Getting traffic to your website is easy. But when people have landed on the page that you want them to be, your product description writing will often be the difference between winning them as a client for life or losing them…forever.
Therefore, knowing how to describe your products in a non-boring, engaging manner will help you convert all those leads into paying customers, eager to spend their money with your reseller hosting or another type of business.
But what is the right way to describe your products?
Is there a “magic formula”?
Let’s try to find the answers to those questions by exploring the importance of product description writing, the common mistakes that occur in the descriptions around the web, and last but not least, we’ll examine how to write a product description that converts.
Product Description Writing
Let’s say you are browsing the web, looking for a product or service that you know you need. How does the process go?
I’m willing to bet, once you figured out the necessity of the product, you started a research on the best options available to you.
After you’ve read a few content marketing pieces that were persuasive enough and you dived in the product search, you landed on some pages that were trying to convince you to buy that exact product from, of course, that website. But are they really capable of doing so?
Most often than not the answer is no.
Given you are not familiar with the website in front of you, you won’t be in a rush to buy.
On the other hand, if every single user is able to understand that time and effort were invested in the content written to illustrate the product, and the content itself is engaging, and valuable, be sure that the conversion rate will be way higher. People would buy, based on a good product description.
NB! Even the best-written description is unable to sell a bad product. Make sure that people can find the product c specifications and features. Still, don’t count on the good specifications to make the sell. Especially, if you are not the only one that sells the product, and on every other website, the user will see the exact same list of specifications.
Which leads us to the common mistakes in product description writing.
The list of common mistakes won’t be exhaustive, as it deserves an article of its own. Still, we’ll go over the most prevalent through them, in the hope you won’t make the same mistakes as everyone else.
Using manufacturer-provided product descriptions
Stress on product specifications instead on emotions and results
Now that we covered what not to do when writing a description for your products, let’s cover what you should do.
1. Write to your Target Group
When we speak of marketing and market positioning, there will be no results of your efforts, if you are not speaking to the right audience.
The right audience is the group of people that consist of individuals, whose psychological, demographical and financial profile is closest to what you would consider ‘ideal customer’.
It is important to define the ideal customer in order to be able to speak directly to those people. There is no product, that appeals to everyone, everywhere, and every time.
In other words, you can sell every product, just not to everyone.
Once you find out what individuals constitute your target group, you should ‘learn their language’. You are writing for them. Make sure they understand you.
2. Benefits and Results, not Specifications and Features
That one advice we’ve mentioned in the list of the mistakes, which you may do when writing a product description.
If you are looking for a new phone, what exactly do you understand by reading the following:
Processor: 1.2GHz quad-core.
Resolution: 720×1280 pixels.
Battery Capacity: 2300mAh.
Can you imagine what type of display you would see, if you decide to buy this phone? Can you imagine how snappy or how slow will the task management be?
How about another product description that will make you if nothing else, understand what the phone is all about? How about something in following the manner:
Our XYZ phone will show you the world. See every detail on the 5.00-inch display with the 720×1280Full HD resolution. Utilize the quad-core 1.2 GHz processor and the 2GB RAM by installing all the applications that you want.
Enjoy any app, song or movie with the 32GB internal storage. Be ready for that late at night call with the 2300mAh fully optimized battery.
I hope you can see the difference, although it has the same information. The way it is presented makes all the difference.
3. Justify Using Superlatives
Superlatives are triggering the “yeah, sure” responses in the mind of your customers. You don’t need that. So, if you use any type of superlative, try to cover it up with some justification.
In the example above, I’ve said that “you’ll be able to see every detail”, but I justified that claim by explaining how exactly that will happen. The phone has big enough screen and a Full HD resolution for every customer to be able to dive deep into whatever content he or she is consuming.
4. Use Reviews as Social Proof
Customer Reviews are a perfect way to persuade the confused and indecisive potential-client into paying customer. The opinion of the others, who already bought your product, is non-biased, and do a better job in persuading the newcomers, than whatever you are able to write in the description.
