A genuine and possibly a little opulent description of your goods may be all you need to convert a window shopper into a full-fledged shopper.
In person, your radiant charisma can persuade even the most adamant individual that they require your product. It’s a little difficult to do this online with a static description that may be read with any inflection the reader wants.
Obviously, you can’t just throw up a picture of your product with a vague description and expect the buyer to figure out what they need to know. After all, half of all online customers have returned a purchase because it did not meet their expectations.
There is no infallible approach for writing a decent product description, which is a combination of science and art. Let’s create our own product description as we go over our ten points. Because why not, the imaginary product we’ll be selling is handmade grandfather clocks.
1 Write for the audience you want to reach.
It’s business/marketing 101 to know who your product’s target market is. A toy business should target youngsters and their parents, but a home improvement store should target middle-aged homeowners trying to boost the value of their home.
It’s good to assume that your product can appeal to everyone, but if you strive to appeal to everyone, you’ll never actually catch anyone’s attention. “Chase two rabbits and you’ll lose them both,” as the proverb goes.
This does not have to be as extensive as the distinction between toys and home repair projects. The information in two comparable items can benefit from being presented in various ways.
2 Concentrate on advantages rather than features.
When you’re an expert in a field, it’s possible to get so used to talking shop that you start employing jargon when speaking with someone who may not understand what you’re talking about.
3 Make use of narrative.
It’s simple to understand how something like a vase or a hat may fit into your life when you’re in a physical store analyzing it – where you could put it in your house or what clothes it would go with. However, doing it online is more difficult.
As a result, it’s up to you to create this image. Use your imagination to convey to your buyer how your product will benefit them.
4 Make sure your copy can be scanned.
Because we live in such a fast-paced society, some people may not have the time to read your full website. As a result, it must be simple to scan for critical information.
This information can be highlighted in a variety of ways. These can include the following:
- Making use of boxes
- Using higher font sizes for one-line sentences
- White space is used to accentuate specific points.
In fact, small portions of text separated from larger chunks are so appealing that it’s conceivable your gaze was drawn to the bullet points above before you even started reading this section. This strategy can be used to emphasize aspects or details that you’re particularly pleased of.
5 Be precise
It’s easy to get caught up in your own enthusiasm and start babbling about how fantastic your product is if you believe in what you’re selling, which you hopefully do.
There’s no shame in it, but instead of rambling, make sure you focus it into particular topics. For instance, you’ll never encounter a movie review that simply says:
“This film was incredible; it was one of the best films of the year, and it will undoubtedly sweep the awards season.” It was a lot of fun, and it also had a lot of heart.”
This is because this review utilized a lot of words to convey very little, which is a common pitfall when you’re enthused. Every mediocre product page on the planet will boast about how high-quality their product is, but if that’s genuine, you’ll need actual assertions to back it up.
6 Use persuasion
This is one of the more ambiguous suggestions on our list, as it could refer to a variety of topics. It all comes down to being imaginative with your wording and storyline. This can be broken down into a few different subpoints.
Make use of strong language.
“Power words” have recently become a bit of a buzzword, but if you know what they are and how to use them appropriately, they may be a big aid in persuading someone who is undecided.
Power words are those that nudge folks in the correct way without making it look like you’re frantically attempting to close a deal. This can include creating a sense of urgency in the customer or making them feel as if they’re getting a special bargain.
Some examples of these words are:
- Make it appear as if your product is new and intriguing.
- Hurry/soon – puts the buyer under pressure to make a decision quickly.
- Tell your customer that buying from you is less expensive/easier than buying a similar product elsewhere.
This is such a common marketing strategy that it can be seen in even the tiniest of details. If you’ve ever been to a market, you’ve probably heard merchants tell you that a product is generally $10, but it’s only $7 for you.