Personas - How to Speak to Your Customers?

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Personas - How to Speak to Your Customers?

When creating product descriptions (as well as other texts on an e-commerce website), it's important to consider not only WHAT you communicate but also HOW. Choosing the right tone of communication will help you transform a visitor of your product page into a customer. How can you achieve that?

Personas - How to Speak to Your Customers?

Appropriate Tone of Communication

First and foremost, it's important to know who your customers are and what your target audience is. Adapt the tone of your communication accordingly and decide whether you will use:

1. Conversational language

2. Playful language 

3. Formal, literary language

You should also be clear about whether you address your customers informally or formally. The chosen mode of communication should then be consistently followed not only in product descriptions but throughout all communication on your e-commerce website.

Create Personas

If you're unsure about choosing the appropriate tone of communication, creating personas can help. A persona is a fictional profile, a prototype of a typical customer who shops on your e-commerce website. Focus on details such as:

  • Age,
  • Gender,
  • Income,
  • Interests,
  • Problem they are trying to solve.

Write the product descriptions as if you were speaking directly to that person. The text will be much more appealing to your target audience! On the other hand, poorly chosen communication style could make you appear untrustworthy.

Would you like more tips on writing product descriptions? Read our guide on how to write compelling product descriptions. If you don't have time to create the descriptions yourself, contact us, and we'll create customized product descriptions for you using Pobo Page Builder!