In today’s competitive market, effective communication is key to reeling in potential customers in outbound sales and marketing campaigns. And nothing speaks better than well-written product descriptions. A compelling product description communicates the value proposition of your product to the customer, answering the all-important question: “Why should I buy this product?”
According to Google/Ipsos Global Retail Study, a whopping 85% of shoppers consider product info and images important for influencing their buying decisions.
But how do you make sure your product descriptions are persuasive enough to compel customers to buy your products? That’s what we’re going to discuss in this article. In the upcoming sections, we will explore some best practices for product description writing in outbound sales and marketing campaigns.
Importance of conversations and content in sales and marketing
When it comes to outbound sales and marketing, conversations and content are key. Outbound sales and marketing are about reaching out to potential customers. AI Chatbots have revolutionized this process by offering real-time engagement and scalability. They are cost-effective, capable of collecting valuable data, and can boost sales by generating leads and promoting customer involvement. This is different from inbound sales and marketing, where the customers initiate contact with the business.
Conversations, whether in person or through virtual channels, allow you to engage with potential customers on a personal level. It’s a chance to understand their needs, address their concerns, and build trust. Tiledesk is an exceptional tool that enables the seamless creation, testing, and deployment of automated conversation flows across multiple platforms, all through an intuitive drag-and-drop interface. It integrates with WhatsApp, Facebook, WordPress, Shopify, and even any other tools that you’re using, like HubSpot, Brevo, Qapla, and Customer.io.
The AI Chatbot (powered by GPT-4), in particular, could be very useful for businesses looking to personalize conversations with their prospects. You can create it in the design studio and set rules for bot activation. If your customers have any queries, the chatbot will provide them with helpful responses, leveraging your knowledge base.
But if you want to create a powerful sales and marketing strategy that drives tangible results, consider combining your conversations with valuable content. That’s where product descriptions come in. These play a very important role in driving conversions in these outbound sales and marketing campaigns (more specifically in email marketing and advertising campaigns). Product descriptions provide the initial impression of a product to potential customers, helping them understand why they need it. Good product descriptions, loaded with relevant keywords, can also help increase the visibility of a product advertisement on search engines.
When done right, product descriptions can encourage buyers to make a purchase, boosting sales significantly. But creating good product descriptions takes a bit of finesse. After all, it’s not just a chunk of information about a product. It’s your first line of communication, your pitch to the audience, and it sets the foundation for turning prospects into customers. If you need a little help in writing product descriptions, Narrato’s AI product description generator can help. This AI content creation tool takes your basic product info (product name, type, and features) to create high-quality product descriptions at the click of a button. It offers a bulk product description generation feature too, that lets you create a hundred product descriptions for your outbound sales and marketing campaigns, all at once.
Narrato has a bunch of other AI tools and templates (over a 100!) to help with everything, from copywriting, email writing, ad copy generation, content repurposing, and more. Their most unique feature is the AI Content Genie, an impressive AI tool that effortlessly generates social media and blog content on autopilot, from just your website URL.
AI-powered tools like Tiledesk and Narrato can be incredibly helpful for those moments when you need to accomplish more tasks in a shorter amount of time.
Getting back to the discussion we were on. đź‘Ź Product description writing. Yes. We’ve got some great tips for that in the next section.
Best practices for persuasive product description writing
There are some best practices that you should take into consideration for effective product description writing. That’s what we’re going to discuss here. Take these tips to give your AI-generated product ad descriptions a good foundation, and watch as your outbound sales and marketing campaigns start giving you the results you want to see.
Create customer personas
Understanding your audience’s needs and preferences is the first thing you should do with any marketing task. Writing product descriptions are no exception. Keep in mind that you’re not writing for just anyone; you’re writing for a specific group of people who are most likely to buy your product. The goal is to make your product descriptions so enticing that they grab the attention of this audience, whether they come across it through digital ads or emails. That’s where customer personas come into play. Just like a digital advisor helps tailor strategies to fit specific business needs, using customer personas ensures your product descriptions speak directly to the target audience’s interests and motivations.
