Not only that, but sometimes we tend to forget that the consumer does not know the product as well as we do. They don’t know the problem it is meant to solve, or why it is different from any other product lik it on the market.
For example, if you are selling a toothbrush that you went above and beyond to make sure it was the best on the shelf, and all your description says is...."Toothbrush - This toothbrush makes your teeth great again."....that would not give me any reason to buy it.
No matter the niche or the size of your online store, product descriptions can make or break a sale.
Engaging product descriptions aren’t just great for your Google ranking; they go a long way to converting website visitors into paying customers.
Effective product descriptions tend to achieve two things.
So what constitutes an effective product description that converts a casual browser into a paying customer?
Here are a few tips on how to write effective product descriptions to boost your sales.
Know Your Audience
If your description doesn’t address a specific type of buyer, you run the risk of addressing nobody.
After all, generic product descriptions are unlikely to hold interest in general. So do you think the same ole, boring, plain explanation of your product will capture any interest whatsoever?
It’s another reason why it is so important to create a buyer persona that you wish to address. By doing this, you will speak directly to your customers in a way that will let them know that the product YOU have is just for THEM.
When creating the profile of your target customer, it will help to think of the following questions.
What is the demographic of your customers?
What types of things are they interested in?
What would your product solve for them?
How did they find your online store?
Why are they interested in your product?
What kind of language resonates with them?
Once you have this lined out, you can better understand how to speak to them within your description. You can see more about finding your key audience by checking out (insert link to Key Audience blog post here).
Highlight Product Benefits and Features
Potential buyers usually visit your website because they have a certain need that your product may be able to help them fulfill, or the other products on your site brought them there and this item could accompany or help in other ways.
While it’s very important to highlight your product’s specs in the product description, it’s equally as important to sell the product by listing its benefits and solutions.
Creating an overview of the features that make your product stand out from the pack is usually relatively easy. Listing its benefits often requires knowledge of your target audience as talked about above, and a degree of creativity, so if this is something you are not good at - hiring the help of a professional is recommended. (insert powerhouse teams or brands link in the last part of the sentence.)
Tell a Story
Building a story around your product can trigger an emotional reaction in your audience.
If your potential customer is touched by what you have to say, or they can relate to it themselves in some way, they are more likely to buy your product.
This is best done by showing, rather than telling, your customers how your product will work for them. In particular, your product description should help them visualize how the product is going to solve a problem or improve their lives.
You can create this content by using relatable user reviews, client stories, influencer marketing, or even sales stories from the team.
Make the Text Digestible
According to one study, the human attention span fell from 12 seconds in 2000 to eight seconds in 2018.
To keep your customers reading, it’s important to make your product description scannable.
This is best achieved by keeping your paragraphs short and creating bullet lists — these should highlight the product’s most important features since some readers are likely to skip the rest of the product description.
It's the little things that make all the difference!
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