It may appear that writing a product description is straightforward until you learn that simply describing your items isn’t enough.
‘The most successful copywriters approach product description writing with a psychological grasp of how the human brain works and how consumers respond to different phrases.’
Although this article won’t go into great detail on the mental and psychological ideas behind creating a fantastic product description, we will emphasize the 10 Powerful Ways to Write Product Description that sells like crazy!
Note that it’s essential to recognize that each word represents an idea or experience in the reader’s mind. Excellent product description writing relies on the ability to construct descriptions that generate a favorable emotion or assuage negative sentiments of fear.
Your product descriptions can not only help you outrank your competition and convert shoppers into long-term customers, but they play a significant role. They can help you outrank your competition and convert consumers into long-term customers.
What is a Product Description?
A product description is a type of marketing writing that explains and describes the features and benefits of your product. In other words, it gives your eCommerce site all of the information and facts about your goods.
These product specifications might be in the form of a single phrase, a brief paragraph, or a list of bullets. They might be serious, amusing, or odd. They’re often found directly next to or beneath product names and photos. They might be scannable marketing points, or they can be very easy to read.
Product descriptions may be written in a variety of styles and formats for your eCommerce site, but they are much more than mere copywriting.
What are the Benefits of Product Description?
There are several reasons against the Use of product descriptions. According to a couple of these arguments from our R & D, visuals capture attention more than words.
That may be accurate, but visuals and graphics on the internet are frequently screwed up or twisted. How many times has a colour shown one way on a screen and then looked entirely different in person?
While a picture is worth a thousand words, it can also be deceiving. A stylish, for instance, can pin a significant item of clothes to a model’s body to make it fit properly. In certain circumstances, product photographs are prototypes, and the final product may change somewhat.
You may amend any flaws in a photo or fill in the information with a product description. You may also draw attention to things that aren’t captured by a photograph. These can include the materials used to make the object, its dimensions, and how it can be used. The specifications and highlights of the product.
In return, product descriptions benefit your business in addition to offering a helpful resource for your consumers. They aid in the rise of sales, but they do so much more. Below are a few benefits of product descriptions.
Top Benefits of Product Descriptions
Providing Information To Customers
Product descriptions are a sort of content, and providing valuable, informative material to the audience is one of the basic concepts of content marketing. It’s important to remember that the purpose of internet consumers isn’t necessarily to make a purchase.
According to our R & D, more than 90% – 93% of customers visit a brand’s website for the first time to do anything other than buying. Those shoppers may seek more information or make comparisons in some circumstances.
If a consumer has a choice between two eCommerce sites, and yours has the more extensive and descriptive product description, who do you think they’ll choose when it’s time to buy?
Product descriptions act just like virtual sellers in the digital market. It all comes down to how creatively convincing you are!
Product Descriptions May Help You Stand Out From The Crowd
If you’re offering the same goods as other wholesalers/ or online retailers, you’d better have the most outstanding product description. You’ll need high-quality photos and intriguing descriptions to help your product stand out from the crowd.
Some consumers merely utilize the product description provided by the manufacturer. That won’t work since the buyers/shoppers for your particular goods may have individual motives and worries for purchasing them.
You’ll have to create a fresh product description that is tailored to their specific requirements—helping you stand out of the crowd.
Improving The Search Engine Optimization Of Your Website
Customers aren’t the only ones who benefit from product descriptions, and they also aid in discovering and ranking product pages for relevant keywords by search engines. When it comes to eCommerce, search is exceptionally crucial; the great majority of customers begin their search on Amazon or Google, or any other eCommerce sites.
Developing a Relationship Of Trust With Your Customers
The element of surprise is removed from an online transaction when precise product descriptions are written, and it also communicates to customers that they can rely on your brand.
Missing or erroneous product descriptions, on the other hand, might lead to a lack of confidence and product returns. Approximately half of all buyers have returned an item due to a misrepresented product. More than half of consumers who have returned anything to a store say they are unlikely to buy from them again.
It is vital to create and develop a relationship of consistent quality and trust with your online customers.
Product Descriptions Contribute To Your Overall Website Appearance
Everyone wants to do business with firms that are polished and appear professional. You must have better and more original product descriptions if you want to be the most outstanding seller for your product. When a shopper visits your website after clicking on your online store link, they want to see that you know what you’re doing.
The website design must be professional, and the product images must be eye-catching. More significantly, you must present a professional, high-quality product description that persuades the customer that you are polished and knowledgeable.
