Supplements sell splendidly because they allow consumers to take charge of their own health. Sometimes your products may be recommended by their doctor, or a friend, or through online research.
When a consumer finds your product listing, they are likely already sold on the idea that your product can be part of an overall plan to prevent illness and manage symptoms. Once you attract your customers, all you have to do is show them that you are providing a product that they can trust.
- Get to know your customer. If you have been selling supplements online for a while, and want to boost sales, you can use the data that you have collected through your website to reach even more ideal customers. Google Analytics can show you the average age of your website visitors and their gender, for example. If you’re a new seller, you can find statistics on the demographics of people who shop for supplements like yours – including statistics on their health condition. Keep in mind that supplements are often purchased by family members and caretakers of those afflicted – so if you’re selling gummies for kids, you’ll want to write for their parents.
- Spy on your competitors. You need to know your customer’s buying journey from beginning to end. When they are researching the right product to buy, who else are they going to bump into? What is your competitor doing with their product descriptions? Is it working? Focus on making your content longer and more detailed than theirs, not by adding fluff, but making your content more helpful and informational.
- Research SEO keywords. You can use keyword tools, marketplace search engines, and your own intuition to create a keyword target list. Sometimes you can think of less common keywords that would not be used as often, but will be less competitive. Keywords do not just help you become more visible in search engines, they help you write content in a familiar way – in your customer’s own words.
- Research product reviews. Use your own product reviews and those of your competitors to find common questions, plus what customers are loving, and what they are not. You can often use product reviews to find inspiration for phrases to use in your content. Remember, you want your content to sound like the words of a trusted friend, not a mysterious stranger who they will, naturally, be afraid to trust with their health.
- Gather product specs. Shoppers want to know: how long your product will last, if it comes in the form of pills, gel capsules, tablets, if they’re big and difficult to swallow, how they taste, and any special instructions, like whether your supplement needs to be stored in the refrigerator or if they need to be taken with meals.
- Create a product content template. As you gather product specs, you’ll notice that a lot of the information is repetitive. To make the writing process faster, and to make it easier for customers to find the information they need, create a skimmable, easy to understand content template. It should have a natural flow that you will use to make your content predictable and easy to read.
- Know your FDA guidelines. As you may already know, your product descriptions cannot make unsubstantiated claims about your supplements. You cannot claim to cure, prevent or treat any disease, though you can use language like “can help prevent” and “can relieve symptoms of…” as long as you use the FDA disclaimer “This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.” You will also need to list the sources of your ingredients, product contents, and the name and location of the facility where your supplement is manufactured, packed and/or distributed.
- Communicate with shoppers on every platform. The shopper who finds your ecommerce website through Google search is much different than the shopper who finds your listing on Amazon. Someone who finds your homepage or blog post is looking for general information, and if your content shines, they will not click away in search of additional information. The Amazon shopper is more flighty, having quick access to virtually all of your competitors’ products at once. Use unique product descriptions for each platform to speak to each shopper. You’ll also want to optimize your content for the search engine on each platform.
- Help customers visualize better health. The goal of your vitamin or supplement product description content is to not only inform the shopper, but also to catch their attention. Your copy can help your customer visualize the benefits they will get from your supplement. Not only will your arthritis aid help stop the degeneration of collagen in the joints… it will help someone get up in the morning and do all of their favorite things, like painting, reading, cooking, playing with grandkids, etc.When you first sell your product, they will not experience an immediate benefit, it can take a few weeks for your customer to see a difference in their health, so you want to help them not only make a purchase, but actually give your product a chance at improving their health.
- Get an outside point of view. Working with a professional health supplement copywriter is the best way to make sure there are no gaps in your content. Too often, sellers get too familiar with their own product, making it hard for you to see what your content is missing, and how it can be revamped to stand out amongst your competitors.
Save time and get results – hire me to write your supplement product descriptions!