subject: Selling through Emotion – Product Descriptions [print this page] Selling through Emotion Product Descriptions
We spoke about using your home page effectively in terms of getting through to customers' emotions. Of course there are a myriad of other devices that a small business can effectively use to tap into people's hearts and thoughts and get them to feel invested in your business.
The next step is your product descriptions. You have a huge opportunity to get out of the ho-hum doldrums of typical web copy and take it to the next level. Talk to your customers when describing the product. Rather than listing specifications, which is boring, use dynamic language and make your products sound exciting. When considering that to write for each one, answer each of the following questions:
Why would I use this product?
How can this product change my life?
Why is this better than anything else out there?
If you are not sure about the answers, maybe you shouldn't be selling the product. You need to feel positive and confident about your products in order to sell them through emotion, and to get customers worked up enough your products in order to shell out money to buy them.
Worried that this is time consuming? It might be at the beginning, but once you learn to approach descriptions in this manner it will be like riding a bike. It will become totally normal and you'll realize how simple and effective a tool it can be.
Consider the following descriptions of the same product, a gold chain necklace:
18" gold chain necklace, 14 k. beautiful workmanship, great for every day or special occasion.
You gently caress the subtle curves of this magnificent, 14 karat gold chain around your neck. You feel like a princess in King Louis's court as you wrap your fingers around the delicate, 18" strands. Casual has now become special.
Believe it or not, the second description took barely longer than the first one. But think about how evocative it is and how it makes you feel. Which product would you buy? The more compelling your prose, the higher the likelihood that your customers will identify with it; and when they identify with it, it becomes theirs. This gets to the heart of the matter, because it gets to the heart of your customers.
Of course, you don't need to take this too far and hire a world-renowned journalist for your home business to write your product descriptions. Keep descriptions short and to the point just make sure they get your point across. Choose one thought or theme to develop, and make it shine.
