Good copywriting is your best salesperson, but bad copywriting is a customer repellant in the game to win customers.
Product descriptions are your last chance to win a customer’s heart and hard-earned money.
If you have an E-Commerce store or you have to write product description for amazon or shopify.
If you’re writing practice involves copying and pasting product features from the manufacturer’s website.
Well, you might want to take a pen and paper because we have some work to do.
I have learned the best product descriptions make people envision the pleasure of their life with the product in it and the pain or void they’ll be left with if they don’t buy it.
In today’s article, I’m gonna show you how to write product descriptions that actually sell.
10 Step – How To Write A Product Description
What should be in a product description? These are exact 10 steps that can help you write step-by-step product description for shopify and amazon.
1. Write to your ideal customer
Trying to please everyone and you’ll end up pleasing no one.
Writing product copy to some huge undefined audience will have your copy feeling vague and impersonal.
This is also the first rule of learning copywriting – Know your Audience
Let me put it to you this way when diffused light loses its power but when magnified
to a pinpoint, it becomes a laser and can cut through steel.
The best product descriptions read as if they’re speaking to one person when it comes to writing your own product descriptions.
Start by imagining the ideal buyer, what do they value one of their aspirations?
And what are their pain points?
This is the one time we’re talking to ourselves isn’t it a cause for concern to have a conversation with this imaginary customer and unearth their desires and motivations if you’ve done your homework.
Researching and interviewing your target market will be a lot easier.
So don’t skip this step how do your customers speak and what would prevent them from buying today.
Consult these topics when writing your copy to lower buyer assistance.
2. Entice Customers with benefits
Here’s something you should never forget customers aren’t buying products they’re buying results.
Or at least a perceived result customers always want to know what’s in the product for them.
Write product descriptions from the perspective of the buyer not from the perspective of the seller understand their desires and problems.
How does your product make the customer feel happier, healthier, or more productive?
What problems glitches or potential hassles does your product solve?
Make sure you’re specific when discussing these benefits or they may come off inauthentic.
Don’t make blanket statements but rather tie benefits to specific product attribute a product.
That does an amazing example of this is this product description by Nike.
You see how they use their headlines to show a specific product benefit such as extreme responsiveness.
The feeling that by wearing these shoes your game would be elevated don’t sell a product sell an experience.
3. Avoid cliches
Sorry to take you back to English class but when you’re stuck for words and you don’t know what else to add.
Often we end up resorting to something super bland that we’ve heard a million times before and as a result, it’s lost almost all its meaning.
These cliché phrases are some of the worst offenders’ high-quality best-in-class cutting-edge revolutionary huge savings and unique.
At best these phrases sound lazy at worst they sound desperate.
Every entrepreneur is gonna say that their product is the best and if you roll your eyes every time you read it.
I don’t blame you become less persuasive when a potential buyer reads your product description.
4. Write as you Talk
You need to write in such a way like if your prospect is standing right in front of you.
Speak like a real person don’t dress it up too much, it feels inauthentic and it makes people feel suspicious.
When it comes to superlatives use them, they sound insincere unless you can prove them.
Let’s take an example to understand the above statement.
While your product is the best the easiest or the most advanced saying that your rain jacket is more waterproof than another rain jacket.
Well, that leaves room for doubt but saying that your performance shell rain jacket is 67% more waterproof than nylon rain jackets makes people visualize scientific comparisons.
Put a backbone to your product with actual facts.
5. Appealing to your Customers Imagination
Think of how many times you’ve held something in a store and imagine your life with it.
And you even had that feeling that it was already yours because you knew you were gonna buy it.
When selling online we want to do the exact same thing we want our prospect to imagine something like that.
Your prospect should feel like the product already belongs to them.
Then they will go to great efforts to buy it.
So we want to let our readers imagine what it would be like to own our product.
Notice how the description paints a picture of your product in your prospect’s mind
Copywriting technique starts a sentence with the word imagine and finishes the sentence or paragraph by explaining how your reader will feel after owning and using the product.
Then rephrase the sentence in the middle and take out the word imagined so that the reader begins in the middle of the action.
Example – Production Description for shopify chocolate store
6. Use Mini-Stories
Including stories in your product descriptions lowers rational barriers against persuasion techniques.
In other words,’ we forget we’re being sold.
For thousands of years, stories have been used to tattoo important information in a person’s memory.
Research shows that stories are 20 times more memorable than facts.
Ask yourself what story can you tell about the work that went into creating your product?
What obstacles that you need to overcome?
What inspired creating the product in the first place and was the product tested using any crazy method?
Chances are you will have a story for any one of these points mentioned above
The key thing to consider though is keeping the stories focused and short.
No one likes a random story in the middle of nowhere.
7. Seduced Readers with Sensory words
Sensory words have proven to increase sales because they engage more brain processing power.
Look at any ad for a restaurant or food brand.
Their coffee is dripping with words that evoke the five senses sound, sight, smell, touch, and taste.
Sensory words help your message slip past the iron gates of customers’ logic centers.
Check out this product description for this chocolate cheesecake it’s the definition of indulgent a tender and chewy cookie crumble base a creamy chocolate cheesecake center a rich and mouth-melting chocolate ganache on top every bite is a mouth melting experience.
okay so my mouth is watering this
The product description is designed to trigger your senses and manufacture a serious chocolate craving and it definitely did when writing product descriptions.
Make them vivid.
8. Use Social Proof
As many social experiments have shown conformity is a powerful driver of human behavior.
Sociologist Solomon Asch actually proved this when he put a bunch of people in a room and showed them all the graph of four lines and asked which was longest.
B was longest but when actors who were in on the experiment started saying C was a significant amount of subjects were influenced to change their mind and conform with the strangers.
That same psychological principle that draws us to what’s popular is present in the world of e-commerce other customers are some of your best salespeople we often look to others for advice on products.
We don’t know about so leverage that by including social proof elements such as ratings and reviews from actual customers.
Here’s another tip including an image of a person that can add credibility to a testimonial.
It also makes an online company more approachable and makes customer relationships feel a lot more intimate.
9. Make your Description Scannable
People online have a tendency not to read things but rather scan things by now our social media.
Package your descriptions with a clear scannable design to make them more appealing to potential customers.
For example, take a look at this product description by the be clean Juicery from Village Juicery.
Immediately we know what fruits and vegetables are in it the vitamins it contains and that it’s popular all at a very quick glance.
If you want to try this for your product descriptions here are some immediate areas to focus on-
- Entice your web visitors with headlines rather than using basic headlines.
- Subheaders that are more descriptive and highlight specific benefits.
- Use bullet points as they are easy to read.
- Make reading copy feel a lot more approachable they’re also great for SEO.
- Use plenty of whitespaces and increase your font size to promote readability.
- Make it easy on the eyes.
10. Split Test It
The biggest mistake entrepreneurs make is assuming they know what customers instead of finding out for sure.
Writing marketing copy is especially subjective, even the smartest people in the room often end up being dead wrong.
Your goal is running tests to break your assumptions, find out what works cut the losses and keep the winners.
Try writing different versions of the product descriptions such as writing different headlines.
Be sure only to test one variable at once so you can measure the result against your hypothesis.
So, there you have it 10 tips for writing better product descriptions and if you apply these you’ll see increased sales over time.
Always remember that product descriptions are your last chance to delight your customer so take the time to make them great.
Are product description generators are better than human writers?
One thing is very clear that any product description generator cannot replace any human writer. AI is not that developed to understand human emotions and how to trigger them. This can be understood only by writers only.
Thanks for Reading