Product Description Writer: A Nay or Yea For your Marketing Campaigns?
Why aren't your products flying off the digital shelf as you expected?
You've got the best products in your niche. Your customer service team is on point, and the pricing is just right. But your sales data is still disheartening.
Chances are, your product descriptions suck, and honestly, they could do with a bit of inspiration..
It's a bit brutal to be so blunt, but it's a truth every business owner needs to hear. Product descriptions determine whether potential clients purchase or not. After the images, product descriptions are the second thing a potential customer turns to before making a purchase.
So, for you to appeal to buyers, you'll need to up your game and write irressistible product descriptions that drive action. And it all starts with hiring the right product description writer.
If you don't have a product description copywriter on your team, you're doing a huge disservice to your products and customers.
Why Do You Need a Product Description Writer? "Can't You Do it Yourself?"
Again, chances are, if you're reading this post, your product sales are not going as expected.
A big contributor to that setback is ineffective product descriptions. Or maybe you don't have product descriptions at all…which is dangerous considering that research pins lack of product descriptions to 20% of unsuccessful purchases.
Also, as you'll quickly realize, the amount of effort that goes into writing product descriptions is massive. Handling the product description writing on your own will cut into time you'd rather focus on building your business.
To squeeze every bit of success from product descriptions, you'll need to involve a product description writer. Even better, you can involve a team with diverse writers to craft the product copy. An expert product description writer on your team will:
1. Attract the Right People and Convert them From Visitors Into Instant Buyers
Have you ever been to a farmers market?
If yes, what type of products attracted you most?
My guess is fresh products with all those lavish and natural colors. The other thing that drew you into that particular product was the person selling them. They must have been strategically positioned to catch your eye. They also made sure that the product name and price were easily visible.
Finally, they engaged you in such a compelling conversation (explaining what a particular product was, how to use it, and a couple of recipes to try out with the product) you couldn't help but buy.
These are the same strategies an experienced product description writer employs. They make use of alluring images that catch the eye. The writer also works behind the scenes by incorporating SEO writing that pushes a product to the top of Google.
Once they've captured the prospects' attention, they win them over with dazzling copy that explains the benefits and advantages in detail.
It's so seamless that the prospect barely notices as they are led from one feature to the next with well-articulated benefits that address their needs.
2. Make Your Products Feel Tangible and Real
There's so much you can convey with a picture alone. Even the most elaborate product images will need copy to articulate the benefits of using them.
That's why there are different types of product descriptions and a terrific product description copywriter makes your audience feel like they're holding your products in their hand.
They employ wordplay and emotions to help your audience experience the product, even for a brief moment.
Here's an example from Weber showing how the product description writer communicated the benefits.
Source: Weber.com
The product writer pairs the feature with a benefit, making the product feel tangible and easy to visualize.
For example, the grill's compact open-cart design and practical folding side-tables (feature)… make it easy to fit in small spaces (benefit).
If you live in a tiny apartment, you're already starting to picture how this Weber Grill would fit in your small space.
3. Tackle Objections Head-on for a Seamless Purchase Process
87% of customers rank product description as the second most influential factor when buying after price. A great product description copywriter understands this and uses the product copy to tackle the most common objections.
So, how does one figure out the customer's objections?
It starts with knowing your target audience. Once you know who they are, you can easily determine their objections.
If you've chosen right, the product description writer will know where and how to gather these objections.
The writer might gather this information through an interview with you or one of your team members. They may also scour through customer reviews, subreddits, and online communities to find the most common objections.
And once they have that in place, the product description writer creates product copy that speaks to these objections. The result is a seamless conversion process where buyers have confidence in your product and brand as a whole.
4. Save You Time So You Can Continue Creating Awesome Products
What happens if you have hundreds of products in your ecommerce store? Can you really write unique descriptions for each?
Even if you have an in-house team, it's still a tough deadline to beat.
And here's where a product description writing team comes in. They can create unique and compelling descriptions for hundreds or even thousands of your products.
With such a writing team, you can focus on the other core functions like product development, finances, and customer service, leaving the descriptions to people who find joy in describing how your products work and benefit your clients.
It Takes Two to Tango
The input you offer a product description writer determines how effective the description copy will be. Make sure to provide:
- Plenty of information about your target market
- Detailed product specifications and features
- A guide to your company's personality and tone
These 3 elements will help the writer create product description copy that is relevant, in tune with your audiences' needs, and written in your company's voice.
5 checkboxes Your Product Description Writer Needs to Tick
#1. They Specialize in Your Industry
You don't want a jack of all trades for a product description writer. The perfect product descriptions are deep and detailed, yet succinct. Only someone with experience in that particular industry can get it right.
When hiring a product copywriter, make sure to ascertain that they've written in your industry before. If they have experience in your industry, you can expect authentic copy that gives your audience a true vision of what they can accomplish with your products.
#2. SEO Mastery is One of Their Strong Points
Need we say more? By now, almost everyone in business understands the importance of product description SEO. Your product description writer should too.
They should be conversant with all the SEO best practices to be compelling to your audience and Google too.
In short, you want to hire someone that can get you to the top pages of SERPS without stuffing keywords in the copy— which is a big turn-off for your audience.
#3. Awareness About Your Target Market
Effective product description writers have a deep understanding of your audience. They are aware of their pain points, fears, and wants.
But why is that important?
Because in online selling, knowing your target audience is your most potent copywriting weapon. If a product description writer knows your audience, they can use that information to craft descriptions that appeal to your audience.
This is known as writing in your customers' language, and it's the first step towards effective product copy.
#4. Has Awesome Copywriting Skills
A great product description writer understands that product copy is more than stating facts. Product description acts like your very own online salesperson. Like a salesperson, the product copy can be witty, detailed, or persuasive. But it's always best to utilize all three whenever possible. When selecting a product description writer, ensure they can:
- Evoke your audience emotions with wordplay
- Infuse facts into storytelling to be persuasive
- Show tangible benefits with carefully chosen words
If the writer hits all three, you can be sure that your audience will find the product copy interesting, valuable and relevant.
#5. Can Work in a Team
A product description writer won't be working in a vacuum in almost all instances. They'll work alongside other writers, designers, markets, and a project manager. Awesome product writers know how to work within a team. They communicate promptly, offer suggestions, and are attentive to all the details supplied.
If not, you'll be setting yourself up for miscommunication and conflicts that make life hard for you and other team members.
It's Time For Your Product to Start Flying Off Digital Shelves
Like every other business, your goal is to see the sales curve in your finance reports move up and never come down. Product descriptions play a huge role in making that happen. But you may not have the time or skills to wow visitors and convert them into customers.
That's why we exist: To take the burden of crafting compelling product descriptions off your shoulders. We are a small but mighty team that gets all excited each time we show off your products with persuasive product copy.
Check out our product description writing services or shoot us a quick message to discover how our product description writers can help your brand sell more through great product copy.
Photo by Aaron Burden on Unsplash: Thanks Aaron : )
