Phoenix Web Design – More Tips on Writing Product Descriptions

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.
Words Text

The power of words.

  • 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:
    • Amazing
    • Sensational
    • Remarkable
    • Revolutionary
    • Miracle
    • Magic
    • Quick
    • Easy
  • 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.

Phoenix Web Design – Writing Effective Product Description

Aside from product photos, another factor that encourages customers to purchase an item is the product description. People do tend rely on words when shopping online. One study shows that 20% of transactions do not push through because of insufficient product information.

Good vs. Bad Product Descriptions

Because it’s lengthy, the description is automatically “good.” NOPE, the length has nothing to do how good a product description is.

A good product description is able clearly tell you.

  • what its use to your life
  • why you should buy it

When you’re selling shirts online, it’s pretty easy to write descriptions because everyone uses it. However, if you are selling something unique, that’s when you need to explain further. This is where you need to be detailed in creating your product descriptions to eliminate any confusion.

On your website, product descriptions should:

  • plainly and openly define the use of the product.
  • highlight the benefits.
  • add other important information like technical specs for mobile devices.

The product description should be able to tell the customers what they need to know.  A bad product description is the total opposite of clear. If a customer still has questions about a product, then, the description failed miserably.

Description Scramble

Tips on writing effective product descriptions.

To prevent that, I’ve listed helpful tips for you in order to create effective product descriptions.

  • Think of your potential buyers first.
    • You just don’t go on and write flowery descriptions to entice people. Consider these points before you draft your product descriptions:
    • Age, Gender, Location
    • Education and Income standing
    • Language(s) spoken
  • This will be your guide on what to write because you have identified your target audience. If you don’t know who your buyers are, you would know how to write the product description, and what to include (or not include) on your list.
  • Let’s take a look at Apple’s iPad. Everybody knows what it is so the product description focuses on the tech specs of the product. It presents you the differences on size and weight, buttons and connectors, built-in cameras, apps, sensors, chip, battery, and compatible accessories.
  • However, if you are selling a beauty product, the appropriate product description is quite different from the iPad. This time around, you need to add what is in the beauty kit, how to use the product, and the benefits to your skin.
  • Include the benefits and special features
  • Motivate your customers by highlighting the product benefits because they will always ask, “What’s in it for me?”
  • Point out that your product addresses a concern. So, if you are selling shirts online, anticipate what your customers will be asking about. Most probably, it’s the color options, available sizes, feel, and level of comfort.
  • Give them a reason to buy your shirts, and one way to do that is by adding a list of specific benefits & extraordinary features.
  • Here are some notes for you:
    • A long list will just bore your customers so pick your top 3 important benefits.
    • Elaborate the advantages of buying your product.
    • Explain how it provides a solution to your customers’ existing problem.
    • Think of your buyers when listing the benefits. If you know they’re buying a product because it’s cheap, then, highlight that you are selling the cheapest product in the market.
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