Writers should keep brands' buyer personas handy while writing product descriptions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 09, 2020, 5:21 PM UTC

They should consider the readers' needs and goals while describing the products in their copies.

This piece suggests brands should have a content strategy in place for writing their product descriptions to persuade website visitors to make the purchases. Writers should have access to brands' buyer personas to craft product copies that address customer pain points and goals.

In the case of multiple buyer personas and product lines, writers should know their target audience well enough to create content suited to each set of personas. Explaining how their products could help customers solve their problems can help persuade readers to make a purchase.

Expounding the value that the product offers the user can further help brands turn prospects into customers. Instead of mentioning bare facts about product specifications and benefits, marketers should help consumers visualise products in their lives.

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[12 minute read]