Your ideal customer has landed on your website. They’ve seen images of your merchandise and have gone over those extensive product reviews. Great! You've piqued their curiosity. So, with credit card in hand, they scroll over to your eCommerce store and begin reading your product descriptions. You’ve got them right were you want them.
Or do you?
Here’s the million dollar question:
If not... they should be.
Contrary to traditional marketing, it’s no longer a matter of simply listing features and benefits, and hoping you land a sale.
Today's consumers are more informed (internet), have a plethora of options available at their disposal (internet) and require more engagement (take a guess)
By the time they're staring at the decision of "to buy or not to buy," they've already made up their minds. The only thing they require from you, is a compelling reason to move beyond the "add to cart" button.
That compelling reason should be in the form of a clear, concise and visually stimulating (4K) product description.
Let's take a closer look... shall we?
1.) Tune In To Your Target Audience
Define who your target audience is. Chances are, if you believe your product to be ideal for everyone, you probably haven't done proper research, tested the market, nor thought this all the way through. Nope... As willing as I am to stand in line for a soft, creamy cupcake with Oreo frosting, there are other crazy (and I do mean craaaaazy) individuals out there whom may not even consider that an option. Heck.. even Pepsi found out the importance of choosing the right target audience. (Too soon?)
Why should your product (or service) be any different? Doesn't it make more sense to promote your product to those it will benefit the most? If you're working with a professional copywriter, you may very well know the importance of filling out a professionally written copy brief. As an experienced product description writer, I can assure you that if you're uncertain about whom you're writing to, it's almost certain that you're not writing to them at all. Before you even begin drafting your descriptions, make sure that you have clearly defined your target audience. After all, it's called a "target" for a reason. Be sure to increase your chances of hitting it.
2.) Adjust Your Settings
You may know all the details of your product. But that doesn't mean you have to communicate each one, to every single reader. Frankly, it's more important that you're concise in relaying the pertinent information. Research suggest that today's online viewer would have tuned out from the above ad sooner than 1/4 of the way in. Today's consumer wants their info delivered on-demand. Your product descriptions should be succinct in explaining what features your products offer - to the consumer, and how those features will best benefit them. Remember, when listing features and benefits in your ecommerce store, it's not about boasting how much bigger your products are compared to your competitors. This isn't where you proudly babble about your unique product specifications, or how your product is expected to be the top seller on Amazon. Bottom line: This isn't about you. It's about your potential customer, and how your product will improve their lives. After you've honed in on your target audience, communicate why your product is the perfect item for them, and why it's in their best interest to to own it.
3.) Adjust The Picture and Volume
It's time to articulate your message in a verbally and visually stimulating manner. This simply means giving a tone of voice to your content and implementing creative ways of engaging your reader. If you're a small neighborhood bakery selling warm, velvety cupcakes with Oreo frosting (Yeah... sorry... not sorry), you may want to add a bit of personality to your content (to wash these product descriptions down like a tall glass of milk). Don't be afraid to show a bit of personality. Doing so can be what separates you from your competitors. More importantly, this is how we connect with people - and brands.
Don't forget to be creative in how you describe your products. As an example, try using a visual language to ignite their imagination. If you're selling a small, wireless, storage friendly home printer, don't simply list connectivity coverage and specifications. Try saying, "The ABC Home Printer fits perfectly in that last, small hidden nook of your home office desk, while connecting from anywhere in your house." In other words, place your product in their possession and give them ownership.
4.) It's All About The Presentation
So, now that you have:
Remember, it's nearly impossible to convert customers if they're not reading your content.
Next, you need to make sure that you have displayed your content for readability. There's no scientific formula here, but you may want to consider the following suggestions to make your content easier to skim and more likely to read:
Sure, these are closer to web design tips than they are written content, but if you're able to combine the two, it's just icing on the cupcake. (Jeez... what - is - up - with - me?)
Writing Effective Product Descriptions
Truth is... there is no science to writing product descriptions. However, there is an art. And as with most forms of art, it takes time to master or become great at. Separate yourself from your competitors by implementing these tips. Combine them with optimized content, and take your sales to the next level. If however, you would rather spend your time growing your business in other areas, I would suggest hiring a qualified copywriter whom can bring your product descriptions to life.