In the few short years since Black Friday was introduced in the UK it has become a phenomenon, signifying the start of a month-long spending frenzy which can make or break many retailers.
The description is so much more than an explanation of what your product is – it tells the customer why it’s worth buying and what makes it better than the other options out there – and there’s a fine balance between being too vague and boring people to tears.
If you impress and captivate, the compulsion to buy will be stronger. It’s that simple.
But how do you create an irresistible product description?
Firstly, it’s important to define exactly what type of customer you’re writing for. Once you understand who you’re talking to and what they want to hear, you can sculpt the tone of your copy to make it personal and appealing – almost as if you were engaging them face-to-face.
Be personal – put yourself in your customer’s shoes
Things to ask yourself:
- How did they end up on your page/what were they searching for?
- How old is your average customer?
- What are their general interests?
- Why are they interested in your product, specifically?
- How would they describe your product to their friends and family?
- What’s your product’s major benefit to them?
So, address yourself directly to your target audience. Don’t be afraid to make it personal and chatty.
Ask and then answer their questions: know what they want and what they don’t want.
And don’t be afraid to use the word ‘you’.
You should be conversational. After all, it’s about building trust – and if they like your tone, they’re more likely to convert into buyers.
A product description needn’t be dull. Use sparkly and magical words, and your product will feel more sensational.
Revolutionise your description – pick influential words
According to David Ogilvy, the famous advertising tycoon, there is a unique list of ‘grabbing’ words. Here’s some examples:
Avoid plodding words like ‘innovative’ and ‘market-leading’ – they’re tongue-twisters, and boring to read.
If you want to make your product description pop why don’t you try giving your product a backstory?
Everybody loves a good story
Captivate your audience by telling them why your product exists/how it came to be and what issue it resolves/what hole in their lives it can fill. Don’t be afraid to use humour, but make it sharp and witty.
Take your customers on a journey and include testimonials/quotes from happy users. Why did they like the product? How did it improve their lives? Don’t be afraid to use humour – but make it sharp and witty.
Sculpting a short, compelling story in a few words is definitely a challenge and it won’t work for everyone or every product. Have a bash at it and run your attempts past friends and family to get some honest feedback.
Search Engine Optimisation – or SEO for short – ensures your product descriptions are flagged up on Google searches. To make sure your products are being indexed for relevant searches you’ll want to include relevant keywords. If, for example, you were selling a ‘pink electric lawnmower’ – those keywords will need to be present in your copy.
Make your descriptions web-friendly
Algorithms and search engines are now nearly as eagle-eyed as customers so you really need to take the time to ensure your product copy is optimised and product-specific.
If you’re writing the copy yourself, do some SEO research. If you’re not, make sure the person you hire is aware of the relevant keywords for each product. And while we’re on that topic…
If you struggle with copy and have found yourself cringing at your own attempts in the past, paying a professional to do the job for you can be well worth the money.
Not a wordsmith? Hire an expert
It’ll save you time and many headaches and could pay dividends in the long term. Do a bit of research into your options, get quotes and don’t be afraid to ask people to provide you with a sample product description!
Remember, if you’re selling internationally and want to protect your profit, we can help you make the most of every currency transfer. Get in touch with our team on +44 (0) 20 7847 9400
Currencies Direct is one of Europe's leading non-bank providers of currency exchange and international payment services. Since we were formed in 1996, we've maintained our focus on providing innovative foreign exchange and international currency transfer services to corporations of all sizes, online sellers and private individuals. We have also expanded our services to provide dynamic and pioneering "business to business" solutions to help companies, tier 2/3 banks and other non-bank financial institutions to process their international payments. Our headquarters are in the City of London (United Kingdom) and we have operations in continental Europe, Africa, Asia, and the United States. Currencies Direct is jointly owned by private equity firms Palamon Capital Partners and Corsair Capital.