How to Create an Epic Product or Service Description in 4 Quick & Easy Steps
Lately, I have been on a search hunt for nice “Z-Gallery like” items for my home. Surprisingly, I’ve been disappointed at some of the descriptions for items that I like. It brought my attention to a point of noticing common habits that I see on new businesses products/services pages. In short, they don’t give enough umph, ya know? Let me explain. No one likes to read a novel when deciding to purchase something. On the other hand, no one likes to read any short description that says “Hey, I am cool. Buy me.”
Have you ever saw a product that you liked but didn’t get enough information in the description for it? Or, have you ever found a service that you would like to invest in but the description just didn’t justify the pricing? I’ve realized that it’s not always poor quality products and it’s not always a ripoff when buying services. It could be as simple as poor word choices and lack of information that discourages customers from continuing with their buying decision. I’ve found that some businesses don’t have a proper product or service description that entices customers to buy.
If customers haven't made it to your product/service page, it’s probably because they don’t see anything exciting about the product or service you are selling. When we introduce our products and services online, they must be captivating. The benefits must be stated clearly then it’s features. People buy benefits over features (remember that)! Don’t just state specifics, how boring is that? Tap into customer imagination with your descriptions. There are 4 short steps that you can take to grab the attention of your potential buyer and convert them to a loyal customers.
Before we start, grab some index cards or individual separate sheets of paper to write:
- WHO your product or service is for - What’s their occupation? What do they do for a living? Are they collectors of certain things? Do they own businesses? Are they stay at home moms?
- The ideal customer’s personality and values. These personality traits should align with your brand personality. - How does this make them feel? Excited? Stress Free? Beautiful? Accomplished?
- HOW your products help them. - Benefits of the product and what it will help them accomplish.
Be sure to keep these statements separate. You’ll say these out loud or read them to a friend in different orders to see which description flows better! Let's, keep reading!
Write for your ideal buyer
Who is your product/service for? What problem do they have or what are they trying to accomplish? Those are the people you write to. What does your product or service do for them? Think about the people who need your product and write to those people. Does it enhance their look, give them confidence, upgrade a living space, serves as an alternative to a problem they have? Don’t be vague and general! Be very specific about who this product or service is for.
A great example would be a busy business owner who doesn't have time to replenish inventory, design promotional graphics, book flights and hotels. This person needs an assistant whether local or virtual. Think about the lifestyles of your potential buyers. Those are the people who need what you sell.
Create a tone that matches the audience
This step of creating a matching tone inter-relates with your ideal buyer statement. In the first step, you identified who your ideal buyer was. In this step, you are speaking to them in a tone that relates to them. What kind of personality does your ideal buyer usually have? Most likely buyers who gravitate towards your brand possess the same personality traits as your brand. Stick with your brand’s tone while using their terminology. If your blog is fun and creative, speak in a tone that resonates with your audience. If you brand is formal, precise and super professional, be sure to speak in the tone that they understand and like.
Appeal to their imagination
This is the fun part! Create an example of how their problem can be solved or a goal can be accomplished in a scenario. Appeal to their imagination by starting with a problem they have or by starting with a solution to help them accomplish something. Tap into their desires and wants when writing the imagination portion of your description. For example, if you are a fashion designer, your buyer may have a desire to have a functional piece in their closet and wardrobe. Your imagination statement could go like this:
“Imagine a piece so functional that you could literally dress it up or down like our model. No matter where you are, this black pencil skirt can be used to get you through that interview you’ve been wanting or to give you a quick outfit for that dinner party you've been needing to shop for”.
Create a section for your description that helps the buyer imagine what life would be like if they purchased what you are selling.
List the benefits and features
Identify the highest value and benefit for the buyer here. Think about how the benefits of the product or services adds to your buyer. Does it have longevity? Can it withstand high levels of heat? Does it add a luxury feel to their home? Does it relieve stress? Remember benefits before features! Features can appeal boring, but you don’t want to exclude the factual information. Start with “what’s in it for them” and state the features last.
After you have completed key points or statements on each of your index cards or pieces of paper, try reading them out loud in order. If you don't like the flow of the statements, try scrambling each of the cards around and saying those aloud as well. Use the ideal client statement and tone of the audience piece to pretend as if you were speaking to your ideal client and in their language and tone. Use words to connect with your buyer.Try reading the imagination statement before the benefits and features. Keep repeating this process until you can create a nice flow of words that describes why what you sell is amazing and why your customers will love it!
Writing an appealing product or service description doesn’t have to be a scientific formula. Create a custom description for each of your products or services that speaks to your ideal customer and in a tone your audience speaks. Create an image in your customer’s head that sparks their imagination and list all the benefits that will help your customers feel proud of their purchase.