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How to Write Winning Content for Your Products

  1. Research to know more about your Buyer Persona

What is Buyer Persona? Hubspot defined it as a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better. You need to know these things so you will have a better idea on which “magic words” to use to entice your target market.

Imagine if you don’t have any idea on who you are talking to. Will you be confident and comfortable enough to talk about who you are?

  1. Make a good impression

First impressions last, so make sure that your tone and aesthetic will give a good impression to your buyers. What if your product is really interesting, but you look or sound unapproachable or unrelatable?

Using your buyer persona, create visuals that cater to your audience and write content that sounds relatable, approachable, and interesting. Your goal is to create the interest to start the engagement.

  1. Highlight your features and benefits

When creating content, be sure to include and highlight the features and benefits of your product/s or service/s. A common mistake, however, is that we tell the audience all about our product/s or service/s and forget what the buyer really wants or needs. When talking about our products, the bottomline question that we should highly consider is “What’s in it for me?” Think about it from the buyer’s perspective. What benefit will your buyer get from your product/s or service/s? Use this as a guide in creating your content.

Your product might have all the unique features on earth, but would your buyer care if it’s not going to make their lives easier? Remember, people are constantly looking for convenience; so then be a big solution to your buyer.  

  1. Your Writing Format matters

We found these tips from one of the articles from Entrepreneur for a better format on how you should write product descriptions that will be easy to skim and easy to read:

  • Subheadings to entice scanners to start reading
  • Bullet points to attract attention to key points
  • A large font to improve readability
  • Video or photography to increase the desire to use or buy your product
  • Plenty of white space to guide readers through your content and make your page a joy to read


You can also read The Good for more tips about how you can push conversations by writing a creative product description.


  1. Optimize your Write Up for Search Engines


When talking about your products, use the phrases or topics that your buyer persona will probably use to search on Google. By doing, that you are automatically optimizing your product descriptions for search engines. Try taking these few more tips:

  • Avoid jargons unless your buyer uses jargons, too.
  • Consider using your key phrase in your headline, subheadings, and body text.
  • Optimize your product images by using your key phrase in the file name, image description, and alt tag.

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