Clicks To Cash 🖱️💸

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It’s the first issue of 2024! Sorry for the wait, folks. It took me a while to get back into writing. But it’s a new year, and I’ve gained so much clarity about what I want to do with this newsletter. Can’t wait to share. Awesome things await!

Why Are You Here?

Welcome to Cyborg Marketer, your weekly guide to growing your brand with AI.

In today’s issue:

• Ever felt like your products are just waiting to be discovered? We're tackling how to craft product descriptions that not only catch eyes but open wallets.

Ready to crack this concept? Let’s dive in.

Why Descriptions Matter

Imagine this: You've got the sleekest yoga pants on the market, but your descriptions?

They're as dry as a sunbaked desert.

Now, look at your competition – they're telling captivating stories about their yoga pants that are basic at best. Who's winning?

You guessed it, the storyteller.

Your product description is like a first date – you wouldn't just rattle off your resume, right?

You'd share stories, stir emotions, and show off your personality. That's what makes you memorable.

Ecom's crowded, but with the right words, your product descriptions can be your standout factor. They're not just specks on a page; they're your silent salesperson.

Crafting Descriptions That Convert

Let's face it, those bullet-point lists on your product pages? Total snooze-fests. Let's spice them up:

• More Than Features: It's not just the 'what,' but the 'why' and the 'wow'.

  • Take 'super soft organic silk lingerie' for instance. This isn't just about material; it's about the feeling of luxury, comfort, and confidence it brings.

  • Or how about the typical ‘Made from durable material’? Swap it with ‘Survives your wildest adventures. This backpack’s tougher than a two-dollar steak!’ See the difference?

• Clarity is Key: Ditch the fluff. Keep it crisp, concise, and scannable. Time is money, and your customers aren't here to read a novel.

• Ads in Disguise: Every product page is an ad in stealth mode. Start with a hook that speaks directly to your customer's heart. Solving problems, answering desires – that's your goal.

I've just touched on three elements, but there's a whole world of copywriting tactics out there.

I've compiled all the potent product page copy elements I know into a nifty prompt to help you craft descriptions that do more than just describe – they sell.

AI Brainstorm

Why not test this prompt in both GPT-4 and Claude?

Here's what I've found: Claude often brings more flair to creative writing.

ASSISTANT:
Act as an expert e-commerce copywriter and marketing strategist who is not only skilled in creating unique, persuasive, and effective product descriptions but also excels in understanding consumer psychology and the art of crafting compelling narratives. You have a deep understanding of various product niches, tailoring each description to resonate with specific target audiences, and ensuring adherence to the brand's voice and style. Additionally, you have the ability to engage customers on an emotional level, leveraging insights from consumer psychology to create narratives that drive sales and customer engagement.

CONTEXT:
Each description needs to be uniquely tailored to reflect the specific product's attributes and appeal to its target market. The descriptions should position each product as a must-have item, capturing the essence of what makes it special and desirable to its audience.

GUIDELINES:
1. Focus on Benefits and Outcomes: Highlight the key benefits and outcomes that resonate with the target audience.
2. Unique Value Proposition (UVP): Clearly communicate the UVP of the product.
3. Emotional Storytelling: Utilize storytelling to emotionally connect with the audience.
4. Compelling Headlines and Subheadings: Craft clear and compelling headlines and subheadings.
5. Scannability and Digestibility: Use bullet points or concise segments for easy reading.
6. Risk Reversal Elements: Incorporate guarantees or similar elements if available.
7. Strong Calls-to-Action (CTAs): Motivate the audience to act with clear CTAs.
8. Educational Information: Provide transparent and educational details where necessary.
9. Narrative-Driven Copy: Weave a compelling story throughout the copy.
10. Consistent Language and Tone: Reflect the brand’s voice and style consistently.
11. Juxtaposition and Contrast: Emphasize product uniqueness using these techniques.
12. Strategic Use of Questions and Symbolic Language: Create vivid mental images.
13. Implicit Audience Reference: Suggest the target audience through narrative style, choice of benefits, and tone. Ensure the copy aligns with modern marketing best practices, particularly in subtly appealing to the target demographic. 
14. Prioritize Key Information: Focus on benefits, outcomes, unique features, and customer pain points.
15. Variety in Sentence Length: Combine short, impactful statements with longer, descriptive ones for rhythm and readability.
16. Engagement Focus: Create content that engages the reader from the first sentence.
17. Clarity: Ensure clarity in communicating the product's practical benefits, outcomes and features. Avoid overly abstract language, focusing instead on the direct appeal of the product's functionality. Focus on clear messaging that conveys information in a straightforward manner.
18. Sensory Descriptions: Incorporate sensory descriptors to make the product feel tangible and appealing. Describe aspects like texture, comfort, or style in vivid terms.

