Everyone understands the value of good product photos on a website, but when it comes to closing a transaction and convincing visitors to click the “buy” button, words play an equal role in providing context for your images and convincing people to purchase. This is where a product description is useful. (product features)
To make a sale, you must show and tell.
To write an excellent product description, you don’t need to be a professional writer. All you need is a solid understanding of your product and your target market.
These nine stages will show you how to write product descriptions that appeal to customers’ wallets.
1. Begin with a buyer persona.(product features)
When writing a product description, you must consider who will read it.
Consider your intended audience. Assume you’re having a casual conversation with them. Imagine yourself standing next to them at a store, explaining a product to them. How would the discussion proceed?
- 1.When creating your buyer persona, consider the following questions:
- 2.What are their passions and tastes?
- 3.What kind of individual are they?
- 4.Do they enjoy a good laugh or are they more serious?
- 5.What draws them to your store?
- 6.What are their problems or difficulties?
- 7.What are their hopes and dreams?
To connect with the buyer, use that language and tone in your product description. Select phrases and words that your consumers might use. The ideal customer for Marine Layer is someone who enjoys a relaxed yet active lifestyle and seeks casual attire that is both trendy and comfortable.
As you can see from the product description above, their copy incorporates contractions and comedy, resulting in a conversational and comfortable tone of voice.
Your copy and brand image will be consistent throughout all sections of your website if you align your product description with your brand tone.
2. Explain the advantages of the product.(product features)
When creating a product description, it’s typical to focus solely on features. While it’s critical to highlight features, it’s also critical to link them to the product’s actual benefits.
What’s the difference between a feature and a benefit in a product?
A feature is a factual statement about a product (such as the materials it is constructed of or its weight), but a benefit is an experience or perk that the product provides.
The real reason for the purchase is a benefit. This could include features such as the materials used to make the product durable or its light weight, which makes it breathable and pleasant.
Made of a linen-blend fabric.
Benefit: Breathable and ideal for summer.
To determine the value of your product, ask yourself the following questions:
- 1) What is the benefit to the customer?
- 2) What will the product do to improve their lives?
- 3) What issue does this product address?
Consider and describe the experience that your product provides. A consumer isn’t concerned with little details; instead, they want to know what occurs once they acquire it. Prospective clients will be able to envision and understand the benefits if you use descriptive terms.
Customer of Lightspeed Brompton makes folding bikes. In a call-out box on a product shot, it highlights one of its most important features: small, convenient transportation. Customers will comprehend the value proposition of your product if you clearly state and underline its benefits.
3. Include photo-enhancing features(product features)
Simply looking at product photographs online can leave you with a lot of questions. Any ambiguity in the photographs should be clarified in the product descriptions.
Garment retailers who utilize models in their pictures, for example, should provide the model’s height and clothing size. This will give you a better concept of how the clothing will look on you.
In a product description, contain the following information:
- Size, weight, materials, ingredients, and any other relevant information regarding the product components are among the features.
Peggy Porschen, a Lightspeed customer, provides specifics on the sizes of the cakes photographed on the company’s website, as well as other goods that will be supplied, such as a silver cake board.
Using pictures and copy together helps buyers comprehend what they’re buying and avoids misunderstandings, disappointments, or even unfavorable store reviews after a purchase.
4. Write with your senses in mind.
Because online buyers are unable to touch the items, your product description must appeal to their senses.
Describe the product in terms of how it feels, smells, sounds, and tastes. Your role is to assist the customer in seeing themselves holding the object. This may necessitate the use of more particular terminology rather than general terms. Using terms like “velvety” or “feathery” to describe a blanket conjures up images that go beyond “soft.”
Avoid using generic adjectives like “delicious” while selling food because this term might signify different things to different people. For example, chocolate could be “silky” or “bold.”
It’s time to broaden your vocabulary, get descriptive, and unleash your inner writer!
5. Make up a story
Everyone enjoys a good tale. Your description is the only opportunity to let your reader visualize themselves as owners of your product.
Content marketing and copywriting for your firm should be integrated into your overall narrative. A significant portion of it is your product description.
To begin, give them some context. Use the advantages you found to convey how the buyer would feel when they own and use your product. Stories appeal to the emotions of the customer, and emotions sell items.
Telling the story behind the goods is another technique to link the buyer to the item they’re looking at. How and where did it come to be? Is there anything unique about it that a casual observer would not notice? Tell your customer about the product’s history.
Todd Snyder, a luxury menswear brand and Lightspeed customer, for example, leverages details about the origin of a sweater’s fabrics to help shoppers feel the product before they buy it.
6. Be cautious when using adjectives.
It’s tempting to use a lot of words because you think your product is “great” or “best,” but adjectives that aren’t backed up by facts make purchasers suspicious.
According to Wishpond’s marketing specialists, the following terms should be avoided:
- Class Leader
Choose adjectives that explain features and benefits instead (like the ones that you write for the senses). Provide proof, preferably from a third-party source, such as an award or a customer review, if your product truly is the greatest.
7. Display social proof
When it comes to new customers, you must first earn their trust before they will give you their money. Shoppers are seeking for signals of trustworthiness with every click on your website.
What can you do to earn their trust? Online reviews are an excellent way to do this. Consumers trust internet reviews as much as personal recommendations, according to 78 percent of respondents.
Add social proof, such as product reviews, to give people a sense of security. Mention any awards your product has received. Include an excerpt from the review if it was featured in the press. Use a customer quote instead. Photos of people utilizing the product might also help to establish credibility.
Any proof or external validation you can present to potential clients will help you complete the deal.
8. Text should be broken up.
While it may be tempting to include a lot of material, customers can become overwhelmed.
When describing the benefits and conveying the story, use your words carefully and be succinct. Then, using bullet points, break down the facts and features.
White space on a page makes it easy to scan and read. Remember to select a readable font and type size.
9. Keep keywords in mind.
Last but not least, improve your product descriptions for search engines by using keywords that a customer would use to locate you in your descriptions. This can assist you improve both your ranking and your sales.
You may improve your chances of being found on search engine results pages by including relevant keywords in your product descriptions. Keywords should be used in your descriptions, as well as in your page names, meta descriptions, and alt image tags.
But how do you choose the right keywords?
Consider the following parameters when selecting keywords for your product description:
The number of people searching for a given keyword.
Similar keywords: As the name implies, these are keywords that are similar to the one you’ve chosen.
The difficulty of ranking for that keyword in search engines like Google is measured by the keyword competitiveness score.
Thankfully, there are numerous tools available to assist you in determining which keywords to use. Tools like SEMrush, Ahrefs and Moz, are wonderful websites to investigate and identify the term that’s perfect for you.
Create sales-oriented descriptions.
According to HubSpot, the customer experience is becoming increasingly crucial. Having an online store should not prevent you from connecting with your consumers and giving them the best possible service.
Words are important. Giving potential customers a positive first impression might mean the difference between a sale and a lost customer.
To engage with customers, online shops must enhance their websites. You’ll know how to create product descriptions that sell if you keep your customer, their desires, and their pain points in mind.
It’s time to get into a comfortable chair and start writing!