Your words are your salesforce. Every product lives or dies by the stories that are told about it. Yes, we’re talking about those product descriptions.
If you’re a seller, you might have found yourself wondering: Why isn’t my product selling as expected? Could the problem be the way it’s being introduced to the world?
Product descriptions aren’t just a rundown of what you’re selling. It’s not just about listing features. It’s about crafting a narrative that sells. It’s about understanding your audience, the emotional triggers that convert ‘maybe’ into ‘yes, please!’, and the art of highlighting the unique value proposition of your offerings.
Too often, sellers make the common mistake of treating product descriptions as mere informative pieces. But what if we told you that a compelling product description could turn a casual browser into a convinced buyer?
This guide is here to do just that. Here, you’ll learn and understand what is a product description, things to remember while writing a product description, and how to write a compelling product description.
What is a Product Description?
A product description is an informational text that aims to convince potential customers about the value and benefits of your product. More than just listing the features, a well-crafted product description communicates how your product can solve a problem, enhance a lifestyle, or simply bring joy into a buyer’s life. It’s the voice of your product that pitches the unique selling proposition to your customers, outlining why they should buy it and not an alternative.
The goal of a product description is simple yet far-reaching: to provide essential information, generate enthusiasm, and create an irresistible urge in the customer to own your product. It’s your opportunity to differentiate your product in a crowded marketplace and build a relationship between your customer and your product.
Things to Remember When Writing a Product Description
Know Your Audience
Understanding your customer demographics and psychographics is the first step toward crafting engaging product descriptions. Without a firm grasp of your customers ‘ needs, wants, and preferences, your product descriptions may miss the mark.
Once you have this information, apply it to your product descriptions. Paint a vivid picture that resonates with your ideal customer.
Emphasize the Benefits, Not Just Features
While it’s important to list the features of your product, what truly engages customers are the benefits those features offer. For instance, instead of saying, “Our backpack has multiple compartments,” you could say, “With our multi-compartment backpack, finding your belongings becomes a breeze.” This approach not only details the feature but emphasizes the convenience it offers.
Appeal to the Reader’s Imagination
An effective product description will engage the reader’s senses and imagination. For example, instead of saying, “This candle smells good,” you could write, “Indulge in the soothing aroma of our lavender-infused candle.” This technique transports your reader into an experience and evokes emotions that can sway purchasing decisions.
Keep it Simple and Scan-Friendly
Product descriptions should be easy to read and understand. Break up your text into short paragraphs, use bullet points for features and benefits, and use subheadings to segment your information. Additionally, use action words that compel the reader and avoid jargon that might confuse them.
Use Natural Language and SEO Principles
Optimise your product descriptions with relevant keywords to make them more discoverable in search engine results. However, ensure your text still sounds natural and human-friendly. A high-ranking product description that’s unpleasant to read won’t convert visitors into customers.
Provide all Necessary Information
Your product descriptions should provide all the information a customer would need to make a purchase decision. This includes details about size, material, usage instructions, and more. At the same time, be concise and direct. Remember to always be truthful and transparent, as this builds customer trust.
Incorporate a Clear Call to Action (CTA)
Your product description should always end with a compelling call to action. This can be a simple instruction like “Add to cart now” or a more engaging phrase like “Start your adventure with our backpack today!” Good CTAs guide potential customers toward making a purchase.
Steps on How to Write a Stellar Product Description
Step 1: Understand Your Audience
An in-depth understanding of your customers is the bedrock of compelling product descriptions. Spend time on market research, customer surveys, and studying buying patterns to gather relevant insights about your target demographic.
Step 2: Craft a Unique and Original Copy
Duplicate or thin content can harm your website’s SEO ranking, resulting in lower visibility on search engines. Instead, invest time in crafting unique product descriptions that reflect each product’s distinct features and benefits. Be creative and original in your approach, using different angles and narratives to engage customers.
Step 3: Make the Description Scannable
Online consumers often skim content before deciding to read it fully. As such, ensuring readability through a scannable layout is paramount. Use clear headings, short paragraphs, bullet points, and bolded key phrases. Well-structured, scan-friendly product descriptions make it easy for customers to understand your product’s value proposition at a glance.
