Product Description that work
Marketing needs to convince your target audience why they should need your products and services.
For example, when a customer has landed on your website, now the ball is definitely in your court. You are the one who needs to convince the potential customer why your product is needed.
And how do you do that?
By the compelling production descriptions.
If you are writing a press release, you need to convince the stakeholders of the point you are trying to make. You craft the statement carefully, choosing the right words so that the meaning is not misinterpreted. You are selling your story to the involved parties.
Similar is what happens when you are writing product descriptions. But of course, in this case, you are selling your product or service. Because when it comes to e-commerce, what matters the most is sales conversions.
Now, writing a product description is not as simple as it sounds. There is a huge process behind it, which can be mind-numbing as well. And while writing a product description may sound pretty straightforward, what matters the most, in the end, is whether it is an effective production description or not.
This article will tell you how to write a production description and what sort of production description template you need to keep in mind.
Let’s Begin with Understanding your Target Audience
It would help if you had a defined target audience. For example, if you are a sports brand, perhaps you are reaching out to different age groups and genders, but your niche is those who play sports or who are into fitness.
As a product description writer, you need to keep the buyer persona in mind. To do so, you need to answer the following questions:
- How would a person come to your page?
- What would be their interests?
- Why would they want to buy from you?
- What features would they gain benefit from?
- Would they talk about your product with their friends and family?
In your head, when writing descriptions, think beyond the buyer persona. Think about why the buyer would be interested in getting the product from you. When penning down what you think, imagine that you are talking to your buyers face to face and pitching them your product in person. What would you say to them? How would you convince them to purchase your product? Having this done, now you write down your thoughts on your own e-commerce platform and see if the thoughts resonate online or not.
Why do you Need Product Descriptions?
Of course, to sell the product to your customers. But there’s more than that. If you have optimized product descriptions, it will help you in your Search Engine Optimization (SEO). For this, you need to ensure that you optimize your product description by using keywords in your descriptions. You might need a product description writer. Because this is a specialized field, and you need this because you need to improve your Google page ranking as well. Aside from keywords, the writer may also focus on optimizing images for your products. Overall, a product description writer will help you give the results that you want concerning the descriptions and Google optimization.
Keep Talking about the Benefits of the Products
As the business owner, you need to make sure that you portray all the important qualities there are to your business and the products you sell. You ideally want people to know that you have the best products and offer the sort of features that your competitors don’t. Even if you are priced higher than them, you have a unique selling point.
Put the mundane details of the product aside. The buyer is probably aware of those already. What you need to focus on is what you have in a manner that benefits them.
You need to understand that a product’s feature acts as a factual statement – you are vowing to provide everything that you write in the description to the buyers. Therefore, the product descriptions, for buyers, act as technical information. Your description should inform the buyer why your product will improve their lives.
Cut short, add key features in your product descriptions. Discuss the cutting-edge benefits.
Be Emotional in your Story-Telling
There is no surprise that emotions can play a prominent role in convincing your potential audience about your product and services. By narrating a mini-background story related to your product, you are making a connection with the buyers.
For instance, you wish to sell coffee beans from Brazil. You need to explain to your customers why you are choosing Brazil, the significance of Brazil, and narrate to them the entire process of making coffee beans in Brazil. Tell them that your organization puts in their heart and soul in providing you with the best coffee beans there are in the market right now. Make them emotional through your emotional story-telling.
This way, you connect with the buyers other than transactional means. They are no longer just the potential buyers – you have real, actual buyers now.
So do not take emotions out of your product descriptions.
Keep the Descriptions Natural and Real
Your product descriptions should sound like two people having a face to face conversation. In a way that your friend has asked you certain questions about the product features, and you are narrating them.
Having this said, you need to put aside the computer language string of words. They sound too monotone. And frankly, no one wants that’s.
If you have not written your product descriptions so that you are talking to a friend, it’s time to rethink and rewrite. It will help if you put some life into your words.
Your tone needs to be natural like people have an honest, real, and face to face conversation.
So, these are a few essential tips on how you need to write compelling product descriptions. Make sure you follow them for efficient results.
Vitalii Anufriiev is a co-founder and marketing professional at WritingMetier. His areas of interest include digital marketing, brand strategy, and the use of social media for business growth.