Strong Words Podcast, Episode 1.
This show is produced by Big Ink Writing Services. Online
content experts that can provide rich, creative copy that gets results. From
website content to product descriptions for online retailers, Big Ink Writing
Services can give your online presence the voice that speaks to your audience.
Hi, and welcome to the Strong Words Podcast, the show
about copy writing and content for an online world. My name is Laurie and I’m
your host.
Today’s topic: Product Descriptions – Saying More With
Less
You see them everyday, every time you shop online, the
product description. You might take them for granted, until you try to write
one, or you read a great one.
A good description does 4 things:
·
Provide quality information about the product
·
Provide the product with SEO keywords
·
Help the shopper identify with the seller
·
And inspire the shopper to click buy
It doesn’t matter if you’re a big online retailer or
selling on etsy, good descriptions sell more products. Poor product descriptions
leave the buyer questioning the legitimacy of the seller. This makes it all too
easy for the potential customer to click on through to another site.
With today’s internet attention spans, you have but
seconds to make a good impression. This is something the big online retailers
are keenly aware of and they have it down to a science.
Here are just a few tips we use when writing product
descriptions for our online retail customers:
1.
Clean,
succinct copy clears a path to sales. Clean copy means text that isn’t
weighed down by fluff and filler words. Get to the point quickly. Do this by
making sure every word has a useful purpose. Short sentences are key. Check out
the transcript of this show on our blog site for an example of a succinct
description vs one that is all fluff and no stuff.
2.
Find
features that matter. What are the important facts about your product? What
benefit does it offer the customer, and what makes this product better than
others like it?
3.
Keywords
make for optimized searches. If you wanted to buy your product, what would
you search for? Sprinkle your copy with these words for a well-seasoned
description that will help customers find it.
4.
Find your
voice. The first step to finding your voice is to imagine your perfect
customer. Make them real in your mind and then speak to them with your copy.
5.
Attention
to detail. Whether it’s a piece of html or simple punctuation, details are
part of that first impression. Make sure your facts like dimensions are accurate
and your spelling and grammar are precise.
So many more tips, so little time. Subscribe
to the show on itunes, and check out our show page at strongwordspodcast.com to
find us on social media. My name is Laurie.
