Although amazing photography can draw a customer in if you really want to take your product listing to the next level, you need to have relevant, well-structured, and customer-focused product descriptions that sell.
All too often we think of the features when writing a products description however just as much consideration must go into the benefits of that feature.
Benefits are the reasons customers buy the product or service. For example, the benefits of an oven may include safety, ease of use, affordability, or—in the case of many ovens that feature stainless steel casings—prestige. But features are only valuable if customers see those particular features as valuable
The two go together like vodka and tonic. When I look at your product page, I want to be taken on a journey of what my life will look like with your product, The words must paint the picture your photography allows me to see.
What makes a great product description?
Three simple things help you stand out from the crowd. Ensure that your descriptions are :
- Relevant to your ideal buyers.
- Easily read.
- Contain all of the information they may wonder about.
How do you make product descriptions relevant?
Perhaps the easiest way to look at this is to consider how your customer would tell you about their problem and be sure to use their words in your product description provide the solution.
To use a well-known marketing term – this is your value proposition. It’s turning your customers’ problem into a solution through what you sell.
How to begin to write your product description:
Consider all of the mind-blowing information you gather from reviews and turn it into something you can use.
Make it clear you can add value to the buyer’s life. Be mindful that the more expensive your item, the more convincing you will need to be in order to gain a sale.
By breaking information down into digestible chunks, you are making it much easier for your customer to understand. Mixing sentence-based narrative with bulleted lists is super useful.
As an example –
Let your kids run wild and free in these super comfy stretch Jeans. With four pockets to collect all of the bit and pieces, kids like to collect along the way our adjustable waist will allow the perfect fit for every kid.
In these Jeans, your child can: … here your goal is for them to picture these Jeans on their child and their Child not tugging and pulling at them.
Available in size 2-8 these Jeans will want to be worn day in and out to give you great value for money.
Specifications lists are important but can also go on for a very long time, so make sure you make it easy to digest.
What about SEO
It is very important to consider SEO when you are writing a product description. Consider what they would say to SURI when searching for an item. ” Show me kids jeans that are stretchy? ” If this is what someone would say to SURI then these are relevant words to use in your product description. It is also important to use lots of Synonyms. Picks words that mean exactly or nearly the same as another words thats important in your description or product name. For e.g. the Synonym for Toy would be plaything, trinket or knick-knack.
It is possible to add too much information to a product description and oversell and just sound desperate.
Your product descriptions are more than just a few words on a page. They are one of the best opportunities you get to create a mental vision for your customer that will lead to a sale. Give your short description and then your full product description the attention required and you will generate sales.