So you've worked hard building your business and product line. Now all you need is effective product descriptions to sell your products and bring in the bank - a bit tricky to accomplish, but doable with the right research, preparation, creativity and reiteration - and a little bit of help.
Text of An Informal 9 Step Guide To: Le Perfecte Product Description
AN INFORMAL 9 STEP GUIDE TO:
LE PERFECTE PRODUCT DESCRIPTION
SO YOU’VE SLAVED AWAY BUILDING A BUSINESS AND DEVELOPING PRODUCT LINES.
YOU’VE EVEN CAME UP WITH PRODUCT BRAND NAMES!
I SEE THE PAIN IN YOUR EYES.
GO AHEAD, SMOKE UP. YOU’VE EARNED IT.
OKAY OKAY, BREAKS OVER. NOW WE NEED EFFECTIVE PRODUCT DESCRIPTIONS
THAT WILL SELL YOUR PRODUCT.
Back to work you
STEP 1 IDENTIFY YOUR CUSTOMER
• Bland statements like “20-28 year old males” not allowed. Ask yourself, who really is your target customer?
• What type of mindset do they have? • What are their dreams, their desires, their goals? • If you don’t have the answers to these questions, try
reaching out to past customers or friends and family that fit your target customers profile, and informally interview them to get the answers.
STEP 1 EXAMPLE OF ANSWER
CopyShoppy’s customers consist of entrepreneurs, business owners and marketing managers in search of captivating, catchy and powerful brand names and marketing writing to help grow their business.
Their mindset is ambitious and focused, their dreams are to lead successful businesses; their desires in a service that will help achieve that goal is convenience, affordability, timeliness and effectiveness; and their goals are to minimize costs and maximize revenue and sales.
• How does my product help my customers achieve their dreams, their desires or their goals (main benefit to customer)?
• Here you need to think through exactly how your product helps your customers achieve their dreams, needs, desires or objectives.
STEP 2 EXAMPLE OF ANSWER
Hosting a CopyShoppy contest for brand names or marketing writing gives entrepreneurs and business owners an affordable avenue to explore multiple creative options from a diverse range of copywriters, for less than the price of hiring an individual freelancer, via an easy-to-use platform and process that guides them towards the optimal option. Through the powerful brand names and marketing writing acquired through each contest, our customers advance their goals of higher sales and revenue through catchy, relevant and persuasive brand messaging, and thereby further their dreams of business success. Our affordable price point helps them to meet their minimize cost objective, and our contest process, timed contest rounds and quality of business writing talent help them meet their objectives of convenience, timeliness and effectiveness.
SO YOU CAN SPEAK IN IT • One of the first things you should do is to think about what
language your customers use – you need to be able to speak in the language they speak.
• For example, CopyShoppy has a community of talented copywriters who enter client-launched contests.
• Copywriters are advertisement, business and marketing writers, however many of our target customers often get the term confused with “copyrighting” which is a different term that has to do with the legal protection of creative works.
SO YOU CAN SPEAK IN IT • As a result, we’ve replaced the term “copywriter” with business
writer, marketing writer, etc, in most of our opening communication with our website visitors to avoid this confusion, using the term “copywriter” later in our communications once the visitor understands exactly what our service offers.
• We came to this realization through customer discussions and trial and error, and via online keyword research.
STEP 4 CONDUCT KEYWORD RESEARCH
• In order to know what language your customers speak in, you need to research what words they use when they are searching for your product on search engines like Google.
• The term “copywriting agencies” gets 110 monthly searches, while the term “advertising agencies” gets 6,600 monthly searches. This is an indicator that using the term “copywriter” in our introductory marketing messaging may not be wise!
• Keyword research is also important because you need to craft keywords into the product description copy to help your website rank highly on Google for the terms your customers are searching for.
• Have you ever bought anything online or through a catalogue?
• Revisit the product pages of the products you’ve purchased in the past and investigate their product descriptions.
• You know they work, because you bought them! • Note down the type of words used in the product
descriptions for inspiration and to get a feel of the structure.
STEP 7 WRITE THE PRODUCT DESCRIPTION
• Once you understand what language your customers speak in, determined which keywords your customers are using to find your product, and have developed a list of words that best communicate your product’s benefits in your customers language, it’s time to craft the product description.
• Remember to keep it short but sweet, using persuasive and clever language, appealing to your target customer's emotional desires and rational goals.
• Consumer goods products (B2C) should use more of a fun and exciting tone, while business to business (B2B) services should have a more professional tone.
STEP 7 B2B PRODUCT DESCRIPTION EXAMPLE
• Here’s a product description example for a CopyShoppy Product Description Contest: Our marketing writing community will compete to provide you with a creative and catchy product description that will convert potential customers to repeat customers.
• Here’s a product description example for yellow sandals:
STEP 7 B2C PRODUCT DESCRIPTION EXAMPLE
• Here’s a product description example for an oak barrel:
STEP 8 LAUNCH A PRODUCT DESCRIPTION CONTEST
• You can launch a Product Description contest on CopyShoppy. • Only $149 to launch your contest, and you receive 30+ options
from talented marketing writers within 3 days based on your project details.
• You can then rate, eliminate, select finalists or provide feedback to your marketing writers as you see fit – winner of your contest transfers copyright of the winning product description to you in return for the contest prize.
• Now that you have your product description developed, it's time to upload it to your website or on your promotional materials, and determine how well your product is selling.
• If your product is converting at a rate of 5% per visitor of your product page, reiterate the product description to try to increase the conversion rate to 7%, and then 10%, and so on until you reach the optimal conversion rate.