Making a product listing that sells is hard work first.
You have to make the product take some great pictures figure out your pricing
and then you have to promote it for many shop owners writing.
The product description is the last thing on their mind some even skip it altogether,
but you know, this is important. Otherwise, you wouldn't be watching this video.
So today, we're going to break down some of the most common mistakes.
I've come across when writing product descriptions
and will cover just how we can transform each description.
into a sales making machine Hi,
my name is Mei Pak. And I help makers artists
and designers make a consistent income from selling their handmade products online
when it comes to writing product descriptions the first mistake many
shop owners make is having two short descriptions
or Worse no description at all.
I've seen this so many times
while it's true that having good photos of your products is probably the most important thing
your product descriptions are the second most important thing many.
Owners do write out a description
but you can usually just tell when it was just thrown together as an afterthought.
I see this all the time. Maybe there will be
one or two sentences talking about the material or color of the product.
But nothing that really engages with your customers
because it's tempting to just let the product speak
for itself and in some ways that's a good tactic but in today's competitive online Market,
it is not quite enough. I mean,
you know how awesome your Products are right,
but everyone else doesn't know
and it is your job to convince them a good photo will grab a person's attention at first
but it's the description that keeps them there and ultimately turns them into a paying customer.
I do have another video that talks about
what you need to include in every product description and you can watch that over here.
The second mistake I see in many descriptions is writing with a lot of confusing.
Jargon. Now as a maker of your products,
you are passionate about the quality of your work,
right and you should be but sometimes
when it comes to product descriptions this passion can lead to many
makers to and I mean this in the best way possible,
but we get we geek out over the processes
and the specialty materials that we use to create the work of art that We sell on its own.
Jargon isn't necessarily A Bad Thing.
It can actually help establish some credibility like think back to a
time when you spoke with someone about a subject that you weren't familiar with.
So for me, I don't know anything about cars.
So maybe it was with a car mechanic telling me exactly what was wrong with my car.
It was probably clear that the mechanic knew what they were talking about.
But at a certain point I just stopped caring
while there are exceptions most people Want to know how their car Works they just want it to work
for them.
So while jargon isn't necessarily bad,
if you use it too much you do run the risk of alienating people who aren't
as familiar with the technology
or the production process of the products you make in your product descriptions use jargon sparingly
and focus more on what the product will do for the customer.
So whenever possible make the features relatable rather than technical mistake number.
Number three I often see is the Trap of talking to everyone.
This one is very common because it goes against all of our traditional wisdom.
Right most shop owners assume that it's better to write
descriptions that appeal to a wide variety of customers.
We do this in our marketing and all the marketing we do.
I mean, it's easy to think the bigger the net the more fish
you'll get right it makes sense on paper,
but in reality it actually does the opposite.
This is why it's absolutely crucial that you Defy your ideal customer,
even before you write a single product description.
Your ideal customer is someone super specific.
So before making a listing
or even making your products take a few minutes to put yourself in your ideal customers shoes.
See if you can find them on Instagram so you can take a peek inside their lives for a bit.
What's important to them? What do they care about?
Do they use a lot of emojis
when they write are they super Zen people
or are they edgier by the way this This concept is
so important that I do have a whole other separate video on it.
So be sure to check that out right here.
Now when you're trying to write to appeal to
as many people as possible you run the risk of sounding generic and generic sounds boring.
You're not going to get people's ears to perk
up and ultimately to buy your work
when you know exactly who you're selling to you can make the
description relatable to their exact situation.
You don't just want to tell a story you want to tell Their story do that
and you will have a customer for Life.
The next common mistake is writing product descriptions as huge walls of text.
Now while a short product description doesn't do much good
and overly long description will turn customers off.
This is especially true if that description isn't formatted in an aesthetically pleasing way
when people visit your site they make
so many split-second judgments that are mostly conscious that can either cost you a customer
or when you assail now while you put painstaking effort into each of your photos and descriptions.
The reality is that your online visitors.
They're going to skim through very quickly.
So the best thing you can do is to make it easy for them to make their decision.
So for example, break up your descriptions text with bullet points
and shorter paragraphs highlighting only the most relevant
benefits for them use maybe underlines or bold or italics.
Sparingly, but do use them now notice how I set the most relevant benefits
because it all comes back to relating to your eye your customer
and how your product will actually impact their life as you write.
Your descriptions always keep in mind that you have very little time to make an impression
when you do that your writing will automatically become streamlined
and easy to read big mistake number five is one that's easy to forget
and that is emitting calls to action at its most basic level.
Avila product description isn't really a description at all.
It's a sales pitch. Of course you want to describe
what the product is but always in a way that makes it
easy for your customer to see how it will make their life better with a great product description.
You've hoped your customer
but unfortunately many shop owners forget to write a call to action that will reel them in
so this can be super simple like writing order your necklace now at
the end of your description it can also be time
or quantity.
Like add to cart now. These won't last long whatever the case is.
It is important to tell your customer what to do and why they should do it.
Now. It may sound salesy.
So take your time in finding the verbiage that sits well with you
but calls to actions are extremely effective not just in your product descriptions,
but in any messaging you right
whether that's your email marketing your social media posts
and your product descriptions without a call to action.
It is much more likely that your customer will Procrastinate buying from you sometimes
so long that they forget about buying all together and we don't want that to happen.
So there you have it if this was helpful
for you or if you have any questions
or mistakes of your own that you've seen a lot that you'd like to share.
Let me know in the comments below.