Let people share their opinion on your website, directly.
Seeing that others have already bought the product is the easiest way to persuade someone to do the same.
As they say, there is nothing more repelling than an empty restaurant.
And when you walk beside a restaurant, you can see whether there are people inside or no. And not only that, you can see whether they seem to enjoy the food, or they eat in order not to die from hunger.
Yet, most of the websites are not presenting the newcomers with such an option. The webmasters most often than not are not allowing the users who have bought their product to share an opinion for everyone to see.
And if nothing else, allowing your customers to write a review on your website is a great feedback on whether they are happy with your products or not. Thus, taking and considering that feedback could be the difference between staying in business and going into the oblivion.
To write a description of your products can be a hard task if you are not familiar enough with the products you are offering. Therefore, this is the first task that you might want to engage with. Get to know your product. Thus, you’ll be able to present it in the best possible way.
Following is the target group. Present your product in the best possible manner for the exact group of people that will be the most eager to buy. While presenting the product to them, use their language, push their pain points, answer their question, and overcome their objections.
If you are capable of doing these things in a manner that is engaging and entertaining, more power to you. You can sell anything.
Starting a reseller hosting business is easy. Just go to Reseller Cluster’s signup page, choose a username and password. A new screen will show up, where you should enter your information to finish the process. And that’s it. After these two steps, all you need to do is to customize your new hosting reselling website. But there are some things that you need to consider before signing up for our reseller program. Like naming your business.
There is an important distinction that we should make right away.
The process of naming your business could be different according to the scale of what you are about to create. Naming a small business is one thing. You will have to consider your country’s language, culture, your targeted audience (of course).
On the other hand, naming a business with the goal of global domination (or at least global recognition) should start with a consideration of your targeted audience, and their culture, and language.
When you are in the process of picking a business name, follow these tips:
Start with a Brainstorm
Consider Your Target Audience
Consider Your Brand’s Values
Keep the Name Short and Easy to Remember
Avoid too Literal Business Names
Consider Possible Misinterpretations
1. Start with a Brainstorm
Brainstorming ideas is a great problem-solving technique.
Actually, sitting down and coming up with one idea after another, is a task way more suitable for creative people. And while the stats are clear on that matter – entrepreneurial spirit’s natural habitat is the creative mind – it is not mandatory for you to be creative to be an entrepreneur.
Whether you are creative or not, you might benefit a lot by writing down as much possible names for your business as you are capable of coming up with.
The secret to the meaningful brainstorming session is to write down every idea. Just write them down. The idea value evaluation process should be separated from the brainstorming itself.
2. Consider Your Target Audience
A few years ago, in Bulgaria, my native land, the world-famous brand – Danone – started a product line called “Danone for men”. As its own name shows this product was targeting men.
The package was an edgy, masculine, bottle, with premium black color.
The advertising was good.
Danone Bulgaria was even priced internationally on their innovation.
As far as I am concerned Danone did all they had to. All, but one thing.
The “Danone for men” product was quickly discontinued, due to lack of sales (I’m unable to find a reason to discontinue a product that has high sales).
What was that thing that Danone failed to observe?
The target group.
Were “Danone” to check up the percentage of the population that were identifying themselves as men(above all else), they probably would have reconsidered launching this product.
And with another name, the product could have lived longer. But its own name was the harbinger of its death. Its own name, although good, was targeting the product to a group of people that were either not ready for the product or just haven’t had the need to buy it.
When naming your business try to avoid names that are targeting it to an audience that you are not familiar with.
Speaking of the hosting business, the audience is predominantly male. Therefore choosing a more masculine name for your web hosting reseller business, will hardly be a mistake.
3. Consider Your Brand’s Values
Every successful business should stand behind something of value, for it to be reliable and noteworthy. That value structure will at best be presented through the name of the business.
Keeping in mind all of the previous and following business naming tips, you will be able to foresee how a probable name of your business could affect its future.
4. Keep the Name Short and Easy to Remember
As with slogans, the name of your business should be short and easy to remember.
