Let’s get straight into it!
This is a tip you need to keep in mind for the rest of this video. Don’t over-complicate the language you use – keep things simple. First, keep your sentences short.
Second, don’t try to use adjectives that are so fancy no one really uses them in real life just to try to sound good. I know that sometimes when we go from talking to writing, we want to fancy up a little bit. The truth is, it will just make it harder to connect with your potential customers who are just like you and me – regular people using regular words.
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Talk about the benefits of your product and not just about the features. Yes, people do need to know what size your item is, but it’s really not what’s going to hook them in and make them want to purchase.
At the end of the day, what can this product do for them?
The fact that it’s “pure aloe vera lotion” is great, but it’s not telling me what it does for me. Instead, I want to know that it’s highly moisturizing.
If you’re selling some sort of wall art you might be thinking “well that’s not going to work for me” but that’s not true. Yes, I need to know that this print or artwork is that wide and that long and all but really what I want to know is that “the soft colors in this gender-neutral painting are a perfect addition to any nursery room and make a perfect gift for a baby shower party”.
Benefits work because they take your potential customer from “interested” to “involved” as they start picturing themselves using the product – and that’s a great transition to Tip #3…
Stories sell. If you can make a customer feel like they’re using your product and feeling better because of it, you’ve won half the battle.
Back to our aloe vera lotion example. If it’s summer, I want to know that it’s: “Perfect after a day in the sun, this aloe vera lotion will help your skin stay soft and smooth all summer long”.
For let’s say a blanket, tell me a story that “this soft, warm and stain resistant blanket is perfect for those evenings in, watching Netflix with chocolate and a glass of red wine”.
Try to paint a picture of how your customer would be using this product. I’ve told you a story here, but I still managed to let you know that this blanket is soft, warm and stain resistant. By telling you why this lotion is perfect for the summer I’ve not only told you that the product is moisturizing but also how it’s going to make you feel (which is awesome because your skin is going to be all soft and smooth). Really think about how you want your customer to feel and try to show that through a story.
Let me give you 2 examples of what I mean by generic phrases:
Bottom line here is that if you find yourself using a generic word, ask yourself instead: “what do I mean by that? Why is it [insert generic word here]?” and explain that instead.
Now that your visitors are hooked, it’s time to get to the nitty gritty – those features and details we put aside at first. It’s time to think about any question someone interested in buying your product could have… and answer it.
The trick is to make it easy to read or skim through if they’re not interested. The best way to do that is to use titles and to break it down into sections like CARE, CUSTOMIZATION, SHIPPING, etc. So if they want to know if this blanket can be done in a different color then they are only going to read the customization paragraph. If they want to know how long it takes to ship to Australia – hello! – then they’re going to read the shipping paragraph, etc.
There you have it! Product description that hooks your ideal customers, answers all of their questions and helps you make sales. I hope it was helpful. Let me know what your favorite tip was below.
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