Product descriptions refer to the marketing copy explaining what products are and what they are worth purchasing. Here, the purpose is to provide customers with essential information about the product features and benefits so that they are compelled to purchase.
However, most marketers and entrepreneurs end up making a mistake where they write bad product descriptions. A great product description has to augment product pages by selling products to real people rather than acting as back-of-the-box information dispensers for search engines.
Let’s take a look at 8 rules to write product descriptions that sell.
Rule 1: Use a Framework
Writing a product description from scratch can be tough. So, using a framework when writing is a great help. You can consider the framework below:
- Single sentence overview
- 2 to 3 sentences that explain the product’s key benefits and reference the target audience
- 4 to 5 bullet points that summarize product features and benefits
- 2 to 3 paragraphs that expand on more detailed bullet points
- Product specifications, such as color, weight, size dimensions, and more
- Final summary paragraph
Rule 2: Define the Buyer Personas
If you are clueless about who will buy your product, you are also clueless about what information you should include in the description. When selling products, always keep the buyers in mind.
You have to determine if they are customers who buy for themselves or others or they are wholesale accounts. You also need to know their ages, interests, and demographics. For example, if you are selling shoes to a a teenage boy, you will not write descriptions as if you are selling to an older woman.
Rule 3: Entice with Benefits
Consider the benefit of every product feature. You have to write how your product can make your customers healthier, more productive, or happier. You also need to include which hassle, problems or glitches your product help solve. Instead of selling the product, sell the experience.
Our naturally derived gel hand wash is available on a wide array of festive fragrances and will leave your hands clean, soft, and refreshed.
Rule 4: Focus on the Ideal Buyers
If you are writing a product description with many buyers, you may end up not addressing everyone. Keep in mind that a good product description must address the target audience personally and directly.
When writing product descriptions, determine what kind of humor your ideal buyers appreciate, if any. You also need to know the questions they ask that you should answer.
Rule 5: Use Superlatives
Superlatives may sound insincere. However, if you can clearly prove why your products are the most advanced, the easiest, and the best, it is a useful method. I
If you are selling an e-reader, you can use the word “patented” to give your audience an impression that your product is something special. If you mentioned that it comes with brilliant resolution and better contrast, show them why.
Our e-reader delivers clear, crisp texts and images even in bright sunlight. Plus, there’s nothing to worry about the glare!
Rule 6: Use Sensory Words
Restaurants have been using sensory words for a long to increase their sales. That is because these words can engage more brain processing power. Marketers use sensory adjectives because they make the customers experience the copy while reading.
You can use vivid product descriptions to dazzle your readers. You can consider words like smooth, crisp, velvety, bright, etc.
Satisfy your cravings with our delicious grilled tuna with tasty, fresh sauce. Expect heavenly flavors in every bite that will burst in your mouth.
Rule 7: Check Legalities
After polishing the descriptive text, ensure it is legit, particularly if your product is associated with health and fitness. Using wrong phrasing or making false claims can lead you to a lot of trouble in addition to disappointed customers.
Below are some key points you should consider:
- Use “may” or “can” rather than “will”
- Follow the advertising rules set by the ASA, FTC, and other legal bodies for your country
- Cite scientific evidence for backing up the claims
Rule 8: Provide Social Proof
Web visitors who are unsure about which product to buy often look for suggestions. In most cases, they are enticed to buy products with the highest positive feedback or reviews. Plus, they also search for social proof.
You can include images of the people to add credibility and make your brand more approachable and personal.
Meanwhile, if you sell supplements or fitness products, you can consider the following examples:
- [Product Name] are excellent supplements for all athletes, such as runners, cyclists, and triathletes. It supplements collagen to help your body allows you to get back to training as quickly as possible. Plus, the chocolate or strawberry flavor tastes great.
- [Product Name] delivers high-quality fat and protein from coconut MCTs and chicken bone broth. It also contains adaptogenic herbs and energizing antioxidants. What’s more, organic adaptogens improves performance and energy level.