Product descriptions don’t seem like much work.
You just have to craft a few lines describing your product and it’s good to go on the product details section.
A product description is supposed to not just describe your product but also sell it. Online buyers cannot physically touch and feel your products. That said, product descriptions play an imperative role in enabling the buyer to decide whether a given product would be a right fit for them.
In addition, poorly-written, unclear product information can potentially sway customers away from your web portal instead of getting them through the sales funnel.
Highlighted below are some tips you can implement to make sure your product description includes every bit of information that customers need.
Identity the “WHO”, “WHAT” “WHY” & “HOW”
A good place to start with when writing product descriptions that sell, is addressing the “WHO”, “WHAT”, “WHY” & “HOW”:
Who is going to use your product? Determine their demographics, age and interests. This information will enable you to describe exactly how your product provides value to the customer.
What sets your product apart? Identify the unique features, benefits and attributes of the product which makes it different from the offerings of your competitors.
Why should people buy your product? Define how your product can be used to make buyers’ lives better. Mention the problems your product solves and the unique ways in which it addresses those issues.
How does the product work? This may not be necessary in all types of products, but if you are launching a new technology or a device your customers might not have used before, it would be a good idea to describe its function to prevent any confusion.
Addressing these aspects will address most of the things you will need to write a good product description. Now, let’s get detailed insights into these pointers.
Consider your Ideal Buyer
If you don’t have any idea who should be buying your product, you would most likely end up with a feeble product description which addresses no one in particular.
That is why it is important to define buyer personas. Study your target audience and determine their personality, interests and shopping behaviours. This will help you figure out words, language and tone you can use to describe your product in a way that appeals the potential buyer.
Talk about benefits in addition to features
Specifications and features are the elements that go into product descriptions without saying. But note that some customers would really want to know what is it in a given product which makes it worth investing. And that’s where benefits come into perspective.
Define how each feature of the product will benefit the buyer and why it’s a good purchase.
Stick to your brand’s voice
The tone of your brand’s voice is the aspect that will differentiate your product from your competitors’.
Is your brand formal and professional or casual and conversational? Do you keep things straight-forward or do you like to be funny and humorous with your customers?
Reflecting your brand’s personal tone of voice in your product descriptions will help you connect with your audience better and create a sense of assurance that the product is reliable.
Avoid common phrases/keywords
“Excellent quality”, “literally”, “very”, “nice”– these are some wishy-washy words that can give buyers a perception that you couldn’t think of something more creative to write about your product.
Using such feeble keywords will make your product description less persuasive. Instead of using these oh-yeah-that’s-what-everyone-says phrases, you could incorporate more influential and convincing phrases into your descriptions like now, amazing, stunning, magical, hurry, introducing, quick, substantial etc.
Of course, there are many other ways to make your product descriptions more appealing. But for the most part, you need to keep it precise, meaningful and buyer-centric.
Furthermore, consider working with a Magento specialist who specialises in ecommerce development to understand the importance and potential of product descriptions and come up with high converting product copies.