This week’s guest post is written by Denise McGill. She writes for one of my clients and does some amazing stuff 🙂
Virtual assistants are a group of multi-talented professionals who keep their client’s businesses running smoothly. With tasks ranging from data entry to social media postings, a VA should also possess one other skill that makes them invaluable. They need to know how to write sales-oriented content. Does the horror of English classes come to mind? Relax…today’s business writing style is more conversational and less stuffy than the recent past.
Your clients are obviously in business to make money and become more profitable. With products and services to sell, they need written content that grabs the attention of consumers and prompts them to buy their products…not a competitor’s. There are several types of writing projects a virtual assistant could receive such as a basic sales letter request or email blast, but for this post we are touching on one small niche with a big impact – writing product descriptions.
Start by knowing who your customer is
Before you ever start writing a simple 50-word or full page description, have a clear understanding of your client’s ideal customer. Things like age, demographics, income, marital status, interests, and hobbies all play into who you are writing to. Your client should be able to provide you with a basic customer profile – just ask. They will appreciate it!
Make it Count!
Once you know who your client’s “ideal” customer is – stick to these simple tips when writing descriptions for your client’s products or services:
- The fastest way to lose a consumer’s attention is to make them drag out the dictionary or assume they understand industry “jargon.” The exception to the rule is a highly targeted niche like high-end golfing products designed for pros. These individuals know the lingo and expect you to use it.
- Keep “hype” to a minimum. No one likes to feel he or she is being “sold.”
- Identify how the product will fulfill a need for the consumer. Does it save time, save money, or solve a problem for the customer?
- Create accurate copy. Don’t over exaggerate the product’s features or make a promise the product can’t deliver. Not only does this keep your client out of hot water with customers, it builds customer loyalty.
- Make the first sentence count! If you don’t capture the consumer’s attention with the first sentence, they won’t read the rest of the description and the sale is lost.
Here is an example of a product description you might write for the online store or print catalog of a bakery client. Your written words should engage senses like sight, taste, smell, and touch. After all, the consumer is looking at a computer or catalog and can’t pick up the product. This fruitcake description helps the customer feel as if they are in the bakery!
Simply Sinful Fruitcake
Bite sized pieces of luscious fruit cake smothered in creamy milk chocolate is an alluring temptation around the holidays or any occasion. Not to be confused with your plain jane fruit cake, this cake is loaded with cherries, candied pineapple, walnuts, pecans and raisins. Add 100 proof bourbon, premium dark rum and 84 proof brandy to this mixture and you have a treat no one can resist!
Make your virtual assistance business an invaluable resource for clients. When you write sales-oriented content and clients see a bottom line increase, it is a win-win for everyone.
About the Author:
Denise McGill is a versatile freelance copywriter and author of “The DIY E-book on How to Write Product Descriptions.” She writes engaging product descriptions, catalog copy, sales letters, and web copy for businesses who want more than just fluff in their marketing campaigns. Visit her website at McGill Copywriting to learn more.
Image credit: PublicDomainPictures | CCO Public Domain