Bad product descriptions can drive away potential buyers. Here’s how to write product descriptions that sell.
Many enterprises have taken their businesses online, especially since the pandemic hit. It’s no wonder why the competition in the digital space has become tighter.
Since many businesses offer similar products online, it’s crucial to elaborate on the key features your products offer. This is where product descriptions come in.
Your customers need to understand how your product works and how it can benefit them to decide whether it’s right for them. In this blog, you’ll learn what a product description is and the basic details you need to include, and how to write product descriptions that sell.
What is a Product Description?
A product description is a marketing copy that explains your product’s features and benefits. Generally, it contains the following details:
- Product dimensions
- Technical specifications
- Materials used
- Type of production (i.e. handmade or manufactured)
- Uses and benefits
The length of the descriptions varies depending on your product’s complexity and cost. For instance, if you’re selling a car, you’d have to write more information about it than when you’re selling a shirt.
How to Write Product Descriptions That Sell
Now that you know the crucial details you need to include in your product descriptions, it’s time to learn how to write them. Keep these five tips in mind when writing your product descriptions.
1. Know your buyer persona
The first essential step is to identify your buyer persona. If you don’t know who you’re selling to, you wouldn’t know which information to include and disregard.
You should create a product description that revolves around your buyer persona’s objectives, pain points, and challenges. By writing prospect-oriented descriptions, you can encourage your target audience to engage with your business.
Relevant and contextual information drive buyer interest and trust. It’s crucial to make an excellent first impression and hit the right people at the right moment.
2. Stick to your brand voice
You’ve probably noticed that product descriptions vary from brand to brand. And this is a good thing; it only means these brands are sticking to their tone of voice.
As a business owner, you’d want your product descriptions to also sound like your brand. Do you keep things in a professional tone, or do you like to sound a little playful with humor?
Your branding distinguishes your business from your competitors, helping highlight what makes your product the better choice. On-brand product descriptions also reflect your desired portrayal, supporting your marketing and advertising strategies.
3. Include features and benefits
Buyers need to understand what’s in it for them. Why should they buy your products? How can your products directly benefit them?
For this reason, it’s also important to consider your buyer persona’s motivations and concerns. Pick the three most valuable features and explain how each can solve your persona’s pain points.
Also, keep your buyer persona in mind when writing the product’s benefits. If they’re after functionality and comfort, highlight those benefits.
4. Use bullet points
Heavy and chunky texts are difficult to read, which may drive buyers away. Bullet points help do the trick by improving your content’s scannability.
Readers would want to read clear and precise descriptions, especially in the age of information overload. You can use bullet points to display the most crucial product details.
You can also use other symbols like checkmarks to highlight unique product features. Such visual elements can help highlight how your products can solve their day-to-day challenges.
5. Add power words
Certain influential and “power” words help improve your product descriptions’ persuasiveness. Compelling words, such as sensational, miracle, magic, and revolutionary, help drive people’s interest.
Meantime, power words that help sell almost everything include amazing, breathtaking, jaw-dropping, eye-opening, and mind-blowing. Adding some of these words to your product descriptions can make them pop.
Another trick you can do is adding power words to describe your buyer. Some brands use this trick to make their customers feel a certain way when they use the product.
As in many things, product descriptions aren’t one-size-fits-all. But as a general rule, product descriptions must be clear, short, and direct to the point.
In a nutshell, product descriptions should inform your buyers what they need to know. You’re on the right track as long as it’s concise, skimmable, and most importantly, factual.
Are you planning to take your business to the next level? Build your eCommerce website with us. Get in touch with our team to learn more about dafa888’s eCommerce solutions.