That advice is pretty straightforward. There is nothing more to it. The shorter your business name is the easier it will be remembered.
Yet, stay away from words that are not easy to pronounce, are easy to be misspelled, and or don’t have any meaning at all.
If your business name has absolutely no meaning, neither a word that resembles something that the customers have heard of, you’ll make the remembrance of the name near impossible.
When SEO was at its genesis, a lot of people were striving to buy domain names with real words in them. Thus, if someone searches for “pizza” and your domain was pizza.com the chances of your website to be ranked higher in SERP, were a lot greater than everyone else’s.
That way, the real words in the domain names of these websites became their business names.
With time most if not all real word domains got registered, which is one of the reasons for you to avoid such a naming. You just won’t be able to find a domain for your business.
The other and the more important reason to avoid literal business name is the fact that people already have a perception and understanding of the word. And except in the rare cases where the brand is powerful enough to overcome that (like Apple Inc., for instance), it would be better if you just avoided literal business name in the first place.
Note! If you are first in something, and you get to invent the word together with your brand’s name, like Coca-Cola, it is a great opportunity for the word, which with time will become a byword for all products of this kind, to be used in the business name. In all the other cases, you may want to avoid that.
6. Avoid Trends
Trends come and go.
Naming your business on something trendy puts you at risk. What will happen with your business, once the trend sinks down into the void, from where it came?
Are you about to rename your business? If so, why don’t you try to create a brand that is here to stay? Something stable and reliable is always preferred to the trendy and versatile.
Being stable creates trust.
And yes, if your business changes its name everytime a new trend comes up, while the old disappears, there is no other choice for people than to distrust your brand. They simply won’t be able to figure out who you are, what you are standing for… and until when.
Trends are a temporary phenomenon, and sooner or later, they’ll end. Don’t let the closing of a trend to become the closing of your business. Be stable.
7. Consider Possible Misinterpretations
The marketing textbooks are filled with examples of businesses that were created to be local and once they’ve tried to conquer a new market, they figured out that their business name was sounding funny in the new country.
Note: For your business name to sound funny is the best (from the negative) possible scenario(s).
There are names that are straightforward offensive. Brands are becoming memes just because their name was not appropriate for the new market. You definitely want to avoid such a setup.
Therefore, if you are considering to be presented on the global market, or at least in the countries near yours, bear in mind their culture, and language when deciding on your business’ name.
Naming your business surely is a complex matter. There are a number of factors to take into consideration when doing so. Yet, if you follow these 7 tips you’ll deal with most of these factors, and thus, facilitate the process.
Start with a Brainstorm
Consider Your Target Audience
Consider Your Brand’s Values
Keep the Name Short and Easy to Remember
Avoid too Literal Business Names
Consider the Possible International Misinterpretations
Being a small business owner is a though and responsible task. Most often than not you are everything for the business. The CEO, the creative director, the bookkeeper, the marketing manager. Everything. And if you have an online small business, chances are, you will end up trying to reach your targeted audience. One of the best ways to do that is to try implementing content marketing in your efforts. In this article, we’ll cover the basics of content marketing and why it is important.
There is a name that most of the people, participating in any entrepreneurship community have heard. At least once. In one way or another. The holder of that widely recognized name is an American entrepreneur with Belarusian roots. Now famous as much for his entrepreneurial spirit, as he is for abilities to motivate people. Even further, he is more recognized as a ‘motivational speaker’ or ‘internet celebrity’ (as he is referred to in Wikipedia). This is the name of Gary Vaynerchuk.
Gary is surely a person from whom we all can learn a lot.
And when it comes to content marketing, Gary is the guy to learn from.
Of course, there are other excellent examples of entrepreneurs, that took advantage of the power of content marketing, but we’ll talk about that again a bit later in the section about content marketing examples.
But first, let’s find out more about content marketing!
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Content marketing is a refined marketing tactic, that is not trying to create a demand for a new and unknown product or service. When creating content for your potential and current customers, you are showing them that you know, you understand, and are an expert that is able to help, to give advice.
