How tempting is your product description? 7 Steps to create a tempting official website product description!

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How tempting is your product description?

Does your product description attract visitors to click Buy or try? Or do you simply describe your product and tell the site visitor what it does?

Writing a very attractive product description is an effective step to attract, convince, and sell the product.

You need to start by knowing exactly who is going to buy your product.

1. Define your buyer role

"By letting work start with confirming the buyer's role, you won't be able to just sit around in your comfortable office, which is the biggest cause of inefficient marketing." -David Milman Scott (David meerman Scott) (Internet marketing master, entrepreneur, speaker, board member of several companies, author of real time marketing and PR in the Weibo ERA)

The buyer role here is a fictitious client. He/she is the person you develop the product for, and the person you want to sell the product to (of course!). He represents your target audience, but he is more realistic than a vague description of some demographic data.

You need to be familiar with your buyer role, know exactly what makes him happy, what makes him shake his head suspiciously, what makes him click to buy, and what makes him hesitate to place an order.

Describe your buyer role, think about what he sees and what website he visits, because it will help you understand the correct tone that attracts him. Think about what keeps him awake, what he wants to achieve, and how he will make a decision, because it will help you create product descriptions that you can communicate with and enter into his emotional world.

Clearly define your buyer role, which will give you the information you need to transform your description from a product-centric description to a customer-centric one. Visualizing your role as a buyer can make your description more vivid, personalized, and persuasive.

Then let's take a look at how it works.

2. Create a comprehensive list of product features and user benefits

You like to talk about your products.

Maybe you've spent years developing your app, or you're happy with the upgraded specs for the best-selling product. So you're keen to tell people all about its details, functions, specs, and think that's what people want to know, right?

No. Not really.

Potential customers don't want to know what your product is or how to do it. They just want to know what they can get out of it: how does it make their lives better? What problems can it solve?

Before you start writing, list all the features and specifications of your product and turn them into user benefits: The product function is the fact of your product, and the benefit is that you have to explain what this feature can do for the user. You can describe it as a positive effect (for example, increasing the productivity of your customers), or as a problem that can be avoided or reduced (for example, to reduce work stress).

For example, in the product descriptions of Amazon's Kindle Paperwhite, the following points combine positive effects (which can be read comfortably and can last for several weeks), as well as avoidable problems (no glare on the screen and no fatigue during reading).

(unlike tablets, the Kindle Paperwhite is designed to provide the best reading experience.)

The glare of the screen is not generated in strong sunlight.

Read comfortably-brightness over ipad mini 30%.

The battery can last for several weeks instead of hours.

A new generation of built-in lights--the eyes will not be tired when reading. )

Most people are not willing to take risks, so it's wise to include in your product descriptions ways and experiences of how your product avoids failures, problems, and issues.

3. Pay attention to your tone, and your company culture want to match

Do you want to make your product description sound like a boring big company? Or do you want to attract a visitor with personality and a bit of humor?

Your tone of voice can make you stand out from your competitors, leaving visitors with a strong impression of your company's culture and personality.

You don't have to say it in words I'm happy with you instead, let your personality show up in the product description and add a little sense of humour; don't simply say that your customer service is good, but should let your tone show that you are friendly, approachable, and interested in understanding all of your customers ' problems.

Compare the descriptions of the following two similar products, but they express a completely different tone:

(1) Cashmere slippers on the Zappos (online shoe-selling website):

• Crazy super cute plush plush Hatley slippers!

• Casual slippers with plush fleece.

• Add a little bit of imaginative fun to three-dimensional animal creativity.

• Resilient imitation suede soles improve durability.

·100% Polyester fiber.

(2) original human fur slippers on ThinkGeek ("Geek Creative" website)

Product specification

• Plush slippers Turn your foot into the foot of a primitive man with fur

There is a pair of furry feet, and cute but not vulgar

• Suitable for wandering around the house or as part of a primitive fur costume

• Take care of your slippers: with a damp cloth you can send it clean immediately

• One size fits most adults

Your tone can indicate what kind of company you are and how you will treat your customers.

Define your daily tone, consider what you are and what you are not. For example: Our company style should be somewhat thick-skinned and interesting, but we never use foul language. Or: We are Orthodox, commercial, but we are not rigid, boring, we do not use red tape phrases, such as "market-leading" and "world-class" and so on.

If you want to talk to a real-life buyer, what tone of voice would you use? This tone is the tone you should imitate in your writing.

Take a look at the tone and intonation sites on MailChimp (online RSS feeds via email), which has a good example of how to describe your language.

4. Create an easy to navigate format for your instructions

Studies show that the average number of words that people read on a Web page is 16% of the number of words on the page.

