Writing a product description that compels people to buy doesn’t have to be difficult. Follow these 7 tips and write one that really sells!
Determine your buyer
Start by defining who your target market is. A good product description should address that group directly rather than trying to appeal to a large crowd of buyers (like a vague, general description might). When defining your ideal buyer, think about factors such as their interests and lifestyle, which of their needs could be addressed with your product or service, and what would make them click buy. With this information you can create customer-centric descriptions that are more personal and persuasive.
Decide on your tone
Differentiate yourself from the competition with the tone you use. The way you write will influence the way current and potential customers see your company and your brand. Do you want a formal, business-like tone? Or would a more casual, friendly tone be better received? Think about your buyer persona and how you would talk to them in person. Use this as your guide for setting the tone of your description.
Tell a story
Storytelling is a powerful tool for persuasion. If your product has a meaningful backstory, share it in the product description. It will probably appeal to your customer. “You could write a story about the origin of your product, the efforts and people involved in creating and improving it, for instance. Your story can explain what inspired the product, how obstacles were overcome in its development, and how it was tested,” suggests Debra Barrios, writer at Assignment Help. Doing so will make your product seem like more than simply an object. It will give it meaning and make it more memorable for the customer.
Include features and benefits
Instead of simply listing your product’s features and specs, think about how your product will benefit the customer and include those benefits in your product description. Your customer wants to know more than the size, weight, and basic capabilities - they will also want to know how your product can improve their life. For example, rather than only saying your product has X feature, you could explain how it may reduce strain on their eyes because of your improved technology.
Don’t use yeah, yeah phrases
This tip is closely related to the one above. Your potential buyers have been exposed to a lot of advertising and product descriptions. So when you use a phrase like "excellent product quality", your customer thinks yeah, yeah just like every other product. Avoid this kind of generic language. Instead focus on specific attributes of your product, something tangible and unique. Talk about the precise ways your product will benefit your customers.
Use SEO techniques
Use search engine optimization (SEO) techniques to make it easy for your target market to find your site and your product. Ask yourself what your buyer persona might search for - the kinds of words and phrases she might use when searching online. Integrate those words and phrases into your product description to help customers find your product. Additionally, consider putting these words and phrases in prominent spots like headings and subheadings for best results.
Help writing product descriptions
Writing doesn’t come easily to everyone, so don’t be afraid to seek guidance from professional writers. Here are a few resources to help you get started:
Writing guides like Via Writing and Simple Grad can help you write product descriptions that will appeal to your target audience. Services like Academized and Essay Writer can be used to proofread your product descriptions. Without decently proofread copy, people may not want to buy your product.
A lot of writers make the mistake of writing a product description that simply describes rather than truly sells. Using these 7 tips, you can write a winning product description!
Featured Image Source: Businesswoman typing on laptop at workplace, Woman working in home office hand keyboard by Undrey Shutterstock
About the Author
Grace Carter is a writer at New South Wales Assignment Service and at Australian Help. She wrote product descriptions for many ecommerce websites and optimized them to sell better. Also, Grace tutors at OX Essays service where she helps students reach their highest potential.More Content by Grace Carter