how to write a persuasive product description that sells
TRANSCRIPT
19 TIPS TO WRITE A PERSUASIVE
Product DescriptionThat Sells
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
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19 TIPS TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
By Darren DeMatas
Darren DeMatas has 10+ years of professional marketing experience working with large corporations and small businesses. In addition to having an MBA in Internet Marketing, Darren is a Copyblogger Certified Content Marketer and Google AdWords Certified.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#1 THE ‘ILLUSION OF TRUTH‘
Use Repetition To Make Your Claims Believable
Step 1: Determine The Biggest Benefit Of Your Product
Step 2: Repeat It 3-5 Times On Your Landing Page
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Just don’t overdo it, Mother Goose!
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#2 UNDERSTAND YOUR CUSTOMERS’ NEEDS
Use Maslow To Match Search Intent
Step 1: Determine The Psychological Need Of Your Product
Step 2: Use Words Best Suited For That Mental State
Step 3: Anticipate Questions About Your Product
Step 4: Connect Questions to Product Features
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#3 FEATURE BENEFITS
Turn Shoppers Into Buyers With Benefit-Focused Copy
Step 1: Make a list of your product features.
Step 2: List actual benefits of using the product.
Step 3: List how benefits improve your customer’s life.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#4 FORUM STALK RESEARCH
Use Forum Research To Get Inside Your Buyers’ Mind
Step 1: Find Conversations about Buying Your Product/Category
Step 2: Read The Threads
Step 3: Create a Quick and Dirty Persona
Step 4: Learn about their Pain Points
Step 5: Update Your Copy Using Phrases You Found
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
The search term, “racing tires” “should I buy” inurl:forum surfaced 455 car
The search term, “racing tires” “should I buy” inurl:forum surfaced 455 car enthusiasts talking about buying racing tires.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
We’ve learned a lot about James from researching forums.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#5 TAP INTO THE 5 SENSES
Use Sensory Words To Connect With Your Buyer’s Subconscious
Step 1: Observe Your Product And Create A List Of Concrete Words
Step 2: Read Customer Reviews To Find Sensory Words
Step 3: Add Sensory Words To Your Product Description
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Look for words that describe your product and the environment of how it’s used.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#6 SCARCITY
Use Scarcity To Boost Sales
Step 1: Create A Time Sensitive Sale
Step 2: Add A Limited Quantity Alert On Product Pages
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Scarcity Works Best When Someone Is Already Interested In The Product
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
If you like this jean jacket, you better buy it now. There is only one left!
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#7 PRINCIPLE OF COMMITMENT AND CONSISTENCY
Use Micro Commitments To Turn New Customers Into Big Spenders
Step 1: Ask New Customers if They Are Likely to Buy from You Again
Step 2: Send a Coupon/Promo Code
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#8 TURN NEGATIVES INTO POSITIVES
Use The Blemishing Effect To Increase Trust
One Simple Step: List One Small Negative Thing Between Positive Ones
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Adding in a small dose of negativity can make your product more attractive.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#9 ADD CLASSIC ADVERTISING PHRASES
Amplify Your Top Pages With Power Words
Step 1: Use Google Analytics to Find Your Top Landing Pages
Step 2: Update the Copy To Include Power Words:
• You, Free, Because, Imagine, New
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Boring product? Ask your reader to imagine the benefits.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#10 COPY COPY THAT WORKS
Improve Ad Performance by “Borrowing” from Tested Copy
Step 1: Find Out Who The Big Advertisers Are In Your Niche
Step 2: Review Their Ad Copy
Step 3: Update Your Copy
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Stick with companies spending more than $10K per month. These companies are smart enough to test their ads and use the best performing ads the most.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Workboots.com is banking on new styles and slip resistance in their ad copy.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#11 DISRUPT AUTO-PILOT
The Disrupt and Reframe Technique
Step 1: Add a bizarre or confusing statement in your copy.
Step 2: Reframe it to give new meaning
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Apple’s entire marketing strategy is based on Disrupt and Reframe.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
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HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#12 IDENTIFY WITH YOUR CUSTOMER
Use Buyers’ Words to Build Brand Preference
Step 1: Search for customer reviews for your product on Google or Amazon
Step 2: Copy memorable phrases directly from customers.
Step 3: Paste them into your product pages.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#13 MOTIVATE CUSTOMERS TOWARDS A GOAL
Use the Endowed Progress Effect To Build Customer Loyalty
Step 1: Add a reward program plugin or points system.
Step 2: Create an email autoresponder to let customers know they’re close to a reward..
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
IMAGE SOURCE: https://www.groovehq.com/support/should-you-have-a-customer-loyalty-program
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#14 RHYME AS REASON
Sway Buyers On The Fence With A Rhyming Sequence
Step 1: Boil your product or benefit down to the simplest word
Step 2: Go to Rhymer.com
Step 3: Find a word that rhymes with your product or benefit
Step 4: Add the rhyming phrase to the start or end of your product description
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Beauty.com Woos with Rhyming
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#15 DETAILS MAKE YOUR PRODUCTS CREDIBLE
Be Ultra SpecificWhat is your product made of?
Where is your product made?
How is your product made?
How many people have used it?
Are there quantifiable features?
Are size dimensions relevant?
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Gucci nails all the questions above.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#16 CROWDSOURCE
Use Social Influence To Lift Conversions
Step 1: Add Product Reviews
Step 2: Add a Recommended Products Widget
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
When people get stuck on a decision, they look to see what other people do. This is why a recommended products widget can help lift conversions.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#17 STORYTELLING
Use Mini Stories to Fascinate Readers
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Retailer J. Peterman is known for their storytelling product descriptions.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#18 ORDER FOR EMPHASIS
Improve Message Recall with The Serial Position Technique
Step 1: Begin with an Ultra Short, Benefit-Rich Product Summary
Step 2: Rearrange Your Bullets
Step 3: End Your Product Description with a Persuasive Message
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
Once you see how the information is layered on the page, make sure to put your most persuasive copy right at the beginning. Keep it short and uncluttered.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TIP#19 ORDER FOR EMPHASIS
Use The Priming Technique to Make Your Marketing Their Idea
METHOD 1: Use homonyms to influence buying
METHOD 2: Use price priming to position your best products
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
New Egg’s default sort option is “featured” allowing them to use price priming easily.
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
TAKE FREE COURSE
ENJOY THIS PRESENTATION?
Get FREE Ecommerce Tips to Beat The Big Brands