Ghostwriting Product Descriptions That Convert Sales

by Cris Yeager
DIGITAL MEDIA GHOST
Ghostwriting

As more and more online stores emerge, consumers can’t help but be overwhelmed by the number of options they have to choose from. Knowing this, retailers are looking to differentiate their stores as well as make their products stand out from the crowd.

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Product descriptions are one of the best ways retailers can entice customers to purchase their products over the competition, which makes it especially important to write them well and accurately describe a product’s features and benefits. But how can you ensure that your product descriptions do both? Let’s discuss how ghostwriting can help retailers write product descriptions that convert sales.

Bland descriptions aren't interesting anyone
Product descriptions need to draw the buyer in and convince them. A ghostwriter can help. An online shopper usually has a lot of decisions to make before they buy anything, so you want to make it as easy for them as possible. You don't want your product descriptions to be bland and uninteresting or you will lose the sale.

There are so many products on Amazon, eBay, and other sites that if you make it difficult to shop your site or don't convince people they want to buy from you, they will just go to another seller. Remember, at some point in your life a good description convinced you to buy something as well. It takes a creative writer to make a product alluring enough for a consumer to drop cash.

Producing content for a store isn't as easy as it sounds. Just because there are millions of online stores doesn't mean that anyone can write an engaging product description. It takes a well-crafted message targeted at a specific market with clear benefits for the buyer. Most companies have high turnover rates among employees and selling online is still relatively new and not everyone has experience creating interesting content for these sites.

The real power of persuasion
The best way to get a business noticed online is by optimizing the product descriptions. This means writing compelling, persuasive copy that will encourage shoppers to take the leap and buy. You might be a great writer but that doesn’t mean you can write powerful descriptions for every single product in the catalog, so what do you do? You outsource.

There are individuals (freelance writers) and companies available that specialize in ghostwriting product descriptions and who have experience understanding what it takes to compel shoppers to purchase products. They work directly with businesses, allowing them to focus on their core business while they provide all the marketing materials necessary, including enticing descriptions of your products and services.

Details in the title go a long way
The more informative the title, the more the product gets noticed in search results. If you want more people to find your products on eCommerce platforms like Amazon or eBay, make sure you have an eye-catching headline that immediately catches their attention.
But a catchy title alone isn't enough to sell your product—you need a copy that tells customers what it is and why they should buy it.

Inform the potential customer of the benefits
It's important to tell your customers creatively why they need your product. This is usually done through a variety of different factors including the product description. Ghostwriters are experts in their respective industries and know how to craft a message that will entice your buyers into making a purchase. They also know how to put words together in such a way that will make it easier for you as the business owner to rank higher on search engines, hence increasing your visibility online and attracting more potential customers.

Focus on the customer, not the brand
Don't seem selfish. Your brand isn't the important part, the customer is. When you think about it, your customer is the one that's going to be reading your product descriptions, not you. Put yourself in their shoes and think about what kind of information they are going to need or want from your product description. You don't want to overwhelm them with too much text, but you also don't want to leave them scratching their heads and wondering what your product even is.

After all, the product was designed and created with the buyer in mind, let them know that! Your product description is also giving your customers information about whether or not the item will be delivered in time for Christmas and how long the warranty is on their purchase—all things that could make them decide between two competing products.

Lock in that SEO
Product descriptions are one of the most important factors in SEO. When a potential customer is shopping for a product, your description can help them decide to purchase from you. Plus, it's just plain old customer service. They're trying to figure out what they need and you're there to help them. But don't think SEO doesn't matter in product descriptions—it does. Numerous shoppers have left a website and abandoned shopping carts because they didn't like the way the product was described on the site. Don't lose out on conversions because you don’t know how to write an SEO-friendly description or hire someone who knows how. SEO keywords can make or break your sales.

Add motivation to buy
A little humor or perhaps genuine honesty can be the perfect motivation for a shopper. We know that shoppers are often in search of something to make them laugh, something that gives them hope, or someone who is being real with them about the product they're thinking about buying. But it's not just shoppers who benefit from honest and humorous writing; retailers also have an interest in increased sales and higher customer satisfaction ratings, which are achieved when customers trust a company and feel engaged with it.

Help your client get sales!
The only thing worse than not converting as many sales as you should be is having zero conversion rates because your product descriptions suck. But, don't worry, your product descriptions can convert sales if they're written by someone who knows what they're doing. A ghostwriter knows. It's all about understanding how to position the product in a way that matches the customer's needs and desires. If you need someone to do the writing for you, there are plenty of ghostwriters out there who specialize in product descriptions and can help take your marketing strategy to the next level. 

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