We all know that marketing is about making connections and helping people see the value in what you do and inspiring them to take action.
One of the most powerful ways to connect with your audience and inspire action is writing compelling descriptions that actually convert and tell them what is in it for them!
Whether it’s your business bio, service description, social media caption, or product blurb, how you describe what you do can make the difference between someone engaging or scrolling right past.
So, let’s make sure your words are working for you and that every description you create counts!
Examples of Descriptions that Convert:
Business Descriptions (Your Elevator Pitch)
A well-crafted business description is essential for networking, websites, and social media. When someone asks what you do, having a concise and engaging answer makes all the difference.
A strong business description should be:
- Simple – Free from jargon and easy to understand
- Memorable – Something that leaves an impression
- Impact-driven – Focused on the problem you solve
Rather than saying, I run a bookkeeping business, a more compelling approach would be:
“I help small business owners take control of their finances with stress-free bookkeeping, so they can focus on growing their business.”
This version is more straightforward, highlights the benefits, and sparks curiosity.
Course and Workshop Descriptions
If you run courses or workshops, your descriptions should clearly communicate the value of attending.
Instead of writing, I run a social media workshop, consider:
“Struggling to get engagement? This hands-on workshop will teach you how to create scroll-stopping content to increase your reach and turn followers into customers.”
This approach works because it:
- Focuses on the outcome that participants will achieve
- Speaks directly to their challenge
- Uses action-driven language
Social Media Captions
Captions need to be clear, engaging, and to the point, as most people skim through content quickly.
Rather than stating, Check out my latest blog on time management, reframe it as:
“Wishing there were more hours in the day? My latest blog shares three simple time-saving hacks to help you get more done without burnout.”
This version is more effective because it:
- Starts with a relatable question to capture attention
- Uses action words to prompt engagement
- Focuses on the benefit to the reader
Service Descriptions
Service descriptions should do three things:
- Explain the transformation your service provides
- Build trust by establishing credibility
- Include a clear call to action
Instead of writing, I offer business coaching, try:
“Grow your business with confidence. My coaching sessions help you set clear goals, build smart strategies, and overcome challenges so you can achieve the success you deserve.”
This description is more compelling because it highlights the transformation and encourages action.
Event Descriptions
When promoting a webinar, workshop, or networking event, your description should tell potential attendees what they can expect and why it is worth their time.
Instead of saying, Join our networking event, consider:
“Looking to connect with like-minded business owners? Join us for an exclusive networking event where you will gain valuable insights, make meaningful connections, and leave with actionable ideas for your business.”
This version is more inviting, highlights the value of attending, and includes a clear call to action.
Product Descriptions
Compelling product descriptions should highlight benefits, solve problems, and inspire action.
Instead of saying, This water bottle holds one litre of water, rewrite it as:
“Stay hydrated all day with this one-litre insulated water bottle—designed to keep your drinks cold for 24 hours and hot for 12.”
This version works better because it:
- Creates a sensory connection with the product
- Explains why it is useful
- Sounds more engaging than a simple feature list
How to Write Descriptions That Convert
Now that you know what descriptions to write, let’s look at how to make it effective.
Focus on Benefits, Not Just Features
People do not buy products or services, they buy solutions. Instead of listing features, show the benefits.
Instead of writing, This planner has monthly goal-setting pages, reframe it as:
“Stay organised and achieve your business goals with this easy-to-use goal-setting system.”
Use Emotional and Persuasive Language
Words evoke emotions. Tap into your audience’s desires, frustrations, and aspirations.
Rather than saying, A course on SEO, make it more engaging:
“Finally, a course that simplifies SEO, drives traffic, and helps you get found online—without the tech headaches.”
Keep It Clear and Concise
People skim through content, so keep descriptions easy to read. Use short paragraphs, bullet points, and simple language.
Always Include a Call to Action
Every description should clearly tell people what to do next. Whether it is Shop now, Book a free call, or Join the workshop, the next step should be obvious.
Take Action Today
Now it is time to apply these tips to your own business. Take a look at your product, service, or website descriptions and ask yourself:
- Is it clear?
- Does it highlight the benefits?
- Does it inspire action?
If not, update just one description today using these strategies. Small improvements can lead to better engagement and conversions.
If you need additional support, Enever Group offers expert copywriting services to help you craft descriptions that work.
Alternatively, if you prefer a hands-on learning approach, join The Marketing Circle for expert guidance on improving your business messaging.
Writing compelling descriptions is not just about words; it is about making connections and inspiring action. By refining your descriptions, you can create a stronger impact and covert with clarity and confidence.
Highlights
- [00:44] The Importance of Descriptions
- [01:14] Crafting Business Descriptions
- [02:00] Creating Course and Workshop Descriptions
- [02:36] Effective Social Media Captions
- [03:19] Service Descriptions That Convert
- [04:08] Writing Event Descriptions
- [04:45] Product Descriptions That Sell
- [05:19] Tips for Writing Compelling Descriptions
- [06:48] Conclusion and Next Steps
Resources
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