Are you looking to write product descriptions? Does the user read product descriptions? Do the descriptions make a difference if the user does not read them? It does. The correct description will pull your listing through the competition and in front of a user, even if they choose not to read it. If it is right in front of their eyes, they will click. A user has landed on your page. It is the first step towards conversion.
Descriptions bridge the gap between a browser and a sale in more ways than one:
- It helps product ranking on search engine.
- It gives authenticity to the product and brand.
- It can be used for product specs and comparison.
- It IS used to state benefits to a buyer.
- It creates an internal link for similar products, hence potential sale.
- It can teach a potential buyer about a new product.
The uses are endless depending on how the writer wishes to present the product. But there is a small problem. You know the benefits of a product description but you are clueless about how to get the deed done. You find yourself staring blanking in space for two reasons:
The product is straight forward and simple to create a detailed product description, or,
The product has a lot of information that needs to stick with the product without monotony.
In both these cases, you have no idea where to start.
The first step would be to set a clear goal: By goal, not the obvious, ‘add to cart’ goal but the goal towards your product. What product feature do you want to highlight? What is the selling point of your product for which the consumer lands? For example, a basic black tee’s most important selling feature would be the image, maybe even fabric. Whereas, for a water filtration system, specification like filtration time, size and so forth are needed, even better if these highlights can be easily skimmed.
How do you choose? There is no golden formula but there are simple steps that can be followed to achieve a winning product description. It will mark the difference between a casual browser and a successful sell.
Target Consumer Analysis
You must know your product’s target audience. Start with a broad spectrum and start eliminating categories that will not be attracted to your product or the audience you are not going to target. Take age group, demographics, culture, economic class and interests into consideration.
What works for a men’s gift site may or may not work for a reader’s site. People with different needs gravitate toward different areas. You have to know your audience’s requirements for them to pick you above all else.
Establish A Trademark Approach
Targeting a specific market helps narrow the tone, voice and approach towards your product description. For a young user, a fun tonality will be attractive while casual tones will work better with millennial, Gen Z and Gen X browsers. Your brand voice also indicates a unique style of description that people will come to relate with your brand.
For a company with a rare or new product, description could mean a ‘how to use’ approach. For a company with established brands, simple bullet pattern will work. Each approach becomes a trademark style to an industry, brand or product.
Benefit the User
Now, sit down to write the real deal and include every single benefit in your description. The difference between a browser and a conversion is the enticing benefits and the user’s need for it. The description must be written so as to convince a product browser into buying. This can be done by presenting the user with all the benefits they are set to enjoy when they consume a said product.
If there are promotions, discounts or offers running alongside the product, show. It indicates that the user will be benefited from the product, even before the consumption. Any kind of saving or additional advantage is known to be a major trigger for buyers.
Readability and SEO
Apart from your benefits, include all the necessary information about the product and it’s use. When a person lands on the page, they want a specific description, information, benefits, uses and more. This provides a wide breadth for a writer to integrate keywords, internal links and meta tags along with readability. Use short sentences. Use bullets, if possible.
For, when a product is being browsed, the Search Engine Optimized website or product page gets an edge over its competitors during placement and visibility. This is why every description needs to be optimized for search using appropriate consistency and placement.
Generate Power with Words
There is complete directory of selling words, trigger words, otherwise known as power words. Talking about description, you absolutely cannot miss the use of power words. Keep a list of these words ready by your side when you write a product description.
A potential consumer often, if not always, reacts to these words which is why an emphasis on the ‘choice of words’ is laid in short form writings like product descriptions. As a famous example, the word ‘Add’ in ‘Add to Cart’ plays an active role to instigate action.
Multimedia speaks Volume
Use images and other media options in abundance. There is no surety for a browser’s reading interest towards your description but they will always go through the product’s multimedia gallery.
Make sure to include pictures from every angle. Include a closeup. Include material. Include an action image or video, if applicable. This applies for all categories of product niches. Visual is always more attractive than reading material. Combined with description, it provides a higher authenticity to the product.
In the end, when you are done with the description, it is necessary to check if the overall picture looks like you. There is no fix formula for what works in case of product descriptions for a user or the page’s ranking in the search. If you have an existing description or looking to write a new one, there will be an approach that will resonate with your target market and sell well.
It is a long process of revisiting and re-evaluation. Every next description written brings the consumer closer. Keep working until you find what works for you.
See you next blog!