Step 4: Use Storytelling Techniques
Stories appeal to emotions, which can be a powerful marketing and sales tool. Bring your products to life by weaving engaging narratives around them. This could be the story of how the product was made, its impact on past customers, or even a hypothetical situation showing the product in use. Creative narratives can captivate your customers and foster a deeper connection with your product.
Step 5: Optimise for Search Engines
SEO is critical for improving your product’s visibility online. Incorporate relevant keywords into your product descriptions to help them rank higher in search results. However, ensure the language remains natural and reader-friendly. Numerous SEO tools are available, like Google Keyword Planner or SEMrush, which can assist in identifying relevant keywords and tracking your optimisation efforts.
Step 6: Split Test Different Formats and Content
A/B testing is a powerful tool for improving the effectiveness of your product descriptions. By creating two versions of a product description and presenting them to different segments of your audience, you can determine which performs better. Use these insights to refine your content continually, thereby optimising your product descriptions over time.
Step 7: Proofread Your Descriptions
Finally, always proofread your product descriptions before publishing. Grammatical errors and typos can undermine your credibility and deter potential customers. Use grammar and spellcheck tools and manually review your content for readability and accuracy. This final polishing step ensures your descriptions are professional and effective.
Tips for Writing a Product Description
Leverage Power Words
Power words can evoke an emotional response or trigger action from readers. These words often incite excitement, curiosity, or a sense of urgency, drawing in potential buyers and nudging them toward making a purchase. Instances when power words can be effectively used include headlines, key features, or even call-to-action statements. Some effective power words for product descriptions include “exclusive,” “limited,” “premium,” “risk-free,” and “guaranteed,” among others.
Avoid Overused Phrases and Jargon
Product descriptions laden with cliched phrases and technical jargon can feel impersonal and fail to connect with potential buyers. Identifying and steering clear of commonly overused words and phrases in product descriptions, like “best-in-class” or “cutting-edge,” can significantly improve the effectiveness of your copy.
Be Honest and Transparent
Trust is the bedrock of any successful customer-seller relationship. Honesty and transparency in your product descriptions can significantly contribute to building this trust. Misleading or inaccurate product descriptions may lead to immediate sales but can harm your brand’s reputation in the long run. Always ensure that your product descriptions are accurate, clear, and upfront about what customers can expect from the product.
Use Casual Language and Contractions
While it’s essential to maintain a professional tone in product descriptions, leaning towards a conversational tone can make your copy more relatable and engaging. This involves using casual language and contractions. Casual language can help to humanise your brand and make your products feel more accessible. Contractions, such as “it’s,” “don’t,” or “can’t,” can make your descriptions sound more natural and less robotic. But remember, balance is key. You don’t want to appear too casual or unprofessional, so keep your target audience and brand voice in mind.
Just as a master chef cooks their signature dish, creating a stellar product description demands creativity, testing, and patience. It’s about knowing and understanding your audience intimately, employing powerful words, yet avoiding overused jargon. When woven together, all these aspects form the fabric of an engaging and effective product description.
We hope, as an online seller, you have a firm understanding of the importance of a product description. Similarly, eCommerce sellers should know the importance of product packaging and labelling. To know more, read What is the Importance of Packaging and Labelling for eCommerce Brands?
What are eCommerce description examples?
Here are examples of effective eCommerce product descriptions:
Example 1: “Our XYZ Bluetooth Headset delivers high-definition audio with an impressive 10-hour battery life. Its lightweight, ergonomic design guarantees comfort for all-day wear, making it perfect for both music enthusiasts and work-from-home professionals.”
Example 2: “Indulge your skin with our ABC Organic Face Cream. Enriched with vitamin E and aloe vera nourishes and hydrates, leaving your skin soft and radiant. Its all-natural ingredients are perfect for sensitive skin, promoting a healthy glow without harsh chemicals.
What should I write for my product description?
A compelling product description should encompass the following elements:
- Include all relevant product details such as size, materials, functionality, and the problem it solves.
- Understand your audience and tailor the language, tone, and content to their preferences and needs.
- Highlight the benefits of the product, not just its features. Explain how it improves the buyer’s life or solves a problem they have.
- Use storytelling and emotional language to create a bond between the consumer and the product. This helps to influence buyer behaviour positively.
- Incorporate SEO best practices, including keyword usage, to improve product visibility on search engines.
- Encourage potential customers to make a purchase with a clear, compelling call to action.