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Writing Eye-Catching Product Descriptions

Your product description is the only chance you’ll have a turning a browser into a buyer, so you need to make sure it’s good. You need to give complete information, but complete information is often not enough to make the sale.

Use these tips to to turn “thinking about it” people into “gotta have it” people.

Be Thorough

Because the product description is the only place where you can communicate with your buyer about the product you’re selling, you need to give them all the information necessary to make a buying decision.

Be sure to include brand, model, storage capacity, featured functions, any compatibility issues, and anything else your buyers might want to know about.

This will do two things for you. First, it’ll give those browsing your products all the information they need to make a buying decision.

The buying process is like a set of scales. On the one side, weighing a great deal, is the things that make people hesitant about buying your product: parting with their hard-earned money, giving out their precious credit card information, fear of not getting value for their money, etc.

On the other side of the scales are all the reasons you can give them to make them want to buy from you. You need to load this as heavily as possible, and you start with all the features your product has that will benefit them.

Secondly, giving all the features of your product will save you from having people return items because they didn’t fit their needs. If your software isn’t Mac compatible, mention that or Mac owners will send your stuff back in frustration. If your cell phone only works with certain carriers, tell people.

Point Out Benefits

Listing all the features of an item is important, but it’s not what will really sell your product. You see, people don’t truly care about the features of a product, they really care about the benefits they get from the product.

There’s an old adage in marketing that says people don’t want a quarter-inch drill bit, they want a quarter-inch hole. And there’s a lot of truth to that.

When Apple was marketing their iPhone, they hit the nail on the head. While others were pointing out features (how much storage capacity they had), Apple focused on the benefit and simply told their buyers that they could get 1000 songs in their pocket. In reality buyers didn’t care how much storage space MP3 players had, they just wanted to know how many songs they could carry.

The funny thing about buyers is that, for some reason, they need to be told the benefits they get from the features available. You would think that mentioning the gas mileage the scooter you’re selling gets would be enough, but it often means little to them. They still need you to tell them that they can get to work and back for two weeks without re-filling the tank.

If you can master these two important factors as you write your product descriptions you’ll sell more product and have happier customers. And happy customers come back time after time after time.

Filed under: Tips and Tricks,

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