- Jan 19, 2018
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How To Write Good Product Descriptions For Quicker Product Selling
Product description is said to be the most important thing when it comes to online marketing, most a times online marketers neglect this and focus mainly on the product images.
It’s an easy mistake.
Even professional copywriters make it sometimes: writing product descriptions that simply describe your products is much more important than those product images.
Why is it wrong? Because product descriptions need to sell your products.
Let’s have a look at some simple ways to persuade your web visitors with best product descriptions.
1. Focus on Your Ideal Buyer
When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all.
A good product description address your ideal buyer directly and personally. You ask and answer questions as if you’re having a conversation with them. You choose the words your ideal buyer uses. You use the word you.
When it comes to writing a product description, start by imagining your ideal buyer. What kind of humor does he or she appreciate (if any)? What words does he use? What words does he hate? Is he okay with words like sucky and crappy? What questions does he ask that you should answer?
Consider how you would speak to your ideal buyer if you were selling your product in store, face-to-face. Now try and incorporate that language into your website so you can have a similar conversation online that resonates more deeply.
2. Avoid Yeah, Yeah Phrases
When sellers are stuck for words and don’t know what else to add to their product description, they often add something bland like "excellent product quality".
That’s a yeah, yeah phrase. As soon as a potential buyer reads excellent product quality he thinks, yeah, yeah, of course; that’s what everyone says. Ever heard someone describe their product quality as average, not-so-good, or even bad product? No.
So you become less persuasive when your potential buyer reads your product description and starts saying yeah, yeah to themselves. To avoid this reaction be as specific as possible. You don’t describe the quality of a pair of shoes as excellent. Instead describe each technical detail plus its benefit.
Product details add credibility. Product details sell your product. You can never include too many technical details in your product descriptions. Be specific.
3. Justify Using Superlatives
Superlatives sound insincere unless you clearly prove why your product is the best, the easiest, or the most advanced.
Amazon explains why the Paperwhite is the world’s most advanced e-reader:
The word patented gives the reader the impression that this is something special. Amazon goes on to quote several percentages to show why the Paperwhite has better contrast and brilliant resolution; and it provides a killer benefit: Even in bright sunlight, Paperwhite delivers clear, crisp text and images with no glare.
If your product is really the best, provide specific proof why this is the case. Otherwise, tone your copy down or quote a customer who says your product is the most wonderful they’ve ever used.
4. Appeal to Your Readers’ Imagination
Scientific research has proven that if people hold a product in their hands, their desire to own it increases.
You’re selling online, so your web visitors can’t hold your products. Large, crystal clear pictures or videos can help, but there’s also a copywriting trick to increase desire: let your reader imagine what it would be like to own your product.
To practice this copywriting technique start a sentence with the word imagine, and finish your sentence (or paragraph) by explaining how your reader will feel when owning and using your product.
5. Seduce with Sensory Words
Restaurants have known it for a long time: sensory words increase sales, because they engage more brain processing power. Here’s an example of chocolate maker Green and Black:
Green and Black’s sensory adjectives don’t just refer to taste, but also to sound and touch: crunchy and smooth.
Adjectives are tricky words. Often they don’t add meaning to your sentences, and you’re better off deleting them. However, sensory adjectives are power words because they make your reader experience your copy while reading.
Dazzle your readers with vivid product descriptions. Think about words like velvety, smooth, crisp, and bright.
6. Tempt with Social Proof
When your web visitors are unsure about which product to purchase, they look for suggestions what to buy. They’re often swayed to buy a product with the highest number of positive reviews. But there are other ways to sneak social proof into your product descriptions.
Online furniture seller Made.com hints at the popularity of a product:
Including an image of a person adds credibility to a quote; it also makes an online company more personal and approachable encouraging customers to call to get answers to their queries.
The above quote carries extra impact because it describes the product as popular. The popularity claim is further supported with a cutting from the press and the phrase press favorite.
Most buyers are attracted to buying something that's popular. When it comes to your website, highlight the products that are customer favorites.
7. Make Your Description Scannable
Is your web design encouraging web visitors to read your product descriptions?
Here’s a great example of product description from Innocent Drinks:
Packaging your product descriptions with a clear, scannable design makes them easier to read and more appealing to potential customers.
Here's some areas to focus on when designing yours:
- Entice your web visitor with headlines;
- Use easy-to-scan bullet points;
- Include plenty of white space;
- Increase your font size to promote readability;
How to Write Best Product Descriptions
Share your knowledge about your product. Tell stories and explain even the tiniest details. Make an effort not to be boring and instead delight your web visitors with seductive descriptions. Most of all, write with enthusiasm because your passion for your products is contagious.
Feel free the leave your question below.