Customer personas, or buyer personas, are nothing but profiles that reflect the characteristics of a particular segment of your target audience. It typically includes a combination of demographic information, behaviors, interests, pain points, and goals. With these profiles, you can better understand and visualize your target audience. This makes it easier to craft product descriptions that speak directly to them.
Do keyword research
After researching your target audience, the next step is to do keyword research for your product description. This is especially important for digital ads, as choosing relevant keywords guarantees that your ads are displayed to users actively seeking products/services associated with those keywords. Try using tools like Google’s Keyword Planner or Narrato’s AI keyword generator to find relevant keywords.
Google’s Keyword Planner will provide you with the average monthly volume, competition level, and other important search data for each keyword. Ideally, you should look for long-tail keywords with a high search volume and low competition.
Craft a buyer & keyword-centric product description
As you begin to write, keep both your customer personas and your chosen keywords in mind. An effective product description should appeal specifically to your target audience, using the keywords they’re likely to search for. Remember, your prospective customers can’t see your product in person, so your description needs to do the heavy lifting. It should answer potential objections and assure customers that the product will solve their issues or meet their needs. Tailor the product features and benefits to align with the persona’s needs and expectations.
If you’re using an AI product description generator, mention features that are most likely to appeal to your target audience in the ‘product features’ section. Let’s say you’re a beauty brand looking to promote your lipsticks, and your target audience is interested in all-natural products without any animal-derived ingredients. By including “vegan” in your product features, you’ll guide the AI in generating a product description that would ultimately appeal to that segment.
Tell a story in your product description
People love stories; they’re engaging, memorable, and relatable. To make your product descriptions more appealing to your target audience, incorporate storytelling. If you have space, try to talk about how the product was conceived, its key features, or how it can impact a customer’s life. This storytelling technique helps to establish a powerful connection between the customer and the product.
Entice readers with benefits (before features)
While it’s essential to list the features of your product, what truly sells is the benefits. Your customers want to know how your product will make their lives better.
- Will your software save them time?
- Can your fitness gear help them lose weight?
- Does your skincare product clear up acne?
Before you dive into technical specifications, start with the promising benefits your product offers. Once you’ve caught their attention with the benefits, then explain the features that make these benefits possible.
Add credibility to your product description
Trust is a major factor in purchasing decisions. Your potential customers need to trust that your product is exactly what you say it is. So how can you add that extra level of credibility to your product description? By incorporating elements of proof into your product descriptions. High-quality images, customer testimonials, reviews, recognitions, and awards can all add credibility and make your product descriptions more convincing.
Another thing you should keep in mind is being honest and transparent. Don’t exaggerate the features or benefits of your product. Instead, focus on highlighting the real value it provides. Make sure you provide detailed and accurate information about your product, including the specifications, dimensions, and any relevant data to support your claims.
Make your product description scannable
Most of your visitors will not read your product descriptions word for word. In fact, online readers tend to skim content, scanning for the information they find most relevant. So, it’s important to make your descriptions easy to read and digest. Use bullet points for key features and benefits. Don’t forget to break up the text into short, readable paragraphs. The easier your product description is to scan, the more likely a customer is to absorb important information about your product.
Tiledesk can help you create Product Cards, so you can display your best products in the form of a carousel. This helps enhance the shopping experience of your customers, as it displays the product in an enticing way, with well-written product descriptions.
Wrapping Up
Product description writing for outbound sales & marketing campaigns requires an understanding of your customer, smart use of keywords, and some creativity in showcasing your product’s benefits. Does it take a lot of time and effort? Not really, especially when you have AI tools to help. Is it worth it? Absolutely. After all, the aim is to convert readers into customers and that’s where persuasive product descriptions shine.
We hope this blog provides the necessary knowledge for you to take your product description game to a new level, and by proxy, your conversion rates and customer satisfaction.Â
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