How to improve the quality of app descriptions

Question

As a non-native English speaker I worry about my ability to create great app description.

Does quality of the copy have significant impact on sales?
Do I need to hire copy editor or a copywiter? Where and how?
Does it pay to localize app descriptions for mayor markets? Which have most impact?

Please share your app store experience!

Answer 1

As a native English speaker, I would say that yes poorly written descriptions turn me off a little. That said, if I heard of it word-of-mouth I'm probably just going to install it without reading the description.

At the price-point of most applications I would expect less polish, and the indie aspect of games is one of the greatest things about the App stores. For A-list, relatively expensive, tiles I would be very annoyed by grammatical errors.

Finally, if your English descriptions are at least the caliber of this question, then I think you'll be fine.

Answer 2

Good copy is all about delivery.

Imagine that you have a high-school crush and you want to ask her out. How would get her interest? You could comment on her new hair; you could offer her some flowers; you could brag about your awesomeness. But don't forget to ask her out.

Similarly, if you want to sell a product, you need good copy that interests the consumer.

• Flattery. People like to be acknowledged e.g. "Formatting code is tough for developers; perhaps we can make it easier through product A."
• Flowers. Create a demo and call it free.
• Awesomeness. Your product should be Lipsmackinthirstquenchinacetastinmotivatingoodbuzzin cooltalkinhighwalkinfastlivinevergivincoolfizzin’, (Pepsi).

A technical description i.e. "product A does objective through feature" should be spell-checked but often is not the call to action that prompts users to buy or try products.