Blog > How To Sell More With Better Product Descriptions
Posted By Create
When you’re selling online, your product description is the equivalent to the instore, face-to-face sales pitch to the customer. It’s really important to get your copy looking great and reading well so that it does the selling for you. Pitching your products well will turn your browsers into buyers.
Product descriptions are also yet another place that the search engines will be crawling, so it’s important to get some keywords in to help with your search engine optimisation.
Writing your product description isn't just about listing specifications. You have a really great platform available to persuade customers into buying your goods, and you should utilise it fully. I’m not saying that listing your product’s specifications is wrong, as this is an integral tool to help the speedy buyer scan information, but you will definitely want some prose, descriptive text included here too.
Writing To Sell
You may know by now that I'm a fan of mnemonic devices. So here are my 'Three A’s' to remember when you start writing your product descriptions:
It’s obviously important to include details of what the product is actually about. What does it do? What size is it? How much does it weigh? What is it made of? Remember the customer cannot look or touch your product so try to think about what you would want to know as a prospective buyer.
When copywriting anything, you will want to think about your audience so you can best connect with them and speak to them on their level. What age group are your buyers? What type of people are they? You will want to tailor your copy to target them specifically. You may also want to reflect the tone or style of your business in your descriptions.
It’s important to be precise and accurate about the details of the product. It will annoy and alienate your customers if you guess a measurement or assume a weight. Buying online is all about trusting that what the merchant says about their product is true, and if you get it wrong you may lose repeat custom.
So let's try this out by applying these three A’s to a, shall we say, 'not-so-great' product description in order to make it much more likely to help achieve a sale.
Let’s take a look at what was improved from the first description. Firstly 'accuracy': the title of the product was 'Vintage Leather Boot'. This implied a genuine vintage product, when it is in fact ‘vintage style’.
The listed specification in the good description is also in much more detail, but with some soft visual adjectives such “super soft” and “timeless”. Strong describing words help your buyer to visualise and picture themselves with your product, and it makes the product sound more appealing to them.
The top description is very short and lacks personality. We added some more information for ‘About’ and also made it more enticing with some descriptive adjectives. I have avoided vague superlative descriptions such as 'high quality' as these can come across as untrustworthy (unless a claim like this is backed up with evidence, of course).
Finally, we have considered here my 'audience' and used words that may appeal to our target market such as “trendy” and “zingy”.
As an additional tip, you will see we added some “care” information. This is not only beneficial as it shows the customer what's involved in caring for the item, but it is also a great little opportunity for an ‘add-on’ sale.
So there we have the three A’s in practice! Remembering these is a great way to ensure you have covered all the bases when you are writing about your products, but here are few further tips to help you fine tune your text to turn views into sales.
Things To Remember When Writing Product Descriptions
- Don’t duplicate manufacturer descriptions. These are usually geared towards retailers rather than buyers so they may include technical jargon. What’s more, if you have product descriptions that are the same as others that exist online elsewhere already, it will be classed as duplicate content and will not look good to search engines. Unique content is king when it comes to SEO.
- Get the balance right between customer-friendly and search engine-friendly. Just as anywhere else on your website, you will want to include one or two keywords if possible, but your customer is your first priority here so make sure it’s primarily great for them to read. You can find out a bit more about writing keywords on your website here.
- Establish a uniform layout for each of your products. It can help to link all of your products together and provide you with a routine for writing out your descriptions which can help keep your inspiration flowing when you’re doing them all in bulk.
- Keep it simple. As a guideline rule, try to keep your descriptions under 350 characters (unless the product has a lots of features that all need to be described in order to make a sale). Too much text can be daunting and might put off the online browser, so keeping your descriptions succinct will help.
- Revisit your write ups. Don’t just write your descriptions and never look at them again. Make time in your routine to go through and decide how you could tweak and improve them. Perhaps you could ask Facebook followers or friends and family for some valuable feedback!
We hope this advice has your creative writing juices flowing and you're now raring to write about your products. If you have any fantastic writing tips about creating successful product descriptions, please share them below!