Power Up Your Product Descriptions with Emotional Words

By Monica Nelson

Who’s Got the Power?

Emotions hold a great deal of energy. Think back to a time when you felt great emotion over something: you were angry, or frustrated, or hurt. What about the positive emotions? A new love, a promotion, or reunion with an old friend or lost relative. As you think about these times, can you feel the energy behind them?

This energy translates into power. Feelings have great power over our actions, beliefs, and desires. So it is no stretch of the imagination that tapping this energy of emotions can boost the selling power of your product’s description.

So you understand the power of emotions. Let’s look at a related rule. We communicate with words. Words are the tool with which you relay how your product can help your potential customers. And in turn, compel those customers to buy your product from you.

If you combine these two understandings, you know that it is important to use emotional words if you are going to effectively communicate a marketing message. That is, generate sales.

Is there a difference in one word vs. another?

Yes. Emotional words are active, enthusiastic, and straightforward. They motivate people to take action. They engage your target audience through feeling to compel a buy response.

How do I know which words to use?

Use yourself as a barometer. Get comfortable and relaxed. Now, like you did in the first paragraph, say the word to yourself, and judge your reaction. If you need some words to get you started, here are a couple of lists:

Power Words for Emotional Selling

50 Trigger Words and Phrases for Powerful Multimedia Content

If you want to check the content of descriptions already written, use Paul Galloway’s tool. Look for the red words. The first is your rational word, followed by the suggested emotional word.

Power up those product descriptions. Replace blah words with power-packed emotional words. See the difference.

2013 © Monica Nelson and Technicator.com

Use Your Imagination to Create Compelling Product Descriptions

By Monica Nelson

Lessons from a Cartoon

There is a popular cartoon character who depicts an undersea sponge. I’m sure you know the one. In one episode, he and his starfish friend use a plain cardboard box to occupy their time. Another of their friends, an octopus, can not understand why they want to play with this box. It holds no interest for him – it is a mere cardboard box. Yet when this friend sees the guys playing with it, they are having the wildest adventures.

It drives the octopus crazy, until he has to ask what fascination the box holds. As the sponge describes what happens in the box, his eyes glaze over and he spills the secret. I-ma-GIN-AAAAA-tion, he says, lost in his own world.

Imagination is not just child’s play. Imagination is a wonder to every human soul. It inspires interest, builds curiosity, and brings out the child in everyone. And it sells.

Yes, among its many attributes. It sells product.

Use Your Imagination to Spark Interest

When you use imagination in your product’s description, you build intrigue. That curiosity and intrigue is the glue you need to get your prospective customer to read further. Reading further allows you introduction into their minds where you can extol the benefits of your product, and tell them how they can’t live without it.

Having trouble getting started? Use this tool borrowed from Mega Creativity, Five Steps to Thinking like a Genius, by Andrei G. Aleinikov, Ph.D. First, list ten descriptive words or keywords (or parts) for your product on the left-hand side of a piece of paper.

Second, brainstorm each word one at a time. Beside your original word, write down any thought, without judgment, that comes from that word. Create as many ideas as you can think of. Try to get at least ten. Work quickly, accessing your subconscious mind.

When you have finished, look at your list. Look at combinations of ideas. Stretch associations. Come up with something unique. For instance, using this method I once wrote a product description for a knickknack whose main focus was a watering can holding a sunflower.

Here is the first part of it.

“Vincent Van Gogh thought enough of them to do a series of paintings of them. And why not? What is happier? What is brighter? What gives you that feeling of warmth deep in your solar plexis more than looking at a sunflower? You can capture that contentment at any moment. Our miniature sunflower sits …”

The Imagination Clincher

Imagination not only gave our friends, the sponge and the starfish, hours of enjoyment. It also compelled their friend, the octopus, (a die-hard skeptic, if you know the cartoon) to literally beg to find out how a simple cardboard box could hold such adventures. It can do the same for your product. Use imagination to write your product descriptions, and you will have your customers begging for more.

2013 © Monica Nelson and Technicator.com

Product Descriptions – Daring vs. Dull

By Monica Nelson

Competition for your target market’s time is at a premium, more so now than ever in the past. Lives are busier, there are more and more choices to choose from, and time allotted to shopping shorter. If you want your potential customer to buy your product, you must get their attention and hold it long enough to put the item’s benefits in front of that customer.

Getting a customer’s attention is a two-fold process. You must get them to see and get them to listen. Most etailers and retailers have no problem comprehending the need to see. Smart marketers will put their product out with a first-rate picture showing the product in its most attractive light.

But then, those same smart marketers drop the ball. They follow up with a dull and boring description. The job of the picture is to get the customer to read and assimilate your product’s benefits. They see a fabulous picture, they want an entertaining as well as informative read.

Let’s take for example a woman’s pair of black leggings. You can picture this easily in your mind. Not much distinction between the pair in your head and the multitude you can find on a Google search. How do you pique a buyer’s interest? Certainly not with a tired, but so traditional type description like this:

“The possibilities are endless. Our leggings fit perfectly into every wardrobe. They hug your shape and flatter your figure. A definite necessity.”

