With the popularization of distance education, it became an alternative for those who know or dominate a subject or skill and want to share it with more people.
But with the increase in people buying digital products, the number of offers is also growing.
Therefore, to stand out in the market, one of the strategies is to make a good product description, so that your audience becomes a buyer.
Are you already a Digital Producer or are you thinking of creating your own online course, but you still don’t know how to promote your content?
Here are 12 tips for writing a product description that grabs your audience’s attention.
VIDEO | Product description: 6 elements that cannot be missing from your sales page
How to write a product description?
Like any product sale, in the digital market, you also need to stand out and show the reasons why someone chooses your course over any other.
In that sense, to be able to self-promote you have to have enough property to talk about your product and your audience must clearly understand what they are buying.
As in many cases, there are several ways to do it and there is no magic formula that is foolproof.
In any case, we offer you some basic suggestions for you to take into account when describing a product, such as:
- Create awhich is the representation of the audience you want to reach;
- ;
- Know how your potential client behaves on the Internet;
- Understand and explain what are the problems that your product can solve.
But these are just some of the fundamental steps to describe your product well.
But now we are going to explain each of them better, so that you understand what cannot be missing or what you need to improve.
1. Know your product in depth
It seems like an obvious piece of advice, but knowing what your product is all about is essential.
After all, it’s not possible to describe something if you don’t know it well, right?
So, answer some questions like:
- Who is it for?
- How should it be used?
- How does it work?
- What solution does it deliver?
- What changes will it make in the life of whoever buys it?
And keep asking these types of specific questions to your audience, surely you will go deeper and dedicate enough time to think and understand your own business better.
2. Focus on your buyer persona
That step and we always mention it when we are explaining strategies on the creation and dissemination of products.
It seems obvious, but you need to have a well-defined audience to carry out a marketing campaign.
By having information such as age, gender, history, motivations, challenges and concerns of your ideal audience, it is much easier to develop a strategy so that that ideal customer is interested in your product.
After understanding your audience, you can think of situations in which your course can help your potential client.
With that, you manage to describe your product taking into account what a certain group of people needs.
Therefore, even before you start promoting your online course, focus on researching your buyer persona, to know exactly who is the audience you want to reach.
3. Explore a pain or desire of your audience
Now that you have a buyer persona, think of a situation that would make their hair stand on end. And even more: think about how your course is going to solve that problem.
You have to show that you understand the pain of your audience and that’s why you created a product that can help them.
For example:
Yes For those who want to apply for a call in order to fill public vacancies, you can work on the person’s pain point of not fulfilling themselves in the career of their dreams.
But this is not the only option.
You can also focus on a desire, a personal fulfillment. An online course that teaches guitar playing can address your desire to develop a different and enjoyable skill.
4. Explain how your product solves that pain or desire
After understanding if you are going to work with a pain or a desire of your buyer person, explain how you can solve it or achieve that goal.
When making product descriptions, create topics that clearly show what you are offering.
But don’t make a description too complex. That can make it difficult to understand.
Be objective and show that the process is simple, accessible and efficient.
If you get bogged down to describe the product, the purchase motivation will disappear.
5. Use triggers or mental triggers
The term it may seem new to you right?
To make it clearer, think of a situation where you are torn between two options.
To decide, you use some chance resource, such as tossing a coin.
Instinctively, when you flip the coin, you’re going to want one of the options.
That’s your brain making the decision. And he has attitudes, as well as many times throughout the day, with automatic movements such as, for example, chewing food when we put it in his mouth.
VIDEO | Mental triggers: 5 practical examples to help you increase your sales | Tips
But where does such a mental trigger fit into the story of product description?
This is precisely the device that makes our mind do something when we toss the coin or place the food in our mouth.
In your product description you have to motivate the consumer’s mind to purchase your course without thinking too much.
Do you remember the problem that you must explore so that your product can solve it? Here is what you will make the consumer look at it like this.
For example:
You offer online courses with English classes. An example of a trigger would be: “Tired of embarrassing your English fluent friends at your wheel? People who have already taken the X course are already able to converse fluently after only having attended 30% of the classes”.
6. Show your authority
For the public to confirm that your course is of quality, you have to show that you master the subject of your product.
You have to show that you are a specialist in that.
And, there are several ways to become a reference in your field of activity.
You can have a blog or produce other types of content (such as videos and podcasts) on the topic of your course.
If you offer English classes, make regular posts about the language, travel, and situations that prove your mastery.
Your audience should feel confident when they purchase your product. Therefore, become the best expert in your market, the person that the public looks for when they need suggestions on a topic.
VIDEO | How to increase your authority with your social networks?
7. Describe the modules and contents of your course
In your product description it is important to have a step by step from the problem addressed to its solution.
This means developing topics showing the day the visitor will enter until they buy your course.
At the end, highlight the benefit that your client will obtain by finishing the classes.
But do it objectively and without revealing all the that will be addressed in the course, so that the public becomes curious about your product and seeks more information.
8. Show what sets you apart from your competitors
Your product description must.
For this, it is important to have full knowledge of what your main competitors offer, which will allow you to identify your differentials.
Show the strengths of your course, as well as what sets you apart, what other courses don’t offer.
Highlight these details in the text that describes the product. Be creative to stand out in the niche where you operate. And always do it with authority.
9. Overcome objections from your buyer persona
So far, you may have created a perfect description: with quality, authority and that arouses the curiosity of your audience. But you may still have certain obstacles to ensure that your potential client is your student in the course.
With an investigation of your buyer persona regarding quality, anticipate the resistance that the public will have in acquiring your product: price, time, accessibility of your platform… all of this can still be a challenge for the potential client.
To solve this problem you must have a channelthat is, the place where the person can clarify their doubts.
In the product description, you have to make it known that you have that means of contact so that anyone who asks is sure about your content.
In the customer service or the FAQ, make clear some information that may be the one that raises the most doubts, such as payment method, duration of the course, certificates and their guarantees.
You also need to keep the privacy policy and the conditions of use well highlighted, since you are going to work with important data of your clients, such as email, personal information and credit card number.
That not only has to be available for the person to read, but it is also necessary to ask them to accept the conditions, mainly after the.
All of this will qualify your product and help you overcome the of your buyer person.
VIDEO | Buyer Persona: how to create one for your business? | Tips
10. Avoid grammatical errors
they crumble the feeling of quality of your material.
If you are not a specialist in Spanish, look for a person capable of doing a review before publishing the description of the product that you are going to offer.
By the way, a review done by other people is always more effective.
Even if you are fluent in the language, having someone else read the text can help you avoid typing and common mistakes, as your eyes are “stained” with it.
In addition, this person will also be able to tell if the content is understandable and can point out certain precautions in terms of writing or text.
11. Use keywords
The are terms made up of one or more words that are optimized by search engines on websites such as Google.
Therefore, your product description should contain these terms to help your sales page rank higher in the search engine.
Use them creatively, without seeming forced, not only in the description, but also in the title of your page.
There are some platforms that help you map them, like Google and Google Search Console.
Always keep in mind that these terms must have a high amount of traffic, but you should opt for those that are long tail, that is, keywords that maintain a relevant search frequency for a longer time.
12. Use social proof
Social proofs are those consumer testimonials that guarantee the quality of your product.
They enrich the description and demonstrate that “real” people are the ones who certify the quality of the product or service, at the same time that they grant to what you offer.
This feature also makes new consumers feel more secure that the product has already been used by others.
You can do this by inserting curated testimonials or star ratings. It seeks to put this social proof into practice through the flow of emails…
Facebook Comments
Disqus