Accurate and engaging product descriptions are an important factor in making sales online. In the case of services and other non-physical items, they are even more important. Let’s look at five different tactics you can use to write great product descriptions.
Keep it simple.
Aim to say more with less. When I am excited about something, I can talk forever about it. However, when shopping, I do not want to read forever. I want the information quickly so I can make a purchase decision. Keeping your description simple makes it easier to read and absorb quickly. Ultimately, this reduces the effort required of your customer to make a decision.
Write for your ideal buyer.
Imagine your ideal customer and write as though you are talking specifically to them. Thinking from their perspective will help you write a more focused description that speaks personally to their needs and wants. How would your ideal customer talk about the perfect item for them? This is the language you can use to reach your buyers.
Be convincing.
Persuade potential buyers through authentic descriptions and statements, and support your comments with data and testimonials. Paint an accurate picture of your items or services but don’t over-embellish. They are already great - focus on what makes them uniquely best for the potential buyer.
Be specific.
Avoid vague statements and generalizations. Make clear statements about your items or services in plain language. Let’s look at an example. Say you are selling hot sauce and you want to describe the heat:
Good: This sauce has the same heat as chipotle or jalapeño peppers.
Not-so-good: This sauce is hot and will make your mouth feel like it’s on fire.
The second statement is too general and isn’t telling your customer anything they don’t already know. The first statement gives a clear point of comparison, though. It gives a buyer a concrete idea of what to expect.
Include a mini-FAQ.
Lastly, include a small list of frequently asked questions. Like some of the tips above, this is all about reducing customer effort. If your customer has a common question, they can get the answer right away rather than searching or contacting you. It’s also a great way to be transparent and proactive with potential buyers.
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Thanks for reading! Thoughts, comments, or suggestions for more tips? Let me know by replying below.
