One of the things that make online products move is the product description. Unlike a physical store with salespeople, your job is to convey to the customer what is so great about your products so that they make the conversion from casual browser to paying customer.
You probably never thought much about product descriptions before. Maybe your online business deals with digital products, but even here, potential customers what to know what they are getting when they click to buy and then download your products. There is still an expectation there they you have to meet.
In a store, you can pick up the item you are thinking about buying and inspect it. That still doesn’t mean that you know all of the nuances of it but at least you can feel it.
In a virtual store, the key to bringing the physical store atmosphere (minus the crowds and disgruntled employees) is in your product descriptions. They will help visitors feel as if they are holding your product in their hands by drawing them a stunning mental picture.
So, here we go. What aspects are going to give your product descriptions that edge to make the conversion? Read these:
1. Simple phrases that use colorful words – Let’s say that you were describing jewelry that you are selling. What strikes you most about the items? Use those words (sparkling, gold, silver, rhinestone, etc) in your description. Don’t neglect the power of the obvious attributes of the items for engaging the reader.
2. Begin with the best, most popular features – If you are selling shoes, customers will want to know your colors and shoe features. Also remember that the language that you use will differ depending on the product audience. A child’s toy will require different wording from the description for an eBook on affiliate marketing.
3. Use different descriptions for different products – You might be selling five dolls but each needs its own attributes described to make them unique. Using a cookie cutter description will not cut it with potential customers.
4. Create your product description from the shopper’s point of view – As the seller you see the product in a different way. What interests you won’t necessarily mesh with what a buyer is thinking about. Mention qualities of the product that will interest shoppers and make the difference between you and the competition.
5. Meet your customer’s expectations – If they want shoes that can look good at work and for a night out on the town, tell them so. If the eBook will give them all the tools to learn to network even if you are shy, then tell them so. Part of the goal of a product description is to make the sale and meeting the customer’s needs will do just that.
Product descriptions are not easy to write. You have to think like a customer instead of a business owner when choosing words that will get visitors to come off of the sidelines and purchase your products.
