Most of the people who are shopping online usually read products descriptions – just to know if things they want to buy meet their needs completely. That’s why it’s really important to provide compelling and unique content on online store website. But if you seriously want to sell something, the descriptions should be as seductive as informative – add some persuasion to make your potential customers ready to buy something RIGHT NOW.
The rules of creating seductive descriptions are clear – follow those 6 steps!
1. Ask yourself: “Who is my ideal buyer?”
Think about your buyer persona. To find the people who would represent your target audience, try to answer the following questions:
- Who are they? Define their age, education, gender and job.
- What are his/her needs?
- Why the products you sell could be the answer for their needs?
- Where they’re looking for information? (By answering this question you can also define your most important communication channels and what kind of content will engage his/her).
- What kind of words they usually use?
What is the point of creating personas? It will help you change the “product-centric descriptions” into clear “customer-centric descriptions” that speak itself.
2. Know what you’re selling
Knowing your products is one of the most important things when you’re leading an online business. You always have to be prepared for the situations when potential customers will ask you for more details than descriptions include.
If you want to avoid it, try to be as much descriptive as you can – be sure that descriptions answer all the customer’s needs. But don’t exaggerate – don’t try to write an essay, just include all the specific details.
Remember that the most reliable information providers are the makers. Check their websites or even call them to get the right. You can also ask them for validating the descriptions for better customer experience.
3. Use the power of benefits
Imagine that you’re a potential customer of the online store. While reading the descriptions what would you read about – advantages or disadvantages? Of course, the first one sounds better. You should do the same with your website content and product descriptions – make them positive!
This is the place where you can show buyers that this particular product meet their needs completely. Instead of writing long specifications, highlight the benefits of each product’s feature (create the list before).
However, the persuasive message shouldn’t be too direct, because the effect could be opposite. Just try to show them that your products can make their lives better.
4. Always play fair
Don’t promise your potential customers pie in the sky. The “fair play” rule doesn’t apply just in the sport games – if you want to be successful in sales, you have to tell the trust to buyers. If products don’t match the descriptions, people will definitely return them. We live in times when you can’t hide anything – especially negative feedback from dissatisfied customers. That’s why you should set the right expectations. Imagine that you’re a customer and make a list of your products’ features you would like to get in the descriptions.
Remember that customers’ feedback validate your trustworthiness – provide the box where they could share their opinions in the comments. Don’t leave them alone – always try to answer all their questions, discuss the problems and help if they need it.
5. Social Proof is the key
Nothing affects your potential customers’ choice better than the message that REAL people are buying your products. Buyers have lots of possibilities to check if they can buy the product cheaper or another seller is more trustworthy. The most effective way to show your clients that they should choose your store is providing customers’ feedback on your website.
Where your potential customers should look for the social proof? Mostly in the comments posted on products’ pages, but those details are displayed also in product rate meters (eg. how many stars the product got from clients), professional advices and the number of social followers. Don’t be afraid of all the social plugins – connect your store with social networks and let your customers talk!
6. Optimize descriptions with search engines
Google loves when you’re providing unique and highly informative website content. That’s why you should enrich the descriptions with the phrases people use while searching for the product they’re interested in. Choose the most important keywords and include them in headlines, subheadings and body text. Don’t forget about adding keywords to your images in the file name and alt text. It will help you to get one of the highest places in search engine rankings – it’s really important to be high because based by the research people the most often choose one of the first four websites to make a purchase.
One you should remember is that you don’t write the descriptions for search engines – an artificial intelligence won’t buy anything from your store. Optimize your content for buyers first!
Always try to think about your buyer when creating product descriptions. They always should meet their expectations, not yours – the same is with things you’re selling. Try to be specific but think about highlighting the benefits. Don’t write another long and boring poem – seduce people people with the essence!