The art of copywriting is powerful. A well-written product description has the ability to compel your customers to make the purchase. By educating your customers on key benefits, targeting their pain points, and offering simple solutions to problems, your product description can help increase sales and conversions. In this article, we will share 5 tips on how to write compelling product descriptions.
What Is Product Description?
Product description is a marketing copy that explains what a product is. Its purpose is to explain why it’s worth purchasing and inform customers with details about the features and benefits of the product. Strong product descriptions can persuade your web visitors into buyers.
Do You Really Need Product Description?
Every website has a different layout, theme, and personality to it which may require different product description formats. You might see that some online stores have paragraphs, others may only have a few bullet points, and some may have no product description at all. The reason why different stores have different product description format is because of their audience.
If you go on Apple, their product pages are very long, filled with a combination of short paragraphs and bullet points on information about the latest Apple product. However, if you go on websites likewish.com, you wouldn’t have much luck on finding products with detailed product descriptions, let alone have any at all. Why we see this huge contrast in product description is because of the audience. The customers at Apple are informative buyers. They like to do thorough research online, making sure they know all aspects of the product and it’s worth the price they pay for. On the other hand, customers on wish.com are mostly impulsive buyers. In truth, they might not even care about the products at all. They are only there for the discounts and sales, so they won’t even bother reading product descriptions.
Unless you are building a business like wish.com, product descriptions are absolutely necessary. Your product descriptions can help improve your search engine optimization (SEO). By including specific keywords and short phrases, you can boost your search ranking on Google. Product descriptions also educate your customers on the product, providing information that images can’t do enough. You can minimize customer service inquiries, allowing customers know which specific product is right for them.
5Tips To Write Compelling Product Description
- Understand Buyer Persona
To write good product description starts with a solid understanding of your buyer persona. Buyer persona is your ideal customer based on market research and data. It usually includes information like demographic, interests, behaviors, and concerns. If you don’t even know who is going to buy your product, then you won’t even know what information to include or exclude in your product description.
For example, if you selling a shaving kit, is your buyer persona someone that is a complete beginner at maintaining beards? Or is it an expert that knows shaving very well? You write your product description according to who you are trying to target. If that person is a beginner, then you might want to have a longer and detailed description about how your shaving kit can easily help your customer get started on shaving. If the person is an expert, then you might want to focus on more the technical specs of your product and how your shaving kit is better than others.
Once you’ve found out about your buyerpersona, you should also focus on jargon. Jargon is specific terms andvocabulary that are commonly used within a niche. Going back to the shavingniche example, jargon would be terms like “after shave”, “blade buffing”, and“shaving cream”. By using jargon in your product description, not only you areable to improve your SEO but also communicate with your customers on a deeperlevel.
Storytelling is one of the best ways to emotionally translate across a message to your customers. People are naturally attracted to stories. Instead of giving a generic description of what your product is, you can talk to your customer through a story. Your story should have just enough details to allow the reader to imagine themselves as part of the story. Don’t forget to also include jargon in your storytelling!
For example, if you sell fishing gears, youcan write a story on how your fishing gear helped this fisherman transformedhis fishing experience. Like all stories, it should have its ups and downs,guiding the reader through a roller coaster of emotions. During the downs ofyour story, you can mention how the fisherman struggles to hunt any fish aftercountless days of fishing, focusing on the pain points of what a typicalfisherman experience. The ups of the story can focus on your product as thehero, the answer that solves all the problems away.
3. Avoid “Yeah, Yeah” Phrases
For example, if you sell fishing gears, you can write a story on how your fishing gear helped this fisherman transformed his fishing experience. Like all stories, it should have its ups and downs, guiding the reader through a roller coaster of emotions. During the downs of your story, you can mention how the fisherman struggles to hunt any fish after countless days of fishing, focusing on the pain points of what a typical fisherman experience. The ups of the story can focus on your product as the hero, the answer that solves all the problems away. Avoid “Yeah, Yeah” Phrases
If you find yourself stuck for words and don’t know what else to write for your product description, it’s easy to end up with “yeah, yeah” phrases. An example of a “yeah, yeah” phrase would be something like “this pair of shoes has excellent product quality”. As soon as someone reads “excellent product quality”, the reader will automatically think, “yeah yeah, that’s what everyone says”. You want to avoid this reaction when someone is reading your product description because you become less persuasive.
Instead of simply describing the pair ofshoes as excellent, you can focus on the technical detail or feature of theshoes, follow by the benefits. For instance, you can write “this pair ofgenuine leather shoes is hand-sewn with EVA cushion for an all-day comfort”. Productdetails add credibility and value. The phrase doesn’t mention the quality ofthe product directly, but provides an impression of the quality – all-daycomfort for your feet because of the hand-sewn EVA cushion. “Hand-sewn” and“EVA cushion” are also keywords within the shoe niche.
4. Use Influential And SensoryWords
Using certain influential words can improve the persuasiveness of your product description. Words can be deceptive, with the power to change the person’s mind as they read. Try including these influential words in your description:
Sensory words can also make your product description pop and stand out. They provide a realistic impression of how the product feels on the person without having the product. Since you are selling the products online, sensory words help describe how the product is like as if the customer has one right in front of them. Some sensory words are:
- Make It Scannable
No matter how great your copywriting skill is, no one would want or have time to read a long essay about your product because people are lazy. But if you break up your paragraphs into bullet points, all of a sudden, your product description would be a lot easier to read. It’s scannable. Your reader can effortlessly scan through the bullet points and understand what your product can do for them. It’s simple and straight to the point.
In this article, we covered 5 effective strategies to write compelling product descriptions. Know your buyer persona, tell it like a story, avoid “yeah, yeah” phrases, use influential and sensory words, as well as making your descriptions scannable. For the most part, a product description should be short and straight to the point. Keeping in mind of who your audience is also helps with writing your product description. Ultimately, you want to write product descriptions that gives your customers the information they are looking for.