A picture is worth a thousand words, isn\u2019t it? Maybe, but successfully selling product goes beyond posting great pictures. For thousands of years, people have utilized words to push products: from crying about wares for sale in the marketplace, to creating a blog article review, to writing a book blurb in a novel sleeve. That\u2019s why product descriptions are important to your membership site. From a marketing standpoint, their purpose is to tell a potential buyer why he or she should buy your product. Words are powerful, and the right words can help close a sale (even a small sale).
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If you don\u2019t know which plugin to use to create descriptions, check out this step-by-step blog article <\/a>on how to use an Ecommerce or MemberPress plugin to develop those descriptions.\u00a0 Here\u2019s some advice on how to make stellar descriptions to market the products on your site.<\/p>\n\n\n\n <\/p>\n\n\n\n Follow the classic advertising rule: features + benefits + value<\/strong> Every good marketer knows the three critical elements of selling product. They\u2019re used in developing commercials, print ads, PR blogs, newsletters, and even a brand image. Well, guess what? They apply to writing product descriptions<\/a> as well. Let\u2019s break it down: Value is often the most neglected piece of the equation in the advertising rule. If you\u2019d like to better understand the concept, take a look at this Volkswagen commercial <\/a>and consider what it\u2019s saying about who a person becomes <\/em>when they own <\/em>the car.\u00a0<\/p>\n\n\n\n <\/p>\n\n\n\n Use powerful adjectives, verbs, and nouns<\/strong> It\u2019s not just what you say but how you say it. When writing descriptions, bland adjectives and nouns can make the product seem, well, bland. Use specific and enticing adjectives, verbs, and nouns to make product descriptions really pop.<\/p>\n\n\n\n For example, consider a few of the descriptions of Otterbox\u2019s features for their Trooper 12 cooler<\/a>:\u00a0 They could have simply listed that it\u2019s \u201cinsulated.\u201d But \u201cpremium\u201d sounds a lot better, doesn\u2019t it? It\u2019s an adjective that tells you the product is high-quality. What\u2019s more, this description includes an example of how awesome the insulation is.<\/p>\n\n\n\n \u201cSolid, heavy-duty\u201d sounds a lot better than \u201cstrong,\u201d and \u201cdefends\u201d is more powerful than \u201cprotects.\u201d\u00a0<\/p>\n\n\n\n Don\u2019t be afraid to use a thesaurus to look for powerful synonyms that appeal to your target audience. Use words that talk about how awesome your product is.\u00a0 Know your target audience and write in a way that appeals to them<\/strong> Always know who you are selling your product to. Otherwise, how will you sell it? The words you use and the elements you focus on will depend on what potential buyers love and need. If the product is simple and obvious, like a red baseball cap, you may not need much of a description. But if the product is unusual or has a lot of unique aspects, it may require a more verbose description. Product descriptions are a great way to emphasize your brand. Don\u2019t sound robotic, but be funny, snarky, classy, strong, etc. For instance, Malicious Candles sells candles to snarky women, and their product descriptions fit that brand. <\/p>\n\n\n\n Here are the first few sentences used to describe their Congrats for Being in Charge of A Tiny Human candle. \u201c\u2018Be a parent,\u2019 they said. \u2018It'll be great,\u2019 they said. Misery loves company. And hey\u2026you'll sleep again in like\u202618 years! Just wait until they start dating!\u201d It\u2019s only a candle, but the description makes it seem like so much more.\u00a0 Refer to our previous article for help finding your target audience.<\/a> To better understand your audience, conduct research and ask them what they want!<\/p>\n\n\n\n Use Google searchable keywords<\/strong> Be sure to include words that make the item easily searchable on Google and on your website. Whether it\u2019s a wallet, shirt, dress, etc., you\u2019re talking about, identify it as such. And Google AdWords Keyword Planner<\/a> is a great tool for discovering what words are being searched in connection with your product. On the keyword planner, type in the word most often used for what you sell. A list of words and average monthly searches under various keywords will pop up. Use those words!<\/p>\n\n\n\n <\/p>\n\n\n\n Remember:<\/p>\n\n\n\n A product description may not seem like a huge deal, but it\u2019s what customers use to decide whether or not they want to buy your product. It is the first thing they will check out after finding your product.\u00a0 While a picture may be worth a thousand words, words allow a potential buyer to see beyond the photo\u2014to form a mental image based on their own perspective. What will your words allow a customer to see? What product descriptions have you seen be most effective? Are you worried about being able to write descriptions that fit your target audience\u2019s needs and deepest desires? Have you seen any great examples of product descriptions? Please let us know in the comments below.<\/em> If you liked this post, please follow us on Facebook<\/a> for more great content. You can also find us on Twitter<\/a> and Instagram<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" Here\u2019s some advice on how to make stellar product descriptions for your site.<\/p>\n","protected":false},"author":21697,"featured_media":18946,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[120,134,94,102],"tags":[528,488,526,490],"class_list":{"0":"post-18915","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-content","8":"category-how-to-2","9":"category-marketing","10":"category-monetization","11":"tag-brand","12":"tag-ecommerce","13":"tag-product-description","14":"tag-products","15":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t
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