Therefore, as you can presume from the last sentence, you are building trust between your company and its customers.
While the market gets more and more saturated, people are not believing in the common advertising (although it still gives results when done properly), and in most of the industries, there are ‘behemoths’ that are way too well known by the audience.
But while some of these ‘behemoths’ are giving their best to teach their customers, and to be valuable, in other industries this is just not happening.
And even if there are some that are doing it in your chosen industry, you can do it locally, better, are more sincerely. Each of which will give results.
Here is the answer to the question why is content marketing important.
David could beat Goliath.
Content Marketing Examples
As already mentioned, the first example, that has a lot to learn from is the WineLibrary, created by Gary Vaynerchuk. Gary’s father had a liquor store in Springfield, New Jersey. Vaynerchuk junior assumed day-to-day control over the shop, once he graduated from college in 1998.
The year of 2006 was the year when Gary started the webcast, named WineLibrary. Thanks to his content marketing efforts – the daily webcast covering wine – Gary grew his father’s business from $3 million to $60 million.
Of course, we can all see that Gary had a business worth $3 million, but the equipment and the actual content creation was not expensive at all.
Gary was filming himself and was talking about the wines that his shop was selling.
No extra expenses, no staff, no nothing.
And that was years ago.
Nowadays, you can film yourself with your phone’s camera and to get a pretty decent video quality even with the budget phones.
Another great example of content marketing implementation is the Blendtec’s ‘Will It Blend?’ series.
The owner and founder of Blendtec – Tom Dickson – was unable to market his product. Therefore, he hired a marketing consultant. Because of the small budget that Dickson had, the consultant told him to create a short video, showing what his blender is capable of.
In the first video, uploaded 11 years ago (it is 2018 in the time of writing of this article) on YouTube, Dickson is blending marbles.
The company was featured in the CNBC’s series “How I made My Million” in its 21st episode, named Mix Master – Blentec, Dickson shares what resources he used to create the “Will It Blend” campaign.
Those are two of the best content marketing examples. They are easily showing how much you can achieve and how little (financial) investment.
SEO & Content Marketing
There is a widely spread misunderstanding about the relationship between SEO & content marketing. Most people believe that SEO and content marketing are the same things. And although in most cases people that are implementing content marketing in their efforts, are doing so, only to be able to optimize some content and get higher in the SERP, this is hardly the truth.
Content marketing is able to live without the content being optimized for the search engines. On the other hand, the lack of content is making it impossible to optimize. Thus, SEO is a technique, that compliments your content marketing, but is unable to fully replace it.
Content Marketing Tips for Small Businesses
The number one thing that you need to bear in mind is never to forget that content marketing is just one of the possible marketing techniques.
And even if you decide to rely only on content marketing, there are more factors that you need to consider. Like, the channels you will use. The type of content you will create.
You can rely on text, video, audio, imagery content, or any combination of these main content types.
Once you’ve built your content strategy, you need to follow the planned schedule.
And, of course, the hardest question that needs to be answered is what type of content, you need to create. But that is a question that only you – the business owner could possibly answer. You know your business, you know your clients, your personal strengths, and weaknesses – thus, what you are able and unable to do and stick with.
To get your content viral, it should be:
Crafted with care
To be able to take advantage of any marketing tactic, you need to get to know it and to understand it well enough. When it comes to content marketing, what you surely need to know is, what kind of content you are about to create, and, of course, where you are about to promote that content.
A list of the best free digital marketing courses is important not only for those that wish to establish their own online business but to those who are willing to enhance their career. Some of the listed courses(most of them) will offer you a certificate, once you’ve finished them and passed the exam that accompanies them. Check the list out. Invest your time in improving yourself. The right time to do so is now.
To start an online business is just one part of having one. Honestly, this is the easier part. What you need to take into account after you’ve created your website, is marketing. Marketing is crucial, it is vital to your business’ success.
The difference between well planned and executed marketing strategy, and a strategy that was not either thought through nor carefully executed, is the difference between success and failure.
