3/7/2023 0 Comments Meta description![]() Lyft is selling you on the people not the service. Not in the top 5 of the 15 listed, but at least they are using “You’ll” and “Find your style solutions”. Simple, but “find surprises” is not a product or service, but the experience one feels when shopping there (at least as they claim). ![]() 13.Big LotsĪ surprising one from Big Lots. You’re not just buying cloths, you’re going to feel more confident and be the best you. Again a rare use of emotion in the outcome. One of my favorites, and in the video above. Snapchat isn’t a “messaging app” (product) it let’s you “talk with friends” (outcome). 9.1 Airbnb UpdateĮven better – Airbnb seems to test or update descriptions! Too bad they took out the emotion, but this description is still very centered on the consumer. “Feel at home” – Nice! It’s rare any brand involves an emotional outcome (the holy grail!) but Airbnb pulls it off. “Start your next adventure” – Marriott sells hotel rooms but they understand the real thing the consumer wants is the full experience of travel. “You perfect trip” – is a nice personal touch. But also, it could go a little more in the direction of being customer focused in it’s language. Wil and the folks at SEER do a pretty awesome job with this! I’d say it indirectly approaches “outcome” by stating what they believe. I wish Bing’s search engine was indeed as good as this description! 6. ![]() YouTube, of all sites of course, does this well – “enjoy the music you love”. Ironically, I should note that the use of the words “you” and “your” etc are a great way to position your copy to make your reader the Hero. “Run your entire business” is a great way to illustrate the actual outcome of “project management”. Slack leads with the Outcome – “brings all your communication together”. “Sell more stuff” is a clear simple description of what MailChimp can help you achieve. (By the way, huge thanks to Anthony Pensebene here at Evolving for helping to find some of these!) 1. I’ll leave some quick comments below, but check out the video for more analysis. The spirit of that is the most important part. These are not all perfect, but they do all have elements of making the customer the hero. And the content over at Building A Story Brand inspired me as well.) Inspiring Meta Descriptions Of 15 Brands (Side-note: I first consciously remember hearing this formula from Amy Harrison, on my Podcast. Here’s a handy cheat-sheet with the three ingredients that I think make a great meta description: The outcome – both in results and emotion.There’s three common elements in all of business copywriting, that can also be used in descriptions: ![]() The Three Ingredients Of A Better Meta Description
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