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How to Write a Persuasive Product Description that Sells

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19 tips to make your product description more persuasive. Includes a dozen ecommerce examples.

People don’t read online; unless they’re about to spend money—then they scrutinize each word.

Design, SEO, and advertising can only get you so far. If you want to accelerate sales online, you need persuasive copy. According to Harvard Business professor Gerald Zaltman, 95% of our purchase decision occurs in the subconscious mind. Most marketers ignore how our brains work and fight against human psychology.

Published in: Marketing

How to Write a Persuasive Product Description that Sells

  1. 1. 19 TIPS TO WRITE A PERSUASIVE Product Description That Sells
  2. 2. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS FOLLOW ME ON TWITTER @DARRENDEMATAS 19 TIPS TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS By Darren DeMatas Darren DeMatas has 10+ years of professional marketing experience working with large corporations and small businesses. In addition to having an MBA in Internet Marketing, Darren is a Copyblogger Certified Content Marketer and Google AdWords Certified.
  3. 3. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#1 THE ‘ILLUSION OF TRUTH‘ Use Repetition To Make Your Claims Believable Step 1: Determine The Biggest Benefit Of Your Product Step 2: Repeat It 3-5 Times On Your Landing Page
  4. 4. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
  5. 5. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Just don’t overdo it, Mother Goose!
  6. 6. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#2 UNDERSTAND YOUR CUSTOMERS’ NEEDS Use Maslow To Match Search Intent Step 1: Determine The Psychological Need Of Your Product Step 2: Use Words Best Suited For That Mental State Step 3: Anticipate Questions About Your Product Step 4: Connect Questions to Product Features
  7. 7. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
  8. 8. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#3 FEATURE BENEFITS Turn Shoppers Into Buyers With Benefit- Focused Copy Step 1: Make a list of your product features. Step 2: List actual benefits of using the product. Step 3: List how benefits improve your customer’s life.
  9. 9. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
  10. 10. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#4 FORUM STALK RESEARCH Use Forum Research To Get Inside Your Buyers’ Mind Step 1: Find Conversations about Buying Your Product/Category Step 2: Read The Threads Step 3: Create a Quick and Dirty Persona Step 4: Learn about their Pain Points Step 5: Update Your Copy Using Phrases You Found
  11. 11. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS The search term, “racing tires” “should I buy” inurl:forum surfaced 455 car The search term, “racing tires” “should I buy” inurl:forum surfaced 455 car enthusiasts talking about buying racing tires.
  12. 12. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS We’ve learned a lot about James from researching forums.
  13. 13. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#5 TAP INTO THE 5 SENSES Use Sensory Words To Connect With Your Buyer’s Subconscious Step 1: Observe Your Product And Create A List Of Concrete Words Step 2: Read Customer Reviews To Find Sensory Words Step 3: Add Sensory Words To Your Product Description
  14. 14. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Look for words that describe your product and the environment of how it’s used.
  15. 15. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#6 SCARCITY Use Scarcity To Boost Sales Step 1: Create A Time Sensitive Sale Step 2: Add A Limited Quantity Alert On Product Pages
  16. 16. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Scarcity Works Best When Someone Is Already Interested In The Product
  17. 17. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS If you like this jean jacket, you better buy it now. There is only one left!
  18. 18. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#7 PRINCIPLE OF COMMITMENT AND CONSISTENCY Use Micro Commitments To Turn New Customers Into Big Spenders Step 1: Ask New Customers if They Are Likely to Buy from You Again Step 2: Send a Coupon/Promo Code
  19. 19. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#8 TURN NEGATIVES INTO POSITIVES Use The Blemishing Effect To Increase Trust One Simple Step: List One Small Negative Thing Between Positive Ones
  20. 20. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Adding in a small dose of negativity can make your product more attractive.
  21. 21. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#9 ADD CLASSIC ADVERTISING PHRASES Amplify Your Top Pages With Power Words Step 1: Use Google Analytics to Find Your Top Landing Pages Step 2: Update the Copy To Include Power Words: • You, Free, Because, Imagine, New
