Picture this: a potential customer is on your website, looking through your products. Something catches their eye. They decide to click on the product that got their attention.
Their eyes immediately latch onto pictures of the product, but there’s still a bit of doubt in their mind. They look at the product description… and click off the page. “I don’t think this was made for me, plus it doesn’t sound like I need it right now.” That’s a lost sale. This process might have already happened to you dozens or even hundreds of times. A poorly written product description scares customers away.
95% of consumers report that product descriptions are important in helping them make a purchasing decision. So how can you write persuasive product descriptions that sell?
Know Your Target Audience
If you try to sell to everybody, you’ll sell to nobody. It’s important to understand your target audience because people want to know that your product is for them.
If you don’t know how to identify your target audience, then check out this post that teaches you how.
Once you’ve done some research on that, it’s time to start writing. You should know your audience’s pain points, goals, desires, and interests.
This product description over at Finn showcases how to identify with your target audience. It addresses the target audience: people with stressed-out pups. And it then addresses some of the specific things that would worry their dog, like storms or separation.
The product description then goes on to address exactly how it does what it claims to do because they know that dog owners really care about ingredients.
You should adapt the tone, style, and word choice of your writing to your target audience.
This product description from Nike for running shoes does just that. It’s very serious, determined, and informational. Nike knows that runners will be reading this, so they wrote it for runners.
Write How You Talk
This one’s hard for some people to understand. Sometimes companies use big words or describe specs in the worst ways possible.
Example:
This product description makes absolutely no sense. What is a virtual coil!?
People don’t know what any of this means and they’re not supposed to. Smartphone shoppers just want something that can take nice pictures and connect them to the world. Not an “electromagnetic coupling”.
So write how you talk. Don’t be so wordy or try to sound smart.
Talk Benefits & Solutions
Specs and details are very useful. But translating those things into benefits and solutions are even better.
What do we mean by that?
If I’m selling a computer with 16 gigabytes of RAM, no one’s going to know what that means. It’d be better if I said that the computer can withstand powerful applications, which means that users can game, work, or whatever else they want to do. I translated the specs into benefits.
Don’t worry, you can always include specs and details under a separate section for people who really care.
This is a great example of just that. No one knows what a guayusa is. So that’s what the description is explaining. It tells people what the guayusa does. It makes them look pretty!
Need Help With Product Descriptions?
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