A product description relating to any niche must speak to prospective customers and must have a clear the minute description. I have written many product descriptions myself and I speak from my own experience. The product description is your ultimate chance to win your customer and your hard-earned money.
A product description must provide a solution to the customer’s needs and desires. You must tell the customer why that product is worth purchasing in your description so they are compelled to buy. Research confirmed that listings with an awesome product description had a 78% increase in conversions as compared to listings that used only manufacturer’s specs or trust badges.
Speak to your ideal customer
Trying to please everyone will end up pleasing no one. The best product descriptions read as though they can talk to this one ideal customer pinpointing their aspirations and imagination. Converse with the imaginary customer and unearth their dreams and motivations. If you have researched your target market, this would be easier.
Entice customers with benefits.
Customers are not only buying products they are buying results. Write a product description from the perspective of the buyer. Does your product make the customer feel happier, healthier, and more productive? What problems or hassles does your product help to solve? Don’t make blank statements rather type benefits to specific product attributes. Remember people can be persuaded but never driven.
Avoid Commonplace words or cliches
These cliché phrases like High quality, cutting edge, revolutionary, huge savings, and unique are some of the worst offenders. These phrases sound lazy and desperate.
For example, The SharpEx resistance bands are perfect for people looking to improve the quality of their exercise by muscle training.
Here we want to show a specific product benefit in an h2. Because h1 is going to be the actual title of the product page.
In h2 “Train your muscles anywhere anytime beyond the gym.” Here you assume that someone who wants to use a resistance band is wanting to train their muscles. They probably like the flexibility that the resistance band provides in terms of not being chained to a gym.
H3 “Empower yourself to engage in high-intensity muscle workout with this lightweight resistance band“.
Now we are going to highlight another product attribute. The functionality that everyone likes. H2 “Safe and multi-functional”
H3 “Stretch bands offer effective training. Workout your arms, back, legs, and butt all at once with this mobility band, perfect for body resistance training and physical therapy to help strengthen torn ligaments or muscles”.
This would allow us to paint a picture in the minds of prospective buyers.
Write like a human
Speak to your customers eye to eye like they are standing in front of you. Speak simply like a real person. Don’t dress up your product description too much. It might feel inauthentic and make people feel suspicious. Use superlatives wisely. Superlatives sound insincere unless you can prove why your product is the best, the easiest, and the most advanced. Provide scientific comparison in your description like “60% heat resistant” rather than putting superlatives in your description. You need to back up with facts. Alternatively use customer testimonials to prove why it is the best.
Appeal to the imagination.
Make the reader imagine what it would be like to own that product. Show without telling. There aren’t anyone rules for writing. Imagine how your reader will feel while owning that product. Make your creativeness work and take the reader to the middle of the action.
Cut through rational barriers with mini-stories.
Stories are used to imprint crucial information in a person’s memory. Research indicates that stories are 20 times more memorable than facts. What stories are you able to tell about the work that went into creating your products? What obstacle did you need to overcome? What inspired developing the product in the first place? Was the product tested using any loopy methodology? Keep the stories focused and short.
Seduce readers with sensory words
Sensory words are proven to engage in more brain processing power. Eg: the description for a chocolate cheesecake should be the definition of indulgence. “Just the creamy, decadent, tender and chewy cookie crumble base, a creamy chocolate cheesecake center, a rich and mouth melting chocolate ganache on the top. Every bite is a mouth melting experience” This product description is designed to trigger your senses and create a serious chocolate craving.
Use social proof
Social experiments have proven that conformity is an exceptionally effective motive force of human behavior. Other customers are some of your first-class salespeople. We often look to others for recommendations on the merchandise we don’t know about. Ratings and opinions of real clients. Including an image of a person can add great credibility to a testimonial. It additionally makes you experience that an online company is more approachable and makes customer relationships feel a lot more intimate.
Make your descriptions scan friendly
People online now are no longer inclined to read things but in general scan things. Entice your website visitors with headlines. Use subheaders that can be more descriptive and highlight specific benefits. Use easy to scan bullet points, they deliver a sense of making progress and make reading feel a lot more approachable. They are also great for SEO. Leave plenty of white space and increase your font size to promote readability. Make it look easy on the eye.
Split test it.
The biggest mistake entrepreneurs make is assuming they know what customers need, instead of finding out for sure. Writing a marketing copy is a specialist objective. Even the smartest people in the room often end up being dead wrong. Your goal is to run tests to break your assumptions. Find out what works, cut the losers and keep the winners. Write different versions of product descriptions that seek to test different variables. Such as a headline. Be sure to test one variable at once. So you can accurately measure the results against your hypothesis.
Always remember that your product description is your chance to win a customer. Make your product description stand out and reach that extra mile in no time.
Writers World 