3 Tips for Writing Product Descriptions that Convert

Here’s the truth: No matter how great your products are, they can’t sell themselves. 

Your customers need to be convinced that your product is worth buying before they click “Add to Cart” or “Buy Now.” And your product descriptions are the perfect place to convince them. 

Twenty percent of incompleted purchases are due to a lack of product information, so less-than-stellar product descriptions can have a negative impact on your conversions. 

But, on the other hand, awesome product descriptions can have a profound positive impact on your conversions.

Read on for my top tips on writing product descriptions that make your products irresistible to your customers! 

Tip #1: Know who your audience is 

Before you start writing your product description, take some time to define your audience.

Review your brand persona (or create one if you haven’t already) and try to understand how your ideal customer thinks. This will help you figure out which of your product’s features will be most appealing to your audience. 

While writing your product description, write as if you’re speaking directly to your ideal customer. Use the words they use, highlight the features they’re most interested in, and focus on the deep benefit they’ll get from using your product. 

Tip #2: Focus on benefits 

It’s totally understandable that you’re stoked about your product’s features. After all, you’re the one selling it! 

However, to make your product descriptions really sing, you have to focus on the benefits of your product instead of its features. 

Your customers do need to know what your product does and about its features, BUT they’re most interested in what those features can do for them. In other words, they’re most interested in the benefits they’ll get out of using your product. 

If you’re having trouble telling the difference between features and benefits, keep this in mind: Features are facts about your product and what it does. Benefits are what your customer gets out of using your product. 

Figure out the benefit of each of your product’s features. For example, if you’re selling a tri-blend fabric T-shirt, the feature would be that the shirt’s material blends 3 different kinds of fibers. The benefit would be that the T-shirt is extremely comfortable and feels light and silky against the skin.

Tip #3: Be specific

Product descriptions are no place to be vague! 

Add relevant details to your product description that tell customers about your product’s benefits and make it easy for them to see how your product will improve their lives.

Avoid using buzzwords that don’t fully convey why your product is so special.

For example, if you’re selling a hair serum, don’t describe your product as an excellent, game-changing serum. Show your customers why this product is such a game changer. 

Does it eliminate frizz, so they can always have great hair days? Does it tame flyaways without weighing hair down? 

Determine the benefits your ideal customer is looking for from your product and let them know as specifically as possible how your product delivers that benefit.

Wrapping Up

These tips will definitely make writing your next set of product descriptions easier! 

Want to make sure you’re fully conveying the benefits in each description?

I got you! 

Get in touch to request a FREE copy audit, and I’ll send you feedback on your copy. 

5 Marketing Lessons from the K-Pop Industry

As a bonafide K-Pop stan, it’s truly incredible to see my favorite groups gain global popularity and win over fans from all over the world. And as a copywriter, I can’t help but notice that the K-Pop industry is full of savvy marketing tips that business owners can use to reach their audiences and boost their profits. 

You see, K-Pop is much more than groups of men and women singing and dancing on stage in glamorous costumes in front of thousands of screaming fans. For many people, K-Pop is a way to unwind, relax, and connect with others. K-Pop artists do a great job of not only encouraging fans to be loyal to them but also bringing fans together. 

While you don’t need millions of fans to run a successful business, it definitely doesn’t hurt to build up your audience like K-Pop idols do.

Here are 5 marketing lessons you can learn from the K-Pop industry! 

#1: Content is king

Between comeback lives, variety show appearances, VLIVEs and Instagram livestreams, YouTube videos galore, and TikToks, K-Pop groups pump out content that fans get excited about and consume over and over again. 

Many K-Pop fans get into new groups after seeing the members on their favorite shows, seeing funny edits of them, or after watching one of their YouTube videos. Just think about how many people became ARMYs after seeing BTS’s Carpool Karaoke with James Corden! 

Content marketing is just as effective for businesses as it is for K-Pop groups who are promoting their latest album. In fact, 47% of buyers view 3 to 5 pieces of content before engaging with a sales rep, and companies with blogs get 67% more leads than those who don’t have blogs. 

Today’s consumers want valuable, engaging, and informative content from the businesses they buy from or are considering buying from. Thus, content marketing can increase your conversions, improve brand awareness, boost your revenue, and help you establish yourself as an industry leader.

Whether you start a blog on your site, host a podcast, create YouTube videos, or write social media content, take cues from the top K-Pop groups. Make your content seem natural and organic and avoid making it seem like a money grab. 

