Do your product descriptions really sell your products? It may seem like a silly question to ask, but many product descriptions make the classic mistake of just telling people what they are and what they do but don’t entice the customer enough to click “Buy”!
However, transforming your product descriptions is no magic trick – there are simple things you can do to make your products much more tantalising without the need to reinvent the wheel.
Who is your ideal customer?
This is the first question you should be asking yourself before writing any product descriptions. You may be thinking that your product is for everyone – but that kind of thinking leads to generic product descriptions that don’t excite anyone!
Build up a buyer persona (a made-up customer based on who you really developed the product for) by answering the following questions:
- Where is this person from?
- How old are they?
- What are their interests?
- What websites do they visit?
- Why do they need your product?
- What might prevent them from buying the product?
You can go much deeper with a buyer persona, but the above six questions are a great starting point for determining enough about your ideal customer to write product descriptions that will tempt them to buy.
Features = benefits
I once worked for a brand that was obsessed with specifications. Historically, the specs were all they included in their product descriptions and they soon found they were being crushed by their competition who were creating product descriptions that shone.
The difference was that their competitors were focusing on the benefits of the product – how the features actually enrich the lives of their customers.
In order to do this, make a list of all the features and specifications your product has first. Next, turn those into one-sentence benefits.
Just as important as the words themselves is the layout of your product description. You need to ensure the text is “scannable”, so people can search for the area that particularly appeals to them. In the example above, you have clear, bold headings with the benefits as titles so people can read what is relevant to them.
Another great way of making product descriptions more scannable is to include imagery or video showcasing the product in action. Keep the videos short and concise to appease short attention spans! In addition to this, you could also include bullet points to highlight benefits so they stand out clearly.
Using different font sizes can also help to break up text. Headings should be large and bold (you could even use a different colour to the main text), while body text should be at least a size 12.
Draft and perfect
The chances of making your product descriptions perfect the first time are pretty slim. When I write product descriptions for clients I go over them several times to ensure they are punchy enough to make sales.
By going back through your product descriptions, you can make sure the text is prioritised properly to lead a customer towards the intent to buy. For example, you may choose to reorder the benefits by priority or change the phrasing of the description to make it more succinct.
Here are a few more things to check over when you’ve finished the first draft:
- Have you included all of the benefits, or are there more you hadn’t initially thought of?
- Is the product description focused more on the company than the customer? Change the language to make it more personal!
- Is the vocabulary you use simple and clear? Avoid long words and complicated sentences to maximise impact
- Are you being specific enough? Avoid using generic phrases that don’t really mean much to your ideal customer.
Writing great product descriptions doesn’t have to be difficult – it just requires time to craft content that will inspire action!