A door-to-door salesman comes to you on a beautiful Saturday morning and asks you to buy a product- ‘say humidifier.’ Your first question will be, ” What is this and what does it do?” You aren’t gonna buy something you don’t know what it does.
Now, the salesman tries to convey the amazing perks of the product, its performance, how it satisfies your desire, and most importantly, its unique selling points (what makes it better than every other similar product out there). At this point, you may want to buy it since the salesperson has succeeded in gaining your attention.
And,
This is the same thing with product descriptions. It explains all the important details about a product and helps customers make informed buying decisions.
If you do it right, product description can be your secret gold mine overnight. It can also be a powerful format that can turn visitors into buyers as soon as possible. But if you miss the mark, you are “screwed” Nothing you say afterward is ever going to matter.
This brief guide below will show you a fast, easy, and interesting way to write descriptions for products in your e-commerce store and get the cash rollin’ in no time.
Why is There a Need For Product Description?
For the Pro’s product description is more than just a quick summary of the features and benefits of what you want to buy. It is the last thing the customer sees before clicking the “add to cart” button. It’s the last chance you have to push the customers to make up their minds and buy your product.
Customers read the product description over and over again to make sure they are making the right choice. This means you have to stretch out the uses of products and clear any objections your prospect might have that may prevent them from buying.
If your description fails to do the job well, you will lose the customer, but if you A’s this part, “you have got yourself a fresh convert“.
How To Write A Product Description That Pulls The Crowd
Follow these 5 easy steps below and see your product description doing a full-selling job in no time
- Know your target audience
I have given boatloads of speeches on the issue of target audience, but it’s never enough. The fact is sales only begin when you sell to the right audience. Well, in case you missed it, your target audience is a group of people who are starving for your goods and services.
Don’t think of people in mass, just a typical individual who is likely to buy what you want to sell. Before you begin writing, know about your prospects and the problem they want to solve. Arouse their curiosity – it’s one of the strongest human incentives.
How do you do that? Research is always the answer to everything. You can-
- Email customers some interview questions or surveys to get to know their opinions
- Know what your competition is doing and see how you can outbid them.
- Monitor prospects on social media or anonymous forums, get hold of their problems, and see how your product can solve them.’
- Use tools like Spark toro and Audiense to run background checks on prospects.
Once you have researched and know what your audience desires, you can channel that desire into your product and offer the solution they have been searching for.
- Keep it simple
When trying to add some spice to your work, it’s easy to stir off-course. Your description should paint a clear picture of what your product is about and urge people to buy.
You should
- Avoid using the same description for two similar products. But if you eventually decide to – make sure you customize it to suit each product’s appearance.
- Throw in enough information in your description to get action.
- There should be no boasting, no useless talk, no attempt at entertainment, Nothing to amuse make each word count.
As you can see in this product description for a pacifier on Amazon, you can describe your product clearly while striking a balance between fun and value.
- Use a USP
It simply stands for unique selling point; it is your product’s distinct feature/benefit you can’t get elsewhere. Aka, unique things that make your product shine.
Every product you sell is made of two parts:
The physical part: Steel, clay, tobacco, etc, which the manufacturers turned into particular finished goods.
The functional part: The product in action.
Note: The physical product doesn’t sell. People don’t buy the tobacco in your cigars or papers in a book. It’s only used to shape the reader’s mental picture of the product.
As you describe your product, remember the “yea so” question in your prospect’s mind. They want to know what the product does for them and why they should buy your product.
For example, Your face cream is made with the placenta of living animals. To answer the *yea so” question- You could say, “Dr Rachel’s new face cream will remove stubborn wrinkles cos it contains the placenta of living animals.
Do not use fancy words. You are writing to please the buyer, not yourself. Write not to entertain; seek sales instead of applause.
Finally, Check out your competition to know what they claim their product does. Then, look for something unique that distinguishes your product from theirs. There must be something quite impressive that others have not told.
- Utilize your CMS
CMS (content management system) can be a real pain in the ass sometimes. Before you set out to write a description for your ecommerce store, you have to know some CMS rules.
Some CMS have room for only 150 words for headlines and very limited room in the body copy. Others provide forced headlines, i.e., forcefully pulling your headline from the product specification you entered.
E-commerce stores like Amazon, Shopify, etc, have rigid and extensive rules and reg. Knowing these quirks will make your writing process much easier.
- Offer a guarantee
People are afraid to lose their hard-earned money. Once you remove these doubts and make your risk-free offer, they are willing to give your product a try.
Do not cheapen your product. It’s hard to pay for a once-free product; strike a bargain instead (everybody loves it). You can do this by;
- Offering a money-back guarantee
- Try this for for a month if you don’t like it we’ll return your money etc.
- Play on the safe emotion. It can be through customer reviews, short videos, and testimonials from influencers, among others. It will increase the chance of them wanting to buy from you.
- Optimize for search engine
I assume you already know what SEO is and how it works. If you don’t, check out this brief, cool article on hubspot.com (it has everything you need to know about seo).
Let’s see how seo can help make your product description awesome.
Picture this: Imagine spending hours and hours on research. You find out what your customers want, and you pour your heart out, writing an incredible description, and no one reads it.
Sucks to be you, right?
You can remedy the situation by incorporating search engine keyphrases into your copy. Keyphrases are words users frequently search for online. So when you include those phrases and customers search for those words, your product can match their queries.
However, you have to be tactile as the CMS, in some cases, gives limited room to add keyphrases. You can optimize your:
- Headline
- Image caption
- Product copy
Seal The Deal With The Right Email Automation Tool
After setting up your product description in your ecommerce store, it’s time to connect your store to an email automation tool to send more targeted email campaigns and advertise your products for free.
In this way, you can follow up with your customers and offer assistance when needed. The action can help retain customers and promote seller-customer relationships.