Good product copy is hard to write, yet very powerful when done right. Accordingly, developing effective product description writing skills is one of the most important things you can do for your online store when it comes to conversion.
Here are some things to consider if you don’t feel like you’re getting the results you want from your descriptions.
1. You Don’t Understand Your Buyer Persona
A buyer persona is a breakdown of the characteristics of your potential customers. It gives you insights into what motivates them and helps you understand why they would buy your product.
In fact, the better you know your customer the more effective your sales pitch will be. That’s why your descriptions should be catered to your target audience. Moreover, they should specifically address the pain points and goals of your specific buyer persona.
2. Your Words Don’t Pack an Emotional Punch
It could be that your product description writing isn’t focused on telling the full story. To do this it should fill in the gaps in a way that speaks directly to the target buyer.
This is powerful because emotions influence buyer behavior.
Telling a mini story about a product makes it more likely you’ll connect with customers on an emotional level. The reason is that they’ll be able to visualize using the product to determine (sense) if it’s right for them.
3. The Tone of Your Writing Sounds Unnatural
Just as important as telling a story is selling an experience. And while the story introduces the experience, the tone gives it depth and meaning.
It’s the same natural tone that you would use in a real conversation. But do avoid any fluffy or vague language that doesn’t add value to your copy.
4. You’re Not using Enough Influential Words
This includes words like suddenly, now, announcing, introducing, amazing, sensational, etc. With a little research, you can create a solid list of influential words that you feel speak directly to your product and customer in an appealing way.
Of course these are only a few reasons your descriptions may not be working. However, they’re key because they form the backbone of effective product copy by injecting creativity and product benefits into your writing.
On the whole, good product description writing not only convinces the customer to click the “add to cart” button. It also ensures them the best experience possible.
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