How well you describe your product could make or break your lead conversion rates.
A product description is an important component of a potential customer’s purchasing decision — and it has the power to either entice them to the point of purchase, or send them right into the arms of your competitors. For marketers, a product description that strikes the perfect notes of persuasion, accuracy, and highly targeted language can be the most important bottom-of-funnel weapon in your arsenal.
Spice up your language while presenting an accurate picture of your product with these nine essential steps to creating captivating product descriptions.
1. Define Your Target Market
While your product may benefit a variety of consumers, writing a generalized product description won’t capture any of their interest. Define the top persona that you’re going after, and write a targeted product description for that lead type.
Many companies also target their descriptions to different use cases — for instance, if you are selling software that can be used across a number of industries, you could create different product descriptions that highlight the features that are most applicable in each scenario. These tailored product pages enable companies to target multiple personas at a time.
2. List Benefits, Not Features
While the features are, of course, what make your product unique, the average consumer is more interested in how those features can be concretely applied to meet their needs. Think of the iPhone: true techies might want to know about the backend operating system specs, but the average Apple loyalist is most interested in a sleek interface and a high-quality camera. Identify the specific benefits that your product brings to your customers, and emphasize those over a rote list of features.
As Justin Adams, Content Writer for Elite Assignment Help explains, “Customers don’t need to see list upon list of features. Not only does this get confusing, they also can’t relate it to their personal lives. When creating enticing product descriptions, list the features but in the form of benefits.”
3. Be Precise And Concise
No customer has time to sit and read a 1,000-word product description — and you shouldn’t be spending your time writing one! Instead of penning a novel, keep things short, sweet, and straight to the point. Limit your paragraphs to 2-3 sentences, use clear and easy-to-read fonts, and use bullet points and numbers where you can. If you’re prone to getting too wordy, use tools like EasyWordCount to keep yourself in check.
4. Use Powerful Language
Descriptors such as ‘Free’, ‘New’, ‘Guaranteed’, ‘Patented’, and ‘Proprietary’ all contribute to painting a vivid picture in the customer’s mind. Don’t be afraid to be a little dramatic — the product description is no place for modesty!
5. Paint a Picture — Literally
Accompany your text with vibrant images and/or video that provide a visual demonstration of your product’s best features. Compelling visuals can go a long way in convincing a consumer of your product’s value, helping them to imagine how it could serve their own business needs or enhance their lifestyle.
6. Include Praise From Notable Customers
Nothing sells your product better than positive reviews and testimonials — especially if those accolades are coming from clients or customers who are well-respected and widely recognized. Case studies of your product in action that highlight the tangible benefits to be gained are also a highly effective way to demonstrate the value add of your product for target consumers.
7. Write in the Active Voice
Make sure your writing style and tone reflect the excitement you want your customers to feel. While writing in the passive voice is generally frowned upon, it can be particularly damaging in a product description that is meant to spur consumers to action.
8. Use Impeccable Grammar
It should go without saying that using the wrong kind of “to” will not make your brand look good. Refer to tools like State of Writing and Via Writing to ensure that your product description is grammatically flawless.
9. Scope Out Your Competition
One of the best ways to improve your product descriptions is to check out what’s working for your competition. Read through the copy that they use to describe their own products, analyzing their approach and noting the specific benefits that they have chosen to highlight. Then, apply those findings to your own product descriptions — but be sure to give them a unique twist that clearly differentiates you from the rest.