The list of the best free digital marketing course is, of course, subjective. Yet, I’ve done my best to feature only courses that will really help you to better understand the digital marketing world.
If you’ve just started your Reseller Hosting journey, and are not sure how and from where to start your digital presence, check out this list. The courses in it will surely make you a better digital marketer.
Maybe you want to enhance your career, or just to figure out how the web is working. If you are at the beginning of your career Google’s Digital Garage is one of the best free digital marketing course. Probably the best.
It will slide you on every aspect of the digital marketing. SEO, SEM, Advertising, conversions, content marketing, social media and much more.
I have to stress again that it is only glancing over the topic, and very few, if any of the topics are covered in some depth. Still, it is a great course for beginner digital marketer.
Therefore, if you are confident in your knowledge, you may want to pass on this one.
Udemy is, of course, a well-known source of courses in a vast number of fields and industries. The content that the site offers is following the trends of the market. Therefore, the more or less, new professions like web developer, server administrator, and digital marketer are well covered by the courses of Udemy.
The courses on the site are created by individuals. That is one of the reasons that you may want to be careful and read the reviews of the courses that you are buying. And if you want to really learn something useful for free, read the reviews even to the courses that you enroll to for free. That way you at least won’t waste your time over a course, that is misleading or straightforward incorrect.
Even if you have to be cautious about the exact course that you are taking, Udemy is a great place to get started your journey to get to know the industry. Mainly because of the best free digital marketing courses, are presented on the site.
Enrolling at least one of these courses is a must for everyone who has any web presence. It doesn’t matter whether you are a business owner or just an artist, wishing to spread the word about his art.
If you’ve reached this part of the article, you surely understand the necessity of knowledge in the field of digital marketing in your life.
Check out again each of the courses listed in here as one of the best free digital marketing courses and choose from where to start.
If you are absolutely new to the digital marketing world, I would highly recommend you to start with the Digital Garage of Google.
Yet, whichever of the courses you choose, you’ll be glad that you’ve invested the time and energy needed to complete the course.
People’s attention span is decreasing. Immensely. On one hand, because we have way too many things and people to give our attention to. Yet, there is a place for everyone under the sky. We’ll find time for you and your business. Granted, it is any good…and, of course, if we are able to find it. And while digital marketing is unimaginably cheaper than traditional marketing, small businesses are often on a tight budget. This is where the do it yourself philosophy comes to play. There is no need to pay for anything if you are able to move one step further and accomplish it through your own efforts.
DIY SEO for small business is as possible, as it is for the bigger companies.
The active efforts to affront search engine users’ queries with relevant, valuable and in-depth content.
As you can see from the definition SEO is nothing more than focused action to make your content marketing pieces become easier to find in the search engines. Yet, with time SEO became a, more or less, independent part of the digital marketing tactics.
So independent, in fact, that very small percentage of the people that are implementing SEO in their marketing efforts, are recognizing it as part of the content marketing, which it is.
This is the Internet. Of course, even if you are not doing anything to promote your website, some people will sporadically land on your online property. They may engage with your content. It is even possible for some purchases to occur.
But those website entrances and acquisitions are accidental. They are not a result of your efforts. Thus, how much people and how many purchases you’ll have from your website is unpredictable.
You need to implement DIY SEO for small business, for you to be able to predict at least on some level what is about to happen. That way, after analyzing the results of your SEO efforts (better yet, all of your marketing efforts), you’ll be able to refine and improve your endeavors.
It is absolutely possible to do SEO all by yourself, you only need to be disciplined, and to have an idea of what you are doing.
If you want to DIY SEO for small business, you need to have a lot of discipline. And you need to bear in mind that this is not an effort that you’ll be able to abandon after a month or two. But if you have what it takes to be an entrepreneur, you’ll most likely not leave your marketing.
It will be better for your DIY SEO efforts if you meet other entrepreneurs. Especially if they are not a direct competition. Say, you have a Hosting Reseller account with us. Why not keep in touch with Web Agencies around you. That will help both of your business. They’ll have the opportunity to reach your audience and vice versa. Your services are not competing. Even more so, they are supportive of each other.