In order to attract people to buy your product or experience your application, they may need to read your product description. So how do you attract people to stop browsing your pages and start reading your product descriptions?

Let's look at two examples:

The Web prototype development design Tool Invision's product page uses a format that is easy to navigate and easy to read. Subtitle font size px, as well as the text of the font size of PX, all feel comfortable.

Most of the subheadings in it focus on how the user benefits (such as a mobile display of real-time task listings), while the body provides a more detailed description. Pictures and simple animations almost make you feel as if you are using the product and are increasingly trying.

The British ice-sand machine's Product description format emphasizes three advantages: simple title, compelling story, and salient points. They use the smallest font size of 16px, and they use different colors to draw attention to their headlines and points:

(Peach and apricot flavor Products:

Lawn mowers, grilled ham, rain, shorts-you don't think of any of these things from our smoothies, but you find the taste of summer in the delicacy we make ourselves.

In this new banana-free smoothie, for the first time, we joined the drupe, the delicious, juicy peach and the sweet, bathed in the sun with apricots, which excited your taste buds and brought your thoughts to the hot summer on the Skegness (Skegness) beach. Monkeys won't like it, but we hope you like it.

Or you can be more imaginative if you want to:

√ 5 2 people per day a bottle or 250 ml glass bottles

√ provides 15% of the total amount of cellulose needed to keep your health

√ You can enjoy 6 different kinds of fruits of the delicious

To make your product description easy to navigate and easy to read, consider incorporating the following elements:

• Subtitle to attract viewers to start reading;

• Refining points to attract attention;

• Large fonts for easy reading;

• Videos or pictures to increase the willingness of users to use or purchase your products;

• Leave enough space to guide the reader through your content and feel the joy of reading from your page.

Website design and content should be reconciled with Yin and yang, work together. So they can interact and reinforce each other.

5. Write the first draft

Once you know who your buyer is, and you've prepared the content, it's much easier to write the first draft.

Double-check the list of product features, strengths, and objections, and arrange them in a logical way that your buyers will be able to follow.

If your lists are shorter, list them in order of importance. If you have a long list, you can arrange a hot topic. For example, the Apple Web site has specific pages about design features and built-in applications.

By mentioning all the advantages of your product, make your text comprehensive and persuasive, and make sure you eliminate some of the familiar objections. If your product is relatively expensive, then you need to point out how much value the buyer can get from your product. If the buyer is concerned about how complicated it is to register your application, then hint at how quickly they can do it.

It is a waste of effort to turn a monotonous first draft into a passionate word. So just write the first draft when you feel like you're enthusiastic. Write quickly without worrying about spelling and grammatical errors (this is in your editing phase).

6. Edit your text to improve your persuasion

Editing your text doesn't mean just correcting your spelling and grammatical errors.

Edit your text to make it more readable, fascinating, and persuasive:

Review your list of features and benefits to make sure you're not missing anything.

• Check to see if your text is fascinating. Does the text focus on the feelings of the user and your company? Compared to your brand or product name, as well as "I", "we," such as the word, highly attractive text often more use the word "you".

• Replace uncommon words with simple words and reduce the average length of sentences to improve readability. Don't worry about using sentences that begin with "and", "because" or "but". Because even Apple writers use sentences that start with conjunctions.

• Replace the generic phrase with a specific description, as it can increase your credibility. "Excellent customer service" is a generic phrase that sounds implausible. And "We will answer your query within 24 hours" is more specific and more believable.

List the numbers if possible, because they represent the facts and will attract the wandering eyes of the people who are browsing the page.

Before you go to the final step, imagine that you are communicating with your buyer and reading your words aloud. Is your sentence not very fluent? Can your words attract your buyers? Can your words persuade him to buy?

Polish your text until you find it attractive to buyers.

7. Search engine optimization for your text

When you write for the role of your buyer and use the words he uses, you are automatically optimizing your product descriptions, as these are often the phrases that target users often search on search engines.

Here are some suggestions:

• Avoid using terminology unless your buyer also uses terminology.

• Use keywords in your title, subtitle, and text.

• Optimize your product image by using keywords in file name, picture description, and low-priced bid tags.

But also remember that too much thinking about SEO will make your text unattractive, because no one likes to read content that becomes more and more tedious with too many keywords.

Always write for your users in the first place, then search engine optimization.

Last tip: How to make a product description attractive

When you sit down and start writing, don't think of it as just creating a product description.

Instead, consider your buyer. Consider how you can make his life more convenient, richer, or more enjoyable.

Don't use vague statements. Don't talk about features and specs, make them tempting advantages, and that's how you attract your buyers.

(Compiling: Via:entrepreneur, the state of entrepreneurship. The creation state compiles for the exclusive cooperation content, if does not authorize does not reprint