our product description is the marketing copy that explains what a product is and why it’s worth purchasing. The purpose of a product description is to supply customers with important information about the features and benefits of the product so they feel compelled to buy.
So what makes a great product copy?
Well lets start by saying what it is not, it is not just a factual account of your products details. Good copy is so much more, it should inform sure (and be accurate for SEO purposes) but it should also tell a story, about who your brand is, why they need your product and how it is going to benefit their lives.
Let’s have a look at nine simple ways to persuade visitors to your online store with product descriptions that sell.
1: Focus on your Ideal Customer
Everything stems back to your audience and telling a story that matters to them. Do your homework to understand your consumers and learn who they are, what their motivations are, and what matters to them.
Don’t settle for a group of people, focus on one define an ideal customer and adapt the conversation (yes it is a conversation) to suit them.
Come up with a name, what does she do for work, what does she do for fun, who are her friends, what does she value, build a full profile for her and you will have a much easier time building your brand and product pages to appeal to them.
The best product descriptions address your target audience directly and personally. You ask and answer questions as if you’re having a conversation with them. You choose the words your ideal buyer uses. You use the word you
What kind of humor does he or she appreciate (if any)? What words does he use? What words does he hate? Is he okay with words like sucky and crappy? What questions does he ask that you should answer?
Consider how you would speak to your ideal buyer if you were selling your product in store, face-to-face. Now try and incorporate that language into your ecommerce site so you can have a similar conversation online that resonates more deeply.
2: Entice With Benefits
Features are great, it gives us something to geek out over. I mean who doesn’t want to know that your product is made from 80% Spandex 20% Cotton and that it is rated to withstand 200C temperatures. The problem is our potential buyers are not as interested in mundane features and specs. They want to know what’s in it for them—how it will address their biggest pain points. That’s why you need to highlight the benefits of each feature.
Let the customers know that this same material is what Batman uses on his special suits and will have them feeling like Gotham's favorite crime fighter.
Consider the benefit of each of your features. How does your product make your customers feel happier, healthier, or more productive? Which problems, glitches, and hassle does your product help solve?
A fun exercise is to list out all your customers pain points, what features of your product addresses these and then the benefits to the customer and how they will feel.
Don’t sell just a product, sell an experience.
3: Avoid The Filler
We aren’t making sausages so avoid the filler, anything that doesn’t need to be said - doesn’t need to be said. Things like Superior Quality don’t actually say anything and get the customer in the frame of mind of glossing over the details or worse discounting your other claims.
One way to avoid this is to use the previous exercise and list out a feature alongside a benefit to the customer. For Example:
Genuine Hand Sewn construction for durable wear
We mention the quality of the product directly, but the point gives you an impression of quality.
The more technical details the better, but make sure you are linking them to a benefit to the customer because thats what they care about at the end of the day.
4: Back Yourself When Using Superlatives
Ever had someone sound a bit over the top when describing a new movie band or restaurant. It is probably because they didn’t give evidence as to why the new Tarantino movie is #groundbreaking.
Superlatives sound insincere unless you clearly prove why your product is the best, the easiest, or the most advanced.
So back it up and explain WHY
Make a claim then use dot points to explain why,
- use words like patented to give the customer the impression that this is something better than what your competitors have and worth protecting.
- Quote statistics and percentages to show why the has better performance and features than your competition and
- don’t forget to tie these back to a killer benefit as to why the customer should care
Don’t have the hard evidence to back up your claims, then quote a customer who says your product is the most wonderful they’ve ever used to convince them that buying this product is going to work out for them too
5: Appeal To Your Readers Imagination
We all know and research has proven that holding something in our hands increases our desire to own it. So until they invent VR that can do this job for us, it is up to the copy to get online store customers imagining the product in their hands. Pictures and videos obviously can help but the power of human imagination is going to have to get us there.
Think about lottery ads they can’t give you $100 Million Dollars to try it out and see if you like it so they use images of holidays, mansions and luxury cars to get you to imagine what it would look like and more importantly what it would feel like if you won.
To practice this copywriting technique start a sentence with the word imagine, and finish your sentence (or paragraph) by explaining how your reader will feel when owning and using your product.
6: Breakdown Rational Barriers With Mini Stories
Including mini-stories in your product descriptions lowers rational barriers against persuasion techniques. In other words, we forget we’re being sold to.
Like every good super hero having a solid origin story helps us look past the fact that grown adults jumping around in spandex saving the world isn’t very plausible or rational so to a good mini story can help a customer connect with your brand and product.
A great example of this is when the founder tells a story about how they created the product to solve a problem in their own lives.
When it comes to telling a story about your products, ask yourself:
Who is making the product?
What inspired creating the product?
What obstacles did you need to overcome to develop the product?
How was the product tested?
7. Seduce with sensory words
Restaurants have known it for a long time: sensory words increase sales, because they engage more brain processing power.
This comes back to holding the product in our hands, when we are experiencing something we are using all our senses. To appeal to this in the written word we can use sensory adjectives to trigger these feelings. Sensory adjectives are power words because they make your reader experience your copy while reading.
Dazzle your readers with vivid product descriptions. Think about words like velvety, smooth, crisp, clean and bright.
8: Tempt with Social Proof
Fear is twice as powerful as satisfaction. People like to play it safe.
Ever been to a new city or country and decided to eat at a restaurant because there were lots of people inside so it can’t be too bad. Well, this is what Social Proof can do for your brand. It lets customers know it is worth giving your brand a try.
When your web visitors are unsure about which product to purchase, they look for suggestions what to buy. They’re often swayed to buy a product with the highest number of positive reviews. But there are other ways to sneak social proof into your product descriptions.
Information such as best seller, people can’t get enough of, our most popular product. Attaching this information to an employee or an authority and Including an image of the person adds credibility to a quote; it also makes an online company more personal and approachable encouraging customers to contact to get answers to their queries.
Other Social proofs include As Seen In, when relating to press and As Worn By when relating to influencers.
Most buyers are attracted to buying something that's popular. When it comes to your ecommerce website, highlight the products that are customer favorites.
9: Make Your Description Is To Read
Is your web design encouraging web visitors to read your product descriptions?
Packaging your product descriptions with a clear, scannable design makes them easier to read and more appealing to potential customers.
Here's some areas to focus on when designing yours:
- Entice your web visitor with headlines;
- Use easy-to-scan bullet points;
- Include plenty of white space;
- Increase your font size to promote readability;
A compelling product description will always pay you back
Share your knowledge about your product. Tell stories and explain even the tiniest details. Make an effort not to be boring and instead delight your web visitors with seductive descriptions. Most of all, write with enthusiasm because your passion for your products is contagious.