K-Pop fans love seeing natural, unscripted interactions between their favorite groups’ members,and they never get tired of hearing members’ behind-the-scenes stories from practice sessions, the members’ dorms, music video sets, and concerts. Your audience wants informative, helpful, and fun content from you, too.

BTS Carpool Karaoke | The Late Late Show with James Corden/YouTube

#2: Create a sense of belonging 

K-Pop fans come together to support their favorite groups, and the K-Pop community as a whole shares a lingo (ever heard of a bias?). In addition, the fans of each group have their own lingo that includes nicknames for the members (like Baby Cheese and 6v6 for SHINee’s Taemin), the names of their lightsticks, and references to old jokes. 

By cultivating a sense of community amongst your customers like K-Pop groups do for their fans, you can keep customers engaged and keep them singing your praises! 

Creating a Facebook group is a great way to give your customers a chance to interact with each other, make friends, and stay informed about what’s next from your brand. 

You can also reply to comments on your social media posts to show customers that you’re interested in what they have to say and that you’re listening. Additionally, you can feature customers on your social media pages or on your website to show other customers just how much other people are loving your services or products. 

SHINee’s Taemin in his “Advice” music video | SMTOWN/YouTube

#3: Encourage and reward loyalty

K-Pop groups reward loyalty in many ways, including early access to concert tickets, members-only posts on Weverse, and even visits to fans’ houses.

Loyalty in the K-Pop fandom runs deep. Although many fans like many different groups (these fans are known as “multistans”), lots of fans only “stan” one group. 

Of course, when it comes to business, the more people who turn exclusively to your business for certain goods or services, the better. For example, if you sell lipsticks, wouldn’t you want your customers to always buy their lipsticks from you, instead of checking out what your competitors are offering? 

Creating a loyalty program can help you attract new customers and turn one-time customers into brand loyalists—all of which translates into more profits for you. In fact, companies with strong loyalty programs grow their revenues 2.5 times faster than their competitors, and integrating a loyalty program with your e-commerce platform can increase your average order quantity by 319%. 

NCT 127 doing trust falls | Glamour/YouTube

#4: Use social media to your advantage

K-Pop groups post about their upcoming albums, new music videos, concerts, and other upcoming events on their social media pages to keep fans informed and excited about what’s coming next. The members of K-Pop groups also post photos and videos of themselves on the groups’ official accounts and, sometimes, on their personal accounts.

You can use your business’ social media accounts to keep customers excited about what you’re doing, too.

With over 3.96 billion total social media users across all platforms, social media is a surefire way to get the word out about your business.

Be sure to include social media in your content marketing plan, so you can interact with customers online, attract new customers, and keep current customers engaged.

Create a social media content calendar that you can stick to. Additionally, make sure your posts are consistent with your brand voice and be sure to keep your target audience in mind. For example, if your audience responds well to slang, avoid being overly formal in your social media posts. And if your audience spends most of their time on Facebook, devote more time to your Facebook marketing than to other platforms, like TikTok.

BLACKPINK’s Jennie in “Jennie’s Everyday Essentials” | Jennierubyjane Official/YouTube

#5: Experiment with different strategies 

K-Pop groups aren’t afraid to experiment with their sound (NCT 127’s “Sticker,” anyone?), and they’re not afraid to experiment with their marketing either. 

K-Pop artists are early adopters when it comes to new ways to engage with and entertain their audience. 

While Twitter, VLIVE, TikTok, and Instagram are many idols’ go-to ways of entertaining fans, some groups pull out all the stops to give fans fun content. 

Many groups have their own variety shows (like BTS’s Run BTS, SEVENTEEN’s Going SEVENTEEN, and TWICE’s Time to TWICE). Other groups put out special content surrounding their upcoming releases, like NCT 127’s NCIT House sitcom that was released just ahead of the Sticker album.

While you don’t have to create a variety show to promote your business, you can have just as much fun experimenting with your marketing as K-Pop groups do with theirs. Perhaps you could create a quiz to help people figure out which of your products would be best for them, use your own products during an interactive Facebook live, or you could turn ideas from your blog posts into TikToks and Instagram Reels. 

SEVENTEEN in an episode of Going SEVENTEEN | SEVENTEEN/YouTube

Wrapping Up

Even if you’re not a huge K-Pop fan like I am, you can still learn lots about marketing your business from the K-Pop industry! 

Ready to start putting these K-Pop marketing tips to use through new copy and content for your biz? 

I got you! 

Reach out to schedule a FREE consultation with me to chat about your copywriting and content writing needs!