  22. 22. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Boring product? Ask your reader to imagine the benefits.
  23. 23. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#10 COPY COPY THAT WORKS Improve Ad Performance by “Borrowing” from Tested Copy Step 1: Find Out Who The Big Advertisers Are In Your Niche Step 2: Review Their Ad Copy Step 3: Update Your Copy
  24. 24. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Stick with companies spending more than $10K per month. These companies are smart enough to test their ads and use the best performing ads the most.
  25. 25. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Workboots.com is banking on new styles and slip resistance in their ad copy.
  26. 26. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#11 DISRUPT AUTO-PILOT The Disrupt and Reframe Technique Step 1: Add a bizarre or confusing statement in your copy. Step 2: Reframe it to give new meaning
  27. 27. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Apple’s entire marketing strategy is based on Disrupt and Reframe.
  28. 28. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TAKE FREE COURSE ENJOY THIS PRESENTATION? Get FREE Ecommerce Tips to Beat The Big Brands
  29. 29. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#12 IDENTIFY WITH YOUR CUSTOMER Use Buyers’ Words to Build Brand Preference Step 1: Search for customer reviews for your product on Google or Amazon Step 2: Copy memorable phrases directly from customers. Step 3: Paste them into your product pages.
  30. 30. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#13 MOTIVATE CUSTOMERS TOWARDS A GOAL Use the Endowed Progress Effect To Build Customer Loyalty Step 1: Add a reward program plugin or points system. Step 2: Create an email autoresponder to let customers know they’re close to a reward..
  31. 31. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS IMAGE SOURCE: https://www.groovehq. com/support/should-you-have-a-customer- loyalty-program
  32. 32. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#14 RHYME AS REASON Sway Buyers On The Fence With A Rhyming Sequence Step 1: Boil your product or benefit down to the simplest word Step 2: Go to Rhymer.com Step 3: Find a word that rhymes with your product or benefit Step 4: Add the rhyming phrase to the start or end of your product description
  33. 33. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Beauty.com Woos with Rhyming
  34. 34. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#15 DETAILS MAKE YOUR PRODUCTS CREDIBLE Be Ultra Specific What is your product made of? Where is your product made? How is your product made? How many people have used it? Are there quantifiable features? Are size dimensions relevant?
  35. 35. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Gucci nails all the questions above.
  36. 36. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#16 CROWDSOURCE Use Social Influence To Lift Conversions Step 1: Add Product Reviews Step 2: Add a Recommended Products Widget
  37. 37. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS When people get stuck on a decision, they look to see what other people do. This is why a recommended products widget can help lift conversions.
  38. 38. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#17 STORYTELLING Use Mini Stories to Fascinate Readers
  39. 39. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Retailer J. Peterman is known for their storytelling product descriptions.
  40. 40. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#18 ORDER FOR EMPHASIS Improve Message Recall with The Serial Position Technique Step 1: Begin with an Ultra Short, Benefit-Rich Product Summary Step 2: Rearrange Your Bullets Step 3: End Your Product Description with a Persuasive Message
  41. 41. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
  42. 42. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS Once you see how the information is layered on the page, make sure to put your most persuasive copy right at the beginning. Keep it short and uncluttered.
  43. 43. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
  44. 44. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS TIP#19 ORDER FOR EMPHASIS Use The Priming Technique to Make Your Marketing Their Idea METHOD 1: Use homonyms to influence buying METHOD 2: Use price priming to position your best products
  45. 45. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS New Egg’s default sort option is “featured” allowing them to use price priming easily.
  46. 46. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS
  47. 47. HOW TO WRITE A PERSUASIVE PRODUCT DESCRIPTION THAT SELLS LEARN ECOMMERCE ENJOY THIS PRESENTATION? Get FREE Ecommerce Tips to Beat The Big Brands

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