A lot of lazy
Do they make money doing that? NEVER.
Another group of them want to just write something to fill in the description and move on, but does it really work? I don’t think so.
Let’s just take a moment to question: Do I have to always write a new description for every product I test? If so, Why should I?
The answers are pretty simple: Yes you should, and here’s why:
- When you steal your competitor’s description, you’ll see that the ads you’re running on Facebook Ads are so expensive, sometimes your CPM could reach $100 and even more.
- When you write a product description that talks to your audience, your chances of getting sales are higher than the average Joe who just wants to steal a description and make billions and billions in return.
- When you find a winner, you can split test multiple descriptions, and stick to the one that converts more.
- If your product is broad and directed to many audiences that don’t have a lot in common, your chances of converting all these audiences get higher when you write a specific product description that talks to each audience and solve its problem.
So now you know that writing your own product description is something crucial, and you might be confused, because you’re not good at copywriting, and you don’t know a lot about the product you’re trying to sell, but if you read this until the end, you will have everything you need to write the best product description and ad copy ever… So let’s just dive into it.
Understand The Problems Your Product Solves Before Writing Your Product Description:
Writing your description before totally understanding how your product works and what purposes it serves is pointless. instead, there are a lot of practices you can do to gather as many ideas as
One of the best sources to gather ideas is Youtube. You just go there, type in your product name, and watch videos of people reviewing the product you intend on selling, and you take notes.
You can also watch commercials of that product, as they’ll be more inspirational, and will give you hints on what you should be focusing on.
You may as well dive into the comments section and see what people think of that product, and then add it to your notebook.
Another thing I do when gathering ideas is going to Amazon, typing the name of my product, and read what people who have already bought it are saying about it. As easy as that.
Define The Emotions That Can Be Associated With Your Product:
If you can’t notice, people are making their decisions based on what they feel about everything, and they ALWAYS try to justify their decisions based on logic and common sense.
You can just analyze some of your own decisions in your personal life, and you’ll be surprised.
So instead of selling people features, focus on emotions, and you’ll see amazing results.
You see, people don’t like being sold stuff, they like buying when they feel it’s a good idea to buy something.
But when your marketing strategy is based on scarcity like “Only 3 Left In Stock” or “Get Yours Before Sale Ends”, you are just burning money.
Once you study and understand the psychology of consumers and the way they think when looking at products that solve certain emotional needs or pain, and act upon the consequences, you’ll see the difference.
When it comes to the emotions you need to focus on, there are few emotions you need to verify if your product can be associated with, you’ll see advertisers from all sizes using these very particular emotions everywhere, from Social
These emotions are very simple, as human beings, we are guilty of making decisions and choices based on these particular emotions.
The emotions I’m talking about here are: Greed, Fear, Sadness, Danger, Disgust, Pain, Care & Protection of Loved Ones, Superiority, and Social Approval.
If you can link the problem your product solves to any emotion of these, and write a compelling description (and ad copy) using the steps I provide in this article, you’ll increase your conversion rate by 50% to almost 300%.
So if your product had a conversion rate of 1%, just by implementing these tips shared within this article, you’ll be able to increase your conversion rate to almost 3% without implementing the other Funnel Optimization tips I share in other articles.
How Can I do it?
Whenever a person sees something new in a certain ad there’s an internal dialog happening in there. The 2 questions they ask themselves before making a decision are “What is that?” and “Why should I care”.
Both these questions need to be answered within the ad and the description, for you to get the most value out of that traffic.
When you answer these questions, you should always give more importance to emotions, and give your audience a push to make their decision look and sound as rational as possible.
To better understand the idea, we need examples…
The image above is the image of a product I was selling back in 2018 for $97, this product has many marketing angles, which means it can be associated to many emotions from the ones we talked about earlier.
These emotions are:
- Fear: The fear of having their own goods and assets stolen by burglars when they’re not home.
- Danger: The danger of being assaulted by an armed burglar.
- Protection Of Loved Ones: This one applies to parents more than anyone else.
- Superiority: The prestige and convenience of answering their visitors from anywhere.
You can use statistics of burglary in the past few years in your video ad, ad copy, and product description to make them see it from these angles, and have them turn these emotions on.
