In the previous post, we have defined what classifies as “good” product descriptions. This time, I will discuss further the said topic by giving you 4 more tips on how to write product descriptions that actually sell. Read all about them below:
The tone is dependent on your brand.
- A good product description should sound like you. Is your brand more relaxed, chatty, and informal? Is it rather elegant, smart, and sophisticated?
- If you are selling casual wear to the millenials, there’s no need to sound like you are selling Gucci. Casual wear focuses on personal comfort more than formality. Try to use words that are suitable for everyday use. Find words that are homey, laid-back, and simple.
- Describe the feeling of the dress rather than discussing the materials. Wearing this textured sweater will make you feel cozy. Your text and your brand go hand in hand.
- However, if you are selling high-end dresses, words will be more refined. It would be described as “chic,” “exclusive,” “intricate,” and “unprecedented.” Of course, when is it’s a $1,000 dress, expectations are high.
- Whatever you choose, make sure to be meaningful to your brand. Word choices should be connected and coherent.
Make your descriptions easy to scan.
- Scannability is important because people won’t read the entire description. They love to skim and just proceed to the important points.
- If you are not direct to point, they will find another retailer that will be providing a concise product description. People won’t have time to every little detail. So, provide a short summary and highlight the most important ones.
- If there are other essential details, use bullets to provide a clear description. The bullets will break the huge chunks of texts, and provide a remedy for monotonous sentences.
- So, when you are unsure what to write, use bullets. Talk about the product’s unique features and benefits rather than blabbering about the technical specifications.
Add influential words to the mix.
- After using bullets, it’s time to add words that will definitely boost your products.
- Here are some of the most influential words, via David Ogilvy:
- For those who do not know, David Ogilvy is a known advertising tycoon, dubbed as the “Father of Advertising”. He is founder of Ogilvy, a creative network.
- Adding any of these words your product descriptions transform from being simple to special. Words help change people’s minds.
Don’t for forget to optimize for search engines.
- Words are not just helpful in descriptions, but also for SEO.
- Placing keywords in product descriptions and product titles help boost your rank.
- According to Shopify, you should include keywords in four places the SEO for your website:
- page titles
- meta descriptions
- product descriptions
- alt texts
- Your meta descriptions should also be the same with the product descriptions. However, if you think product descriptions should be improved, try adding creative words. Generally, adding specific keywords to the page title and product descriptions help in terms of search engine optimization.
At the end of the day, if it works for you, don’t change it. In most cases, an effective product description is something that is short and straight-forward. If your website offers a short and sweet product description, it’s all good.