Product descriptions are advertising messages. They shouldn’t just contain useful information that describes the product but convince users to click on the ‘Add to Cart’ button. However, what do you do to make your product descriptions stand out when you run out of exclamation marks, bullet points, and capital letters?
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Power words come to the rescue and help you add the spark that lights up emotions in users and converts them into paying customers. In product description writing, power words are treated as potent synonyms that turn a boring sentence persuasive and help strike a balance between the emotion that needs to be conveyed and the information that needs to be delivered.
Power words that help you write high-converting product descriptions:
As mentioned above, power words influence your emotions and we have classified them accordingly:
1. Greed
Most marketing efforts are based on ‘created need’ or ‘greed’. It’s the intense desire to buy something when you don’t have any real ‘need’ for it. Powerful words allow you to appeal to that desire. Let’s look at a product description writing example that amplified greed in your customers:
This is the product description for Apple Watch 9 – “2x brighter display
A brilliant breakthrough.
The advanced display system in Series 9 boosts the maximum brightness up to 2000 nits”.
Anyone who has used an Apple Watch knows it’s bright enough for use in the sun. However, the ‘2x brighter display’ appeals to your greed for more. On the other hand, when you market it as a ‘brilliant breakthrough’, you create the need for upgrading from the previous generation.
Another way of using greed power words is to amplify urgency. For instance, your sales have been going well for a couple of days with decent discounts. Want to increase the number? Product description writers recommend creating a sense of urgency by adding words like ‘special discount’ and ‘limited-time offer’ to best-selling items. That’s how you can give one more reason for users to buy your product.
Some greed power words include:
- Discount
- Final
- Cheap
- Giveaway
- Last Chance
- Savings
- Limited
- Till Stocks Last
- Last Day
2. Authority and exclusivity
While this doesn’t seem like an emotion, think about the feeling you get when you get to skip the queue with backstage passes at a concert. Authority and exclusivity appeal to that deep-seated human emotion. Product description writing services use authority words to carve out a space for your brand in the market. On the other hand, exclusivity increases your appeal among your target clientele.
For instance, if you’re a home cleaning company, use words like ‘certified’, ‘approved’, ‘trusted’, and ”most popular’ to describe your brand and your services. On the other hand, if you make custom suits, use terms like ‘invitation only’, ‘VIP access’, ‘inner circle’, and ‘behind the scenes’.
3. Curiosity
When you are looking to maximize impressions on your products or services and want them to simply talk more about your services, leverage curiosity power words. While these words don’t affect sales directly, they are very useful at generating interest and passively affect your cart to checkout rates. Let’s look at the example of this article. The title contains the words ‘power word cheat sheet’. This irks the curiosity of marketers, writers, and business owners who don’t know about power words.
On the other hand, a ‘cheat sheet’ appeals to marketers who are looking for a post that lists down a bunch of powerful words that can be used in their product descriptions. Moreover, curiosity power words aren’t limited to website content writing services, product descriptions, and e-commerce sites. You can also use them in email marketing campaigns, social media, and other marketing channels.
4. Motivation
The founder of Dyson, the vacuum brand said – ‘Fear is always a good motivator’. However, fear can backfire in your marketing efforts. Instead, brands often use power words that motivate their customers to overcome challenges. Nike is a brand with one of the most motivational taglines – ‘Just Do It’. They continue this trend in their products as well.
For instance, their Air Max lineup has the phrase – ‘Go ahead—Feel the Unreal’ in the product description. It’s powerful and motivates you to go out of your way to achieve something incredible. SEO content writing services often integrate power words with LSI keywords to optimize their content for the search engine without compromising on nudging the customer in the right direction.
Power words can help you make your products stand out from the competition. Just make sure that they don’t stray away from your brand voice. You can also outsource it to seasoned product description-writing experts who have a proven track record of converting casual users into paying customers.
Summary: Level up your product descriptions in minutes! Get the power word cheat sheet & start converting more visitors.
