Product Descriptions That Work
It doesn’t matter if you are selling a product or a service every business at some point will have to write product listings for either a website, leaflets or for a marketing campaign.
When you think about it businesses list their product descriptions on a whole host of places from their social media pages to websites and apps. Therefore, when you are writing these highly valuable pieces they need to be written in a way that attracts attention and sells your businesses product or service with 30 seconds.
Why 30 seconds I hear you ask? Well, people have short attention spans in today’s world and they aren’t very patient. Very few people will read through a long product description to understand what you are offering, you need the description to shout out what you are selling and be easily digested.
Who Is Your Ideal Customer?
This is a question that you need to be able to answer. This is because when you are writing something you need to know who your audience is, so you can aim the content at them. Think about how your product or service will make their life easier, more enjoyable or how it will solve a problem that they have.
Next, think of the language that your ideal customer would use and speak to them directly. If you think that you can get off with adding a bit of humour do so but be careful not to offend.
Why Should People Take Note?
Time is of the essence and you need to be able to sell your product or service fast before people lose interest. Don’t chatter on, be precise and in that first paragraph tell people how your business can solve a problem they are having and improve their lives. Talk about facts and the benefits or features that using your product or service will have on the lives of your customers. Remember, be positive and be specific.
Make Your Content Visual
On average most people tend to scan a website, so the written content isn’t initially what will grab them it is the visuals. To keep people on your website for longer and the lure them into reading your content they need to be grabbed by great graphics.
You need to have pictures of your product that say, ‘buy me’. This means that your graphics need to look professional and adding colour helps too.
Along with the visuals you need to back this up with easily absorbed content. When people are scanning a page, after the visuals they will then pick up on the headers and sub-headers. Make sure your sub-headers stand out in bold and are to the point. Bullet points are also a good way to add easy to read content to a website as they are easy to absorb and help the reader understand in an instant what you are selling them.
Avoid The Obvious Phrases
It is easy to fall into the trap of using the obvious catchphrases that are stated on a whole host of websites. Typical phrases are ‘Amazing results’ or ‘Rated No1’. These statements don’t sell products or services, all they do is give readers the opportunity to go “yeah, yeah we’ve heard that before”.
To sell something you need readers to trust you and to do that you need to use proven results. Show people how your offering truly does beat your competition. You might have customer feedback that states your customer service is second to none, so push this. Maybe you have proven research that shows how your business has already solved customers problems. Back up what you say with proven results and great customer feedback will also help, as word of mouth is still one of the best ways to sell something.
Optimise Your Content
The whole point of written content is to ensure that people can easily find your business and what you have to offer. Therefore, your content needs to be optimised and this can be achieved by thinking about the language that your target audience uses, as this will give you a good idea of what they are likely to type into the search engine.
When you have come up with some keywords and phrases make sure that you
- Add them to headers, sub-headers and your content.
- Use these keywords when putting titles on images and videos.
- Don’t go over the top and put your keywords in for no reason, as cramming them in will damage your ranking, instead of improving it.
We hope that the above tips come in useful when you are next writing up a product description or writing content for your website, app or marketing material. We are always happy to help At Green Arrow Consultancy and if you need assistance please feel free to contact us and we will be more than happy to have a chat about any issues you are having with optimising your content.