On the surface, writing product descriptions sounds like a simple enough task. However, even the most seasoned copywriter can fall prey to a common mistake: writing a description that only describes a product.
Product descriptions are to be thought of as a sales tool. Customers need to know why they should buy the product. A list specs, features and other technical details can help a customer visualize a product. However, a description limited to those items fails to illustrate the product’s value, and what truly sells a customer on a product is its perceived value.
So, what is considered valuable? When potential customers read a product description, they’re looking at the fairness of its cost and how and why the product will be helpful to them.
An effective product description well clearly illustrate a product’s unique benefits, engage the reader, solidify your brand’s voice, and include keywords.
As you embark in the description writing process, here some additional tips to help your conversions grow:
- Focus on the solution. As we mentioned before, it’s easy to write about what a product looks like. However, for a description to really resonate with a reader, it needs to provide them with a solution. Before you start writing, ask yourself questions similar to, “How will this product increase a customer’s happiness? How will it make his or her life easier? What problems does it solve?”
Say, for example, you’re selling lipstick online. Through research, you may find women are annoyed with how their lipstick dries out their lips or rubs off too easily. If you were to write an effective product description, you’d provide a clear explanation on how your product combats these common issues.
- Consider the text’s readability. When shopping online, potential customers are likely skimming your content. It’s important your text describes your product’s value quickly and clearly. Customers will read a description more thoroughly once you’ve piqued their interest. Sub-headers and bulleted lists can both help make content easier to read. Also, try to avoid being redundant.
- Optimize your products. Get products to the top of Google searches by optimizing your content around keywords and phrases. Incorporate keywords into product headlines, description content, and title tags. Also, be sure to throw in some synonyms for good measure (search engines are getting better at guessing what people want when they enter a search word of phrase).
- Sprinkle in some humor. Humor speaks to humans on a very basic level and can nudge potential customers to act on a call to action. It gives the tone of your copy a personality, helps hold the attention of readers, separates your brand from that of the competition and will ultimately make potential customers more receptive to purchasing your product.
- Don’t copy the competition. While you may feel pressured to fall in line with what other successful competitors are doing in their online stores, it’s important you don’t replicate them. Yes, you’ll benefit from knowing what they’re doing, but if you want to sell, you need to communicate through a unique voice.
- Avoid overselling. If your description isn’t accurate, you’ll find yourself with product returns and poor reviews. Be sure to always double check sizes, weights, and colors.
Are you an online shopper? What do you look for in a product description? What has helped convince you to make a purchase? Let us know in the comment section!