How To Write Good Copywriting Product Descriptions That SELL

Summary

In this insightful video, Tyler Fife shares 10 essential tips for crafting compelling product descriptions that convert. He emphasizes the importance of writing to the ideal customer, highlighting benefits over features, avoiding cliches, and evoking sensory experiences. Fife also stresses the power of storytelling, social proof, and scannable content in enhancing customer engagement. His approach encourages copywriters to connect with their audience on a personal level, ultimately boosting sales and customer satisfaction.

Takeaways

• 📝 Good copywriting is crucial as it acts as your best salesperson, while bad copywriting can repel customers.
• 💰 Product descriptions are vital in winning a customer's heart and their hard-earned money, and should not be hastily copied from manufacturer's websites.
• 👤 Write product descriptions tailored to your ideal customer to avoid vague and impersonal copy that pleases no one.
• 🔍 Understand the desires, aspirations, and pain points of your ideal buyer to create a personalized and effective product description.
• 🤔 Entice customers by focusing on the benefits of your product, ensuring they understand the perceived results they will gain from the purchase.
• 🚫 Avoid using cliches in your product descriptions as they can come off as lazy or desperate and reduce persuasiveness.
• 🏋️‍♂️ Use specific examples and vivid language to highlight the benefits of your product, making it relatable and desirable to the customer.
• 🧐 Write product descriptions in a human-like manner, speaking simply and authentically as if conversing with the customer directly.
• 🏆 Use superlatives wisely by backing them up with facts or testimonials to avoid sounding insincere.
• 🎨 Appeal to the customer's imagination by painting a picture of their life with the product, using descriptive language to create a sense of ownership.
• 📖 Incorporate mini stories in your product descriptions to make them more memorable and relatable, thus lowering rational barriers to persuasion.
• 👅 Use sensory words to create vivid imagery and engage the customer's senses, making the product description more enticing.
• 🤝 Leverage social proof by including customer ratings, reviews, and testimonials to build trust and credibility.
• 🔍 Make your product descriptions scannable with clear headlines, bullet points, and ample white space to cater to the skimming habits of online readers.
• 🧪 Split test different versions of your product descriptions to determine what works best and optimize your copywriting strategy.

Q & A

What is the primary role of good copywriting in sales?

Good copywriting acts as your best salesperson, effectively communicating the value of a product to potential customers.

How can bad copywriting affect a customer's perception of a product?

Bad copywriting can act as customer repellent, making the product seem unappealing and potentially driving customers away.

Why is it crucial to focus on product descriptions in the customer acquisition process?

Product descriptions are the last chance to win a customer's heart and their hard-earned money, making them a critical component in the sales process.

What is the common mistake made by those who simply copy and paste product features from the manufacturer's website?

Copying and pasting product features can result in generic and unengaging descriptions that fail to connect with customers on a personal level.

Who is Tyler Fife and what are his credentials in the field of copywriting?

Tyler Fife is a content department head for a community of 16 million people, who has driven significant revenue and written numerous product descriptions for various brands.

What is the key to creating compelling product descriptions according to Tyler Fife?

The best product descriptions make people envision the pleasure of their life with the product or the pain they'll feel if they don't buy it.

Why is it important to write product descriptions that speak directly to one person?

Writing to a vague and undefined audience can make the copy feel impersonal. Speaking directly to one person makes the description more engaging and relatable.

What is the significance of understanding the ideal customer's values, aspirations, and pain points when writing product descriptions?

Understanding the ideal customer helps tailor the product description to resonate with their desires and address their specific needs, making the copy more persuasive.

How should product descriptions focus on the customer's perspective rather than the seller's?

Product descriptions should highlight the benefits and results the customer will gain from the product, rather than just listing features, to make the copy more appealing.

What is the role of sensory words in product descriptions?

Sensory words engage more brain processing power, making the product description more vivid and persuasive by evoking the senses.

Why is it beneficial to include social proof in product descriptions?

Social proof, such as ratings and reviews, leverages the power of conformity and trust in the opinions of others, making potential customers more likely to purchase.

What is the importance of making product descriptions scannable?

Scannable descriptions cater to the online reading habits of potential customers, making the information more accessible and easier to digest.

What is the final step recommended for optimizing product descriptions?

Split testing different versions of product descriptions helps determine what works best in terms of engagement and sales, allowing for continuous improvement.