Buyer Persona Product Descriptions
Buyer persona product detail pages communicate the most important primary benefits of a product in a way that is most appealing to the majority of store customers. The user centric approach also helps brand the information of a company while reinforcing a persona attractive to an ideal consumer.
Buyer persona product descriptions can deliver positive results because the ad copy is written in such a way that is appealing to the target demographic. The effort required of user-centric product descriptions requires that we understand how certain descriptors, contexts and inclusions of details affect the target user, and that we then put our discoveries into action. Ad copy for a clothing retailer with a target demographic of ages 15-35 with extensive outdoor knowledge should be much different than a clothing retailer with a target demographic of women ages 25-45 whom aspire to be like the ladies in reality television. As Dr. Timo Saari and Dr. Marko Turpeinen, authors of “Towards Psychological Customization of Information for Individuals and Social Groups” suggest, individual differences in processing information implicates dramatic variances in type and/or intensity of psychological effects, such as positive emotion, persuasion, and depth of learning.