How to Write a Persuasive Product Description that Sells

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.

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

Just don’t overdo it, Mother Goose!

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

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.

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

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.

We’ve learned a lot about James from researching forums.

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

Look for words that describe your product and the environment of how it’s used.

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

Scarcity Works Best When Someone Is Already Interested In The Product

If you like this jean jacket, you better buy it now. There is only one left!

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

TIP#8 TURN NEGATIVES INTO POSITIVES

Use The Blemishing Effect To Increase Trust

One Simple Step: List One Small Negative Thing Between Positive Ones

Adding in a small dose of negativity can make your product more attractive.

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

Boring product? Ask your reader to imagine the benefits.

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

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.

Workboots.com is banking on new styles and slip resistance in their ad copy.

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

Apple’s entire marketing strategy is based on Disrupt and Reframe.

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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.

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..

IMAGE SOURCE: https://www.groovehq.com/support/should-you-have-a-customer-loyalty-program

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

Beauty.com Woos with Rhyming

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?

Gucci nails all the questions above.

TIP#16 CROWDSOURCE

Use Social Influence To Lift Conversions

Step 1: Add Product Reviews

Step 2: Add a Recommended Products Widget

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.

TIP#17 STORYTELLING

Use Mini Stories to Fascinate Readers

Retailer J. Peterman is known for their storytelling product descriptions.

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

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.

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

New Egg’s default sort option is “featured” allowing them to use price priming easily.

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How to Write a Persuasive Product Description that Sells

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