How To Write Product Descriptions (Properly)


How To Write Product Descriptions (Properly)

When planning the sale of a product, the last step is to write a convincing product description. It can be a daunting task as it is essentially going to be the reason that a product is purchased, and needs to be perfect. Make use of these essential tips to write flawless product descriptions.

Create a customer profile

Having an overview of who the potential buyers of a product might be; allows one to personalize the marketing strategy. The goal of a customer profile is to understand who is interested in your product and how to get them to purchase it. Find out why they are interested in the product and what benefits they are seeking from it. Knowing what it is that your customers are in search of optimizes your chances of making something appeal to them.

For example, the products are custom made scatter cushions. The likely target market would be men and women who are interested in making their home look attractive. These potential customers each have a different personal taste. The goal is to find out what atmosphere they are trying to create in their homes. Some will want to create a calm, tranquil home environment. Others are looking for modern, contemporary decor. Create profiles for a few different personalities and their desires. This way, one can appeal to each category. Bluntly put, it is necessary to speak their language.

Highlight the benefits of products

In general, customers are less bothered by detailed product descriptions and prefer to focus on what they can get out of the product. It does not mean that one should not list the features, but the pros ought to be the focal point. More often than not, readers do not understand the ins and outs of producing the product. Therefore, they do not know the specifics of a product unless they are informed. If the seller does not list the benefits of a product, readers are inclined to form their own opinions. Save readers the effort and tell them about the positive effect that it will have on them.

Be sure to include the unique benefits of your specific product that sets it apart from its competitors.

Include all information

Be sure to include all relevant information about the product. List safety warnings, dimensions, how to care for the products, which materials they consist of, and country of manufacturing.  Even though readers hardly go through this information attentively, knowing that an effort to include these descriptions was made causes potential customers to trust you and find the product reliable.

Be Creative and Elaborate

Use stories as an example to allow readers to relate to the product and imagine using it in their everyday life. Give the reader some insight as to the background of the products. Doing this evokes emotions and almost allows the product to have a personality. When readers have an understanding as to what went into the making of the products that they will potentially be buying, it creates an emotional connection between them and the products. Attaching a story also serves as an excellent form of persuasion and makes the product believable.

If the product you are selling is an item of clothing, one can create a backstory. Include things such as at which event the buyer might wear the item, the compliments that will be received, and the confidence it will instill in the wearer.

For example,

You walk through the door wearing your new little black dress. You light up the room like the 4th of July. You are a force to be reckoned with. Nothing can dull your shine. You feel confident and beautiful. That’s because you are.

Creating an imaginary scenario such as this one; instantly allows the reader to feel amazed and good about themselves. Potential buyers are far more likely to purchase a product if they feel emotional about or inspired by it.

Mind Your Language

Choosing the right words is imperative to grab the customer’s attention. While browsing through products, customers are not looking to read. They are looking to purchase something and scan through a description at most. Product descriptions should be informative but also simple and easy to understand. Stick to emphasizing keywords that will be effective and achieve the desired response. Using a bullet-point format makes scanning easier for customers. Research has also clearly shown that using numbers has a positive effect on customers as they create a sense of stability and credibility.

Share Success Stories And Reviews

When purchasing online, there is generally a sense of uncertainty about products because they can not be physically seen or touched. Consequently, potential buyers like to know what other customers thought of the products they received and if these customers were satisfied or not. If there are good reviews, potential buyers will feel at ease regarding key issues such as actual product size, product color, delivery time, and overall satisfaction of the product.

Another technique is to approach satisfied customers and ask them to write a detailed review of the product and why they liked it. Adding a photograph of willing customers to each review allows potential buyers to feel at ease and assures them that the product is of good quality and that the business is trustworthy.

Writing a fantastic product description really can determine whether someone buys your product or not. Powerful product descriptions should bring forth emotions, feel personal to the reader, and convey all necessary information for readers to make a decision. Make sure to use subtle persuasion techniques and effective communication, as these are proven to be the key factors in convincing customers. It may sound impossible to persuade a customer and keep the description simple at the same time, but the solution to this is using keywords and bold words. Make sure your product stands out.