A product description is one of your most important conversion tools. It describes what your product does, how it benefits your customer or solves their problem, and why the customer should consider buying it. Nothing more!
But writing a product description isn’t as easy as it sounds. It goes beyond screaming about your product’s relatively cheaper price or its “mind-blowing” features. Your ideal product description reaches right into the minds of your customers and makes them imagine how their lives would be much better with the product added to it.
So the big question is…
How can you write irresistible product descriptions that would make your customers beg you to take their money?
This post answers that question, as you’ll get to uncover proven techniques for writing kick-ass copy that consistently closes sales.
Now, let’s get grinding.
1- Use powerful images
Even if your product description is the best in the world, you’d struggle to get results if you don’t have high-quality images to go with it. And this might even surprise you: 63 percent of customers are of the view that a product image is more important than the description copy or even the buyer reviews.
So, your product image is a powerful aspect of your product description. Use quality images that show all the details and key features of your product. Such images make it easier for customers to imagine having your product in their lives. To take this a step further, add quality videos of your product in action.
Have you ever wondered why Amazon’s website converts like crazy? One of the reasons is the excellent quality of product images. You get to see images showing the product from different angles. And you can hover your mouse over each image to see it in much more detail.
Similarly Canon, a leader in the camera and imaging equipment market, uses quality images to show you the features of their PowerShot Camera.
The way each feature is displayed makes the customer feel like they are holding the camera in their hands – even though what they’ve seen is no more than an image of the product.
Vitamix, a US-based brand that makes and sells high performance blenders, does the same by providing add quality images and videos on their product pages.
So, rather than waste words on telling you about the capacity or engine power of the blender, they show a clear picture of the blender and an inspiring video about its motor. And since these visuals have done most of the talking, they shortened the description into a powerful, scannable piece that contains compelling power words (you’d learn more about these later on).
According to research, customers are more likely to consider buying your product when they are able to hold it in their hands. The same runs true for images or videos that are closest to real touch. Because these visuals demonstrate what the blender is capable of, the customer easily imagines having it at home — in real life.
2- Push the benefits
When writing a product description, you’re always tempted to share all the exciting qualities of your product. You want to show the unique features of your product that make it better than others in the market. But the truth is, the buyer doesn’t give a hoot about the mundane features of your product. Rather, people buy what they know can benefit them.
A product feature provides technical information — nothing more. But a product benefit reveals how the product can solve the buyer’s problem and make their life better. While product features are necessary in your description, the benefits are more important and should be more emphasized.
For example, take a look at this product description by the Yankee Candle Company for their Samplers votive candles.
Notice how they clearly highlight the benefits of the candle under “About Samplers Votive Candles”. Rather than emphasizing the ingredients or generic scent of the candle, they are highlighting the benefits of buying this particular candle. So, the customer expects the following main benefits:
- The candle offers the same scent you can enjoy from bigger and more expensive candles.
- The candle beautifies your centerpiece or candlescape.
- You can light the candle and walk away. It would go off on its own when all the wax is gone, so you’re always safe.
- The size is perfect for small moment throughout the day.
- You can enjoy the scent for 15 long hours.
So, by focusing on the benefits of your product rather than the features, you’d be able to convince potential buyers that your product will better their lives in obvious, imaginable ways. A smart way to go about this is to first outline the features of your product, then feature out how the buyer would benefit from each feature.
3- Tell the full story
The ideal product description should leave the buyer with no questions to ask about the product. It should give all the relevant details and explain all the benefits without holding anything back.
By filling in any gaps that the customer might have about your product, you’d kill every sense of uncertainty in them and convince them to buy your product without hesitating further.
However, revealing all the customer needs to know doesn’t mean your copy should be overly long. You can tell everything and still keep the whole description brief.
For example, here’s the product description for Sivana Spirit’s Natural Amethyst Ring.
While the description includes the features of the ring, it goes a step further to tell the customer more about the key feature: amethyst. It explains the traditional benefits of amethysts as well as ways in which it can be used. This helps the customer to easily imagine how having the ring on their finger would make their life better.
So, when writing your product description, list out possible questions that the customer might want to ask about the product or your company, and answer the questions without leaving out any details worth knowing.
4- User Power Words
Although there are hundreds of thousands of words in English language, certain words particularly stand out with their ability to evoke emotional responses in people. By using these words in your product descriptions, you’d be able to convince your customers to close the sale without hesitation. Seasoned copywriter, Jon Morrow, describes these words as “power words”, and he has a long list of them in this post.
Take a look at this product description at Bang Shoes.
Notice how it’s packed with power words that make you want the pair of shoes so badly. The use of words like “delicious”, “positivity”, “exploring”, and “adventure” makes the reader fantasize the positive experience of having those shoes on. And the words were crafted to sound like it’s your best friend telling your about the shoes. Of course, that was deliberate — because you can’t turn down a product recommended by your best friend.
So, rather than using cliched and weak words like “genuine”, “high-quality”, or “nice”, use power words like “mind-blowing”, or “sensational”. With that, you’d be convincing the customers that your products are worth the buy.
5- Make it simple and scannable
Research has revealed that people read only about 16 percent of a page’s content. So, how do you ensure that your product descriptions effectively capture that coveted 16 percent? By making your descriptions short, simple, and scannable.
The buyer doesn’t have the whole day to read your product description. They want to find the information they want as quickly as possible and without having to stress their brains out. So, use words that are simple and that sound natural. Using difficult or useless fancy sentences would only annoy the customer.
In addition, make your description short and easy to scan. Most people don’t read web pages; they quickly scan through to decide if there’s any part of it that is worth reading. So, render your product details in bullet points and short paragraphs that contain very few sentences. Add lots of white space and use different font sizes.
Health Warrior did a great job of crafting a simple and scannable description for their chai seed bar.
Notice the different font sizes, short paragraphs, and the bullet points outlining the benefits of the product. By making your product descriptions simple and easy to scan through, you’re likely to convince your potential customer to close the sale.
Everyone tries to sell their products using product descriptions. But only few people get the results they expect because most people don’t understand what it takes to craft product descriptions that really make customers tick.
You’ve just learned five proven tips for writing effective product descriptions. These techniques are based on consumer research and real-life examples, and they have been proven to boost sales.
The key takeaway is that your product descriptions should be “modest”, yet powerful enough to show the customer how the product will solve their problems. If you can achieve that with your copy, your sales will increase, and your business will grow.
What other tips on how to craft solid product descriptions do you know? Have you tried any of them? Share your thoughts by leaving a comment.
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