When prospects visit your page, it means your ads are working. But if you want to turn the visitors into paying customers, you need to convince them that your products fit their needs perfectly. Whether people want to have a good time playing games like Book of Ra or searching for the perfect sunscreen, they want to know what they’re getting. And the best way to paint a vivid picture in their mind of your items and services is via effective product descriptions. So how would you write them? In this article, we’ve outlined seven easy rules to follow that will help you create concise, clear, informative, and persuasive copy for product descriptions that sell. Sounds good? Let’s dive right in.
1) Write Your Product Descriptions for a Specific Audience
Every good copywriter knows that defining the target audience is the first step in writing something that resonates with the readers. That’s because, knowing who your prospects are, enables you to focus on the product features that interest them the most. For example, let’s say you’re selling clothes made out of recycled fabrics to people passionate about saving the planet. Writing a text about how the garments got made can generate much more sales than only focusing on the design and looks of the attire.
So who are the people that are most likely to buy from you? Start breaking down their characteristics by answering the following questions:
- Which features in your product could benefit and interest them more than the others?
- How would your buyers talk about your product to their friends?
- What are their general interests?
- What brought them to your e-shop?
2) Stay Focused on the Benefits
Every business owner is eager to share all the unique features of his products. But while prospects are willing to skim through a certain amount of technical information, it’s not what interests them the most. Before they can make the purchase, your potential buyers need to see (read) measurable and obvious facts on how your product could improve their lives.
The process of how to write product descriptions that focus on benefits starts with putting down all the features of your product. Then, figure out how each of these features can benefit your customer. A product benefit can be anything that reduces a pain point, solves a problem, or increases pleasure. For example, a product feature in an oven can be a quick pre-heating function. The benefit of that is spending less time cooking.
3) Keep Your Tone Natural
What is a natural tone? It’s the type of language you would use in a conversation with a friend. And your product description should sound just like that.
A quick fix to make your language sound more natural and trustworthy is to remove all the sweeping claims from your text. However great your product is, it probably won’t turn the customers’ life into a paradise or solve all their problems at once. Keep the benefits of your products grounded and practical, and you’ll come across as more genuine and memorable.
4) Power Words Increase Sales
Did you know that there exist certain words that trigger an immediate emotional response in readers? And the cool thing is that these words also make your products sound impressive, exciting, and above all, worth buying. So they increase your sales.
You can find over 800 power words via a simple Google Search, and they work equally well for any business. For example, online gaming websites with games like Novoline might want to change words like “great” and “nice” into power words like “Supreme” and “Unforgettable.” Or a company selling bedding products could replace “soft” and “pleasant” with “graceful” and “terrific.”
5) Don’t Forget Search Engine Optimization (SEO)
In 2021, you should optimize all the content on your page for Google Search, including the product descriptions. And the payoffs are immense: being visible among the top search results drives a lot of free traffic to your e-shop.
Optimization starts with using keyword research tools like Google Keyword Planner or GrowthBar to find which popular search terms fit with the items you sell. Then, when you create your product descriptions, add the relevant keywords into your text and the titles. It won’t get you among the first search results immediately, but it will make your products easier to find for those who are familiar with your brand.
6) Use Storytelling
Storytelling is a powerful way to market your brand. It connects your audience with your business on an emotional level. And you can also use stories in your product descriptions. Some examples would be telling about the inspiration behind your products or how they get made. A story can also help your potential buyers envision how it would be to use your products in their everyday lives.
7) Make the Text Easy on the Eyes
The thing is that people don’t have large attention spans, especially when browsing a website. So make reading easy by keeping the paragraphs short, the product descriptions to the point, and the main benefits clear. Also, format the text in a way that it’s possible to scan the content. For example, highlight the central features and benefits by underlining or bolding them. And use bullet points whenever you can to list vital product information. When prospects need to go over the details once more, they can find the information quickly.
An online product description generator can give you a pretty good understanding of how the formatting of your text should look. However, we wouldn’t recommend using this software to come up with the sentences. Even the best artificial intelligence systems don’t sound like humans yet.
So this was our quick introduction to the best practices in writing product descriptions that lead to conversions. To recap, you should focus on specific benefits that interest your target audience. Use power words to make your products more appealing, but try to keep a conversational tone at the same time. If you’ve got fascinating stories to share about your products, do that. But make sure you keep the sentences and paragraphs short. If you manage to follow all these guidelines in your text, your content has the full potential to get people to take action and purchase the products. What could be better?
Leave us a comment to share some of your favorite tips for writing persuasive product descriptions. Let’s learn together.