Ho-hum.

A generic description for a generic pair of leggings. For a generic customer response. Next.

Now, see the difference:

“Our infinitely versatile leggings introduce a wow factor into your wardrobe. Not only do they act as a comfort plus basic, but they are a sleek standout on their own. Body sculpting style combined with easy care polyester/spandex make for a timeless treasure you’ll want to wear every day.”

A bit daring, a bit out there. But definitely more interesting than the first. Using more emotional language combined with a flair befitting your audience’s talking points equal a winner.

2013 © Monica Nelson and Technicator.com

3 Steps to Product Descriptions that Sell for Online Women’s Apparel Retailers

By Monica Nelson

If you are ready to take your women’s apparel e-tail or retail store to the next level, here are three easy steps to product descriptions that sell.

First step, get found.

My husband, an excellent businessman, has a buzz word he uses when he talks to people about their new business. He asks them if they have a “secret business.” There are lots of people who try to run secret businesses – I’ve known many of them. They put together their concept, open their virtual doors, and expect the world to come knocking. Those people, unless they change their approach, end up closing those doors because they have no customers.

I suspect, if you are reading this, you are one of the enlightened business owners who knows that you must do marketing in order to get customers. As you build your marketing plan, remember to add search engine optimization (SEO) into it and your website. One overlooked aspect of SEO, particularly for women’s apparel online stores, is a unique product description for each and every piece of clothing you sell.

Second step, capture the prospective buyer’s attention.

So, we’ve established that you need a unique product description. The second step is to make it compelling. If you have a drab one-liner that is simply a rewrite of the manufacturer’s description, you may have original content to pull them to your site, but do you have enough to get them to open their wallets? If you are relying on the picture alone, you may get some, if you’re lucky, maybe half, who can imagine themselves donning the garment with a smile. If 50% interest is your goal, this may be good enough. But not everyone is a visual buyer. If you want 100% interest, you need to include people who need a narrative of benefits.

Third step, fit their needs and get them to buy.

So you’ve decided you want the larger percentage. How do you tickle their buying bone? This is where it starts to get a little more complex. You have to combine a language that is appealing with the cold, hard facts of your product’s benefits. If you read 6 Facts, you know that women are readers of fiction and enjoy literary prose. Employing this tactic while keeping in mind other facts about women’s buying habits, for example, affinity with other women’s choices, will resonate with that audience.

One marketing strategy you can not ignore is giving unique and compelling product descriptions for individual products. Use this three-step process to build product descriptions that sell.

2013 © Monica Nelson and Technicator.com

6 Facts that Your Business Needs to Know About Marketing to Women

E-tailers and traditional catalog retailers take note. Women hold a prominent share of today’s buying dollar, spending approximately $5 trillion annually.

There is great potential for your business to grab a healthy share of that pie. But first, you need to understand today’s woman buyer.

Fact #1: Today’s woman is independent and has her own money.

This may seem like an obvious fact. But, in truth, many companies seem to lose sight of this when choosing a marketing strategy for their products. They ignore differences that call for an explicit strategy to tackle this problem. When defining your own unique female target market, keep these observations in mind.

Facts #2: Women’s roles and priorities have changed.

Today’s woman is trying to do it all. They have expanded their realm of duties and taken on new roles in business as well as continuing traditional duties around the house. There are more single mothers acting as heads of the household.

Consequently, stress has increased in proportion to these additional responsibilities. Women feel the pressure of time as well as duty. But they are also proud of the way they handle the increased burdens. They cope by seeking out easier buying decisions.

Fact #3: While these changes take place, women still cling to parts of traditional femininity.

They want to feel attractive, they want to be attractive. Romance remains a high priority for women, and they look for ways to express their sexuality through their buying choices. In fact, new studies have revealed that women enjoy a stronger sex drive than traditional philosophy has suggested. And they want to feel like women expressing those desires.

Fact #4: Women read more than men.

And mostly fiction. 80% of the fiction market to be exact. Romance novels and so called “chick-lit” are enjoying healthy sales. So what does this mean to other retail companies who want to market to women?

Women seek out beautiful prose. Gearing product descriptions toward women’s needs using a language they can relate to and connect with opens those all important lines of communication with your target market.

Facts #5: Women want to be comfortable in their own skin.

Women enjoy being women. Apparel retailers take note. Women love clothes and they want their apparel to feel comfortable. Clothing needs to be attractive but wearable. It should support their confidence, allow for acceptance of flaws, and feel good. They want to know women like them are wearing those clothes, so models should look more like them.

These points apply to other types of women’s purchases also. Dig into what makes a woman feel comfortable.

Fact #6: Women are not men, and they want to be treated like women.

They want to be understood. They go to more trouble than men to obtain what they want. Women are more concerned with the perfect answer for them, not what is the biggest and best. They want what works for them, so they base a good portion of their buying decision on recommendations from other women. Hint, add reviews from other women into your marketing materials.

Women make buying choices in a different way from men. If you want your marketing to succeed with women, you must understand these facts and apply them in your campaign.

2013 © Monica Nelson and Technicator.com