Answering a simple support inquiry is similar to writing a product description. (product features)
If you’ve ever questioned a salesperson in a store how a product works and received the response “it’s green”… That’s exactly how some eCommerce product descriptions make buyers feel.
We’ll be here to walk you through the dos and don’ts of NOT making your prospects feel that way, thankfully. Instead, you should focus on closing that deal!
By the end of this post, you’ll not only be able to write product descriptions that convert, but you’ll also be a better copywriter than you were before!
Why Are Product Descriptions So Important?(product features)
Realistically, converting a sale requires more than just strong writing. A viable online store, a good product, and some traffic are still required.
A product description, on the other hand, still has a lot of clout. It’s your final sales presentation; whether your visitor swipes their credit card or clicks away depends on it.
Here’s what may happen if you master the art of creating product descriptions:
You obtain increased digital foot traffic as a result of your efforts.
On-page Search Engine Optimization is similar to the finest written product descriptions (SEO). Not only can effective product descriptions help you rank higher on Google by employing the proper keywords, but they can also persuade your target audience to click on YOUR product page rather than one of your competitors’.
You have the ability to close the deal.(product features)
The goal of the first line in copywriting is to persuade readers to keep reading until they do the desired action. Similarly, excellent product descriptions will include all of the information required to persuade your audience to click the “add to basket” button.
It’s where all the magic takes place. Good product descriptions equal higher Returns on Investment as a business owner (ROI).
8 Game-Changing Product Description Writing Tips(product features)
Here are our top eight recommendations for writing amazing product descriptions that sell.
Tip #1: Get to know your customers on a personal level.(product features)
You must know who you’re selling to, whether you’re a marketing, a salesperson, or a business owner.
You’ll be able to address any issues your audience may have if you understand them well enough; how they think and behave.
Putting yourself in their shoes can help you figure out which aspects of your product description to emphasis.
As an example, consider Dyson’s cordless vacuum cleaners. We could inquire, “Who uses the product?” People who have their lives in order, own or rent a home, and maintain it clean, I’d say.
What is usually the most unpleasant aspect of utilising the product? (not to mention the pun) In general, utilising a generic vacuum cleaner entails plugging it into a socket and negotiating the cord’s length.
What is the best way for my product to appeal to my target market? It doesn’t have any cords attached to it.
Now put it all together in a product description – what do you have?
Tip #2: Use storytelling to elicit emotion.(product features)
It’s surprising that the Nike brand isn’t featured anywhere when it comes to fantastic storytelling. After all, they were the men that revolutionised the shoe industry for decades.
And it was never really about the shoes; it was always about inspiring people to accomplish greatness, which is why the motto “Just Do It” was created. Everyone feels like an athlete capable of great exploits after donning a pair of Air Jordans back then.
Tip #3: Make it clear how you’re superior.
In today’s competitive e-Commerce environment, it’s critical to set yourself apart with your product – or, at the very least, the way you promote it.
Tip #4: Never Bluff
However, we’d also like to be as convincing as possible. Make sure you’re not making any false or ludicrous statements, or you’ll lose your audience’s faith.
Tip #5: Keep it short and sweet by using words that compel.
“Less is More,” is one of my favourite mantras.
People believe that to persuade someone to buy, you need a list of ten characteristics and benefits. Bellroy, for example, is a great illustration of how to quickly get to the user’s pain point.
On the other hand, you have access to all of Amazon’s items, which allow you to include as many features or bullet points as you want.
Tip #6: Format everything and make it scannable.
What’s the point of formatting in the first place? In a handful of seconds, make it very simple for the reader to understand what your product performs and the value it gives!
Use 20 bullet points only if you have to. Don’t go crazy with images that aren’t related to each other.
Rather, strive for a balance of prose, bullets, icons, pictures, and headings. Create with the goal of communicating your point as clearly as possible.
Sure, you might not have as much flexibility with the format of your product description if you’re selling on an established marketplace like Amazon. Large paragraphs, on the other hand, can be broken down into smaller, more scannable chunks.
Tip #7: Use a competitor’s flaw as a selling point.
Many suppliers just want to have a product up and running as soon as possible. Many wind up simply replicating the product listing of a supplier or competitor.
Duplicate material, on the other hand, is a big no-no in SEO because it’s outright plagiarism, and you risk being penalised by the big ‘G,’ which means fewer people to your site.
However, this does not exclude you from looking at the competition to identify where you could be falling short. Better better, where do you see a gap in the competitor’s offering that you can fill?
Tip #8: Check for any odd errors.
Have you ever been about to make an online purchase only to be put off by a perplexing sentence?
Perhaps there are mistakes or ambiguous language in the description. The visuals may be contradicted by the details mentioned in the text.
Typos and inconsistencies, in any form, can confuse or distract a user from clicking ‘Buy.’
If your descriptions are poorly worded, you may end up with more questions than answers, which is another another roadblock to the sale!
Bonus: Three Competitive Advantage-Giving Words
You’re probably thinking if there are any words we should use in our product descriptions to make them more convincing.
And whomever claims there are needs to back it up with good research and study, so take the next words with a grain of salt.
There are a few words that have stuck with me the most over the years of writing and reading.
As a result, double-check and modify your descriptions. Don’t be scared to return to them after a few days to edit them. To guarantee you’re delivering the appropriate message, a grammar checker programme and perhaps a native speaker of the language you’re writing in can be useful.
What if product descriptions aren’t my forte?
To be honest, everyone has a specialty, and if writing isn’t yours, don’t worry.
Many individuals use two secret shortcuts for writing amazing product descriptions that they won’t tell you about:
1. Hire a contractor.
There’s nothing wrong with this because if you can’t do it, get someone to do it for you. These sites, such as Fiverr, Upwork, and Freelancer.com, are fantastic for finding an experienced professional to create product descriptions for you at a price you can afford.
It’s possible that you’ll have to try a few to discover someone who meets all of your requirements.
2. Aim for better results
You may not be able to write product descriptions, but you should at least be aware of what they are expected to accomplish in terms of performance.
Use Google Optimize or Visual Web Optimizer to run A/B tests to see what kinds of modifications to product descriptions result in what kinds of results.