5 Tips on How to Write a Killer Product Description
If you’re running an online shop, a strong product description can make a world of difference in your conversion rates. But writing product descriptions that simply describe your product is a sure way to lose out on sales.
The best product descriptions don’t simply inform, but rather, persuade your customers to buy. By using a handful of copywriting techniques, you’ll be able to convince those choosy customers to click “Add to Cart” and send those conversion rates soaring.
Here are 5 tips on writing killer product descriptions to sell your X-Carve products.
Identify Your Ideal Target Audience
Before you start writing your product description, you’ll need to define your ideal customer.
Who exactly is your product made for? What is the age or gender of your audience? How did they find your shop? Do they have interests in common? What benefits would entice them?
Doing so will allow you to cater to specific buyer personas. The language you’d use to sell a wedding sign is different than the language you’d use to sell a tool organizer.
A good description should address the customer directly and a breakdown of your target customer will inform the style of your description.
Think Benefits, not Features
When writing a product description, don’t get bogged down in specs and details that make your product unique.
Designers or creators tend to overvalue their product’s mundane features, which buyers tend to look past.
Instead, focus on the benefits your product will provide. If you’re selling cookware, for example, rather than focus on the sharpness of a knife blade or the durability of the material, focus on family time and togetherness while making a home-cooked meal.
Think about it in terms of cause and effect. The product itself, along with all of its specs and features, is the cause. And it will have the effect of improving your customer’s life in some way. Your description should focus on the effect your product will have. The effect is what sells.
Appeal to Emotion and Imagination
Generally, people make purchasing decisions based on their gut instead of their head. This means appealing to emotion and imagination is a terrific way to make your product more enticing.
One way to do this is by building a story around your product. For example, if you’re selling a racecar toy for children, you could recount a story from the point of view of a child’s imagination while playing with the toy. Rather than state “this will make you feel like a racecar driver,” the idea is to provide a description that will help buyers imagine what it’s like to be in the mind of a child playing with the toy racecar.
You could also tell a brief story about the product’s inception and the problem it attempts to solve.
Using strong sensory words is another proven way to increase conversions. There are many great lists out there of sensory detail words like this one.
Keep it Scannable
No online shopper wants to read a wall of text. Buyers should be able to get a sense of what your product is about after just a few seconds of scanning.
Ensure your copy has plenty of white space. Incorporate bullet-pointed lists and keep your paragraphs small. Your largest paragraph should be no more than 5-6 lines of text.
Write Like a Person
Write as if you were speaking to your audience directly. You want your description to sound like a real conversation not a list of features or computer-generated text.
The goal is to build a sense of trust between you and the buyer. This often means writing in the second person, addressing the reader directly using “you” and “your.”
The exact tone and content will change depending on who your target consumer is. However, the idea remains the same regardless of who you’re speaking to: use the language you’d use when speaking to them.
These five tips have been researched and tested over many years and have become best practices in online shopping and marketing. The biggest takeaway to remember is that you’re selling the benefits, the positive impact your product will have in your customer’s life. A strong product description is a sure-fire way to increase your conversions and revenue.