{"id":1724,"date":"2012-11-19T10:12:17","date_gmt":"2012-11-19T15:12:17","guid":{"rendered":"http:\/\/sarahban.com\/?p=1724"},"modified":"2016-03-03T20:12:01","modified_gmt":"2016-03-04T01:12:01","slug":"beauty-companies-the-one-question-to-ask-yourself-as-you-write-product-descriptions","status":"publish","type":"post","link":"http:\/\/sarahban.com\/index.php\/2012\/11\/beauty-companies-the-one-question-to-ask-yourself-as-you-write-product-descriptions\/","title":{"rendered":"Beauty Companies: The one question to ask yourself as you write product descriptions"},"content":{"rendered":"

Sometimes, product descriptions are the last chance you have to convince customers to click “Buy.”<\/p>\n

You have your checklist: Make the product descriptions easy to read, including some nice bullet points and a large-enough font. \u00a0Emphasize the benefits over features. List all the ingredients and Directions For Use. Maybe slap on a customer testimonial.<\/p>\n

As many beauty products within one brand contain the same ingredients, and since many products tout similar benefits (“Glowing skin! No more wrinkles\/blemishes!”), product-description writing becomes tedious and redundant. Most writers dread them.<\/p>\n

Fortunately, you can produce great descriptions without boring yourself to tears. All it takes is a bit of imagination.<\/p>\n

All you need to ask yourself is, “After the customer uses this product, what compliments do they want to hear?”<\/strong><\/em><\/p>\n

Customers buy beauty products so they can see the results outside in the real world. They don’t necessarily understand the chemical reactions their skin experiences on a cellular level, and how their cheeks suddenly illuminate a rosy glow, scientifically speaking. This absolutely doesn’t mean you shouldn’t<\/em> explain HOW your products work, but tapping into their true desires — a longing for outward beauty — will make your product descriptions sing.<\/p>\n

So try to dig deeper into your customers’ minds and unearth their superficial side. You’ll be amazed at what you find.<\/p>\n","protected":false},"excerpt":{"rendered":"

Sometimes, product descriptions are the last chance you have to convince customers to click “Buy.” You have your checklist: Make the product descriptions easy to read, including some nice bullet points and a large-enough font. \u00a0Emphasize the benefits over features. List all the ingredients and Directions For Use. Maybe slap on a customer testimonial. As … [Read more…]<\/a><\/span><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[60,63],"class_list":["entry","post","publish","author-sarah","post-1724","format-standard","category-copywriting-tips","post_tag-beauty-marketing","post_tag-product-descriptions"],"yoast_head":"\nBeauty Companies: The one question to ask yourself as you write product descriptions - Sarah Ban<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/sarahban.com\/index.php\/2012\/11\/beauty-companies-the-one-question-to-ask-yourself-as-you-write-product-descriptions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beauty Companies: The one question to ask yourself as you write product descriptions - Sarah Ban\" \/>\n<meta property=\"og:description\" content=\"Sometimes, product descriptions are the last chance you have to convince customers to click “Buy.” You have your checklist: Make the product descriptions easy to read, including some nice bullet points and a large-enough font. \u00a0Emphasize the benefits over features. 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