Potential buyers will realize you are competent at what you do if you have strong product descriptions.
Now that we have learned enough about product descriptions and how product descriptions are beneficial. Let us now explore the 10 Powerful Ways to Write Product Description that sells like crazy!
10 Ways to Write Product Description That Sells Like Crazy
1. Allow Your Brand’s Personality To Shine Through
It’s critical to allow product descriptions to reflect a positive light on your brand’s personality, whether you went into your eCommerce sector because you were enthusiastic about it or not.
Shoppers have built a relationship with the convenience of being able to buy at any time of day or night, yet there is a want for personal interaction between shoppers and store owners.
This is why merchants that have generated content and product descriptions that humanize their shop have been able to retain consumers for future purchases in addition to making sales. If the prospect of building a long-term connection with your clients isn’t intriguing enough, consider the possibility of losing customers if your product descriptions are bland.
As we have already told you above, Product descriptions act just like virtual sellers in the digital market. It all comes down to how creatively convincing you are!
If you appear to the ordinary buyer to be another merchant selling the same products, you instantly enter a pricing rivalry with all of your competitors. Substitutable items are readily available at the click of a mouse in the vast majority of eCommerce stores.
You’re more likely to keep your customers shopping on your site if you can evoke a good response from them at any touchpoint, whether it’s your product description or other content. The keys to having your personality show through in your product descriptions are to nail down your voice and write in a way that is authentic to your business.
2. Have a Purpose Or Mission
Your product descriptions are one of your brand’s most visible extensions. You may improve the impact of each product description by first building a strong foundation for your brand.
Shoppers who initially view the mission statement are better able to imagine the brand’s purpose, mission, and personality, and are more inclined to navigate through many product pages to learn more about each fascinating specification. Shoppers who initially arrive on a product page may be intrigued enough to read the mission statement before moving on to the other product pages.
Having a mission or a purpose can trigger a circular pattern, such as the one seen above, which can boost your average order size and help your “Mission” landing page rank higher in search engines. This method also helps humanize your business and, perhaps, develops long-term relationships with your customers, which is the cherry on the cake.
3. Know Who Your Buyer Is
“He who writes for everyone, writes for no one,” says a well-worn piece of copywriting advice. It’s critical to think about and imagine who will be reading your product description. Your wording might still be overly broad, even if you’ve condensed it down to a two-dimensional demographic customer profile, such as age and gender.
How Do Your Customers Conversate?
Don’t make any guesses. Your product descriptions should reflect your brand while also conveying information in a way that your customers can understand. You may learn more about this by participating in internet forums connected to your niche. Choose terms that your ideal customers would use.
What Are The Interests And Needs Of Your Customers?
These interests are likely what drew people to your items, and it’s helpful to know what they are. For instance, if your store mostly offers office chairs, you may correctly assume that most of your clients work in offices. However, you may now use your descriptions to present a whole different picture of your goods. Are your customers primarily concerned about comfort and ergonomics, concentration, or aesthetics?
While this may appear to be semantics, knowing what customers are genuinely interested in can help you design sales-oriented product descriptions.
Not only will you be able to personalize your product descriptions to your customers, but you’ll also be able to stock up on relevant items in your specialty.
Is it Possible For You To Personalize Your Product Descriptions?
Your customers should get the impression that they are dealing with a real person on the other end of the line. Make Use of the term you. Show your customers that you care about them, and they’ll keep coming back.
Create a buyer persona that includes all of the following details. Give them a name, a job title, and a list of hobbies and interests.
This will make writing product descriptions a lot easier.
4. Make Use of Social Evidence
When in doubt, customers seek validation from others to either affirm or disprove their choices. This is why sites that allow honest evaluations on product pages do better than those that don’t. However, your product descriptions are restricted in size, and you can only include a few reviews. Fortunately, there are alternative ways to have the same effect by including social evidence in your product descriptions.
Testimonials are a powerful way to highlight other people’s good experiences with your product or service. These testimonials must appear genuine and natural since testimonials that appear to be faked may cause your site to be discredited entirely. Testimonials or statements that depict the product as popular, as well as testimonials from a trusted source such as a media outlet, may have a significant influence on how customers perceive your product overall.
Many shoppers abandon the shopping wishlists just because they are unsure. Social proof might help reduce customer anxiety. Customers will be more inclined to follow suit and submit their evaluations on your site if you humanize your business with social evidence.
