The time has come for you to write descriptions to accompany your products. What do you need to know to create winning descriptions that will convince your prospective customers to buy your product right away?
In this guide, we’ll share easy copywriting strategies that you can use, even if you’re a reluctant or novice copywriter. Let’s get started.
Here’s a list of the best practices to follow when writing product descriptions.
The Importance of Copy
Copy acts as your product’s best salesperson. Unfortunately, a scary amount of product pages are polluted with poor copy.
We’ve all come across product pages that were overstuffed with keywords. These keywords didn’t serve to educate the prospective customer, but instead, the keywords were simply used to capture search engine traffic. Product pages built around search engine optimization techniques and filled with keywords can be confusing and difficult to navigate.
On the other end of the spectrum are product pages that contain little to no product description. Without a real product description or an explanation of how the product will actually benefit the customer, you’ll lose that prospective customer’s confidence.
Copy is an important element that convinces the on-the-fence prospective customer to take the leap and buy your product. Copy plays a huge part in your overall marketing strategy. Along with free trials, testimonials, and product demos, copy converts prospects into customers.
Now that we’ve discussed the role it plays in your selling your product, let’s discuss what you need to know to write your own compelling copy.
1. Focus on the Right Audience
Before you write your product descriptions, you need to consider your target customer. Don’t make the mistake of thinking that your target customer is “anyone who’ll buy your product.” your target audience is much more narrow in scope. While you probably won’t refuse money from a willing customer, you should also have an ideal customer for whom your product was created.
It’s important to know who that customer is so that you can create copy that’s directly speaking to him or her. Not only is it okay to look past everyone else and speak directly to your ideal customer, it’s the best strategy you can use. Customers are persuaded by copy that answers every question they may have.
To speak to your customers effectively, you’ll need to know as much as you can about them. Start by answering these top five questions about your ideal customer:
- What is their pain?
- What words and phrases do they use to describe their pain/ problem?
- What is their motivation for buying your product?
- What is their hesitation against buying your product?
- How can you win their trust?
2. Aim to Completely Answer the Prospect’s Questions
Your product description’s most important job is to answer the prospective customer’s questions fully. Make a list of every possible question your prospective customer is likely to have about your product and then create a description that addresses each question systematically.
The last thing you want is for your customer to leave your site frustrated because you didn’t fully describe how awesome your product is. If they do leave, they should leave knowing exactly what your product is and does.
3. Choose the Right Words
When it comes to word choice, opt for short instead of long. Your prospective customer is limited on time and prefers to scan. This means that your product descriptions should be snackable. The best way to produce snackable copy is to use simple, often single-syllable words that won’t trip the reader up or make them reach for a dictionary.
In marketing copy, there are a few persuasive words you may wish to include your copy. Here’s a list of my personal top 10:
These words either comfort or compel the reader to action.
Keep in mind that your copy acts like a conversation between you and your prospective customer. Not only do you need to know who your prospective customer is (how they think and how they talk), you also need to match their language.
What words would they naturally use to describe your product in a search engine? How can you incorporate those words into your product’s copy, even if they’re not the proper name for your product?
4. Focus on Scannability
In addition to word choice, the way that you organize your words on the page can impact readability. Remember that prospective customers are racing through your copy to find out if your product will meet their needs. It’s your job to organize your description and make it easy for prospective customers to find the answer that they’re looking for.
To accomplish copy that’s easy to read, do the following:
Break up large walls of text. Instead of one large paragraph with 6 lines, karate chop it in half or even thirds.
Incorporate bullet points. When rattling off features, don’t do it in paragraph form. Instead, give each feature its own mini spot with a bullet point.
Embolden or italicize words or phrases when you want to draw the reader’s attention.
5. Guarantee Your Product
One of the most important things you can do to sell your product is to stand behind your product. Prospective customers often hesitate because they don’t know whether or not they can trust you.
What happens if they buy your product and it fails or it doesn’t live up to the hype?
Quiet their fears with a promise that your product will fit their needs or you’ll return their money. Whether you offer a money back guarantee or a time-based warranty, be sure to include this promise within your product copy. It’s an easy way to reassure the prospective customer. Think of it this way: If the customer demands a refund, you’ll likely give them one anyway, so why not advertise it in your copy?
6. Capitalize on SEO
Earlier, we discussed how some brands stuff keywords to boost their product page’s SEO. While that’s a bad practice, optimizing your product page for search engines is not.
As long as you create a product page that incorporates keywords naturally, there’s nothing wrong with following an SEO strategy. It’s actually a good idea to use your product copy to boost your search engine ranking. Remember that prospective customers can land directly on your product page through an Internet search. For this reason, you should choose keyword phrases that match what your prospect is entering into search.
Include common phrases to describe your product, instead of jargon that only makes sense to others in your industry. Your product copy should speak directly to your customers.
Don’t forget to optimize your product images for SEO. As a SaaS, your product image may be a screenshot of your software in action. Or it could be a hero image of people using your product. Just remember that search engine crawlers won’t be able to “see” your images, but they can “read” image file names.
Ditch the standard, non-descriptive file name from your camera (i.e. “DC241808.jpg”) or screen capture tool (i.e. “Screenshot 2017-X-X at 10:05:12 PM.jpg”) and use keyword rich file names that actually describe your product (i.e. “chat-software-for-teams.jpg”).
Also separate words with dashes instead of combining them altogether. For example, choose “lead-management-software.jpg” instead of “leadmanagementsoftware.jpg.”
Build trust with your prospective customer through the above copywriting tips. Remember to focus on the customer, including their needs and hesitations, and not simply push the product.
Don’t forget to download this list of best practices to follow when crafting product copy.