4 key steps to writing content that converts

Imagine this.

Your ideal customer has arrived on your website. They have seen pictures of your merchandise and have gone through those extensive product reviews. Great! You have piqued their curiosity. So, with credit card in hand, they go to your ecommerce store and start reading your product descriptions. You have them right where you want them.

Or do you do it?

Here’s the million dollar question: Do your products sell themselves?

To be more specific … Do your product descriptions sell your products?

If not … they should be.

Unlike traditional marketing, it’s no longer about simply listing features and benefits, and hoping to get a sale.

Today’s consumers are more informed (Internet), have a plethora of options available to them (Internet), and require more participation (guess what).

By the time they are faced with the decision to “buy or not buy,” they have already made a decision. All they require of you is a compelling reason to go beyond the “add to cart” button.

That compelling reason should be a clear, concise, and visually stimulating (4K) product description.

Let’s take a closer look … shall we?

1.) Tune in to your target audience

Define who your target audience is. Chances are, if you think your product is great for everyone, you probably haven’t done proper research, tested the market, or thought about all of this. No … Even though I’m willing to stand in line for a soft, creamy cupcake with Oreo frosting, there are other crazy people (and I mean craaaaazy) who may not even consider that option. Heck … even Pepsi discovered the importance of choosing the right target audience. (see Kendall Jenner Pepsi commercial)

Why should your product (or service) be different? Doesn’t it make more sense to promote your product to those who will benefit the most? If you are working with a professional copywriter, you may well know the importance of completing a professionally written summary. As an experienced product description writer, I can assure you that if you’re not sure who you’re writing to, you’re almost certainly not writing at all. Before you even start writing your descriptions, make sure you’ve clearly defined your target audience. After all, it is called “objective” for a reason. Make sure you increase your chances of getting it right.

2.) Adjust your settings

You may know all the details of your product. But that does not mean that you have to communicate each one to each reader. Frankly, it’s more important that you be concise when conveying relevant information. Research suggests that today’s online viewer would have disconnected from traditional print ads within 1/4 of the entry time. Today’s consumer wants their information to be delivered on demand. Your product descriptions should be succinct in explaining what features your products offer the consumer and how those features will best benefit them. Remember, when listing features and benefits in your ecommerce store, it’s not about bragging about how much bigger your products are compared to your competitors. This is not where you stammer proudly about your product’s unique specifications, or how your product is expected to be the best seller on Amazon. Bottom line: this is not about you. It’s about your potential customer and how your product will improve their lives. Once you’ve zeroed in on your target audience, communicate why your product is the perfect item for them and why it is in their best interest to own it.

3.) Adjust the image and volume

It’s time to articulate your message in a verbally and visually stimulating way. This simply means giving your content a tone of voice and implementing creative ways to engage your reader. If you’re a small neighborhood bakery that sells velvety warm cupcakes with Oreo frosting (Yes … sorry … not sorry), you may want to add a bit of personality to your content (to clarify these descriptions of products like a tall glass of milk). Don’t be afraid to show a little personality. Doing so may be what separates you from your competitors. More importantly, this is how we connect with people and brands.

Don’t forget to be creative when describing your products. As an example, try using visual language to ignite your imagination. If you’re selling a small, wireless, easy-to-store home printer, don’t just list connectivity coverage and specifications. Try saying, “The ABC home printer fits right into that last little hidden corner of your home office desk, while connecting from anywhere in your home.” In other words, place your product in their possession and give them ownership.

4.) It’s about the presentation

So now that you have:

* Perfected on who your target audience is

* Found out how and why your product will improve their lives.

* Engaged your target audience by articulating these features / benefits in a verbal and visually stimulating way

Remember, it is almost impossible to convert customers if they are not reading your content.

Next, you need to make sure that you have displayed your content so that it is readable. There is no scientific formula here, but you may want to consider the following suggestions to make your content easier to read and read:

* Headlines / Subtitles – Attention grabbers

* Numbered / Featured Bullets – Quickly showcase your best features

* High-quality photos: includes front, back, near and far views.

* Blank Space – Your customers shouldn’t feel claustrophobic when reading product descriptions.

Sure, these are closer to web design tips than written content, but if you can combine the two, it’s just the icing on the cake. (God … what – is – happening – with me?)

Writing effective product descriptions

The truth is … there is no science to writing product descriptions. However, there is an art. And as with most art forms, it takes time to master or become excellent. Separate yourself from your competitors by implementing these tips. Combine them with optimized content and take your sales to the next level. However, if you prefer to spend your time growing your business in other areas, I suggest you hire a qualified copywriter (ahem) who can bring your product descriptions to life.

Good luck!