Connect with us

MARKETING

9 Effortless Ways to Write Creative Product Descriptions That Sell

Published

on

9 Effortless Ways to Write Creative Product Descriptions That Sell

The first contact any potential customer has with a product is the description. It’s hard to oversell how significant good product descriptions are for an eCommerce business.

Without a physical product to pick up and look at, the product will not fully exist in the mind of the potential shopper. All they have to engage with and be won over by are some words and images on a screen.

Creative product descriptions must work hard to paint an enticing picture and accurately describe the product features. When it comes to achieving conversions – getting a browser to become a buyer and clicking that vital ‘add to cart’ button – great product descriptions are like having a power dialer to communicate directly with your consumer base. 

Knowing how crucial creative product descriptions are is one thing, but how does an online business ensure their product descriptions are the best they can be?

Here are nine key areas to cover to take the effort out of writing creative product descriptions.

1. Know Your Customers

Knowing your target customers is the first step in creating great product descriptions. It might sound counterintuitive to begin with customers rather than the product itself. But before you can set the tone and style, you need to get a handle on the buyer persona.

Advertisement

It is as important as having content to fit your audience when dealing with your website and marketing tactics. To make sure you know what your customers want, you should know who they are first.

Tracking how customers arrive at your website, what background and age group they might belong to, and what their interests and needs are likely to be; will allow you to tailor how you present the product to those potential buyers.

9 Effortless Ways to Write Creative Product Descriptions That Sell

  Image Source 

2. Sell the Benefits

Customers are looking for products that fulfill a need or fix a problem. If you bear this in mind, then you’ll see immediately which features will interest them. But describing every aspect of the specifications can be off-putting. Keep to the qualities your product has that will benefit your customer.

It is basically an extension of thinking about how the product fits the market. So, go back to your marketing plan and team. What are the main selling points of the item? How do these categorically match what you understand of your consumer base’s needs?

For example, if you are selling a mini refrigerator – of course, its power, materials, and design are important – but it is probably of more interest to a customer that it fits under a desk and that it holds 12 cans of cola.

Make a list of the key features that customers are most likely to care about. Describe your product in these terms.

Advertisement

3. Cut the Jargon

While manufacturers’ descriptions have all the specs on your product, it is not a great look to overly rely on their jargon and word choice. As with business text messaging, you want clarity and economy of communication; wordy descriptions can hide the product benefits and features.

Another reason for not including too much of the manufacturer’s information is that you may not be the only online firm selling a particular product. You want to make your company stand out. Surprisingly, although customers might see the same product on various sites, clear, well-written product descriptions can help sway customer opinion and encourage them to choose your company to supply what they need.

It’s wise to check how your competitors have described the same or similar products. Imagine you are a customer; ask yourself which technical words or phrases are jarring or hard to understand? Can you think of a better way of outlining the product’s key features and benefits?

1663756205 288 9 Effortless Ways to Write Creative Product Descriptions That Sell

Image Source

4. Powerful but Natural Language

Getting an emotional response is a sure way to pique interest and make a product attractive. Make sure you choose powerful language; this does not mean exaggerated or overblown. Describing every product as the best or biggest, or most luxurious can be grating and tends to create disbelief in your audience. People know when they are being given a hard sell.

Be clear but subtle in your language choice. Maybe there is a better way of saying that something is value for money or user-friendly. Be wary of overused words and try to choose something more natural but no less impactful.

In short, word choice matters with product descriptions as much as product names and domains; just look at domain names Australia.

Advertisement

Are You a Marketing Manager?

With a Customer Value Journey that strategically builds a relationship with new prospects and converts them into loyal, repeat customers. Click here

5. All the Senses

Think about the senses a customer might use in reality to choose a product. Your online customers can’t pick up your products, so it is very important to replicate these sensory experiences in your product description. 

Consider the product’s texture, taste, smell, sound, and visual qualities. Choose adjectives that paint a sensory picture, and allow your customers to ‘virtually’ hold the product in their hands.

Of course, you don’t want to get carried away with flowery descriptions, which would force customers to search out the facts. But a few well-chosen adjectives can engage a customer’s senses and make them far more likely to make a purchase.

1663756205 458 9 Effortless Ways to Write Creative Product Descriptions That Sell

Image Source

6. Tell a Story

Creative product descriptions are about telling stories, very short stories, but stories nonetheless. By ‘story’ we do not mean paragraphs of narrative, it’s just a way of adding an attractive element to the information. The story might be woven between the facts to bring them to life or be a separate, mini element. It might consist of information about where the product came from, who invented it, or was inspired to create it.

Advertisement

Stories can also be images or descriptions that show the customer what it might be like to own the product; how it might look in their office, home, or garden.

As with your choice of language, stories are important for grabbing the emotions and attention of your customer.

7. Scannable

In writing your beautifully crafted product description, it’s worth bearing in mind how short the human attention span is, especially when reading text. For this reason, it is even more imperative to grab your customers’ attention from the get-go.

Keep key parts of your description short and sweet, and make them stand out. If you want to direct customers to a digital catalog where more products can be viewed, make that link clear and easy to click on.

Most of us scan text to find the information we want. For this reason, it is very important to make your product description clear and easy to digest in its layout and choice of font. Bullet points and words in bold help a reader take in the text quickly. Large chunks of text, however well-written, can make them switch off.

