Imagine you are walking down the street. You see a sign that says: “For Sale: Hot Brown Liquid with Caffeine.” Would you buy it? Probably not. It sounds like mud.
Now imagine a sign that says: “For Sale: Cozy, Creamy Hot Chocolate that Hugs Your Soul.” Now you are interested. Now you want to buy it.
This is the mistake most people make when selling online. They describe the Object, not the Experience.
- The Amateur says: “This chair is made of wood and is 3 feet tall.”
- The Pro says: “This chair is the perfect spot to curl up with a book on a rainy Sunday.”
If you want to sell, stop acting like a robot reading a manual. Start acting like a storyteller.
People never want a drill machine. They just want to hang a picture on the wall.
When you write a description, ask yourself: “So What?”
- Feature: “This blender has a 500-watt motor.”
- So What? -> It spins fast.
- So What? -> It crushes ice instantly.
- So What? -> You can make restaurant-style smoothies in 30 seconds without chunks. (Write this!).
Example:
- Bad: “Waterproof hiking boots with rubber soles.”
- Good: “Keep your socks dry and your feet warm, even when you step in a puddle.”
Humans are sensory creatures. We can’t touch products online, so we have to touch them with our minds.
You need to use words that trigger the senses: Sight, Sound, Smell, Touch, Taste.
- Instead of: “The blanket is soft.”
- Say: “The blanket feels like velvet against your skin.”
- Instead of: “The chips are crispy.”
- Say: “The chips deliver a loud crunch with every bite.”
Words to use: Smooth, Polished, Silky, Bright, Sparkle. Words to avoid: Nice, Good, High-Quality (These words mean nothing).
People on the internet don’t read. They scan.
If you write a giant wall of text, they will leave. You need to break it up. Use Bullet Points to highlight the best parts.
The “Mini-Story” Format:
- The Hook (2 sentences): Describe the emotional result. “Finally, a way to sleep on airplanes without neck pain.”
- The Bullets (3-5 points): The quick facts.
- Memory foam fits your neck perfectly.
- Folds up small to fit in your bag.
- Washable cover.
- The Closer (1 sentence): “Arrive at your destination feeling ready to explore.”
There is one phrase that ruins every product description. “Excellent Quality.”
What does that mean? Nothing. Everyone says their product is excellent. Nobody says, “Our product is mediocre!”
Instead of saying it, prove it.
- Lazy: “Excellent quality leather wallet.”
- Pro: “Hand-stitched leather that gets softer the longer you use it.”
You Are Selling a Better Version of Them
When someone buys a product, they aren’t just buying a “thing.” They are buying a Better Version of Themselves.
- They aren’t buying a camera; they are buying the ability to capture memories.
- They aren’t buying a dress; they are buying confidence.
So, look at your product. Don’t tell me what it is. Tell me who I will become when I use it.
If you can do that, you won’t just sell a product. You will sell a dream.
