Write Product Descriptions that sell!
- Focus on your ideal buyers (personas)
- Highlight the benefits
- Avoid marketing jargon and buzzwords
- Make text visually scannable (formatting)
- Appeal to the user imagination
- Justify superlatives and big statements
A customer is investing time in reading your product description, that means he is down deep in the marketing funnel, getting closer and closer to the conversion stage. You invested a lot of energy, time, and money to get him at this stage of the funnel. It is not the moment to let him go away just because your copy is not clear or not updated. This is a critical phase. If your content can provide the information the visitor is looking for, the probability he will become a customer are significant. If your content disappoints or confuses him, he will move to a competitor looking for a better source of information. Don’t let that happen!
Franco Folini lives and works in the eCommerce territory, a wild area between the Kingdom of Technology and the Kingdom of Marketing. He speaks fluently the language of both realms. For many years, Franco has been helping people bridge the divide and successfully collaborate.
If you want to find out more about Franco, visit his LinkedIn profile or send him an email folini[at]gmail.com