5 Essential Elements For Writing Product Description
The purpose of a product description is to supply customers with important information about the features and benefits of the product so they are compelled to buy. It tell customers what the product is and why it is worth their purchase. It must trigger a sense of need for the customer that the product is improving a certain aspect of their life.
A good product description need to augment your product pages by selling your products to real people, and not just provide information for search engines. At the end of the day, a search engine is not buying your product, a real person is.
As you read on, you may notice that most of the material in this document can be related back to AIDA.
1. Know Your Customers
Understanding how to write a product description requires putting yourself in the shoes of your customers. When you write a product description with a huge crowd of customers in mind, your descriptions become meaningless and you end up addressing no one at all. Be specific about your target.
The best product descriptions address your target customer directly and personally. You ask and answer questions as if you’re having a conversation with them. Choose the words your customer uses.
Consider how you would speak to your customer 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. Know Your Benefits
As store owners, when we sell our own products, we get excited about individual product features and specifications.
The problem is our potential buyers are not as interested in the boring features and specs. They want to know what’s in it for them and how it will address their pain points.
Consider the benefit of each of your features. How does your product make your customers feel happier, healthier, or more productive? What problems, glitches, and hassle does your product help solve?
Highlight the most important benefits of product. Don’t sell just a product, sell an experience.
3. Know Your Keywords
With SEO becoming one of the best ecommerce marketing channels to drive traffic and sales, you need to make sure your product descriptions are written with search engines in mind. Yes, we are selling to people but you will need your page to be found before people can see it.
Try using Semrush for keyword research and the Keyword Insights tool by Snippet Digital to identify the search intent of those keywords. When you know the search intent of the keywords, you can use the right ones for your product description.
With your list of keywords ready, you’re ready to write the title and subtitles of your product description.
With your headings written, you can include your transactional keywords in the details about your product, as well as in the product description to make it rank and convert.
4. Entice Your Customer’s Imagination
With selling online, your web visitors cannot hold and feel your products like a traditional offline store. Having high resolution pictures and videos will help here. Together with a copywriting trick to increase desire: let your reader imagine what it would be like to own your product.
To practice this copywriting technique, start a sentence with the word “imagine”. Create a feeling for your customer and let them feel your product as if they already own it.
5. Use Social Proof
When your customers are unsure about which product to purchase, they look for suggestions about what to buy. They are often swayed to buy a product with the highest number of positive reviews and testimonials. There are some websites dedicated for this purpose like www.choice.com.au or www.productreview.com.au or Google Reviews.
When adding such social proof, you are providing genuine reviews on how people perceive your products. That psychologically impacts visitors in the very moment they are looking to make a buying decision. Include real customer reviews to add credibility. It will make your online business more approachable and relatable. Integrate a social media feed filled with user generated content that shows real people using your products.
Most buyers are attracted to buying something that is popular. When it comes to your ecommerce website, highlight the products that are customer favorites.