by John Rampton
For a product description to sell something, it has to influence and convince the intended audience that this is the product which will help them achieve a certain need or desire. While this may seem obvious, the real challenge is how to do this influencing within your e-commerce product descriptions. Here are seven tips that are designed to achieve that emotional connection and desire to buy through quality content:
- Study your audience: If you want to influence others to the point that they purchase your products, then your product description must reflect that you know who your audience is in terms of their interests and needs. You will need to research each demographic segment that makes up your prime audience to see what they like doing and what they are involved with so your writing can speak directly to them in each product description.
- Select words carefully: Focus on the type of strong words that will get your audience’s attention within your product description. You can also put those choice words in the form of a question that your audience can then answer and connect to their own needs as a way to influence their purchase behavior. You don’t have to aim for shock value because this strategy can backfire on you, but think of the phrases that you can use which may get someone to stop and read those words again. If a person will re-read a passage, then it means you’ve peaked their interest. Also, consider using more verbs and fewer adjectives to further the action you are trying to get your audience to take.
- Spin a story: People like to hear stories because it is a more entertaining, engaging, and connective way to relate to what they are reading. It can invoke and appeal to certain emotions that then connect them to the product listed in the product description. You will need to use specific examples and very descriptive language to keep your audience hooked.
- Include sensory content: Beyond just words, your product description should include some type of content that appeals to a range of senses, including images, video, and even sound. Since your customers cannot touch the product because it’s online, this sensory content helps to bring them closer and create a similar bond.
- Connect features with benefits: Beyond just putting facts into your product description that describe the features offered, it’s important to go a step further and link these features to specific benefits that they will enjoy should they purchase the product. This means describing how the feature will personally offer some advantage for them, addressing a problem or need that your audience may have.
- Avoid jargon or technical terms: This type of language only serves to confuse your audience, which can easily dissuade them from buying your product or service because they may think they aren’t smart enough to use the product, or it may take too long to figure out, or get up and running. Instead, keep your language basic and straightforward in your product description. Don’t think of this type of action as “dumbing” it down; it’s simply a way to connect with a wider audience that may be more comfortable with general vocabulary. For example, when I talk about our "ecash" product, I don't use the proper term of "pneumonic debiting system" as this would confuse people.
- Add credibility with connection to media and social platforms: Your audience is always looking for some valid proof that what they are considering has already been approved by a much wider audience, including those within their peer group and the overall media perception. Your product description can have a call out box that shows where the product has been featured in the press or has been reviewed on a social media page.
Beyond these tips, make sure you include all the information that is necessary to buy the product so customers are fully aware of what they may be buying. Lastly, include a call to action statement, such as “Add to Cart,” so they can click and buy easily while they are still enthralled with your product description.