1. Determine who you want to reach out to.
To determine which product data you should provide and which information you can safely exclude, you must first determine who your ideal consumers are. Also, keep in mind that different forms of material appeal to different target audiences. Maybe the customers you’re after will read the lengthy product descriptions? Perhaps they value a good sense of humour? Whatever the situation may be, your approach to writing product descriptions should always be guided by your target audience.
Here are some other important characteristics to consider:
Make sure your descriptions are written in such a way that they directly target your potential buyers. Use the same language and tone as if you were selling the product to them in person. At the end of the day, if you write product descriptions with the intention of appealing to the masses, you’ll get the exact opposite result.
2. Pick a format and stick with it.
Using bullet points is always a good idea. If you wish to list the measurements and features of something, for example, a list of bullets is the tool to use. They make your website material easier to read and provide a simple approach to express the most critical data, albeit you shouldn’t rely solely on them.
You’ll need to write a few short paragraphs to convey the story behind your product and brand. Allow your brand voice to lead you through this section, and concentrate on how this product can make your customers’ lives better. This method may take a little longer, but the end result is more engaging content that search engines will notice and reward.
3. Create a narrative
One of the most powerful marketing methods is storytelling. You may also add your brand’s or product’s interesting backstory or history in the product descriptions. What is the product’s source of inspiration? Maybe you had to come up with creative answers to a few roadblocks along the way? These kinds of touches will not only give your products more personality, but they will also make your visitors forget that you are attempting to sell them something for a brief while.
When you’re telling your nonfiction story, you should take advantage of the opportunity to brag a little. Is there anything about the item that distinguishes it from other similar products on the market? Perhaps it has undergone extensive testing?
4. Use high-resolution images and videos
As previously said, using a couple of short paragraphs and a list of bullets is the secret recipe for creating product descriptions. Images, though, can still play a significant impact. In fact, all product descriptions should include high-resolution photos that highlight key characteristics. When a description becomes too long, images are especially vital since they ensure that the explanation stays easy to read and understand.
In fact, videos can be useful in a variety of situations. It’s a simple approach to demonstrate how to utilize a certain product (especially if it is a bit more technical). Plus, it’s the type of stuff that the majority of people prefer to view. 54 percent of respondents want marketers to develop more video content, according to HubSpot. What’s more impressive is that Wyzowl discovered that 95% of marketers believe video has improved buyer understanding of their products.
5. Concentrate on the Benefits
While features and specifics such as measurements are important, they should not be the exclusive focus of your attention. Why would someone buy one of your products? Potential purchasers want to know how they will profit from the product and if it will solve a specific problem.
As a result, you’ll want to make sure that the benefits of the various features are highlighted in your product description. If you’re selling a floating shelf, for example, you should emphasize on how it will assist your consumers add more storage space or utilize space that is currently being wasted, rather than just giving the shelf’s dimensions. In other words, you’re not just selling a product; you’re also selling an experience. Consider your target audience and determine the three elements that will be most valuable and appealing to them.
6. Avoid Superlatives and Generic Words
When writing product descriptions, it’s easy to fall into the trap of using terms like “great” and “beautiful.” As a result of the lack of specificity in these words, your description becomes less believable and effective. Instead, you should be as specific as possible by emphasizing on a feature and benefit it provides.
Also, if you can’t back up your claims that your product is the most popular, inexpensive, or long-lasting, don’t make them. These kinds of superlatives come out as overstated. However, if you can demonstrate why your product is, say, the most popular in its category, incorporate it in your copy.
7. Use Words that Appeal to the Senses
Words that appeal to our senses of taste, sound, and touch are captivating and compelling. Using terms like “crispy,” “smooth,” “fluffy,” “zesty,” and “tantalizing” in your descriptions makes them much more vivid, allowing potential purchasers to visualize the experience you’re offering as well as the real goods.
However, keep in mind that any words you choose should always match your brand’s tone of voice. At the end of the day, your product descriptions should sound as though they were written by your company. The importance of consistency cannot be overstated.