How to Write a Fantastic Mobile App Description (Part 2)
As we discussed in part 1 of this article, writing a mobile app description is one of the most important ways to promote your mobile app to users. Your mobile app description is going to be most people’s first impression of your app – and even if people have read about your app somewhere else, your app description needs to quickly and concisely remind them of why they should want to download it.
Here are a few additional tips and tricks for how to create an effective mobile app description:
- Break your text up into sections: Don’t make your readers have to scan through too much text – make it “easy on the eyes” by breaking the text into manageable chunks. For the Apple App Store, a good rule of thumb is no more than about 50 words per section. For example, the mobile app description for
this app, “Plants vs. Zombies” has a good breakdown of different sections explaining the key features of the game, and each feature gets a concise block of text so readers can quickly scan through and settle on the information that is most interesting to them.
- Don’t forget to link to social media and other sites: This one sounds simple, but don’t overlook the low-hanging fruit of including links back to your own website, Facebook page, Twitter feed, and any other social media channels where you want to connect with users. In many cases, your mobile app description is copied automatically onto review sites – so don’t miss the opportunity to send traffic back to your other properties (website, Facebook, Twitter, etc.).
- Create emotion: Make your mobile app description fascinating with smart, compelling copy-writing that taps into the emotional triggers of your audience. Use vivid, descriptive, colorful words. Try to use phrases that relate to the overall theme and image of your game – for example, the “Plants vs. Zombies” app description describes it as being “spawned from the fertile minds that created Bejeweled®” and “Get ready to soil your plants as a mob of fun-loving zombies is about to invade your home!” Avoid clichés and bland descriptions – it’s not enough to say that your game is “fun.” It’s not clear enough to describe your app as “engaging” or “user-friendly.” Try to write your mobile app description in a way that is true to the overall “brand” of your app – reading your mobile app description should put people in the mood to hear and see more from you.
- Get help if you need it: Your mobile app description is only a few hundred words (or less), but it’s one of the most important parts of your marketing plan. But, let’s face it, not everyone is a naturally gifted writer. So, if you don’t feel comfortable writing your description yourself, you always have the option of hiring a professional freelance writer on Elance or a similar service. It might be worth spending a few hundred dollars (or more) to get a professional copywriter to work with you to develop a well-crafted mobile app description that puts your app and your company in the best possible position to succeed.
A well-written mobile app description will give your mobile app marketing a head start, because people who read it will quickly be able to see the value that your app delivers. Your app description can evolve over time to serve as a one-stop repository of your app’s best customer feedback, online reviews, awards and accolades. Constantly refine and improve your app description to continue presenting the best image of your app to new users.
What’s your take on this? What are the most effective mobile app descriptions you’ve ever seen?