A picture may be worth a thousand words, but that doesn’t mean you should overlook writing your product descriptions. While you don’t need to write a novel, your description should pique a buyer’s interest and share details that a photo just can’t convey. Here are seven rules to help you get product descriptions right:
1. Start with the buyer persona
A good product description starts with a specific buyer in mind. If you try to appeal to everyone, you’ll appeal to no one. Imagine you are having a conversation with your ideal customer. For example, do they appreciate humor or are they the no-nonsense type? Use the words and phrases they’d use.
2. Entice with benefits
It can be tempting to focus on features but don’t overlook the benefits. Be sure to address the customer’s buying motivation. How will your make them feel? What problems does it solve? You’re not just selling the product; you’re selling the experience your product delivers.
3. Justify your adjectives
Mama Peacock Baby Owl injects personality into their product descriptions.
You may think your product is revolutionary, unique and the best, but you better be prepared to answer one question: Why? Adjectives without backup are hollow. It’s good to use colorful descriptions, as long as you provide information that proves them.
4. Stimulate the senses
Nature’s Kindle activates shopper’s senses with descriptive product descriptions.
A picture may provide a good visual of your , but you’ll also want to entice the buyer’s other senses by sharing words that describe sounds, smells, touch, and taste. Sensory adjectives help the customer experience the product through words, providing a more complete description.
5. Include social proof
People are often swayed to buy a when it has great reviews, and you can sneak some of this into your product description. Add a customer quote to your description, an excerpt from a press review, or the name of any awards or accolades you’ve won. People want to buy popular or top-selling products, and this social proof helps boost confidence and sales.
6. Make it easy to read
The Original Whiskey Ball uses bullet points to describe their product.
Make sure your product description is thorough but not overly text heavy. Use a few sentences to tell the story and then break down details into bullet points. Bullet points help get your message across quickly and efficiently, and they add a visual element that can break up the page.
7. Use keywords
The words you include in your descriptions help customers learn about and understand your products. Similarly, those same words help search engines find your products. Add keywords your target customer might use to search for your product, and boost your search ranking by having Google index individual pages.
By writing compelling, accurate, and complete product descriptions, you can increase sales and ultimately reduce the likelihood that your will be returned. Think of product descriptions like starting a conversation with shoppers. You can build trust and strong relationships with your audience using words—so long as you choose them carefully.
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