Great product descriptions are always conveying the most important information about a specific item. You’d be tempted to believe that crafting an effective product description is complicated and complex. Hard years of copyrighting would be required, many have said.
Stop for a moment and bear with me. When you let your best friends know what you’re doing and what products you’re selling, you’re doing it naturally, offering both a helpful and a pleasurable experience to your interlocutor.
When we have to write our product descriptions for the web, many of us feel a lot of pressure. Unexplained? I don’t think so. We feel pressure because we’re afraid that we’re going to be judged, or that we won’t do perfectly. “A few bad words and my conversion will DROP!” I said, deleting my last sentence with anger.
Well, with time and practice, I’ve managed to acquire some knowledge and expertise around the subject. Today, I’m here to teach you several strategies and show you some effective tricks to write amazing product descriptions that do not only convert but also impress!
1. Understand Your Audience Well
Don’t attempt to sell something before you fully understand who you’re selling that product to. If you skip this process and assume that you’ll appeal to “everyone who’s interested”, your message won’t be effectively conveyed to the right persons. As a consequence, you’ll waste a lot of time, money, and energy, promoting your products to the masses who don’t even care.
Develop a target persona, or an imaginary ideal customer, who is likely to be interested in your products the most. Craft your product description along with your marketing material (ad, content) around your target persona’s mindset and behavior. Also pay attention to his/her needs and problems, as your products are meant to solve them.
2. Talk Directly to Your Potential Buyers
When you write a product description, don’t stick to the formal tone. Depending on your audience, you should present your product’s features and benefits like you’d present them to a person that you know very well. Use the language they prefer (formal/non-formal), use the tone that they would like to hear (serious/entertaining/inspiring), and present the benefits that they’re likely to be most interested in.
3. Emphasize Benefits Instead of Features
Benefits and features. Two important aspects of your product descriptions which, when balanced well, will produce great effects. The features of your product are definitely important and worth presenting. However, you need to understand that people buy things because they want something in return. It’s a simple trade. An exchange between value and money.
Now. People perceive value in the terms of benefits. They don’t think…oh…wow…what a wonderful book, nice content, very well written, good stories… No, before buying a book, for example, everyone has to think “how would this book benefit me?” “will it make me richer, healthier, more knowledgeable?” “will it entertain, please, or inspire me?”.
It’s the same with the other products. People need to know what’s in it for them before actually assessing the features of what they’re going to spend their money on.
4. Don’t Neglect SEO
Search engine optimization is surely an aspect that nobody should neglect. Every marketer and webmaster must love organic traffic. It’s free, and it comes as a result of your initial efforts. When you write your product description, you should definitely consider the value you get in return for optimizing your content even for just a bit.
5. Keep It Short, Simple, and Concise
Product descriptions are meant to be short, simple, and concise, otherwise, they may produce unsatisfying results. Nobody loves to spend a lot of time reading boring descriptions, and that’s what many marketers haven’t yet understood.
Please understand, once and for all, that the digital space is full of distractions, and the average internet user is naturally ignoring most of it. Therefore, to draw the initial attention toward your product, you need to stick to the point and present only the most meaningful and helpful information.
6. Constantly Leverage the Feedback You Get
Your customers’ feedback is essential. Whether it’s a very harsh remark or a mild comment, collect every piece of useful information that you get from the people that have spent their money on your product already.
Jeremy Harley, Head Marketing Manager at UK BestEssays, shared the following advice:
“Use the constructive critique to discover new solutions for writing better products descriptions. Treat this as a journey and let your customers tell you what to do. Do not become attached to your own ideas. Your customers are the most important as they keep your business alive, so adapt to their requests on a consistent basis.”
7. Get Smart with the Product Description’s Formatting
The format or the structure of your product description has an important role in the selling process. When a prospect intends to read your product description, he’ll quickly scan it without paying attention to details. That’s what you do when you read an article or attempt to start a book – you scan and assess whether this is worth your time.
Therefore, as I’ve mentioned earlier, you need to make sure that your product description’s structure allows the prospect to easily understand what’s in it for him. Furthermore, that information must be completed the additional product’s features.
Use bullet points and break your subheadings. Avoid blocks of text by all means and leverage the white space all the time.
Your product description doesn’t have to be perfect because there’s no such thing as perfect. It has to be carefully built, measured, and optimized throughout time. Pay attention to your performance, see what’s working and what’s not, and consistently adapt to changes.