When consumers read a product description, it’s your big chance to really connect with them and make a sale.
Think of it just like a salesperson telling someone face-to-face about a product, but instead, it is in written form.
And just like a salesperson, you can ruin a sale quickly if you don’t say the right thing. Your product description can do the same thing.
That’s why it’s especially important you know how to write product descriptions from a customer’s perspective.
I always strive to write from a customer’s perspective, it really is essential. Otherwise, it’s nearly impossible to connect with them.
Learn About Your Consumers – Who are they?
You won’t know what to tell consumers if you don’t know who they are, what they like, and why they would want to buy the product.
Personally, I’d start with who. This is an essential first step because you can’t figure out what they like or why they need their problems solved if you have no clue who they are to begin with!
Plus, by first identifying who your customers are you can develop a buyer persona or at least improve upon what you already have.
Take time to learn about consumers through research or surveys.
Through your research you’ll find out how they feel when they turn to your site how you can make them feel better, and what you need to write in product descriptions to do that.
Always remember that not all consumers are the same.
Consider you have a product that can help people with many different problems. In this case, you’ll have to do a good job with identifying with most of the consumers. You’ll have to understand that you won’t be able to target every single one though. That’s okay; as long as you target some of the biggest groups.
Or, you re-brand your product accordingly to each different customer segment.
Why do your Customers Need You?
Next, I would start thinking about the why for your customers. There is a great TED talk video about this concept I encourage you to watch, if you haven’t already.
By figuring out the why for your customers you’ll be better able to connect with them and really write in a way that caters to their perspective as a consumer and not you as a seller.
Ask yourself, “Why do these people need me/my product?” And you should get a better idea for how to frame your product description.
Cater to the Busy Internet User
Internet users are used to getting what they need in a split second.
They want to see the product they need, learn about it, and move through the checkout process as smoothly and quickly as possible.
This is why you must make sure the product descriptions is written clearly and broken up enough for the reader to be able to skim it. That way he or she will only have to spend a couple of minutes or so to find out if he or she wants to buy it.
And if you have done this properly, it’ll be a no-brainer for your potential buyer.
Don’t Sell the Product – Sell the Solution
People are immune to exaggerated pitches. And I can’t stress this point enough.
They know what you’re trying to do, and they often run the other way.
It comes off as scripted and bland, they know you want something from them. It’s important to be sure your content has a voice.
That’s why you must learn that it’s not the product you should be selling, but the solution.
Your consumers have a problem they need to solve, or a situation they need to improve. If you tell people that they can solve their problem or improve their situation and all they need is the product, you’ll have a much easier time selling that product.
Instead of framing your product in terms of features and specs tell the consumer about the problem it’ll solve for them.
Selling the Solution – An Example
Our plugin Content Resharer Pro has tons of features that are very important to the user and really are what make it a thing of value.
However, if I just listed a whole bunch of it’s features down as a product description very few people would be sold.
Instead of, “A comprehensive plugin that allows for automated resharing of evergreen content across major social networks.”
Try something like, “You’ll never have to reshare your best content ever again. Simply set it, and forget it. Our plugin does the work.”
That second description is written from the customers perspective. Why would they ever buy my plugin?
Well, most blog and website owners are desperately short on time. However, to keep putting out great high quality content they can’t spend lots of time sharing it on social media. They are creators not promoters.
That’s where Content Resharer Pro comes it. It solves the Why for the customer.
Avoid Long Product Descriptions
People want to know what the product does for them, not its whole story. The more information you provide the more people will turn away from it.
Just give consumers the information they must know in order to see that the product is what they need right now.
Grab Consumers Attention with Headers
Headers are important in product descriptions because they make people pay attention.
Make your headers count. The header should identify something the consumer needs to do at the time they are browsing.
If it’s a product to reduce fine lines and wrinkles, a header should be “Eliminate Fine Lines and Wrinkles.” Consumers who want to do this will pay attention right away when reading this because it’s what they want.
Learning how to write product descriptions from your customers perspective is really more about changing your frame of mind than anything else.
Think of ways that you can relate to them, and really pretend to be a customer. It’ll certainly help if you develop a buyer persona.
Ask yourself a lot of question the customer might ask. Number one would be “Why would I ever buy this?”
I once heard from a very successful Entrepreneur, “People don’t buy things based on logic. They buy based on emotions and how they can feel better. Then they justify that decision with logic.”
Let us know what you think about product descriptions in the comments below. And be sure to include some examples if you have any!