4 Steps to a More Compelling Product Description or Blog Post

Whether you’re writing for a blog post or a product description, connecting with your audience is vital.

Do you have something important to share that you want your reader to relate to? Do you want them to trust in the information you are giving them? Do you have a great product that you want someone to imagine owning?

Yes – but how do you do that?

The good news is if they start reading your blog post or product description the hard part is done. Your reader is already interested. Now you just have to keep them reading.

Some super simple changes to your writing can connect you to your reader and get your message across.


1. Keep it simple

Everyone is busy. Save them time.

We’re writing for a purpose. You’re not trying to impress – you’re writing to communicate. So you need to get your message to them quickly. Keep to one idea each sentence. Don’t clutter your piece with unnecessary or complicated words.

Use short paragraphs, short sentences and short words. Your message will flow better and be easier to read. Your writing will be so much simpler for your reader if there are no extra words to get in the way. And you’re writing for them. Right?

How about trying some sub headings so they can find what they are looking for quickly? Or, if you have something you don’t want your reader to miss, add a bolded sentence to give it emphasis.


2. Have a conversation

Be yourself!

Don’t try to sound like someone else when you are writing. Ask yourself if you would say what you have written in a conversation. If not, change it to something you would be comfortable saying to a friend.

How you write is how you will be perceived. It is your opportunity to really connect with someone who is already interested in what you are about. Don’t scare them away now!

If you write stiffly, that is how you will appear. If you appear uneasy, that is what you are in your reader’s mind. You have an important message. Remember what your message is. Take a breath. Then be clear about that idea and tell your friends about it.


3. Mix it up

Variety is the spice of life.

No one keeps reading if they are bored. If your message is exciting but your structure is blah, your reader won’t be interested. But there are simple techniques you can use to keep your reader engaged.

Vary your sentence length to keep your reader attentive. Include one short sentence. Then change the rhythm by adding a long sentence to mix it up a bit. Then use a partial sentence. You’re not writing a piece literature so breaking the rules of “proper writing” is ok. We don’t talk like Mrs Dalloway, so we shouldn’t write like that either.

Use a dash every now and then. Break up your message – provide a point of difference.


4. Make it about them

Focus on your reader.

Keep your reader in mind whenever you are writing. Make your message compelling. Speak directly to them and make it personal. Involve them in what you’re saying.

How does your message relate to your reader? How will your product make them feel? Remember that the reason you’re writing to your audience is to give them something. What is that something?

When you’ve finished writing, read it through. How many times do you say “you”, and how many times do you say “I”. The “you’s” should far outweigh the “I’s”. If they don’t, think about your message. Are you giving them something or providing a lecture?

Make these simple changes to your writing and you will stand out from the crowd. But more importantly, you’ll involve your reader in your story. It is about them after all.

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