Most consumers go through a specific chain of thought when making a buying decision for any kind of product. They will first scroll to your page trying to find the product that suits their needs. They eventually find what they are looking for but are not fully convinced that they should “add to cart” just yet.
An informative, to-the-point but effective product description is just what they need to give them that final nudge.
There’s no doubt that product descriptions play a vital role in driving online businesses toward success because they help increase the visibility of your product online and subsequently your brand. But sometimes an effective product description can be difficult to write.
Product descriptions may seem like harmless paragraphs at first but can be a tedious task once you consider the vast number of products on your page.
A product description is used to describe a product’s value to potential consumers. But a compelling product description provides potential customers with details about the features of the product, the kind of problems it solves, and other benefits that would make the product seem desirable in order to help generate a sale. Simply put, product descriptions contain the information sought out by consumers to make a buying decision.
We’ve broken down this mind-numbing task into just 6 straight-forward rules for product description writers that will help ease the writing process altogether.
Know your buyer
Different products appeal to a variety of consumers. You want to write a description that spark’s YOUR potential consumers’ interest. In order to do that, you have to be able to define your target audience. This means identifying your consumer demographics and personas. There are 4 simple questions to keep in mind when identifying your buyer: Who, what, where, and why? This approach will help single out only what you need to know about your consumer when you are about to write your product description.
The ‘who’ will spotlight the basics like age, gender, ethnicity.
The ‘what’ is a little more subjective and therefore varies from situation to situation. It can refer to ‘what they do’ or ‘what they are, as in the consumer’s occupation.
The ‘where’ is the location of your consumer – it could be their general location like their country of origin or even something as specific as the kind of area they reside i.e. whether its a city or countryside.
Let the ‘why’ serve as a series of questions you ask yourself while placing yourself in the buyer’s shoes. Ask yourself questions like “Why do I need this product?” or “What are my interests?”. This will help identify what features are more valuable to consumers.
Tell your product’s story
Some products are made to serve a single purpose while others are created with a multitude of features that can do many things if not everything. However, your buyer may not necessarily be interested in the many features your product may have. Instead, they might want to know how it can benefit them. Therefore, your product’s story should encapsulate the benefits of owning it and how it can better your buyer’s life along with its key features.
You should start with understanding the distinction between a product feature and a product benefit. A product feature provides technical information about the product. A product benefit, on the other hand, tells you the benefits of owning that product and how it can better your lifestyle.
Additionally, your product may have its own backstory. You can write a mini-story for your product where you talk about the journey of how it came to be. Many consumers are more likely to make a purchase if they can relate to the product or the brand itself. Sometimes what puts a product in the ‘best-selling’ category is not it’s features or benefits but the emotion it instills within its consumers. Using just words to make the buyer envision the product from an emotional perspective will likely make them forget that they are being sold to.
Use POWERFUL and SEO friendly words that sell
There is an abundance of words in the English language that elicit an emotional response from people. Make use of them! Your description should be able to take your buyers on a journey from start to finish and using words to indulge the senses will help trigger their imagination.
While writing your product descriptions, look for adjectives that could be ‘spiced up’ further. Replace words like ‘nice’ or ‘great’ with better words like ‘awesome’ or ‘amazing’ depending on the product you are describing. By scattering more eccentric adjectives into your product descriptions, you are subtly convincing your buyers that your products are impressive and definitely worth the purchase.
You need to entice your audience and be ‘seen at the same time. It is very important for your products to appear on top in search engines and in order to do that your choice of words doesn’t just need to be interesting, they also need to be search engine optimized. Search engine optimized content is the easiest way to attract new customers to your website and you cannot have a large customer base without first attracting customers. Making sure your product descriptions are SEO friendly virtually becomes the first step to recognition.
All you need to do is a little keyword research related to your product to find out which ones will suit your product and your brand.
Justify your superlatives
All brands believe their product is ‘the best in the market’ and ‘unlike no other’ and always end up using superlatives but rarely justify them. Superlatives tend to sound insincere when there’s no substantial information to support why your product is the best.
Without proof, your buyers are not likely to take your word for it. Otherwise, you can simply choose to tone down your product description by not using superlatives or perhaps quote a customer who has used your product and said it is the best they have used.
Choose quality images
Even if your product description is perfect and meets every expectation, it would be of no use if the accompanying image is not visually appealing. According to an infographic by Crowdriff, “63% of consumers say that images are more important than product descriptions or reviews.” Therefore a vital aspect of your product description is in the accompanying image itself.
Camera companies like Nikon do this well by providing video and high-quality images that showcase the various modes of the camera.
Even though research shows that customers are more likely to buy a product that they have held in person, good quality images and videos have a similar effect by encouraging touch. By doing this, the buyer does not necessarily have to hold the actual camera and test it out to find out what it’s capable of. With the images provided along with a corresponding list of features, the buyer needs only see which camera best suits his/her needs.
Use social media as proof
Many consumers jump immediately to product reviews and skip right through its features, especially in moments of doubt. This type of consumer trusts other consumers and values their opinion. They want to make sure they are getting what they paid for.
Customer testimonials are an effective way to show the positive feedback your product has received. However, it’s important to make sure these testimonials sound organic as testimonials that come off as fabricated or inauthentic could discredit your product and your site altogether. Testimonials that come from vetted sources like media organizations can make a strong impact on how potential buyers view your product.
It’s never easy to nail the perfect product description in the first try, it will take several iterations and a few sessions of reading it outloud to yourself before getting it right. Just follow these 6 simple rules to put together an effective product description and you will see instant results!