Relying upon an incessant citing of features and specifications will leave your product descriptions lying flaccid on the page, doing very little to move shoppers toward conversion. If you want your copy to motivate customers to buy, practice writing product descriptions to inspire urgency.
They’re Going Fast!
One of your best allies in this endeavor is known as FOMO, or fear of missing out. Let’s say you just got a new shipment of digital baby monitors. You could draft a product description talking about how their innovative design increases transmission range and go in depth describing the noise cancelling technology they employ. Or, you can say, we’ve just got a shipment of the most advanced baby monitors ever created. They’re so sensitive you can hear your child’s heartbeat from 500 yards away and yet their noise-canceling technology is so advanced unwanted noises are not transmitted. Imagine your sense of security knowing your precious baby is being watched over by this device. But you’d better hurry because supply is severely constrained by manufacturing capacity and they’re selling fast because they’re so good. If you want the absolute best protection you can get for your baby, you’d better act now, because they’re rare, they’re unique and they’re going fast!”
Time’s Running Out!
Create a deadline after which buyers will miss out if they don’t respond to your offer. We’ve just got a shipment of the most advanced baby monitors ever created. They’re so sensitive you can hear your child’s heartbeat from 500 yards away and yet their noise-canceling technology is so advanced unwanted noises are not transmitted. Imagine your sense of security knowing your precious baby is being watched over by this device. Here’s the really good news; we’ve been authorized to offer them at a 50 percent discount for the next three days. If you buy now, you’ll protect your baby with this extraordinary device for half price. If you wait until you see a friend using it, you’ll pay twice the price. Now, do you want to be the person that paid double, or would you rather know someone who paid double to get what you got for half price? Buy now!
Show Stock/Time Diminishing
It’s one thing to tell people supplies are running low, but when they can see it with their own eyes, they’re more likely to take action. Similarly, when the shopper can literally see their time running out, FOMO kicks with added intensity. A page countdown timer showing the number of hours remaining before a special price is rescinded will move an interested customer to convert. Similarly, if it looks like others are buying the item fast and they know supplies are limited (because you told them so) they’ll be more likely to jump on the offer before they’re all gone. A stock quantity counter will accomplish this for you quite nicely. Incorporating these elements into your website theme will pay dividends.
Free Next Day Shipping!
Research has shown ecommerce customers will pay more to get an item shipped quickly. It’s also been proven they will wait a bit longer for free delivery. With that in mind, imagine the power of this statement. ”The most sophisticated baby monitor on the planet is now available for the first time ever. Capable of transmitting the sound of your child’s every breath—while completely blocking irrelevant noises—it’s the next best thing to spending every waking moment sitting next your precious baby’s crib. We’ve been authorized to give free next day shipping to the first 200 customers. If you act now, this incredible technology will be guarding your beloved child tomorrow—with free shipping. Buy it now!”
Here’s the thing though; the offer really does need to expire and stock really does need to run out. Using these tools when writing product descriptions to inspire urgency only works consistently when you’re telling the truth. If you don’t follow through, customers will eventually ignore your assertions, label you a fraud, and scald you with hot grits in social media.