Selling a product doesn’t rely on just the brand and its quality. When trying to promote a product online, you have to carefully craft the product description in such a way that will convince prospective customers to buy it. A well-written product description can raise brand awareness, rank better on search engines, and most importantly – bring more leads or sales (i.e., convert better).
You’re probably wondering how you can come up with a compelling product description. People tend to buy a product when they get to touch and feel it, but if you are selling a product on e-commerce websites or through social media ads, it would probably be more challenging to convince customers to buy it. Writing an effective product description isn’t merely describing the product; it’s much more than that.
Here are some valuable tips on how to write a product description that sells:
- Define your target audience
First, you must know who your target audience is before writing the features of the product. Your goal is to define and emphasize the features that will appeal the most to your target audience, and not just to describe it based on its qualities and one-of-a-kind features.
For example, if you are selling stylish bags that are made of recycled materials, then your target audience is most probably environmentalists who are looking for products that are made of sustainable materials. Instead of describing the style and the physical attributes of the bag, focus on the features that would be of interest to your buyer persona.
Once you define your target audience, you would be able to identify their needs. Then, you’ll be able to write a description of your product in such a way that it is the perfect solution to their needs.
2. Highlight the benefits of a product
When promoting a product of some kind, avoid hard selling. It’s only natural for you to be excited to share the best features and qualities of your product, especially if it has unique attributes. Incorporate its benefits in the product features part.
One thing you have to remember is that customers buy a product based on their needs. Before deciding on purchasing a product, they want to know how it can benefit them.
Convince your audience that your product is an excellent solution to their problems, and that it can help make their lives easier by pointing to the benefits of the product (while focusing on the added value those benefits provide).
2. Tell a story
Mention all the important details and benefits of the product, including possible side effects and warnings (in case there are any). Avoid writing incomplete or unclear product information. Aside from these, try to touch the emotions and appeal to the imagination of your audience.
Studies show that emotions influence buyers behavior significantly. Try to elicit emotions by telling a story. In this way, you can also appeal to your audience’s imagination.
Tell something interesting about your product, such as its history, or how an actual customer has used the product and was amazed by the results.
For example, if you are selling jewelry, you can mention that crystals and some gemstones are believed to have healing attributes in ancient times, that’s why they have been used to treat certain illnesses.
3. Define your tone of voice
This is where you can let your creative juices flow. When describing your product, think of a short but catchy phrase that will instantly get the attention of your audience. Your tone of voice can either be funny, entertaining or even educational.
What’s important is that your tone of voice should match the product. Try to use short and simple sentences, but make sure that those phrases would make your audience want to have their hands on your product just by reading the description.
