Get Visible - Directory Listing Hack #1: How to Write a Persuasive Business Description

Posted by Steve Richard-Preston on January 16, 2018

In business, you are always competing. When presented with choice, and all other things being equal, it’s the small things that make the difference and sway customers towards you or away from you. With this in mind, I’ve put together a series of quick cheats for you to hack your directory listing and get more customers! So, let’s start by looking at the words you choose to speak to your customers.

The Elevator Pitch

If you're new to writing, or “selling” as it may be, then an excellent place to start is the elevator pitch. This is a 30 second spiel that generates interest in your service. An elevator pitch should clearly and quickly answer three key questions:

1. Who you are?
2. What you do?
3. What makes you and your service unique?

The first two points are pretty self-explanatory. The third is where your description will set you apart from the rest. When you have competitors providing the same service as you, you need to convey your point of difference to your potential customers. What is unique about you or how you deliver your service, what makes you better? Once you’ve answered these three questions and delivered your elevator pitch, you can then go into more detail about specific aspects of your business and services. What would you say to a walk-in client, or someone on the phone, enquiring about your services? Think of the typical questions that customers ask and then answer those questions in your description, before they even have to ask!

• What services do you provide?
• How much does it cost?
• What is your experience?
• What are your opening hours?
• Is there easy parking?
• What add-on or complimentary services do you provide?

Remove Objections with Testimonials

Objections - in marketing terms - are the concerns that your potential customers have that prevent them from becoming an actual customer. Things like, “how expensive are they?”, or “are they hard to look after?”, or “will they last long?”. You might want to touch on some of these issues in your description. Testimonials can be a fab way to do this. If you can overcome any objections, you will go a long way towards getting those fence-sitters over to you. Remember we're aiming for persuasive, not pushy, so don't do the hard sell.

SEO

No copywriting cheat sheet would be complete without mentioning Search Engine Optimization. If someone is searching for “eyelash extensions location name” then you’ll want to make sure your page is optimized to rank for that search term. So you might want to mention your location again within your description. You might also want to add some service specific keywords like “volume” if it’s a service you provide. Yes, “Address” and “Services Provided” are specific data that your listing requires when you create it, but you’ll want to double up in your description to increase relevance to search engines.

Quality and Proofreading

OK, I’m going to mention the G word, yes grammar is important. You’re in a service industry that is built on quality and your attention to detail. What will your potential customers think if they see spelling mistakes and sentences that begin without capital letters? They might think that you don’t pay attention to detail, and they might wonder if this approach flows through into your lash work. Yikes! See the problem here? You are in control of your customers' perception, so let’s get it right from the get-go! Finally, get a friend or relative to read over your description to spot any sneaky typos that have slipped through. Fresh eyes are always helpful and you can always ask your friend for other feedback and input. So, put aside ten minutes and start hacking your directory listing today, starting with your description. Any ideas or questions, drop me a line in the comments. Don't have an Artist Directory listing yet? Create yours today.