Like for example: Every 18 seconds a burglary happens in the US, the average dollar loss is staggering $2,251. 1 of every 10 burglaries is considered a violent crime.
Keep It Realistic:
A lot of you will know about how using emotions sells stuff, and they’ll go crazy with their product descriptions, and that’s something I don’t really recommend as it will give a negative effect.
People are not stupid, and they’ll know where you’re going with your description if you’re trying to exploit them, so don’t try and use this unethically.
As I said earlier, people like to buy thing, but they don’t like being sold to…
Add a Bit of Storytelling:
We all love stories, and when sitting with the right storyteller, we can even lose the sense of time and place, and live in the story instead.
Storytelling is a proven way to engage prospects and make them go through a funnel of feelings. If done the right way, you can radically increase your sales.
For you to do it correctly, your stories should always have the elements required to make people feel empathy and suspense, if you can handle that, you can easily write descriptions that sell.
Here’s a video that will explain the whole image for you, and show you what empathy and suspense are capable of:
You can easily sell a 99 cents product for over $60 with the right story, in fact, I’ve seen people selling a $1 anti-snoring device from AliExpress for $119 with a bit of story telling of how a wife fell in love again with her husband after buying a $1 device for $119… So there’s something very powerful about stories!
Use Your Audience’s Language:
If you want your audience to feel more familiar with what you have to say, you should use their language.
Avoid being formal as much as possible, and use the same words you would be using when talking to a friend, or someone you want to build a relationship with.
If you have no idea what kind of language or vocabulary your audience use, you can always do a research on Google for review articles to read, do research on Youtube for review videos of your product, and Amazon reviews.
These are the best places to find inspiration. Just make sure you take notes and not use way too much technical keywords that only a few people can understand.
Make Your Product Description Scannable:
79% of people that read stuff on the Internet don’t read the whole thing. They just scan through and see the words that their brain could pick up.
That’s why you need to make your product descriptions scannable. That doesn’t answer the question: How do I make my product description scannable? The answer is pretty simple…
One of the most common ways to make people notice the words you want them to pay attention to is bolding, underlining, or italicizing them.
when you do that with the particular words that describe the emotion you want them to have, I’m pretty sure you’ll grab their attention, and make them see the picture from the angle you want.
Another common way to do this is by using bullet points to briefly show them what’s in it for them.
Never Praise Your Products, Let Your Customer Decide:
What will your response be when a salesman gets closer and says that the product you’re looking at is of an “EXCELLENT QUALITY”? You’ll be like “Yeah, yeah… That’s what they all say!”
When you talk to your prospect using that “excellent product” strategy, they will assume that you’re doubting their intelligence which will give them a bad sign about your whole brand.
Instead of falling for that “excellent” mistake, try to use better adjectives that will make people visualize how their emotional needs will be fulfilled after getting what you have for them.
Putting Each Part in The Right Place:
The structure of your product description matters, especially if you want to write long descriptions that will help you rank your store on search engines.
What I recommend you start with is bullet points with a content that is on the point.
After you’re done with the bullet points, I prefer writing a few lines that point the problem to the prospect, this is the best part to add a bit of storytelling if you think you can handle the pressure of writing a flawless story that creates empathy and suspense.
Once you point out the problem that your prospect has, introduce your product as the ultimate solution, proving them with common sense that it’ll completely solve their problem.
You can include media such as GIFs, images, and youtube videos, but don’t get too excited about it as it’ll slow your page’s loading speed, and affect your bounce rate.
You might as well want to check your description for passive voice and run a readability analysis. There are a lot of tools to do that such as Datayze and Analyze My Writing, to see if your description is clear and easy to read.
After you finish this process, read your description again, and Bold, Underline, Italicize the words that you want to stand out, so you can make your description scan friendly, and there you go.
You may suck at the first product description you will write especially if you’re not a native english speaker.
But trust me, once you do this process with your first 5 products, it will become engraved in your subconscious mind, and you will then be able to write AMAZING product descriptions on auto-pilot.
You can even pick 5 products from Amazon best sellers right now, and train yourself for a couple of hours, before you invest a dime.