Consumer interest in nutritional supplements is high, but the market is also crowded. You will need every advantage to set your private label supplements apart from those of your competitors in order to attract customers and earn their loyalty. With effective product descriptions, you can draw in your market, identify their needs and show how your supplements are the best choice for them. The steps below will help you get started.
1. Craft a powerful, key-word rich headline.
Catch a reader’s attention with a headline that states the main benefits of your product in a way that entices them to keep reading to find out more. Make sure that your best keywords are in the headline (as well as in the copy) to improve your search result ranking.
2. Write with the needs of your customer in mind.
The more you know who your target customers are and what they want, the better you can tailor your copy to them. In the samples below, we can compare three different protein powders, found with the keyword search “keto protein shake”, and see how the product description of each is directed toward a different type of shopper.
In the first example, the product sold by Perfect Keto is directed at consumers who are serious about exercise. While some of the copy could work for any audience (“tastes great”, “you will improve your overall health”), much of it focuses on fitness: the users are referred to as “athletes”, specific sports are named, and the focus is on performance, recovery, training and repairing tissue. Finally, the reader is invited to use the product in a “post workout shake.” This product description would stand out among the others for athletes looking to enhance their performance.
Ancient Nutrition’s product description, by contrast, is aimed at consumers who want their protein supplement to fit in with a whole-foods diet. The copy notes the natural sources of the protein, prominently features the trendy keywords “organic”, “adaptogens” and “antioxidant”, and highlights energy and stress management. The targeted customer is likely to be well-educated on nutrition and may be following a Paleo or similar eating plan.
Quest targets a very different consumer: someone who is trying to improve their diet, but who is also concerned that they will be miserable on the new eating plan. To meet these fears, the description is almost entirely focused on pleasure. The shakes are described with the adjectives “thick”, “frosty” and “decadent”. The shake will inspire “envy”, and makes a good nutritional choice feel like a “cheat.” This customer is looking for the best-tasting protein powder and will respond to the product description that is the most sensually appealing.
3. Bring in a personal story.
Shoppers are influenced by stories of how others like them found success. Make room for the personal testimonies of people who used your product to meet their goals. Whether the goal was weight loss, energy, and endurance, skin renewable or anything else, craft a narrative where your subject might describe:
- The problem and how it affected their life
- The ways they tried to solve their problem
- How they heard about your product
- Their hopes and doubts before they tried it
- The changes they began to see
- Their new life now and how other people have noticed.
Keep your copy lean with no digressions or wasted words. The testimonial can be several paragraphs long, or it may be as short as a Facebook comment. In either case, the goal is to help your potential customer imagine themselves in the story.
4. Show your research.
If you can get an endorsement from a doctor, nutritionist or other health professionals, use it. Any specific data about your product – such as pounds lost by an individual or the percent of customers who would recommend your product to others – would be good to include. If you don’t have studies to back up your specific product, see what research is available on your key ingredients and use that in your product description.
Also, ask your private label supplement manufacturer about their quality control process and how they guarantee the potency of their ingredients. This information will give your customers greater confidence in placing orders from you.
5. Remember your call to action.
At the end of your description, give direct instructions to your readers that they should order now. Make your pricing, introductory offers, return policy and guarantees clear.
By following these steps, your product descriptions will attract attention, help your target market feel confident in your product and generate sales.