragraphs, bullet points (if necessary) and a relevant headline.
Use high-quality images, even a short 10-second product video that creates more visual appeal.
Your aim is to sell a lifestyle that will keep your prospects coming back for more.
Here’s a quick checklist to run through before you can finalise your copy…
Have you made the product ridiculously desirable to your audience?
Have you started your sentences with action words (verbs)?
Are you using social proof that can help bolster credibility?
Are you helping your audience visualise or imagine this newly reformed version of themselves?
Have you addressed objections around shipping and delivery timelines?
Explained to your audience how this product is game-changing?
Made the offer time-specific or exclusive?
That’s it… now go forth and make your audience fall in love with your brand.
Tweaking the copy in your ad and product descriptions is the easiest way to bring about a sea of change in your sales numbers. Interested? Let’s chat →