How to Write Great Product Descriptions
You’ve got your fantastic website and you have some great products on offer – but pictures alone won’t sell them. You need some sensational write ups to get these products flying ‘off the shelf!’
What is required to entice your customers enough to click on that ‘buy’ button? The quality of your product write up can really make a difference.
There is a process that follows the simple steps of engage, persuade and sell and here’s how we can help you achieve it!
● Define your target – Your ideal buyer
Have an image in your head of how your buyer looks, what is her personality, what sense of humour does she have, which words will she not like and which words will resonate with her? Dig deep into her persona and understand which websites she visits and what books she reads. You are creating the person who you are pitching to and if you understand them, you can get into their psyche and envisage how and what they will want to buy.
Visualising and describing to your ideal buyer will also make copy descriptions more personal, persuasive and convincing.
● What’s in it for me?
The buyer wants to immediately know what your product can do for them. Try to include features and benefits that they can relate to – often a buyer will have no interest in a just a list of details, products or specifications – but rather ‘what it can do for me’. Focus on how your product will make them feel and sell an experience! A feature is a fact about a product whereas a benefit is what the product can do for you. Turn around common problems to make them a benefit of your product. If you have an advantage over a competitor highlight that feature as a benefit and explain how your product avoids glitches and problems (without naming and shaming!)
● Appeal to your buyer’s imagination
Whereas in a shop, customers would pick up an item, an action which in itself makes them want it more – your online website needs to make them feel the same way but virtually. This is your time to increase their desire to own your product.
To test this method of product description wording – try writing ‘imagine’ and see what follows. Create a story and let your customer know how they will feel and experience by owning this product. Let your personality shine through and don’t be afraid to use humour, in fact you are creating a personality for your brand – this could range from serious or casual to wacky! Your writing tone can also convey messages – that you provide great customer service without even stating this fact, for example!
● Appeal to ‘Skim Readers’
Studies have shown that only 16% of people actually read every word on a web page – most visitors to your site will ‘scan’ your website, products and descriptions.
To make your copy more readable to this type of buyer;
- Create meaningful subheadings to grab attention at this point
- Bullet point the features and benefits of your product
- Use plenty of visual content alongside the copy
- Take one idea per paragraph – that stands out and holds attention.
- Use the ‘inverted pyramid’ style and start with the conclusion.
● Prove your claims
When in doubt over a purchase – buyers will often look at reviews, referrals or suggestions from social media or peers. If you have received reviews from previous customers why not use these in your copy. Customer reviews are a powerful tool as proven by Amazon! You would more likely buy a product with 5 stars than a product with no stars or reviews. To add credibility try to use press coverage of your items and an image of the person reviewing. These small steps will also make your company seem more personable and approachable. Additionally, describing a product as popular will entice the customer to buy – you could highlight which products are ‘customer favourites’ on your site to guarantee further interest.
Finally, by following the common principles of who, what, where, when and why you can ensure that you are writing relevant copy targeting your customer;
Who: What is the demographic of who you are aiming the product at?
What: What features is your product offering that sets you apart from the rest?
When: Is your product seasonal only, when would your customer use this item?
Why: Why would the customer pick your product? How will it improve their life?