Your business will need to create product listings at some time, whether it’s for a menu, merchandise, or services. These product descriptions should be as compelling as possible because they will appear on your website, app, Yelp, Google, and/or Facebook.
You might be asking why product listings are so difficult. Isn’t it just as simple as writing a product description that defines your product? Wrong. It’s actually more difficult because product descriptions must sell your items. While the product description is frequently regarded as a last choice for conversions, if well written, it may be a powerful persuasion tool for increasing sales. Is your product copy compelling enough to get people to click “add to cart”?
1. Concentrate on your ideal client.
With your product description, don’t strive to please everyone. Your descriptions will wind up addressing no one at all if you create it with a large audience in mind. Each product listing should be customised for your ideal consumer. Consider how you can make this person’s life easier, more fulfilling, or more enjoyable. Then, in the product description, respond to the questions that this ideal buyer would ask, using words that they would use, and directly addressing them.
2. Display What Does It Mean to Them?
A long list of product characteristics is not appealing to potential customers. They’re not interested in learning about your product; they’re interested in learning about the benefits to them. What issues will it address? What difference will it make in their lives?
So, instead of babbling on about features and specs (unless your audience enjoys geek discussion), transform them into consumer benefits. “A feature is a truth about your product, while a benefit is an explanation of what that feature provides for your reader,” according to Kissmetrics. A benefit might be a positive (e.g., increases productivity) or a negative that is avoided or lessened (e.g., reduces stress).” Your statements should be as specific as possible.
3. Establish Your Voice Tone
What distinguishes your product description from that of your competitors? The tone of your voice. This offers readers a clear sense of the culture, personality, and values of your firm. Allow your personality to shine through in your article, and add some humour if it works.
4. Use a format that is highly visual.
According to studies, only 16 percent of the text on a typical web page are read. People will almost certainly need to read your material to be convinced to buy your product. So, how can you persuade folks to read your material when they’re only going to look at the product listing? It may seem self-evident, but you must choose a scannable and readable format. Subheadings should be larger than the body content, and bullet points should be used if clarity is required, such as Innocent Drinks.
However, text isn’t always the most effective way to describe your goods. Provide an alternate product description with photos and videos for clients who don’t want to read. When it comes to internet buying, my biggest pet hate is seeing a product listing with insufficient (or no) images of the item. I want to see exactly what everything looks like, whether it’s food, clothes, or tech equipment, and the more detailed the better. Include video clip of the product if possible to show exactly what it does and how to utilise it in practise.
5. Avoid superlatives and phrases like “Yeah, Yeah.”
You’ve probably heard phrases like “great product quality,” “best-in-class customer service,” “fantastic outcomes,” and “Nr. 1 in the business” as a consumer. When a potential buyer sees these phrases, he or she will instinctively think yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes Have you ever heard someone call their product average, just okay, or even bad?
As a result, these generic and superlative terms offer nothing to your description and may even work against you. Be as specific as possible to avoid customers thinking yeah, yeah. Why is the product of such high quality? How will you demonstrate this to your readers?
6. Use Sensational Words
How should you describe your items now that you know what terms to avoid? The magic of sensory words holds the answer. “Sensory words are descriptive—they describe how we perceive the world: how we smell, see, hear, feel, or taste something,” according to Enchanting Marketing. Colors, form, and appearance are indicated through words relating to sight.” Consider words like dismal, fluffy, tingly, zesty, and soaring.
Sensory words aren’t just for poets and creative types; they can also be useful in business. Sensory words have been shown to improve sales since they engage more brain processing power. They provide individuality and spice into text that might otherwise be dull. This example from chocolatier Green and Black demonstrates how sensory descriptors may take your product description to the next level. The customer can nearly taste the chocolate from the copy when reading the description.