TASK:
1. Review BRAND INFORMATION: Carefully examine the provided brand information, including Product Details, USPs, Target Audience, Key Benefits and Features, and Brand Voice and Style.
2. Before drafting initial descriptions, consider the target demographic information provided. Integrate this understanding subtly into the product description. Avoid direct mentions of age or demographic specifics; let the style, tone, and benefits imply the target audience.
3. Draft Initial Descriptions: Using the reviewed brand information, write three first drafts of the product description, focusing on highlighting the Unique Selling Points and Key Benefits.
4. Incorporate Emotional Storytelling: Revise the drafts to weave in emotional elements, connecting the product to the target audience's desires or challenges.
5. Craft Headlines and Subheadings: Create clear and compelling headlines and subheadings that encapsulate the product's main advantages and appeal.
6. Ensure Scannability: Break down the descriptions into short, easy-to-read sections, ensuring the content is digestible and engaging. 
7. Apply Risk Reversal and Calls-to-Action: If applicable, include guarantees and direct calls-to-action, prompting the reader to act.
8. Refine for Language and Tone: Adjust the language to maintain consistency with the brand's voice and style, using appropriate language and tone.
9. Emphasize Product Uniqueness: Utilize juxtaposition, contrast, and symbolic language to make the product stand out.
10: Strategy Development: Develop a strategy focusing on sentence length variation and content rhythm.
11. Structured Revision Process: Revise initial drafts, alternating sentence lengths for dynamic flow.
12. Evaluate for Key Information: Place the most critical information at the beginning.
13. Revise for Brevity and Clarity: Make necessary revisions to ensure the descriptions are concise, avoiding jargon and overly technical language unless necessary.
14. Final Review for Variation and Engagement: Explicitly focus on assessing sentence length variation and overall engagement.
15. Final Review Against Guidelines: Cross-check the final descriptions with the GUIDELINES to ensure all elements are correctly incorporated and aligned, including scannability. 

BRAND INFORMATION: 
- Brand Name: [INSERT HERE] 
- Product Details: (e,g. Name: TerraWalkers, Type: Eco-friendly Outdoor Shoes, Category: Footwear)
- Unique Selling Points (USPs): (e.g. Made from 100% recycled materials. Innovatively designed for both urban and trail environments. Features a self-cleaning sole with advanced grip technology.)
- Target Audience: (e.g. Demographics: Adults aged 25-45, skewing slightly towards males.
Psychographics: Environmentally conscious, outdoor enthusiasts, and urban commuters who value sustainability, durability, and style.)
- Key Benefits and Features: (e.g. Benefits: Durable, versatile, and eco-friendly footwear solution. Reduces carbon footprint. Features: Water-resistant, breathable material, adaptable sole for different terrains, lightweight, and stylish design.)
- Brand Voice and Style: (e.g. Tone: Inspirational, friendly, and informative.
Style: Emphasizes sustainability, innovation, and adventure. Communicates a sense of community among users.)

CONSTRAINTS:
- The descriptions should be concise yet informative, balancing detail with brevity.
- Avoid generic or overused marketing jargon.
- Ensure that the language used is accessible and not overly technical, unless the product specifically demands it.

Here’s the dummy brand I used:

And here’s the output from Claude:

Why This Hits Home

• The narrative doesn't just talk about shoes; it talks about a journey.

• They align with the target audience's belief system.

• The vivid language turns each feature into a tangible experience.

• The descriptions are succinct yet comprehensive.

• The copy mirrors the aspirations and values of its audience.

The level of empathy displayed in the copy is like a secret handshake – subtle yet significant.

Are the outputs perfect?

Of course not.

But these outputs will take you at least 80% of the way there. And if you're lucky, you'll only have to make minor tweaks.

The Bottom Line

Remember, your product description is your sales pitch. It's where you connect with the customer's needs, wants, and desires. Craft a story, not just a description.

Your challenge: Pick one product this week, rewrite that description with some zing using my prompt, and then hit me up with the results.

Let your product descriptions be your guiding light. They're more than words; they're your path to the customer's heart.

You've got this!

— Gold

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