Use this clever method to give your product descriptions a boost.
We contacted conversion copywriter Amy Cocke for advice on how to design captivating product descriptions. She stated, ”
“Consider where your customer is right now. Get to work on your research. Spend some time putting it down on paper. It’s not only the difficulty you’re assisting them with. But what is life like for them as they attempt to solve the problem?
For instance, you may have a dog harness designed expressly for dogs that tug on the leash. As an example, you may discuss your customer’s concern that their dog’s existing collar is hurting his throat when he pulls. How dreadful it makes them feel as a dog parent when their dog makes a choking sound as they tug against the collar.
After that, you can present your product. Describe how your product solves those problems. Perhaps your dog harness has a chest strap that doesn’t constrict your dog’s neck when he pulls.
Your product doesn’t have to be substantially different or better than your competitors’ if you write it this way. Your clients will witness a resolution to an issue that has been bugging them. As a result, they’re more inclined to make a purchase.”
What Amy has described is essentially the AS component of the PAS formula in copywriting:
Agitation is a problem that has a solution.
So you start with the problem (a dog that pulls on the leash), then you agitate/play with it (remind them how horrible it feels when their dog chokes), and last you present the remedy (the harness).
“When pitching a product, many marketers prefer to speak directly to the problem, but few people like to think about or openly recognize their ‘problems.'”
Instead, hammer them with the signs and symptoms. We’re all familiar with our signs and symptoms. For example, instead of telling someone they’re overweight (even if it’s their problem and your product addresses it), say something like, “Have you seen a photo of yourself recently and you didn’t like what you saw?” and work your way up from there.”
People must be able to identify themselves in your product descriptions. They’re more likely to believe you’re the one who can help them if you can demonstrate that you truly understand them.
The good news is that, thanks to all of your VoC research, you won’t have to guess where your market is or how they’re feeling. You already have their exact phrases explaining their emotions and motivations to use in this method.
Oh, and don’t feel bad if you enjoy writing the Agitation section. It’s perfectly natural.
Make use of narratives.
Never undervalue the power of a good story. According to Donald Miller’s book, Building a Story Brand:
“Neuroscientists claim that the average human spends more than 30% of their waking hours daydreaming… unless they’re reading, listening to, or watching a tale unfold.” Why? Because when we’re immersed in a narrative, the story takes care of our daydreaming. Because it organizes information in such a way that people are forced to listen, story is the most powerful weapon we have to resist noise.”
Takeaways to remember:
- Put your potential buyer at the center of the story, and liberally utilize the word “you” to pique their interest.
- Start with their problem and bring them to your product’s success (remember, you’re playing the role of the helpful guide).
- When developing product descriptions, start with the emotional insights you gathered from customers (wants, motivations, and pain areas). After that comes logic.
- Use sensory terms to add depth to your descriptions if your customers have used them to describe your products. Even if your customers haven’t utilized those terms, consider sprinkling them throughout your material.
What you can do to make your bullet lists work even harder
Bullet lists aren’t designed to be a list of features with no context.
Do those three bullet points provide any valuable information about the notebook? No. That’s a shame, because bullet lists are capable of doing a lot of heavy lifting.
The Smarter Writer’s Sandra Muller explains why bullet lists are so effective:
“When we read long passages of text, our eyes and brain get used to seeing and reading long passages of text.
But then, out of nowhere…
Our flow has been disrupted by a bullet list.
We are drawn to something different in the shape of the text because our brains notice it. We naturally slow down and pay more attention without even realizing it.”
So, let’s make sure your bullet lists are worth looking at!
We asked Eden Bidani, a conversion copywriter, for her thoughts:
“There are two methods to employ one winning formula:
- Feature-Benefit Analysis (slightly easier)
- Advantage-Feature (slightly harder)
This is a toasty, bright red sock with a standard, uninteresting product description.
Feature-Benefit: Even on cold winter mornings, this vibrant red sock will keep your feet toasty.
Benefit-Feature: This joyful, bright red sock will keep your feet warm even on frigid winter mornings.”
As you may have guessed, it’s critical to describe the benefits and consequences to your customers. That’s not to say we’ve beaten you over the head with it.
Hopefully, you’ve discovered some advantages from your customer study that you can use. However, you could find it useful to create a Google Doc table that lists all of your product characteristics and connects them to benefits. After you’ve finished writing your bullet lists, compare them to the table to ensure you haven’t forgotten anything.
The most important thing to remember is to ask oneself, “So what?” after each feature. If you’re selling anti-glare computer glasses, for example.