App Marketing: How to Write a Killer Mobile App Description

You are getting ready to launch your new iPhone or Ipad App. You’ve been so into App development that you almost forgot you have to sell it.

Now it’s time to put some thought into your iTunes download sales page.

App Descriptions are Unlike Other Product Descriptions.

App marketing isn’t as easy as some other types of on-line selling.

In fact in some App review sites you will only have one or two lines to hook your reader into hitting the “more” to read your full app description.

This means that your branding and short description needs to be a complete package on its own. There’s little room for error.

The goal of your description is simple; get your visitor to take an immediate action to download your App.

Sadly many app developers get this wrong. I strongly recommend hiring a copywriter to create your product descriptions. This is after all pure sales copy.

However if you don’t have the budget to outsource your sales copy to a professional copywriter consider these points in creating a killer App description.

Short App Description – Describe Your Mobile App in one Sentence

You only have one sentence to describe your App what would you say?If you met me in the elevator and wanted to pitch your App to me what would you say?

Think about it. Write it down, perfect it.

Now keep your target market in mind.

Envision two people in your target demographic discussing your App – what would they say? What words would they use?

Your one sentence description is almost like a USP – a unique selling proposition.

Don’t fall in love with your USP it’s just to generate interest and get your foot in the door. You want the person reading your USP buy your App or at very least to hit ‘read more’.

Assembling the Pieces for your App Description:

• Write down words that capture the emotional benefits of using your App.
• List the main features of your App
• End your 1 sentence App description in mid sentence to get people to want to continue reading.  for example in Martha Stuart’s App description:
  “This new version of Martha Stewart’s popular iPhone app has been built from the ground up with across-the-board improvements and many new features, including:”
  * Note that you must click on “more” to see what the new version includes.
• Include Social Proof if Available. If you are releasing a new version of an already successful App let people know just how may people enjoy using your App. For example the Instagram App on Itunes uses this short description: “9 million users love Instagram! It’s a free, fun, and simple way to make and share gorgeous photos on your iPhone.”

Here are some words that appear in almost all top app descriptions: Exciting, fun, simple, Addictive

Now that you have the main elements to include in your App description start writing ! Draft several different versions and go from there…

App Description SEO: Optimize Your App Description for Search Engines

An important element of both short and full App descriptions is using the right keywords to optimize for search engine traffic. First you must complete your Keyword and Market Research. Your primary keyword should appear in your description and in all of your App marketing material. Getting your App SEO right can make all the difference in your App discover ability!

Full App Description – Describe Your Mobile App in 300 – 500 Words

Now it’s time to write your iPhone or iPad App full description.
Once a person clicks on the “read more” following your short description they will unveil the App download page long description.

Typically you have between 300 to 500 words to describe your App, depending on where you are putting your App on the market.

The main goal of your full App description is to give a good understanding of how the App works and how you will feel playing it or using it.

1. Use Action words that create images in the buyer’s mind. This can help transfer the potential buyer into a “using” state. If your buyer is attracted to this feeling they are more likely to download your App.
2. Position your App relative to other popular Apps on the Market or in the App store category. How is your App similar or different? So if you are creating a trivia iPhone App you might mention how it differs from Ben Stein’s popular trivia App.

Ask yourself these questions:

1. What is special about your App?
2. What other Apps is your App Similar to. It is much easier for people to make an estimate based on comparison. This is based on the assumption that if you like something then you will be willing to try a similar product.
3. What are different ways someone could use your App?

Free Version & Paid Version – Completely Separate App descriptions

Many App developers create both a Free and Paid version of their App. Each App, free and paid, is submitted to the App Store separately. Each will have their own download page. This means that if you are publishing both a free and paid version of your App you will need 4 App descriptions –

1. Free App description Short version
2. Free App description Long version
3. Paid App description Short version
4. Paid App description Long version

To sum it up, your App descriptions are critical pieces of copywriting you should invest some time and resources in.

This can have a direct impact on the success of your App download rate once people land on the App Store page.

A good copywriter can produce an exciting short App description to entice potential buyers on an emotional level to read more and ultimately buy your App.

A great short description won’t improve a lackluster App. But a bad description won’t sell a good one either.

Need help launching your mobile App? Contact me today to get started!

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