This question arises in the mind of every e-commerce business owner. Even the affiliate marketers promoting affiliate products through their stores have to worry about this.
So what is the reason you need different and optimized product descriptions?
The answer, as obvious, is GOOGLE.
Yes, the mighty wizard who sprinkles search results after you search a term and tell you which website ranks better for your needs.
As Google owns more than 80% of the share in the search engine market, it’s importance can’t be discarded. Moreover, optimized product descriptions would also help you rank in other search engines.
Why do products need different descriptions?
Well, that an obvious question. You might have heard about plagiarism. Yes, that copy and paste thing.
That’s the reason behind this. All search engines try to provide the best and most relevant results to their users.
If your product descriptions are plagiarized, it makes you look like a thief to search engines. Just like a burglar who broke into someone’s house and brought the booty to sell at a market.
Search engines don’t like duplicate content, and neither do customers.
It’s just like hearing the same recorded speech for every insurance agent you meet. Selling to you the same product.
You need to have diversity in sales pitches to make sales. After all sales in an art. You have to give your customers something new to entice them.
Your approach has to be different from other sales people so you may convince them to buy.
This is the basic reason you need new and differently written product descriptions.
You have to explain the users about the product according to your website, authority and expertise. Giving them a reason why they should buy from you.
Giving users a reason to buy.
The most important point for selling your products. You must give users a reason to buy.
It’s the same as I do. I give my clients a reason why they need new content or tweaks and how it would benefit them.
According to human psychology and nature, you always opt for profit or a better option until you are flowing in emotions.
There are two basic triggers in the mind of human beings: “the emotional trigger” and “the logical trigger”.
Marketers use both to entice customers and make sales.
Now this is the job of a product description copywriter to make sure what trigger he/she is going to use in the product description copy.
Out of both these triggers, the former, the emotional trigger works the best.
Yes, that’s the truth. That’s a sub-conscious reality.
It doesn’t matter how emotionally strong you are, or how strong you show yourself. Every human on this planet has emotional triggers. It’s just about the emotion you care about the most.
Let me give you an example.
You might have seen those ads on the TV showing products such as couches, weight loss devices, sewing machines and much more.
Did you notice anything in common?
Let me tell you. All those ads don’t start telling you about the product right away.
First, they depict a problem. It may be couch space, difficult mechanisms, legroom or whatever. They keep it showing for a minute.
That one minute is when the prospect is pitched. It clicks the emotional trigger in your mind.
The problem you face which is connected with your emotions.
By emotions I mean being sad, fretting, feeling bad, congested or any similar uncomfortable emotions.
Now, they show you the product and present it as the only solution to your problem. Just like Avengers defending the world from aliens.
This is the point when the sale is made. All they have to do is make you understand that you have a problem, to which this product gives the easiest and simplest solution.
And last but not the least, remember those two minutes and five minutes rush offers to avail discounts.
Yes, they trigger the emotion of urgency and the logical emotion of profit(discounts or offers).
Hence, they made a sale!
The case is no different with product descriptions. They are as powerful as TV ads. There is no user who doesn’t read the product description and/or features before buying a product online.
Should I hire a product description writer or do it myself?
A straightforward question: when do you call the doctor?
The answer is when you don’t know what the problem is and/or how to treat it.
The same is the case here. A product description copywriter is an expert. You call experts when you either don’t know the job or need perfection.
If you understand the copy writing techniques, you can give it a shot yourself. If you are not satisfied with the results, you can always ask a copywriter to help you out.
What I can tell you from my experience is that it takes a lot of hard work and brainstorming to write product descriptions. Especially if they are in bulk or are the products of the same type.
Whichever way you choose, it’s totally your choice.
But I have existing product descriptions?
Hmm… a rational question for a person already having product descriptions.
Well, the answer is – it actually depends.
If you are receiving good conversions with your existing descriptions, that’s great.
You might want to change several descriptions just to check out if the new one’s work any good.
However, if you are not sure about what’s happening you have two options.
First, you can change some descriptions to test if your conversions increase.
Second, you can take the help of a copywriter.