Week 9 | Product Overview

Week 9: Product Overview

DIYSB Small Business Marketing Gude | Week 9: Product Overview

Writing product overviews and descriptions can be tricky. Below are a few tips to keep in mind when writing for your catalogue or website. Pick a product and write a new overview/description based on the tips below.

1. Focus on Your Ideal Buyer: When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all.

2. Entice with Benefits: When we sell our own products, we get excited about features and specifications. We live and breathe our company, our website, and our products.

3. Avoid Yeah, Yeah Phrases: When we’re stuck for words and don’t know what else to add to our product description, we often add something bland like “excellent product quality”.

4. Justify Using Superlatives: Superlatives sound insincere unless you clearly prove why your product is the best, the easiest, or the most advanced.

5. Appeal to Your Readers’ Imagination: Scientific research has proven that if people hold a product in their hands, their desire to own it increases.

6. Cut Through Rational Barriers With Mini-Stories: Including mini-stories in your product descriptions lowers rational barriers against persuasion techniques. In other words, we forget we’re being sold to.

7. Seduce with Sensory Words: Restaurants have known it for a long time: sensory words increase sales, because they engage more brain processing power.

8. Tempt with Social Proof: When your web visitors are unsure about which product to purchase, they look for suggestions what to buy.

9. Make Your Description Scannable: Is your web design encouraging web visitors to read your product descriptions?

Weekly Goal: Write your product descriptions. How does you new product description look? Now apply this same technique to all of your products. You are now starting to see a big difference in you business and products.

Need help writing your product overview for your products? Let our team at DIYSB point you in the right direction.

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