4: Do Not Copy Supplier's Product Descriptions

Customers come to your website because they are looking to satisfy a need or requirement. They still need to be persuaded that the product on your site will fulfil their need. Your description should be more than just statistics about the product. Remember, people purchase emotionally and then justify the purchase logically, so the description needs to have an emotional element in order for the customer to feel connected to it and make that purchase.

Manufactures are selling to trade customers and expect you to have some industry knowledge so they only describe their products with minimal, if any, emotional content. Any good salesperson will tell you that persuasion is the key to increasing sales, emotional connection is a product of persuasion. Your website is your salesperson, if you provide engaging content it will produce good results for you.

Here is a simple test, take a look at the top 5 products on your website, now ask yourself, if the phone rings and there was a customer on the other end asking about any of these products, could you close the sale by reading off the product description. If the answer is no, consider rewriting the content and remember to add the emotional elements. There is usually an emotional benefit to even the most mundane product. Let’s say you sell car tyres online and one tyre’s main feature is low road noise, instead of just mentioning specification (which you should do anyway), why not say “this tire has low road noise so you can have a conversation without shouting or listen to your favourite music at any volume’ right away there is an implied benefit to the buyer.

Another way to get emotional content into your product description is from existing product reviews. Customers will usually express themselves in terms of how they feel, examine what they are saying and implement their emotional description into the product description and you will increase sales.

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