A product description is sometimes the determining factor in whether or not someone buys your product. If you struggle to write exciting product descriptions or worry that people won’t buy your products, then this post is an essential read for you. After reading, you will know how to write engaging product descriptions like the ones you see on your favorite sites.
1) Talk to Your Ideal Customers: When writing a product description, don’t imagine you’re writing for thousands of potential buyers. Narrow your focus to one person in that crowd: your ideal customer. Talk to your ideal customer as you write the product description and you’ll produce a more engaging piece of content.
2) Lead with Benefits: Product descriptions that only discuss features are boring. Think about the benefits behind each feature and incorporate them into your copy. Ask yourself why the feature matters. How does it benefit the customer? For example, let’s say you’re selling an end table made out of solid wood. Mention how solid wood lasts for centuries, allowing you to pass down your furniture to your children. Or explain that solid wood is easy to repair, so if they have kids then the furniture is easily repaired when something happens.
3) Reduce Buyers Guilt: Most consumers feel what’s referred to as buyer’s guilt in psychology. They feel some level of guilt for spending money, especially if it’s on themselves. Therefore, you must do everything you can to reduce buyer’s guilt in your product description. Use reassuring language and avoid negative connotations. Other tactics for eliminating buyer’s guilt include:
- Suggesting that buying the product will save them money
- Making your offer a one-time deal
- Writing as if your product is exclusive
- Pointing out potential multi-uses
- Avoiding use of the words treat, splash, or expensive.
4) Appeal to the Senses and Use Vivid Vocabulary: It’s important to paint a picture in the mind of your potential customer of the product benefiting them. You want to sell the lifestyle behind the product to them rather than the item itself. Techniques that accomplish this are linking the product to a celebrity, bringing up a relevant event, and using vivid adjectives.