Product descriptions are easily mistaken to be really easy while the fact remains otherwise. Veteran writers too make the blunder of giving it a back seat. With the annual online sales marking a 15.6% increase in 2013 (as per Econsultancy), it is a serious thing to take home rather than letting it disappear in thin air.
Product Description has to be a right mix of features and benefits of a product. When a consumer is looking for a product, he wants to know how he’s benefitting from it while he doesn’t want to digress from the technical aspects. So he’ll need to know the value of the product with a tinge of marketing. Product description can bring about a huge difference between your product and your competitors’, especially when you do not have a USP (unique selling proposition).
Write to your target audience:
Though your product targets a huge audience, narrow down the behaviors and try to know the ideal audience who would definitely buy it. And start off your descriptions like you are just talking them into buying.
Check your tone:
You can take the liberty to go from formal to funky based on the product and also the target audience. Try and incorporate the language the ideal consumer would use in his/her day to day life.
Brag a little about the benefits:
You know the product in and out since you’ve done your groundwork on it. But the consumer might not have ample information about it and when it is online it just gets worse. So the product description has to be enticing and should showcase its benefits.
Justify your words:
It is always recommended to avoid superlatives. But if you have a situation where you are left with no alternative, justify why you said so. Never claim the product to be a ‘No.1’ unless and until it is actually backed by a credible source.
Trigger emotions:
Conceive how the ideal consumer should feel about the product – happy, healthy, stylish, resourceful, etc. Pinpoint the problem the product will solve. Let the consumer experience what he would experience with the product through the copy.
Attract them:
Words have the power to manipulate brain. So play with words and engage the consumer by adding sensory adjectives. Your words should win them over and make them weak in the knees to buy the product.
Don’t just sell them a product. Sell them an experience!
Make product, delivery and shipping prices clear. A Forrester research says that 20% of people abandon the cart because the shipping costs are vague. Shipping prices most times turn out to be the last decision making aspect. So, having it clear can bring down cart abandons.
To add up, having a manufacturer’s copy about the product on an eCommerce website wouldn’t connect with the audience. Only an impeccable copy can create the magic you need for an eCommerce site.
If you feel that your product description copies are not doing the trick, we are here to help you…
