From a customer’s perspective, when was the last time you bought a product online that had two or three sentences of product description that was quite vague?
Now, as an online seller, the main tools that you need to make a customer buy from you are a good website, a good product description and a few good quality images. A recent study on millennial online buyers in Australia has revealed that 73% of buyers feel that the product description and a good quality product image are important. The remaining 29% chose all the other factors combined.
On Amazon,1.3 million products are added daily. Yes, daily! But the top 20% of products bring in 75% of the total revenue.
So, how do you write a product description that will hit that top 20% every time?
Know who you are writing for:
Writing product descriptions without knowing your target audience well is like selling a refrigerator to the Eskimos.
The tone, content, length, and wording of a product description will vary in accordance with different buyer personas.
There are a few questions that you need to ask your organization before determining the flow of content:
- What was the lead magnet?
- How are most visitors reaching your page?
- Apart from this product category, what other products do they search for? (this shows the general orientation).
- What is the price range of the product?
- How would this person refer to or describe a product to their friend?
- What features entice buyers the most and how can they be highlighted?
When writing a product description, a buyer persona is not as concentrated as choosing keywords for a PPC campaign. Say you are selling organic floor cleaner. Only targeting buyers who are looking for organic floor cleaners is not enough. Your target market includes people interested in household products, organic products, regular household stuff, etc.
Highlight the special benefits:
When you manufacture a product, every part of the product is enticing to you. Often we forget that our competitors are providing products with the same benefits. Therefore, all the benefits of the product will not attract your customers equally.
It’s extremely important to pick out and highlight the special additions to your product and how they might differentiate the product from the rest.
Describe the features and benefits of your products with relevant keywords.
Here are a few quick tips on how to write a perfect product feature list every time:
- Don’t list every feature of your product. Mention only important and unique features.
- For every feature that you mention, write why you have added it and how it’s going to add value to your customer’s life.
- Keep all the points SEO rich. No matter how brilliantly you describe a product, if it doesn’t show at the SERP, it is of no use.
A quick-tip: describe all the features at their best but don’t use words like ‘excellent’, ‘the best’, etc. The moment you start using these words for your own product, your customers will think, “of course, all the brands do the same.”
Write a bit more than expected:
First things first, this tip is not for all product descriptions. Buyers tend to like a brand that has built an emotional connection with their customers. This method works particularly well for luxury products.
Say you are writing a description for the ayurvedic product. Despite all the bulleted and well-defined points that you have used, the name of an ancient treatment method has been used in this product and this allows you to give a customer a bit more information.
Without knowing the exact meaning of this name and the process for the treatment, a customer can do quite well buying and using the product. But, with a brief description of the ancient treatment method;
- You are providing the customer with one distinct point to help them remember your brand.
- Customers can build a personal relationship with the brand.
- You can use story-telling to help grow interest. This interest is easily transferable to the product itself.