Over the last couple of years I've written hundreds of product descriptions and carefully tested different strategies to come up with my best tips. Use these 7 hacks to create your own epic product descriptions that convince your customers to happily purchase your product.
Attention → Interest → Desire → Action
The first trick to persuasion is to avoid making someone feel persuaded. For example, do you pitch up to people and tell them to immediately be your friend with a list of reasons why they should... or do they see more of you until, without their noticing, you become considered as a friend?
In order to persuade others, we have to
“smooth the curve” and stretch out the process by focusing on these psychological steps. Think of each one of these steps as a gate that customers must pass through to get to the sale.
If you fail to capture attention, the rest of your efforts are a waste. Therefore, 80% of your writing effort should go into your label/headline.
The secret to a great title is the fact that we all want the greatest results from the least effort. Easy success is a lie, but it doesn’t stop us from being attracted to it like moths to a light bulb.
Therefore, if you have an idea of what someone wants, you can easily grab their attention by promising a much easier way to get it.
Ask yourself this question:
Does this title imply a good chance of my customer finding a new, easier, faster, way to attain something they desire?
People are much more likely to buy from those they like.
People are much more likely to buy something they feel reflects their personality.
Describe the product in it's use case from the customer’s perspective. At this point it REALLY helps to know who your target audience is and what makes them interested in your product.
The next challenge is to grow your customer’s motivation for getting your product. But be careful to not lose their interest with information overload.
The problem is:
If you just mention features, you will bore people.
If you just mention benefits, nobody will believe you
The trick is to mention a benefit and back it up with the feature that enables it. But only mention the 3-5 most important benefits otherwise you will overwhelm customers.
Help your customers see the forest
BECAUSE of the trees. Don't let them get lost in the details and lose the big picture.
Now your reader is convinced that whatever you're offering has potential to improve their life, you’ve caught their attention, kept their interest, and built up desire. Now you need to reduce fear.
To reduce fear, you need to directly address the 2-3 worst case scenarios that people will normally think of. For each of these:
You have come too far for people to fall off now. Your only job now is to remove ALL guesswork about what your reader should do next. You can further reduce doubt by offering delivery, a full refund policy, and an easy way to get in touch if they have further questions.
Make sure the reader knows exactly what you want them to do next.
In this day and age we can't forget that we're also writing for machines. So make sure you don't forget the following:
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