What is a product description? It’s a description of your product, right? This is an easy assumption to make, and even the most seasoned copywriters can get caught up in the seeming simplicity of creating a product description.
The problem is, providing a quality product description isn’t the goal of the content; the goal is to sell your product. A quality product description should emphasize the value of the product and make the reader want to buy it, but how exactly do you do that?
Here are 3 easy tips that will help you transform your product descriptions in no time.
- Show, don’t tell
The first way to write a better product description is to show, not tell. It means highlighting the benefits of using your product instead of just listing its features. Here are examples of both:
“Our juicer is easy to clean.”
“Spend less time doing dishes and more time enjoying delicious juice with our easy-to-clean juicer.”
See the difference? The first does a great job of communicating a wonderful feature of the juicer—it’s easy to clean. The second sentence, on the other hand, paints a picture by highlighting the benefit of a juicer that’s easy to clean—you’ll spend less time doing dishes and more time enjoying delicious juice.
- Focus in on your target audience
Don’t fall into the trap of thinking that if you appeal to everyone, everyone will want to purchase your product. No product appeals to everyone, no matter how great. With so many different options, even a needed appliance, like a new refrigerator, won’t appeal to every shopper. Instead, you need to think about what kind of person would want to purchase your product, and then you create content that appeals to them. Here’s an example of a Star Trek bedding description:
“The fitted sheet features a Delta Shield pattern, and the four solid Rank Pips printed on one side of the pillowcases declare you a Captain. The duvet cover, red, naturally, because you’re Command, has a Communicator Badge printed on it. Non-functioning, which is good because bed-dialing someone would be even more embarrassing than butt-dialing them.”
Instead of using a generic description, this one really focuses in on the kind of person who would want this type of bedding. It uses jargon that only a Trekkie would know, and even ends with a bit of humor, which someone shopping on ThinkGeek is likely to have.
- Make a portion of the description scannable
Did you know we now have an 8 second attention span, according to a new study from Microsoft Corp? That’s down from 12 seconds, which means you have even less time to catch someone’s attention and keep it.
Not everyone wants to read a lengthy description, especially if you offer a simple product or service. Technical products are especially difficult to describe in paragraph-form. Instead, visitors are likely looking for a quick and easy way to learn as much about what you have to offer as possible. To do that within eight seconds, you need to make sure at least a portion of your description can be scanned easily. Amazon is the master of this. Here’s an example of the bulleted list used with a pair of headphones:
- Bluetooth version 4.1 with Multi-point dual connection technology enables you to connect two Bluetooth devices simultaneously
- Ultra-durable battery life allows up to 10 hours of call and up to 8 hours of non-stop music with a maximum of 300 hours standby time
- Unique and lightweight neckband design provides all day comfort. Perfect entertainment and communicating solution for sports and gym
Listing this content in a bulleted list makes it easier to scan than if the same information was in a paragraph. It allows the reader to get a quick snapshot of the product before deciding whether or not they want to learn more.
Need a little help creating product descriptions that sell? We can help! Simply contact us to learn more about how we can create quality product descriptions for your business.