subject: Are You Writing Quality Introductory Paragraphs For Your Product Descriptions Online? Test Yourself [print this page] Below are the three important questions you need to know an answer to if you are serious about writing product descriptions on your websites that will turn your visitors into buyers of these products. I will give you these questions and then offer analysis on the correct answer.
1. Presenting your main message in the opening paragraph right after the title
(a) is a mistake. You need to build the interest first.
(b) is not effective as your goal is to get the reader to finish reading the description to the end.
(c) is a great way to grab your visitors interest
The correct answer is (c). When you present your main message in the opening paragraph, you do grab your visitors interest. They will become curious and will gladly read the supporting information about the product, and if all checks out, continue with the Add to Cart button.
2. Presenting a statistics about your product or problem it solves
(a) is boring and will cause a lot of "Back" clicks
(b) is not effective as most people don't enjoy statistics
(c) is an effective way to start your product description
The correct answer is (c). If the statistics is simple and relevant, it will stir interest in the visitor. They may ask themselves, "Am I a part of the statistics here?". You have engaged the visitor and they will read the rest of your product description eagerly.
3. Telling your prospect they have to buy your product in the first sentence is
(a) counterproductive. They need to know what they are buying first
(b) okay. It shows your dedication and allows returning visitors to buy with a click of the button
(c) premature. Always make your visitor want to buy first
The correct answer is (b). It is okay to invite the visitor to buy right off the bat. Of course, they will have an idea what they are buying from the title. If not, by generating a quick offer, you may kick them out of balance so to speak, so to unconfuse themselves, they will continue to read your product description through.
So how did you do in this quiz? When you write the opening paragraph to your product description, the main thing is not to bore the visitor. Whether you engage them with a direct message, a curious statistics, or if you shock them with an immediate offer to buy, you've got their attention. Many will chose to read your description through which is the goal of writing an effective introductory paragraph.
by: Sherry Koch
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