A product description helps customers understand the key features and USPs of your product. The triggering mechanism of the description forces the viewers to land on your site and the best descriptions are compelling enough to make them buy your products.
E-commerce brands especially focus on building short, crisp, and detailed descriptions that help increase sales. They use numerous approaches to writing product descriptions like infographics, photos, and enticingly written details.
Let’s look at the parameters responsible for creating a powerful product description that will help you sell your products and gain the traction it needs.
Step-by-step Guide on Writing Product Descriptions that Convert
Identify your ideal customer
The key to creating the best product description is directly addressing your target audience. The ideal customer would be the one who knows about the problem and explaining how your product aims to solve it, helps them rationalize and choose your product.
Identify the target sector and the consumer base and write a creative product description that would resonate with them and help them understand easily about your product offering.
Include details that would be used when you would directly engage with the customers face-to-face. Using the same tonality and a better choice of vocabulary would help construct a copy that has an increased chance of a conversion.
While selling a product, a seller knows the product in and out and promotes the product on all fronts. The problem here is to look from the perspective of a buyer and not the seller. Think about the uses of the product that a customer is looking for and put those benefits forward.
Today, the potential buyer market is not interested in mundane features. They will be more interested if the product and its description address their biggest pain points and solutions.
List out the points that will help the customers when using your product. Does it improve health? Performance? Is it safe for children? This list contains the benefits.
Let’s take this webpage for example:
The product description for the grill speaks directly to the customer and helps him understand how it works, how its main features will address the customer’s needs, and how it can fit into small spaces.
The benefit: The perfect size to grill up a couple of burgers for everyone in the family.
The feature: Convenient side tables.
The formula is to turn the features into tangible benefits. First, figure out what are the features that get you excited about your product. Now, avoid listing them directly.
Turn features into benefits by answering these questions based on your product:
- Who is your target buyer?
- What do they need?
- What can you do for them?
Make your buyer smarter
The benefits that you list out in the description must prove efficient for the customer. Write a detailed copy that helps your customer understand the importance of your product.
If your brand has already established its presence in the market, less information with an affordable price point will be a more viable strategy. If you are a new entrant in the market, people need to be aware that your solution exists. So, you need to educate consumers with a ton of information that makes them confident about the purchase.
The above product description is over 350 words and explains each design aspect, quality, usage, and more. The key selling point here is that the product is built from traditional materials. The emotional quotient is that the product connects you to the roots of Tibetan culture. And lastly, it gives a practical, useful solution. Basically, it educates the buyer in every possible way.
Tell a story
Everyone loves a story, be it historical, educational, business, or something else. Telling stories creates a powerful marketing tool for your product descriptions.
Don’t get too poetic, but try to have a flow. Explain the current situation the customers are in and how you have found a solution, and how your product can solve it efficiently, saving both time and effort. People buy products that help make their lives easier. When buying branded products having a storyline or an affiliation with a movie or a celebrity helps customers resonate with the product. It makes them feel like a character and a part of something worthwhile.
Consider answering these questions to build a story around your product:
- What are the factors that can trigger any viewer to become a potential customer?
- What are the buyers’ underlying emotional or psychological demands for this product?
Think about making a client testimony, including research or analytics, etc. Concentrate on what storyline will put your product’s best image forward.
Review the language
Remember that you are selling a product, and a product description is not a random post or message. Though your tonality must be conversational, the language must be professional. Avoid using meaningless words like excellent, not-so-good, overall, etc.
Be as specific as possible; for instance, don’t list out the quality of the shoes as excellent and stylish. Instead, describe each technical detail along with its benefits like, comforting, long-lasting, and carries an aesthetic appeal.
Have a look at the product description in the image:
Optimize your product descriptions
An optimized product description is more likely to perform better than a non-optimized one. Optimizing can help improve SEO and increase your chances to rank higher on Google. Use the right keywords but also include valuable content.
Be selective about what you choose to write. For example, when talking about a cell phone device, don’t just include a picture, brand name, and cost. Mention the key product information, benefits, and features to help the customer understand that the product is right for them.
Here is a list of the topmost influential words you can use:
Using the right set of triggering keywords can help captivate your readers and coax them into taking action.
Try using Peppertype.ai to create product descriptions speedily.
How long should the product description be?
Long enough as long as it serves the purpose, short enough if it is efficient to deliver the idea.
There is no rule about the length; if it is a simpler product, then widely known lesser details will work. But if a new product is being launched, be as detailed as required. Remember that the length is not important; the main intention is how well the product description serves the customer.
Here’s a tip, read your description a couple of times after writing it and delete each line that feels irrelevant. Better yet, try to reframe it more attractively.
Checklist to Write Compelling Product Descriptions
- Be natural: Avoid using manufacturing guide descriptions and write keeping in mind the user’s perspective. Stick to details and simplicity. This improves readability and increases the chances of conversion.
- Make it easy to read: Your copy should be engaging and informative. Enter data in bullet points since it helps customers receive the information quickly. This pushes them to make a purchase immediately.
- Know where you want to go: Create a plan and an actionable strategy for your product on how you would like to launch it in the market. Deploy in stages and understand how the audience reacts to each product description. As a product creator, you should be clear on what you have to offer and who it is for.
Write as if the customer is right in front of you and you are pitching them. Keep it effective, expressive, and efficient.
Focus on what you have to offer rather than what you can offer.
By the end, you’ll have constructed a well-fit product description that will engage viewers and convert them into potential buyers.
Template For a Product Description
- Engaging headline: Use a title that would grab attention instantly. Brownie points if you establish an emotional connection.
- Benefits focussed sections: Use a descriptive tone that will explain why the customer needs your product. Enlist the benefits from the user’s perspective.
- Key details: List the salient features that are exceptionally distinctive and help your product stand out.
- Additional motivation: Enter credibility, social proof, results by customers who are actively involved with your product, followed by a call-to-action (CTA) line.
Make an effort not to be boring and create an engaging experience for the viewer. Tell stories and mention even the minute details. Sometimes, the shortest line can trigger a positive response. Don’t just talk about the business; try to establish a connection by providing a good solution to customers’ problems.
– Answer pressing questions
– Identify your audience
– Focus on benefits and then on features
– Practice storytelling
– Make it readable
– Leverage SEO
– Add relevant photos and videos
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Product descriptions improve the consumer experience by making a website look professional and more reliable. Compelling product descriptions also help in selling a product or service. It sets you apart from your competition and adds to your USP.
The aim of the product description is to urge the customers to purchase your product. The best-selling goods are known to have the most comprehensive product descriptions. A product description should incorporate knowledge about the product’s highlights, advantages, and pain alleviation.
Excellent product descriptions include features and benefits. Be specific with your product description copy. Ensure that you are explicitly explaining all features and benefits. Don’t just showcase the highlights of a product. Rather, weave a story where the customers drive themselves to the conclusion.