Creating engaging product descriptions for your business can be difficult, especially if you’re not used to writing them and aren’t sure what works and what doesn’t. But it doesn’t have to be an uphill battle!
Here are 10 tips that will help you create product descriptions that get customers excited about buying your products or services, and encourage them to share their experience with others who might benefit from your offerings.
1) Start with the Benefits of your Product Descriptions
The first thing you want to do is make it clear what value your product will bring to your customer. Start by brainstorming a list of benefits this could be something simple like helping them save time, or something more complex like allowing them to make more money, and then focus on highlighting just one of these benefits in each paragraph you write.
Doing so will help grab your readers’ attention and make it easier for them to scan your page. (When writing copy, always assume that people are lazy.)
Don’t read like an encyclopedia: Remember how we said our customers are lazy? While it may seem counterintuitive to keep that in mind when you’re crafting words (after all, writing should sound as intelligent as possible), incorporating too much information into your product description can scare off potential buyers who don’t have a need for your product.
2) Include Pop Graphics while writing Description
A picture is worth a thousand words. Adding graphics (or product images) to your product descriptions not only gives you more room to sell, but it also helps readers visualize how each item would look on them.
This can make your products and your ecommerce store more enticing and will encourage shoppers to add more items to their carts. Be sure to choose photos of models wearing clothing similar in style and color to what you’re selling; otherwise, shoppers may get frustrated that they can’t see themselves in any of your products.
3) Avoid Wordiness in Product Description
Words like this, an, and that are vague. A consumer may not know which product you are referring to if you simply say This product is great! Instead, include your audience in your message by being more descriptive in your language.
For example: This top-rated yoga mat has everything a yogi needs to get started at an affordable price! The key word here is top-rated it states clearly what kind of product we’re talking about and acts as a value proposition by telling consumers why they should buy it. And instead of just saying affordable, it also states exactly how much it costs another important piece of information for any customer interested in making a purchase decision.
4) Maintain Conciseness
Most product descriptions are a little bit long-winded. They have to be manufacturers who have a lot of features and benefits to enumerate! Unfortunately, most customers don’t read them, so you need to make it easy for them.
Get straight to your main point: what will your customer get from using or buying your product? Then explain that point in as few words as possible. You should know what makes your product different than others; if you can convey that quickly, then cut out everything else.
Give details where they matter: Some consumers aren’t interested in technical specs (like screen resolution), but other demographics do care about these things, and not knowing may even prevent people from purchasing! It’s always better to err on providing too much information than not enough; nobody will buy an HDTV when they think it’s standard definition, no matter how beautiful its picture is.
5) Write for your Ideal Reader
Your ideal customer is out there somewhere. The next time you write a product description, take a moment to ask yourself who that person might be. With whom are you trying to connect?
What will make them feel like your product is exactly what they’re looking for? When writing product descriptions, it’s important to remember that your reader has no prior knowledge of your product, in other words, they need all of their questions answered and they need to know that your product fits their needs perfectly.
6) Test Different elements on a Landing Page
Testing different elements on a landing page can help you understand which images and text are most appealing to your visitors. This way, you’ll know what copy, colors, and designs to incorporate into your overall landing page strategy.
It doesn’t take long to try these things out; all it takes is one split test for you to find out whether an image with more contrast or a video works better than just text. Knowing how these small changes impact conversions will give you confidence in how effective your final design will be at getting people to buy. (And if they don’t work, then there’s always A/B testing!)
7) Write like you are actually Describing your Product
When writing product descriptions, you may find yourself tempted to show off your extensive vocabulary. Resist! While you want potential customers to know that you’re capable of writing well, they don’t want a lengthy dissertation on your thoughts and feelings about every product.
Write in a conversational tone like if your friend came up to you at a party and asked what you were drinking. Give just enough information so as not to bore them but don’t give too much where they have no reason to buy. Product descriptions are like love letters: Keep it short, sweet, and clear, then get out there and sell those goods! Here are some more tips:
8) Keep it Short and Simple
Long, complex product descriptions don’t do your products any favors. Be clear and concise. Write high-quality content that will keep customers engaged. Get your point across quickly and succinctly so customers can decide whether or not to buy.
Remember that they’re busy and have more important things to do than read your novel-length description. Keep it short and use bullet points if you need to be more detailed in certain areas of your product descriptions.
9) Use active words, not Passive Ones
Passive words weaken your sentences by taking away verbs. Words like is, are, and was make sentences sluggish and slow. Try to write your product descriptions in active voice. Take a look at these two sentences The console’s exterior houses four USB ports versus Four USB ports reside on the exterior of the console.
The first sentence uses passive verbs to slow down your description; it also doesn’t give readers enough information about what they can do with their new purchase (try plugging things into those USB ports!).
The second sentence uses an active verb reside and keeps us informed about what kind of components live wherein our console.
10) Turn long-winded Product Descriptions into Bullets
Many product descriptions fall short in terms of engagement because they’re too wordy. Each bullet you add to your description will make it more digestible and easier to scan, allowing your customer to see at a glance what they need to know.
Remember that while you don’t have time to bore them with an essay, neither do you want a million bullet points that leave them confused! Keeping things simple and prioritizing your most important information is key.
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