5. Answer Commonly And Frequently Asked Questions
The most effective stores create a Frequently Asked Questions (FAQ) page to handle any customer issues. You may boost your conversion rate by including product-specific, frequently asked questions into your product descriptions. Your product descriptions should do a good job of anticipating and answering the most common queries your customers have.
Putting together a FAQ page and detailed product descriptions while preserving your brand’s identity is an art. It’s a fine line to walk between answering the tough questions in a legible and scannable way while yet providing the same high-quality, compelling product description.
Not only will this improve sales, but it will also save you time from having to respond to simple queries via email. You will also reduce consumer complaints and the bother of dealing with returns in the future if you can convey items that may otherwise create confusion.
The easiest method to include your FAQ in your product descriptions is to gather all of the questions and comments that customers bring you directly and do research outside of your site.
Apply this, and you will start noticing the changes and improvements in no time.
6. Telling Stories To Create Artisanal Flair
Artisanal enterprises and goods receive overwhelmingly positive responses from customers. In recent years, demand for artisanal items, or things manufactured in a traditional or non-mechanical manner, has increased.
If the tale and story are compelling enough, the consumer may be compelled to share your product page with friends or on social media. Consider that for a moment. In your product page statistics, how often do you notice organic shares? If you sell handmade items but don’t convey a story about them, you might be losing a lot of traffic and clients.
It’s crucial to remember the following while creating a product description that tells a story:
Who created the item?
Allow customers to feel like they’re a part of your interests’ journey. Even if your items aren’t handcrafted, attempt to explain why you picked your manufacturing location.
What is the product’s source of inspiration?
Using a tale to convey your enthusiasm is a terrific method to attract your audience.
What were some of the challenges you faced when developing the product?
Including an intriguing problem in your product’s narrative adds some flavour to the story.
7. Concentrate On The Benefits and Advantages
Too many eCommerce retailers create subpar product descriptions because they focus on the features rather than the advantages.
Copywriting is the art of distinguishing between features and benefits, and you must do so in all of your product descriptions. It’s crucial to remember that, while you should focus on the advantages, you shouldn’t forget to offer some educational elements for clients. Instead of attempting to persuade clients that “the medium-sized shirt wonderfully hugs your figure,” you’d be better off just stating that “shirts run true to size.”
It’s easy to become enthused about the features and details of your items as an eCommerce retailer. After all, there’s a reason you choose to sell or manufacture those items. You are ecstatic that you were able to discover a six-ounce hammock or a titanium-based hairbrush.
The difficulty is that simply describing the attributes of these items forces the reader to infer what the benefits are for them. They are less likely to comprehend your items in the same manner that you do.
Thus it is your responsibility to make your descriptions appealing.
8. Maintain a Simple and Easy-To-Read Product Description
It’s vital to remember that no matter how fascinating and engaging your product description is, some customers will skim it for the information they want.
You may make your product descriptions scan-friendly by doing the following:
- Having key elements of your description bolded
- Early on, give priority to the most critical facts; whenever possible,
- Making bullet points that can be scanned
- Utilizing intriguing headlines
- Use numbers
9. Highlight The Key and Important Factors
Many merchants make the mistake of assuming that the bulk of logistical information about their goods is implied. Include shipping, taxes, return policies, and other pertinent information on your product page and, even inside your product descriptions, if it’s a unique selling feature.
- Do you provide free returns or any other assurances to alleviate consumer concerns? At the Conclusion of your product description, include these.
- Do you provide worldwide shipping? Make your policies clear, particularly if you have a lot of overseas guests.
- Do you provide free shipping when the majority of your rivals do not? Please make a point of it!
In reality, the introduction of any new information that affects the price or delivery time is a significant reason why many shoppers abandon the conversion process.
Each stage of the purchase process erodes buyer trust. If customers encounter a new variable in the last step, such as a high shipping cost or tax, they are more inclined to abandon the entire transaction.
10. Make Your Text More Persuasive
When you’ve completed writing your entire product description, go back over it and make sure it’s optimized for persuasion.
- Are you substituting simpler terms for more challenging ones?
- Are you attempting to shorten your sentences?
- Have you forgotten to provide any features or benefits?
- Are you employing terms that are very engaging, such as you?
- Is there anything in your product description that might cause confusion?
Try to put yourself in the buyer’s shoes before you push “publish.” Read your product description to yourself or a few friends aloud.
It will take numerous attempts to get down a suitable product description.
We hope it was valuable and helpful for you to read the above 10 Powerful Ways to Write Product Description that sells like crazy!
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We wish you good luck with your magical descriptions.