Let’s talk about the not-so-sexy but very necessary

T.A.C.T PRODUCT DESCRIPTIONS FOR MORE SALES

Product descriptions are by far the least most talked about pieces of copy that business owners don't focus on. Many product descriptions run so many “turn off” risks, including ~ sounding super robotic, not having enough information,  and overall kind of just sucking. My b for being harsh but it's necessary. Here’s why.  Product descriptions are one of the last things your interested customer will see before they make a purchase and you need to make sure that it is BANGING.

(Stay till the end to see my re-write of LiveTinted’s Huestick)

Put yourself in their shoes. You’re scrolling a site that caught your attention on social media, and you want to see what more they have to offer. You hop onto their website and it's beautiful, the colors match, About Page makes you feel welcomed, and their products look legit. You think 🤩 , “Take my money!” And right as you’re about to head to the cart to put in your card information … you get to the screen with the product + its description that is supposed to make you excited to buy this item.

But… Instead of a “Yes!” moment you’re confused if it’s for you 🤔 , and overall unsure if you really want to virtually swipe your card.

I’ll let you in on a secret. 

Your average  customer is more interested in how your product or service is going to change their lives.

That means, less tech talk, more emotional talk. 

Most business owners (since we do it all ) leave product descriptions as the last bit of copy to write and since we are exhausted from playing all the roles, we sometimes say, “screw it” and write exactly what the product/service is.

 If you're burnt out I feel you don't worry because I'm going to tell you exactly what you should and should not be putting in your product descriptions.

Let me be clear here. Your business operates how you want it to be,  that includes product descriptions.  

The first rule of copy is always make sure your copy is effective and don't worry much about length. We can always edit that later.

Basically…  Don't constrict your copy based on the 3-7 sentence restrictions  publication say online.

Here’s what your product descriptions actually needs:

1.  (T) ~ Title

   Pause. No “Duh,” moment here, because I DON’T mean you need a boring and generic title.  Make the name of your product or service uniquely you and uniquely your business’s. It’s important that it stands out from the crowd because people need to remember the name.
   
   
   
   
   
   

2. (A) Approve aka Qualify:

   Write who your product or service is made for & best serves. This takes care of the, “Is this for me?” question passively & helps close the sale. When you include who your product / service will help the best, it will also validate people who qualify to know that they are in the right place & should take the next step. I hardly see any product based businesses write a qualifying sentence for their products. Service providers, you’re off the hook here. Most of y’all do it already, but if you don’t it’s crucial you do. 

   
   
   

3. (C) Customer Journey

   NO ONE TALKS ABOUT THIS ONE.

   Don't be like everyone else and not include customer Journey in your product description.

   This is when you write about where your customer is right now + how they will consume your product/service to = desired result. 

   Here is where you briefly describe how your product/service will look like when it is consumed in their day-to-day life. This helps your interested customer visualize how easy it would be to incorporate in their life. 

   
   
   

4. (T) Transformation it provides AKA benefits

   Pro tip #12356 ~ Use the word “you,” in the transformation your product/service provides. 

   Include 1 clear transformation with each feature. Bonus points if you include their current state and then the transformation.

   
   
   

   Example:

   This can look like: (product)  blue light glasses will help you (transformation) work for hours without developing insomnia because they block the harmful blue-light that your devices emit. 

   Make sure each product/feature has an accompanying transformation. 

   
   
   

5. (S) Specifications

   Trustttt me. You will hear marketing “gurus” (also hate the westernized transformation of the word but that’s a different topic), say “No one buys if you write about WHAT your product is. They care about transformation.”
   
   Pause. 

   Specifications or the “what,” your product or service is/has is very important for the buyers who need to know those final details to reach the final level of comfort to make the sale. It helps the technical buyer understand the ingredients or details included in your product/service. 

   This is important because those buyers do exist and you need your product description to answer whatever questions they may have before a buy.  

   
   
   

   Specifications are for your more advanced buyers because they know exactly what they're looking for and they need to know how it will technically fit  their needs. 

   
   
   

   So where should you put the specifications? 

   In general,  specs are written at the end of the product description for higher sale

Now that we talked about the WHAT, here’s a real life example of how to put the TACT Method to use

(text) 2020 & 2021 Allure Best in Beauty Winner!

An eye, lip, and cheek multistick that also balances out dark circles and dark spots. Buildable, blendable, weightless demi-matte color. Easy to use, and good for your skin.
Vegan, Non-comedogenic, Hypoallergenic, Ophthalmologist tested, Certified Cruelty-Free.
Packed with Hyaluronic Acid, Squalane, Vitamins C + E.
Made in the USA. Net wt: 3g / .1oz.
Free US shipping on all orders $40+.

“If you’re struggling with dark circles and dark spots but want to ditch the cakey look, our eye, lip, and cheek multistick cancels out those areas in a buildable, bendable, and weightless demi-matte color.
Apply it to problem areas, then your favorite foundation for a flawless application.

Balance out your complexion while feeding your skin. 

Vegan, Non-comedogenic, Hypoallergenic, Ophthalmologist tested, Certified Cruelty-Free.
Packed with Hyaluronic Acid, Squalane, Vitamins C + E.

Made in the USA. Net wt: 3g / .1oz.
Free US shipping on all orders $40+ “

So here’s what I’d like to leave you with. Product descriptions are not the last thought in your business, instead they are the final touch point that will either confirm that the buyer needs your product or service in their life, or doesn’t.

I can’t wait to see you use it for your own business!

If you have any questions, please DM me on Instagram @luxxstorystudio. I respond to everyone (no, seriously) and can’t wait to chat!