b2cloud

    22nd March 2013

    How to Write an App Description That Sells

    Uncategorized By 4 years ago

    Copywriting is the art of persuading someone to take an action. As you might know, it has been used for deceased by some most successful companies around the globe. How can you use this age old technique to get people to download your app?

    If you ever tried to write some words on a website and think it’s hard, now think twice. When it comes to writing descriptions on the app store, there are many factors and restrictions that need to be taken into consideration.

    • Your product icon can make or break your success
    • A price point above $0.99 can easily drive people away
    • You’ve got essentially 2-3 sentences above the “More” break to compel people to click to learn about you
    • You don’t have the luxury of typography to help key message stand out
    • Almost impossible to split-test

    Now, if you agree that writing for the App Store is a massive mystery, if nothing else, it’s time for us to solve the puzzle. To put it simply, what you really need to focus on is the following 4 steps:

    1. Click on your app
    2. Click to read more, and
    3. Read as much as they need in order to …
    4. Click Buy

    Names & Icons

    Unless people are searching the App Store for you by name, you can’t depend on the direct traffic. So you have to get comfy with the fact that you must stand out from the rest in your category based on these 2 factors: Your app icon and your app name.

    If you haven’t named your product yet, my recommendation is don’t rush to name it something clever unless you’re sure it’s clever and memorable as “Angry Birds”. If you’re considering a funny name, ask yourself why and make sure your answer has the word”customer” in it.

    Here’s a few tips to get you started:

    • Popular keyword phrases.
    • Long-tail keyword phrases.
    • Fun misspelling of common words
    • Pop culturisms

    Meanwhile, don’t underestimate the importance of your icon. After all, unless you have an icon that pops, you don’t even need to worry about trying to convert visitors with page copy. Because they won’t get to your page.

    Make Your Intro Copy Magnetic

    The intro lines are what’s shown to users before they click “More” to expand the copy at the break point. By the time a prospect gets here, he/she is at least somewhat aware of you. They’ve either searched you or they found you in the App Store catalog. You could think of this copy as the headline and subhead on your home page.

    Here’s the general principle you might need to follow:

    • Lead with the most powerful, crisply stated message that your visitor wants to see
    • Cut the nonsense – like “This app is designed in Melbourne…”
    • Get the straight to what the dam thing does and why it’s so awesome
    • Make the user want to click to learn more.

    Close the Sale in the Description

    You should not think of your description as a “description”. Because if you do, you are going to miss out the biggest chance to sell. These are sales page. They draw the read in with a compelling intro, use only the most meaningful images, overcome as many objections as possible and use proof points and testimonials to boost believability.

    If you have a story to tell, you could consider writing in a narrative style. Since stories are emotional and emotion do sells.

    Now, when it comes to objections, think both about usual objections – cost, is it right for me – as well as contextual ones – what is the size of the downloads?

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