Every business needs a competitive edge. And one way to do this is with high-quality sales copy. But what goes into good product and service descriptions? We have five top tips to help boost sales:\r\n\r\n\tKnow your audience and target your copy accordingly.\r\n\tUse bullet points and subheadings to make text easy to skim read.\r\n\tExplain how the product or service will benefit the reader.\r\n\tDevelop an SEO strategy and include keywords in your copy.\r\n\tProofread all sales copy carefully to make sure it\u2019s clear and error free.\r\n\r\nFor more on all the above, check out our detailed advice below.\r\n1. Know Your Target Customers\r\nAll sales copy should be written for a target customer. As such, the first step in writing a strong product or service description is to think about:\r\n\r\n\tWho your target customer is (e.g. age, demographics, budget)\r\n\tHow your product or service will address a problem they have\r\n\tTheir level of know-how (e.g. will they understand technical jargon?)\r\n\tThe kind of language they use and what they search for online\r\n\r\nOnce you have a sense of who you\u2019re addressing, tailor your copy to match.\r\n2. Make Your Product Descriptions Easy to Skim\r\nBig blocks of wordy text are hard to read and may put customers off. To make your product and service descriptions accessible, then, focus on writing for skim readers. This means you need to:\r\n\r\n\tWrite clearly and concisely, avoiding unnecessary jargon and repetition\r\n\tUse bullet points to present key details of the product or service\r\n\tBreak up longer descriptions into short sections with clear subheadings\r\n\tFocus on the most important features for your target customer and not overwhelming them by providing too much information at once\r\n\r\nMake sure to leave plenty of white space when the copy goes online, too.\r\n3. Focus on Features and Benefits\r\nThink in terms of features and benefits when planning your copy:\r\n\r\n\tFeatures are qualities or functions of the product or service. For instance, features of our proofreading service include correcting typos, ensuring concision, and leaving feedback on stylistic issues.\r\n\tBenefits are what your customer stands to gain via the product or service features. The benefits of correcting typos, making writing more concise, and leaving stylistic feedback, for example, are ensuring clarity and giving your copy a professional, authoritative tone.\r\n\r\nIf you can translate each key feature of your product or service into the benefit it will provide, your sales copy will be much more compelling.\r\n4. Optimise for SEO and Include Keywords\r\nIf you\u2019re writing online sales copy, search engine optimisation (SEO) is essential. This means tweaking copy so it includes the terms and phrases people search for most often online. This involves two key steps:\r\n\r\n\tStep One \u2013 Identify keywords related to your product or service. For this, you\u2019ll need a keyword planning tool, such as Google AdWords, which will show you how often specific terms are searched for and suggest related keywords. Keep the language your target customers use in mind.\r\n\tStep Two \u2013 Work a handful of keywords into your copy, including in headings and subheadings. Use a keyword density checker, such as SEOQuake, to make sure you\u2019ve used a good number of keywords.\r\n\r\n\r\n[caption id="attachment_51554" align="aligncenter" width="584"] An exciting glimpse of some keyword density statistics...[\/caption]\r\n\r\nMake sure to work keywords into your product and service descriptions naturally, though. Good copy should always read smoothly, so forcing keywords into places where they don\u2019t fit could be counterproductive.\r\n5. Proofread Product and Sales Descriptions\r\nFinally, when you have a description you\u2019re happy with, don\u2019t forget to proofread! Even minor errors can look unprofessional or reduce the clarity of your copy, which reduces trust and could lose you sales.\r\nIf your business creates a lot of copy, our expert editors can help. We will check and optimise any written content your company produces, including product and service descriptions, to make sure it is perfect.\r\nSign up for a free proofreading trial today to find out more.