1663756205 49 9 Effortless Ways to Write Creative Product Descriptions That Sell

Image Source

8. Write For Humans, but Include SEO

As we’ve seen, keeping your customer in mind as you compose creative product descriptions is the key to staying on track and including the right language to steer consumers to conversions and sales. But of course, optimizing your content for search engines using keywords is also important.

Advertisement

The key tip here is to appeal to those search engines without turning off your human target customer.

It’s a good idea to check the keywords used by your competitors, as well—using online tools to identify those favored in searches. It’s best to have the main keyword in your product title as this boosts your product visibility.

But never be tempted to cram in the keywords at the expense of a good product description. Remember; keywords help your consumer find your product, but they do not necessarily make the product description easier to digest.

1663756205 703 9 Effortless Ways to Write Creative Product Descriptions That Sell

Image Source

9. Quality Images

We have talked a lot about text, but alongside any successful creative product description is a quality image or images. Being able to see the product is key for most consumers. The trick, however, is to make your images as strong as your text; otherwise, you risk that they detract from rather than enhance your description. 

The chances of ecommerce business success are greatly increased if your product descriptions look and sound good. Make sure your images show any key features clearly and help tell the story of your product.

Be Creative, Convincing, and Clear

Getting your prospective customer to click the purchase button is like getting a client to sign on the dotted line, physically or via docusign alternatives.

Advertisement

It can be a hard-won result, however great your products are. Your website and products are competing with an ocean of similar online businesses, all shouting for the attention of consumers. Getting traffic to your site is the first hurdle, you don’t want to fall at the next by having product descriptions that don’t do your products justice.

Remember, you are talking to a human being, but don’t neglect SEO. Tell a story and appeal to the senses; sell the benefits, but don’t hard sell. But most of all, to make your product descriptions shine: be creative, be clear, and you will convince your customers to choose your products.


One Liner Pitch with Trisha Leconte VIDEO

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

The Role of Enterprise Mobility Management in Modern Businesses

Published

on

The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.

Advertisement

Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.

Advertisement

Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Lessons From Air Canada’s Chatbot Fail

Published

on

Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?

Advertisement

AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.

Advertisement

Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.

Advertisement

Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.

Advertisement

It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

Advertisement
Like what you read here? Get yourself a subscription to daily or weekly updates.  It’s free – and you can change your preferences or unsubscribe anytime.

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Only 6% of global marketers apply customer insights to product and brand

Published

on

Only 6% of global marketers apply customer insights to product and brand

While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze’s 2024 Customer Engagement Review. What’s worse, only 6% apply customer insights to their product and brand approach.

“At the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,” Mariam Asmar, VP of strategic consulting, told MarTech. “And while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don’t. Cross-channel doesn’t exist because there are still all these silos. But the customer doesn’t care about your silos. The customer doesn’t see silos. They see a brand.”

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%); or primarily relying on single-channel solutions (17%).  Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.

The persistence of silos

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.

Advertisement
Screenshot 2024 02 27 140015
Source: Braze 2024 Global Customer Engagement Review

“Why are we still talking about this?” she said to MarTech. “One of the themes I see in the report is we’re still getting caught up on some of the same stumbling blocks as before.”

She said silos are indicative of teams working on different goals and “the only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.”

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:

  • Generating creative ideas (48%).
  • Automating repetitive tasks (47%).
  • Optimizing strategies in real-time (47%).
  • Enhancing data analysis (47%).
  • Powering predictive analytics (45%).
  • Personalizing campaigns (44%). 

Despite the high usage numbers, less than half of marketers have any interest in exploring AI’s potential to enhance customer engagement. Asmar believes there are two main reasons for this. First is that many people like the systems they know and understand. The other reason is a lack of training on the part of companies.

Dig deeper: 5 ways CRMs are leveraging AI to automate marketing today

“I think about when I was in advertising and everybody switched to social media,” she told MarTech. “Companies acted like ‘Well, all the marketers will just figure out social media.’ You can’t do that because whenever you’re teaching somebody how to do something new there’s always a level of training them up, even though they’re apps that we use every day, as people using them as a business and how they apply, how we get impact from them.”

The good news is that brands are setting the stage for the data agility they need.

  • 50% export performance feedback to business intelligence platforms to generate advanced analytics.
  • 48% sync performance with insights generated by other platforms in the business.

Also worth noting: Marketers say these are the four main obstacles to creativity and strategy:  

  • Emphasis on KPIs inherently inhibits a focus on creativity (42%).
  • Too much time spent on business-as-usual execution and tasks (42%).
  • Lack of technology to execute creative ideas, (41%).
  • Hard to demonstrate ROI impact of creativity (40%).
Screenshot 2024 02 27 135952Screenshot 2024 02 27 135952

Methodology

The 2024 Global Customer Engagement Review (registration required) is based on insights from 1,900 VP+ marketing decision-makers across 14 countries in three global regions: The Americas (Brazil, Mexico, and the US), APAC (Australia, Indonesia, Japan, New Zealand, Singapore, and South Korea), and EMEA (France, Germany, Spain, the UAE, and the UK).

Advertisement

Get MarTech! Daily. Free. In your inbox.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS