Whether you have a large eCommerce website with hundreds of pieces, or just a select few, creating amazing written narratives is critical to converting as many of those “clicks” into “customers” as possible.
The question is: How can you write amazing product portraits that convert like crazy?
Read on and we’ll share some valuable insights…
First let’s get some clarity on the impact of having great written representations on your website.
Is it beneficial to add valuable product descriptions?
Many of us would find images to have more impact on customers’ minds than a written product description. But, this is also an undeniable fact that those images can be easily twisted or screwed online.
Another more accepted fact about images is that they equal 1000 words. Despite this, you must remember that a picture can also be misleading. For example, a model wearing an item may not fit completely in that piece, but the image can be improved before posting.
However, image flaws can be improved with a presentable and complete written narration not shown in the image, such as “the fashionable item”, “the fancy look”, etc. Its representation is also useful to define the other descriptive characteristics such as its size, the method of draping, etc. Also, the specs and highlights of the piece can usually be best explained in engaging written narratives.
Therefore, the product description is very useful to offer your customers an informational resource to better evaluate the product. Not only do they help increase sales, but they also offer a lot more to a business.
Here is the list of benefits offered through attractive representation.
- Provide transparent information to customers.
- These are useful to differentiate yourself from the competition.
- Improve the SEO (Search Engine Optimization) of your website.
- Helps establish a relationship of trust with customers.
- It also improves the overall appearance of a company’s website.
So, after learning about the benefits of compelling narrative writing, it’s clear that they are a great weapon in differentiating your business from the competition. You can present your pieces more professionally, showcasing great quality and offering a promising asking price.
In addition to this, it is important to learn how to carve those highly functional representations. So, read on to better understand…
Talk to your ideal buyer
The key to writing the perfect product narrative is to understand your ideal buyer from start to finish. You must address them directly and personally. What are your biggest problems and how can your core products solve them?
And remember: always use the word ‘YOU’!
lead with benefits
Yes, you should list all the features, but when optimizing your listings, you have to ask yourself: what are the benefits? How will this particular product influence the lives of your customers? People want to know not just what they’re getting, but what their life will be like with this new product.
“The leading product for XYZ will really be all you need to get the best results in yada yada.”
*He rolls his eyes*.
Avoid the boring “yes, yes” clichés and say something different! If you were to randomly pick 1,000 eCommerce websites, there’s a good chance that the vast majority of narratives written would say the same thing.
Skip the cheap writers and hire some talent!
Harness the imagination of your readers
Every consumer has a very powerful tool in their head, and it’s free for you to take advantage of if you know how!
Appeal to your imagination and create a compelling copy that paints a picture in your mind.
The fact is, when shopping online, people are buying blind. So make sure you write a product description that makes your website visitors imagine themselves in a certain scenario using your pieces; you will have a much better chance of converting them if you do.
Sensory words are seductive
Describe the piece in vivid detail. For example, if you’re selling chocolate, you don’t want to just refer to the taste: How appetizing does it look? How does chocolate feel in your mouth? And how does it sound when you bite into it?
There are plenty of words at your fingertips, so choose them wisely.
Bullet List Features and Specifications
The features and specs aren’t too exciting, but they are essential, and as necessary to include them in your written narratives:
- you too
- make them easier
- To digest
Add social proof
No consumer wants to take their word for it.
It’s easy for brands to sit down and talk about how great their products are, but what about their customers? Take your social proof and feature it in your representations:
“Here’s what our customers have to say about it.”
Add some authentic testimonials showing the happy deals you made with your clients. Demonstrate a prevailing sense of satisfaction among your existing customers that would motivate new people in the target area to become your customers.
keep it short and sweet
Your representations should be easily ‘scannable’. As we suggest using bulleted lists for features and specifications, keep the content short and easy to read.
In essence, you want to describe the product and its benefits as little or as much as necessary. Cut the fat!
Hire the professionals! It’s all too easy to underestimate the power of a well-written description. What might be just 150 waffle words to you could be the difference between selling dozens or thousands of staples through your website. A well-written product description can transform your business. So if you need more time and want to invest in creating exceptional sales copy for your website, we highly recommend hiring an SEO agency that can handle it on your behalf.
Read more Author: Freddie George Education