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5 Powerful Tips to Write Killer Product Descriptions!

Every product needs a description, but writing descriptions that inspire action isn’t easy.

E-commerce sites thrive on powerful product descriptions. They are literally the bread and butter for anyone who sells online.

While you may not be a qualified copywriter, that doesn’t mean your Etsy description needs to be bland and uninspiring. A few well-written words can take shoppers from nah to yah! You just need to know how to do it…

#1. Hone in On Your Target Buyer

When you created your product, who did you create it for? Are you selling purple shoes with lime green shoelaces? Customized quilted purses? High-end tech gadgets?

It doesn’t matter if you’re selling helium to a balloon, you have to have that buyer firmly fixed in your mind when you write your description.

Imagine your target buyer’s likes, dislikes, where they go on the weekend, what their favorite color is, and what they’ll use your product for. Create an entire personality around this image in your mind and let it guide you when you begin writing your description.

Struggling with the details? Do some social media research by tweeting about certain products and get demographics based on the people who respond. A little feedback goes a long way.

#2. Develop a List of Features & Benefits

Before you put finger to keyboard, write out a list of your product’s features and specs. Once you have the technical jargon in front of you, ask yourself if that’s what you’d want to read if you were a buyer.

The answer will be no, I promise.

What you’d want to know are the benefits to buying it.

Sure, it’s amazing that your nifty new watch tracks daylight hours with precision accuracy. What would be even more amazing is if people knew why the hell they’d want it to do that.

You could say something like, “Our 2016 watch helps you maximize your sleeping patterns with a 24/7 daylight tracking functionality. Sleep the way your body intended; with the Sun’s rotation.”

Doesn’t that sound much more interesting?

Don’t get me wrong, listing features and technical information is important—but selling it’s benefits  is what motivates people to take action. Focus on what people will get out of your product, not so much on HOW it provides those benefits.

Sell an experience, not your product.

#3. Get Specific

Writers block happens to the best of us, but it shouldn’t reduce the quality of your description.

I’ll be the first to admit that it’s tempting to use phrases such as, “exceptional quality”, “premium results”, and “incredible materials,” but these words are meaningless to buyers.

Everyone claims their product is “the best,” and everyone is probably wrong.

Your description is less persuasive when you use words that everyone else does. Prevent boredom by getting specific.

Instead of saying your product is ‘high-quality’ tell them why. Describe your product fully and allow that description to naturally leave an impression of superiority.

#4. Use Your Brand’s Voice

What voice do you use in your marketing materials? Are you conversational? Do you focus more on luxury?

Combine the voice you use in your marketing with your description. The tone of voice you use sets the stage for buyers. It lets them know what type of product they are buying and what they can expect. It also helps you engage the right people.

#5. Make it Easy to Read

Scannable content always does better than blocks of text. To make your product descriptions scannable include:

  • Bullet points
  • Enticing Headlines
  • Extra White Space
  • Variable Font Sizes

Package your product descriptions so they are easier to read and scan through. Use emotional words to describe benefits, tastes, and features. Make it enjoyable to read your description.

Pull it All Together

Tickle the senses, persuade your readers, and explore the tiniest of details to conjure up more product sales. The more engaged your web visitors are, the more sales you’ll make.

Still drowning in writer’s block? I can help! As a freelance copywriter in Austin, Texas, I excel at writing product descriptions and I’d love to pump up your product sales. Contact me at 5dollarginger@gmail.com to chat more!

5 Writing Mistakes Almost Everyone Makes (And How You Can Avoid Them)

5 Common Writing Mistakes

Writing isn’t everyone’s cup of tea. Even as a freelance content writer in the game for five plus years, I still have my off days.

While you certainly can’t always be perfect in your writing, the key to churning out professional copy is self-awareness. Recognizing when and where you’re making mistakes is the first step towards drool-worthy content.

Below, I’ve outlined a few of the most common mistakes that even professional writers make, and a few ways you can avoid repeating them.

#1. Failing to Edit Your Work

Before you say “duh, editing is writing rule number 1” ask yourself if what you’re doing is real editing or just proofreading.

An editor will go through your content and pick out grammatical errors, yes, but they will also add and remove information as they see fit. Take a similar approach.

Edit to make a positive change in your writing. Edit to engage and refine what you have to say. This goes way beyond red-marking spelling and grammar errors, and I would argue it’s more important.

#2. Not Researching the Topic

Say you sell jewelry and want to write a post about the most common types available. You might think you have enough knowledge in your noggin to come up with a killer blog without doing any research. And you’d be wrong.

Every single piece of content you create—particularly for your business website—should be well-researched. Information is constantly being updated, and what may be considered up-to-date information today might be irrelevant tomorrow.

Let go of your ego and do some research on the topic you’ve chosen. Pull together quotes from industry leaders and respected brands and include them in your content to build authority.

If you’re trying to boost traffic via SEO, do some research on your topics and titles to make sure they’ll target the right audience.

#3. Writing too Fast

Putting content, blog posts, or articles on your website just to have them there isn’t going to do you any good.

I constantly work with clients who want their content yesterday, simply because they don’t understand the importance of slowing down and creating valuable content for their audience. I don’t blame them. Google will quickly make you yesterday’s news if you fail to regularly post fresh content on your website.

Don’t get caught in the trap of pushing out blogs for the sake of having them. Instead, write slowly and simplify what you want to say. A well-written piece may take time to create, but it will serve your goals better in the long run.

#4. Not Thinking About Your Audience

If I were to ask you who your audience is right now, you’d probably say something like “Moms aged 25-40 looking for xyz” what you’re less likely to say is something like “a woman who works 6 days a week, is raising 2.5 kids, and is passionately into sports.”

My point is, demographics only go so far. As a writer, it’s your job to know exactly who you’re speaking to. What does their life look like right now? Are they struggling to keep food on the table? Do they want a way out of their financial troubles? Do they suffer from a higher than ideal body weight but are hopeful there is a way out?

Each piece of content you write should be targeted to a certain person, not to a generalized group of people. You should know that person like the back of your hand. When they get up, what social media sites they prefer, and what they like to eat are the kind of details you have to have if you want to create an effective content strategy.

#5. Not Creating an Outline for Your Article

This goes back to English class, but the rules remain the same for blog writing.

An outline keeps your thoughts in line as you begin to write, and it makes the process faster. Before your fingers hit the keyboard, you’ll know what you want to say if you have an outline in place.

Conclusion

Don’t make the mistake of thinking that your content doesn’t really matter. Not only is Google looking at it, so are your potential customers. Be cognizant of these mistakes and work tirelessly to avoid them in your writing.

As a freelance writer who specializes in web copy, I am constantly working to improve my writing. If you need relief from your company blog or could use some help writing content that sells, then drop me a line. I’ll happily help you create content that improves your website.

 

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