When it comes to e-commerce, product descriptions are a crucial part of the selling process.
A product description is a marketing copy that explains what a product is and why it's worth purchasing.
The goal of a product description is to provide customers with important information about the features and key benefits of the product so they're compelled to buy. These details can be one sentence, a short paragraph, or bulleted, and they can be serious, funny, or quirky.
A well-written description can be the deciding factor for a customer to make a purchase.
But what makes a product description effective?
In this blog post, we will explore the importance of descriptive language in product content writing and provide tips on how to write product descriptions that sell.
Importance of a Well-crafted Product Description
A well-crafted product description moves buyers through your conversion funnel. By injecting creativity and product benefits into your product description, your store becomes more likely to convert to a casual browser.
To succeed in product description writing, you need to answer customers' questions about your products:
What problems does your product solve?
What do customers gain from your product?
What makes it better than the competition?
A product description should answer these questions in a fun and engaging way.
How to Write Product Descriptions That Sell?
There are several factors as to why the product descriptions didn't convert well. It's possible they weren't written correctly for the audience, they were placed in a less visible area, or they were written in the wrong format.
However, when it comes to your specific store, testing whether or not you should have product descriptions, in the first place, can help you better understand how to optimize future product pages.
1. Writing Original Copy
Avoid using the manufacturer's product descriptions.
By writing your own copy, you avoid being penalized by Google for duplicate or thin content. Plus, you improve your chances of writing a product description that converts your customer.
2. Making Descriptions Scannable
Your product description should be easy to read.
Having two sentences describing the product with several bullet points allows customers to receive the information quickly so they can purchase immediately.
If you sell laptops, you'll want to turn the specs into bullet points for an easy read.
3. Knowing Your Audience
Writing product descriptions meant for everyone will harm your product's selling points rather than enhance them; instead, tailor your copy toward your target audience.
A nine-month-old baby will not use the same products as a 45-year-old man. Narrow down your target audience and understand what they need.
4. Addressing Pain Points
Overused words or phrases tend to drive customers away. They think they have seen it all before and the product being sold is the same as all the others.
The point of a product description is to make it stand out, and cliches do not make a product sound unique. Using words like beautiful, elegant, and excellent is an often-overused practice.
5. Showcasing the Benefits
Youâ€™ll also want to bring your customer into the product description using words like you. Help your customers envision themselves using your product. Make them part of your productâ€™s story. Keeping it casual can also help your product description stand out. You are not writing a thesis but an enticing description to bring your product and your customer together. Use contractions in your writing like you're, you'd, who'd, etc.
6. Using Sensory Adjectives
Green & Black's sensory adjectives don't refer to taste but also to sound and touch: crunchy and soft. Adjectives are tricky words. Often they don't add meaning to your sentences, and you are better off deleting them.
However, sensory adjectives are power words because they make your reader experience your product copy while reading. Dazzle your readers with vivid product descriptions.
Think about velvety, smooth, crisp, and bright words if you're selling food products.
7. Tempting With Social Proof
Testimonials from previous customers are effective ways to make a sale. Good customer reviews will help you stand out from competitors and persuade shoppers to buy.
Including social proof in your product descriptions can help you increase conversions and customer loyalty.
Picking the Right Words for Your Product Description
The words you choose in your product description can make or break a sale.
According to David Ogilvy, the 20 most influential words include: suddenly, now, announcing, introducing, amazing, sensational, revolutionary, miracle, magic, quick, hurry, and more.
Choosing the right words can evoke emotions in your customers and help them quickly identify your product's purpose.
11 Tips For Writing a Product Description
Crafting the perfect product description can be challenging, but with these 11 tips, you'll be on your way to writing descriptions that convert.
1. Keep it Simple
Ensuring your product description is sweet, yet to-the-point will help customers understand what they are buying.
Adding too much information may be too confusing for customers and may drive them away.
2. Use Eye-catching Words
A product description can also be used to make a customer laugh, enhance the bond between your brand and customer, or assure customers that your product will solve their most significant pain point or enhance their life in some way.
Use influential words, like those mentioned by David Ogilvy, to catch the reader's attention.
3. Make it Scannable
Break up your description into smaller sections, using bullet points and subheadings to make it easy for customers to quickly find the information they're looking for.
4. Know Your Audience
Tailor your copy toward your target audience, making sure to address their specific needs and preferences.
5. Highlight Benefits, Not Just features
Focus on explaining how your product will improve the customer's life or solve their problems rather than just listing its features.
6. Use Sensory Adjectives
Vivid and sensory adjectives can help create a more immersive experience for the reader, allowing them to better envision themselves using the product.
7. Address Pain Points
Identify your target audience's main problems and demonstrate how your product can solve them.
8. Showcase the Benefits
Help your customers envision themselves using your product by using words like "you" and making them part of your product's story.
9. Keep It Casual
Write in a conversational tone to make your product descriptions more engaging and approachable.
10. Include Social Proof
Add customer testimonials or reviews to your product descriptions to help build trust with potential buyers.
11. Optimize for SEO
Use relevant keywords and phrases throughout your product description to improve your search engine rankings and increase visibility.
The power of descriptive language in product content writing cannot be underestimated. It has the ability to captivate, persuade, and engage potential customers, ultimately driving sales. By incorporating vivid imagery, sensory details, and compelling narratives, product descriptions come alive, creating an immersive experience for consumers.
To enhance your product content creation process, consider leveraging LongShot AI Product Description Generator. This powerful tool harnesses the potency of descriptive language, generating high-quality, engaging product descriptions effortlessly.
With LongShot AI, you can save time and effort while creating compelling content that entices and converts customers. Try it now and elevate your product descriptions to new heights.