To DIY SEO for small business is different from the ‘Global SEO’ efforts with a few things, which you can get to know in our article on Local SEO, and in the tips below. But when you are doing things yourself, there are a number of do’s and don’ts:
Don’t buy backlinks
Don’t exchange backlinks
Do invest time in website speed optimization
Do invest time in getting to know Yoast SEO(if you are using WordPress)
Do create a content calendar – and be disciplined enough to follow it thoroughly
Do create a Google My Business account for your business
Do create a Google Analytics account
Do start a Google AdWords campaign, if you are able to do so.
DIY SEO Tips
I am not sure whether what I am about to tell you is something that most of the so-called SEO agencies don’t know, or they are just too lazy to implement… or maybe they want to conceal this information from their clients, so they’ll be able to squeeze every penny out of them.
But if you are about to do DIY SEO for small business, chances are your organization is targeting mostly local clients. Here are some things you need to know when optimizing locally:
Add Your Business’ Location When Optimizing
When optimizing your website’s content, it will be better if you add the location. Make it so it sounds natural. To further optimize your website, use Google Webmaster Tools, and add the country you are targeting. That will help Google to estimate to which searches your website is most relevant.
It doesn’t matter whether you are a big or a small business. If you are about to DIY your SEO(and even if you are not) being social is a must. Google has neglected the direct effect of Social Media on your SERP positioning. Yet, the more people are engaging with your Social Media content, the more people will know about your business, thus the more they’ll look for you. Thus, the higher your position will be on the SERP.
Speaking of Social Media, Google has tried to launch it’s own a few years ago. It is a follow up to Google Buzz and Friend Connect. Today Google+ is highly underestimated marketing channel. Mainly, because of its lack of traffic and way bigger competitors – Facebook, Twitter, and Instagram.
However, posting every new post on your company’s G+ profile is going to result in something rather expected. The pages posted in G+ are getting a significant lead when crawled by Google’s bot. That doesn’t mean you’ll get a higher position. All the same, for a newly created website, if you are able to boost the crawling bots of Google and get your pages indexed is a significant result.
Don’t forget your Google My Business account. It is a must for large enterprises as it is for small businesses with a local audience.
Meta Description is the term that we use to refer to the grey text in the Search Engine Result Pages (SERP). This text doesn’t affect your position. However, what it does is to help searchers define whether what they’ll see once on the page is relevant to what they were looking for.
Even though it doesn’t affect your results directly, the higher CTR (click-through-rate) does. And your CTR will be higher if people are able to determine whether your content is relevant to their query. That is why Google(and other search engines) is bolding the exact match between the user’s query and the content in your meta description. Here is an article on How to Write a Meta Description that Converts, and once you follow all the instructions, don’t forget to add the location(city, neighborhood or country) that you are targeting.
You Need Fewer Backlinks
Not all SERP’s are created equal. In fact, most of them are different. Depending on the device’s search history, location, and other factors you and I will, most often then not, receive different results even if we have the exact same search terms.
When trying to optimize your business’ website for local searches by doing your SEO yourself, there is a … well, a secret that very little SEO agencies are eager to share with you. Local SEO requires fewer backlinks. Still, the higher the authority of the site, the better, but if you manage to obtain, say, 20 backlinks, from a business that are somehow related to what you do, your results will be better.
Quote: When optimizing your website for local searches, do your best to receive links from relevant and closely located businesses. You don’t need backlinks from websites that are not in the same language, and/or country.
Facts are cheap. And information is cheaper. In our day and age, information is of no worth, unless you are putting it to use. Everyone is able to go online and find out more about our universe in two hours, then our ancestors knew for centuries.
But it is still important what will be the source of your knowledge. It is important for you as much as it is important to the knowledge provider.
With the above-mentioned techniques for DIY SEO for small business, you and your business could be the one that provides the information. The one that will be soon enough perceived as an expert in the field.