We all know it when we see it.
But if we were asked to break it down into its components, we might struggle a bit.
What are we talking about?
A compelling product or service description.
So, how do you put together descriptions that sell? Read on.
Know Who You’re Selling To
You’ve been given this advice before, and you’ll be offered it again.
It doesn’t matter whether you’re starting a podcast or developing a new product. The better you understand your audience, the more likely you are to write a compelling product description that appeals to them.
Get inside the head of the buyer. What makes him tick? What makes him laugh? Further, and most importantly, what problem is he trying to solve?
Don’t just make stuff up. Talk to your leads and customers and get a feel for who they are and why they would buy from you.
Determine What Your Product’s Features & Benefits Are
Get it all down in writing.
And, keep in mind your customers don’t care about the features as much as the benefits. So, emphasize the benefits upfront.
If you write down all your service’s features and benefits before creating a full description, you’ll be less prone to selling your customers on the features later. This is key.
Make the Description Engaging
“Engaging” can mean different things to different customers. This isn’t to say you can’t be a little playful in a serious industry or a little serious in a more fun industry. If it helps you stand out, it’s worth a try.
But in either case, you should focus on making the description enjoyable to read. What can you do to keep the prospect reading? Why are they going to buy?
Edit to remove any unnecessary language. This isn’t to suggest you can’t create a long sales letter. These can still work. But you should always go through the process of revising your copy until it’s free of words that need not be there.
This also means making your content scannable. Use subheadings and bullets. Add photos and videos. Use large, easy-to-read text. Use whitespace effectively and avoid walls of text.
Optimize for Humans
You’re not selling to a search engine. You’re selling to human beings.
This isn’t to suggest you shouldn’t use relevant keywords in your descriptions. Quite the opposite. Your description should contain plenty of relevant terms your customers are likely to be searching for.
But a lot of marketers get the two mixed up. This can result in copy that’s filled with jargon your target customers don’t understand or typically use.
Since your copy is going to be read by your prospects, don’t force keywords into it. Ensure your descriptions make sense to your leads. But do include relevant terms where applicable.
Writing a Compelling Product or Service Descriptions
There’s a good chance your first draft will be anything but perfect.
You’ll want to:
- Remove excessive language.
- Avoid leaps in logic.
- Break it up into scannable sections.
- Add multimedia to boost engagement.
- Ensure your copy is consumer-focused.
Having done this, you can also gather customer feedback. Ask them to visit your landing page and offer tips. You can also incentivize them to take this action.