Product Descriptions that Sell: The 2 Reasons People Buy

Welcome to the Product Descriptions that Sell series! Please sign up for my newsletter if you would like instant access to the free printable worksheets that go with these articles and include a fill in the blank template you can use:

Why a series?

 

Well, product descriptions tend to be overlooked by many makers.

 

They have a ton of handmade products to list so they quickly upload photos, write down the essential information in the product description box and post.

 

Here’s the problem with that…..

 

Product descriptions:

• Become boring – when they’re rushed, they’re a little basic. We all have short attention spans these days, especially online. Your description needs to grab the shoppers attention and keep it.
• Repeat what the shopper likely already knows – “Green laptop bag. Handmade.” Is something the shopper likely already know since they searched the phrase to find your listing and have already seen the picture.
• Are written with the vendor in mind – the maker is trying to share the information they think is important. In that process, they completely forget about the shopper and what they care about.
• DON’T SELL – this is a big one! Descriptions cannot be used to describe your product. They must be used to SELL. In fact, you should stop thinking of your description as a “description” and think of it as a “sales pitch”. You’re putting all the hard work into creating and marketing (hopefully you’re not making these marketing mistakes), so don’t let that traffic go to waste.

 

If you want to DRIVE your sales and see those website visitors convert into customers, it’s time to do some hardcore selling in your “description”.

 

By the end of this series, there won’t be a doubt in your shoppers’ minds. They’ll know exactly why they should buy from you after reading your product description.

 

So let’s get started with the 3 key components of a powerful description.

UPDATE: The 2nd and 3rd parts to the series are now up!

• Product Descriptions that Sell – 3 answers you must know
• Product Descriptions that Sell – Templates, Examples & Samples

 

In this first article of the “Product Descriptions that Sell” series, I’m going to cover the 2 main reasons people buy.

 

I believe every product purchase falls under one of these, whether the item is being bought as a need or a want. But feel free to challenge me!

If you believe there are other reasons people buy that don’t fall under the two reasons I provide, please share in the comment section:)

 

 

WHY WILL SOMEONE BUY YOUR PRODUCT?

Every single purchase is for a reason.

 

No one buys for the sake of buying.

 

Once all your basic needs are met, you’re buying items that will improve your life.

 

Even when buying one of life’s basic necessities, such as food, most of us don’t make our grocery list thinking, “What do I need to buy to survive this week?”

 

We buy to get rid of a negative feeling (e.g. avoiding spending too much money eating out, having nothing to eat when the late night munchies hit or being out of options when the kids ask “what can I have to eeeaaaat?”).

 

Or we buy to gain a positive feeling (e.g. buying healthy food so our body feels good and we get in shape).

 

The two reasons we buy are to:

1. Avoid pain
2. Gain pleasure

 

Of course there are other factors that weigh into the decision to buy and most people don’t let their negative or positive emotions completely run the show.

 

Logic also comes into play (i.e. can I afford this item, will it fit in the space, will it irritate my skin, etc.).

 

But. Appealing to the emotional side of the purchase is more effective than trying to talk someone into the purchase being logical. Most buyers must make the decision on their own if a purchase is logical or not.

 

Plus, you don’t want to talk someone into buying something that isn’t logically a fit. They’ll end up regretting the purchase and that’s no good for business!

 

 

PAIN OR PLEASURE (OR BOTH)

Pain

When talking about handmade products, pain is subtle. It’s more of annoyance, frustration, problem or a nagging task on a to-do list. Don’t take “pain” too literally 😉

 

A pain might be:

Feeling embarrassed by your dry cracked hands in the winter. Or being frustrated with the lack of selection when it comes to cute handmade earrings that are hypoallergenic.

 

 

Pleasure

Most handmade products will fall under this category. A new pair of earrings, great smelling soap or a cute coin purse add a little bit of joy to people’s lives.

 

Of course you could say “People are frustrated when they don’t have earrings to match an outfit” but realistically, they’re more likely to think about how they want to feel when it comes to buying earrings that match an outfit.

 

A pleasure might be:

Feeling cheerful when you walk into a room and see a photo of a sunny beach or a custom painting of your cat (yup, I have one of these and yes, it does make me happy every time I look at it;). Or being reminded of your childhood whenever you wash your hands with the handmade soap that smells like 5¢ candies.

 

Both

Most products that help people get avoid pain will also add pleasure. This can come in handy when writing product descriptions.

 

You can agitate the customer a bit and point out how annoying, uncomfortable or frustrating a particular situation is, help them imagine how great it will be to solve it and then share how your products can help.

 

TAKE A LOOK AT YOUR PRODUCTS & CUSTOMERS

Determine whether your products appeal to the negative emotions, positive emotions or both.

 

Bring your ideal customer to mind. Imagine them saying:

“I really want to buy a new __________________ (your product) __________________ because _______________ (reason why).”

 

Is their reason for wanting your product to avoid a pain or gain a pleasure?

 

For example:

• I really want to buy a custom piece of name art for Kaley’s nursery to finish off the room. (pleasure – completing a nursery and looking at a beautifully decorated room)
• I really want a laptop bag so my laptop stops getting banged up. (pain – avoiding the upset of a broken laptop)
• I really want some new lotion that doesn’t have all those irritating harsh chemicals. Something that will make my skin glow. (pain – avoiding skin irritation and dry skin AND pleasure – feeling confident in their skin)
• I really want to buy a pottery set for Jane & John’s housewarming. I think they’ll love that. (pleasure – giving a great gift their friends will love)
• I really want to buy a new pair of earrings to look hot at the wedding. (pleasure – looking and feeling good)
• I’m so hungry, I’m really craving a cupcake (pain– avoiding the negative feeling of hunger AND pleasure – indulging in a cupcake)

 

 

HOW THIS INFORMATION APPLIES TO YOUR PRODUCT DESCRIPTIONS

Once you know whether your ideal customer is most likely wanting to avoid a pain, gain a pleasure or both, you can use that knowledge to influence what you write in your product descriptions.

 

For example, if I make and sell durable laptop bags for students, I may be pointing out the pain they want to avoid of having their laptop damaged.

 

Instead of simply pointing out that my laptop bags are reinforced and the interior laptop pocket is padded, I can take it one step further.

 

My product description would be used to help them imagine how frustrating it would be to have their laptop damaged when carrying it back and forth to school and having it banged around when books are taken in and out of their bag. I could paint a picture of what it would be like to be without their laptop or all the files they might lose if it’s damaged. The padded exterior and padded interior laptop pocket points out the added protection their laptop will have and the pleasure they’ll gain knowing their laptop is kept safe.

 

If my laptop bag was designed based more on style than function, then I would point out how stylish the bag is and how amazing it will look as an alternative to your typical book bag.

 

 

I’ll be explaining specifically how this information works into your product descriptions and the other keys to writing product descriptions that sell in the rest of this series.

 

 

UPDATE: The 2nd and 3rd parts to the series are now up:

• Product Descriptions that Sell – 3 answers you must know
• Product Descriptions that Sell – Templates, Examples & Samples

 

So tell me; do you think there are other emotional reasons people buy other than to avoid pain or evoke pleasure? Share in the comment section!