It’s hard to describe just how important a good product description is. It needs to appeal to readers, and show them just how much they need your product. Simply describing your product and what it does isn’t good enough If you need help with your descriptions, you’re in the right place. These 9 steps will help you get the perfect product descriptions written for your online store. Follow these and watch that conversion grow.
1. Define your audience, and write for them
The first thing to do before you write anything is to decide who your audience is. Product descriptions don’t work when you decide your audience is ‘anyone’. People are all different, and want different things. For example, a single man won’t have any interest in baby products. This is why you need to work out who your audience.
The best way to do this to create buyer personas. You’ll have to think about your product will really appeal to, and what they’ll be looking for when they browse through your site. Keep that buyer persona in mind when you’re writing. If you write to appeal to them directly, they’re much more likely to buy.
2. Write about the solution, not the product
When creating a description, it’s easy to think that you just need to talk about what the product does. In fact, this creates dull, lifeless descriptions that don’t catch the reader’s imaginations.
“What you need to do is write about the solution it provides for the customer, rather than the product itself. You’ll need to consider several things about the product before you start writing. What problem does it solve? Will it make them happy? Will it increase their social standing?” suggests Anthony Whitt, content writer at Paper Writing Service.
Consider a razor that’s being sold online. If you were to write an effective product description, you’ll need to think about what men want from a razor. You could write about how it gives you a close shave, and gets every hair with ease, as that’s what men want from their razors.
3. Focus on the benefits
Your product has a lot of great features, and you want to show the reader everything that makes it special. You can do that, but it won’t be as effective as writing about the product’s benefits to the reader. This comes back to your buyer personas. What is it about your product that will make their life better in some way?
Take the example of a vacuum cleaner. You could list all the technical specifications, but they’re not going to mean anything to 99% of your audience. Instead, focus on the features. Show readers how your vacuum is great at picking up dog hair, or has specialized nozzles that help you get into every nook and cranny. This is what a consumer wants in this product.
4. Tell the reader a story
If you’re in a bricks and mortar store, you can pick up an item and examine it for yourself. If you pick up an item, you’re much more likely to buy it. Obviously, your customers can’t pick up your products, so you need to find a way to encourage them to buy it.
The answer is to tell them stories using the product. Place them as the star, and show them how the product can improve their life. For example, a product description for a barbecue set could start with: ‘You always thought your dad was the hero of the BBQ as they guarded the meat on their grill, and now it’s your turn.’
5. Use online tools to polish your writing
You can’t write an excellent product description alone. These tools can help you polish up your writing and get it ready for publication:
- State Of Writing: If you need a helping hand, this is the site to visit. It’s a comprehensive writing guide that can answer any questions you have.
- English Assignment Help: Good grammar is the cornerstone of all good writing. Use this tool to help you improve yours.
- Word Counter: Paste your writing into this tool, and it’ll show you any errors you made. You can then easily correct them.
- Essay Writer: You’ve got to proofread anything you write before it goes online. This service will check your work for you and make edits where needed.
- Write URL: If you’re working as a team, you can collaborate on descriptions using this tool. You don’t even need to sign up to use it.
- Essayroo Brisbane: If you need help with your editing, this is the place to come to. They can help with your editing and get that description perfect.
- Writebox: This tool will help you write the descriptions you need, without all of the distractions.
- UKWritings: This writing agency can help you with getting descriptions written, when you’re unable to do them yourself.
6. Avoid cliché and jargon
There’s certain words and phrases that make you roll your eyes when you read them in a description. ‘Excellent quality’ is a good example. When you see it, you just say ‘Yeah, yeah, of course you’re going to say that. Prove it!’
When writing, avoid clichés and jargon in your description. The reader needs to understand what you’re writing, and you need to show them just why your product is excellent quality.
7. Use social proof
Nothing’s more convincing than past buyers of a product. If you want readers to trust you on what you say, include social proof to show that your product works. You can do this by including reviews under the description, something that Amazon has used to their advantage. You can also build the proof directly into your description, if someone well known is using your product.
8. Don’t forget your formatting
It’s not just what you write, it’s the way you write it. A good product description will be formatted in a way that’s easy to read, and helps them scan the description so they can find the information that they want.
When writing your description, use bullet points and headers to split up your information and help make it easier to digest. Bullet points are particularly good for listing benefits you the reader. Use plenty of white space too, so your text doesn’t look cramped and make it easier to read. Finally, don’t forget your sentence and paragraph length. Shorter is better when it comes to descriptions, so break them into shorter paragraphs and sentences if you can.
9. Proofread and edit
The final step in writing is to proofread and edit everything before it goes on your site. There’s several reasons why you just cannot skip this step, no matter how busy you are. A well edited description shows that you’re a professional, and you care about the impression you’re giving out to your audience. As well as this, mistakes can actually give the wrong information about your product, and create confusion. It’s much better to catch these before publication than after the fact.
These 9 steps will help you write product descriptions that really sell. Give them a try and you’ll see just how much they improve your conversion. Good descriptions really do sell.