5 Steps to Write a Money-Making Product Description
Writing a product description for your e-commerce site – pretty simple, right? You just describe your product and you’re done.
But will it be a product description that makes you money? Most likely not.
Many e-commerce businesses fall short in this area. Don’t limit your earning potential by listing an ineffective product description.
Unlike traditional brick-and-mortar businesses, you can’t rely on charming sales reps to bag the deal for your online shop. You also can’t show off the product in-store and have it sell itself.
Instead, treat your product page like it’s the sales rep for your product. Want a charming sales rep that bags the deal? Write a product description that sells.
There’s a special formula to writing a good product description. And by good, I mean one that makes you money.
Tap into the gold mine of formulaic, intentional writing, and reap the rewards in your online store.
Write with the intention to SELL. How do you do that? You ask yourself these questions.
1. Who are you talking to?
First, you need to know who your audience is, so you can decide how to talk to them about your product.
We engage with many different people in person, and before we open our mouth, we naturally as humans already assess how we’re going to act or speak to them.
Think about this: Do we talk to our best friend the same way we talk to the gas station clerk? No. Do we talk to a door-to-door salesman the same way we talk to our doctor? No. Do we talk to teenagers the same way we talk to the elderly? Nope! You get the point.
So how are you going to talk to the person you want to buy your product?
Before you can answer this, you have to ask yourself who your buying audience is – or the type of people that are going to be interested in your product. Not just their demographics (although yes, that is helpful), but really get to know them.
So you define your audience in terms of how they relate to your product. And how do you do that without knowing them individually? You get to know them collectively.
Ask yourself these questions: What problems do they have? What inspires them? What do they like/dislike? Where are they from? What groups do they belong to? What interests/disinterests them?
Your answers will help you navigate the angle to use while you’re pitching your product.
Think about it in terms of this: if you’re selling product to a high-profile corporate business, who is your audience? What about a line of city-chic women’s fashion – who are you talking to?
2. How do you talk to your audience?
Now that you know WHO your audience is, you have to figure out how to talk to them in a way that represents your company.
Meaning, you need to talk to your audience using the same tone and voice as your brand. Your writing should seamlessly weave into your brand’s vibe.
Tone is the attitude that shows through your writing, and voice is the personality that shows through it. But remember, the attitude and personality should be reflective of your business – not your own!
The way you “communicate” to your customers should give a strong sense of your brand’s culture or personality. If you are writing for another company, think of that company’s brand, and how they communicate. You need to align your writing with this.
Is it casual and conversational? Witty? Formal and filled with corporate jargon? Does it use industry-specific verbiage, or laymen’s terms?
The key is to keep the writing consistent.
If you hire several different writers to produce content for your website, you better be sure that the writer is skilled and versatile enough to match the overall tone.
You’d be surprised how easy it is for customers to identify the “shift” in tone, just by reading what’s on your website. And a shift in tone signals inconsistency, which in turn gives your reader doubts about your company. And doubt is never good, because they need to trust you enough to buy your product.
This is why it’s crucial to keep the tone and voice of your brand as you determine how to talk to your audience.
Now that we’ve covered this, write 2-3 sentences to your audience about your product (just introducing it).
3. How does the product benefit your audience?
Think of all the features of your product. Now, turn those features into benefits.
What do I mean by benefits? Let’s break it down: a benefit solves a problem.
People don’t care about an item’s features, unless those features inspire or help solve a problem.
For example, who cares about the size dimensions of a product. But let’s say your customer doesn’t have a lot of space, and…boom! Your product’s benefit is that it’s space-saving.
To write a money-making product description, flip those features into benefits. Ask yourself how each feature solves a problem, or gives inspiration. If you can’t answer that question, chances are, the feature is not relevant enough to be in your description.
People take action (read: spend money) when your product fills a need. Show your audience how your product will solve their problem by explaining its benefits.
4. What keywords will people use to find your item?
Alright, so now we’ve gotten to the part of the description that is famous for increasing profits, and that’s SEO, or search engine optimization.
But don’t be misled! SEO is a major way to make your product description one that sells, but it’s not the only way. The previous questions are just as important, so don’t skip them.
You’ve identified your audience, how to talk to them, and the product’s benefits. Now, it’s time to inject some SEO and keywords.
Think of what keywords people might search to find your product, and focus on 1-3 of these terms. Then, start planting these keywords carefully into your product description.
What do I mean by carefully? Well, the best SEO strategy is one with keyword placement that sounds natural.
If your description flows well with carefully-crafted SEO, then your description won’t sound repetitive and choppy.
Think of the over-enthusiastic sales rep that isn’t genuine about a product. She’s repeating the same things to get you to buy it. Annoying, right?
When a product description sounds repetitive, it’s annoying like an in-genuine sales rep.
It comes across as just trying to SELL the customer something for the sake of money, not because you really want to show how the product will fix their problem.
You want to repeat keywords, but you want to do it subtly.
So, place your keywords throughout. Then read it to yourself. Then, read it aloud. Have a friend read it. If the writing feels choppy, and doesn’t flow well, then it needs more work.
Trust me, it’s possible to have a product description that is heavily peppered with keywords, that doesn’t sound repetitive.
5. How can you make it easy to read?
Alright, so the content’s good. But how do I get people to read it, you ask? Well, you make your description look easy to read in bite-size chunks by formatting it properly.
No one likes long blocks of text, especially in our digital world where our attention span is low.
Instead, make the reading look approachable. Succinct and clean, but informative.
To do this? You format it in a specific way. I like to follow the following format:
Headline or Title (to grab their attention)
Paragraph of product description explaining what main problems it solves.
- 3-4 bullets highlighting additional benefits
And there ya go!
You’re probably thinking, “Umm…there ya go? This is so much work!”
I know. It all sounds like a lot to consider for one product description. If you’re a beginner, it can be a lot of work.
But I promise, your money-making descriptions rely on the answers to these questions.
Once you have this formula down, and understand the reasoning behind it, it’ll come easier. With practice and effort, it’ll even become intuitive and you can quickly churn out descriptions that sell.
So use this information, and get to writing that money-making description – you got this.
Want some help with this? Sign up below to get my FREE Money-Making Product Description Worksheet, which helps you practice the process I’ve explained above. It’ll condense the questions for you with actionable guidance, and by the time you’ve finished the worksheet, you’ll have a product description that’s written to make you money.
Still sounds like too much work? I can write your product descriptions for you. It doesn’t get easier than that!