9 ways to write a product description that will make customers have no choice but to buy
by 300cbt Team·
A product description is a great marketing tool that explains what your product is and why it's worth purchasing. The purpose of a product description is to provide customers with important information about the product's features and benefits to entice them to make a purchase.
However, both entrepreneurs and marketers can make many mistakes when writing product descriptions. Even professional copywriters sometimes make this mistake: writing only a description of the product.
Why is this wrong? A good product description should not just distribute basic information for search engines, but it should augment your product page by selling your product to actual users. (Of course, search engine optimization cannot be an afterthought)
How to write a product description that sells
1. Focus on your ideal customer
When you write your product description with a large number of buyers in mind, your description will not be solid and you will end up not speaking to anyone.
The best product descriptions speak directly and personally to your target customers. Ask and answer questions as if you were having a conversation.
This is how Think Greek begins their product description of an LED flashlight.
"Do you know what's so bad about regular flashlights? They only come in two colors: white - yellow, reminiscent of an avid coffee drinker's teeth - and white. What's the fun in flashlights like that? We answer: It's not fun at all. So you know what's fun? Use multi-colored LED flashlights to cast a sickly green glow on your face while you talk zombies around the campfire. No campfire? Fake campfire with an orange glow. Make it!"
When writing your product description, start by imagining your ideal customer. What kind of humor does that customer like? What words do you use and what words do you dislike? Is it okay to say shitty and offensive things? What questions do they ask that you need answered?
If you were selling products directly in your store, think about how you would communicate with your customers. It's time to integrate this language into your e-commerce site to create deeper, more resonant conversations online.
2. Induction using benefits
When selling our own products, we pay attention to appealing product features and specifications.
The problem is that potential buyers aren't that interested in everyday features and specifications. They want to know what is for them and how it will solve their biggest pain points. Therefore, you should highlight the benefits of each feature.
Method Home is how we would describe one of our hand wash gels.
"Sometimes the scent of a seasonal hand wash gets you in the holiday spirit. Available in a variety of scents, our natural gel hand wash will leave your hands soft, clean, and ready to slip into your Fair Island mittens. .It will be the most wonderful time of the year.”
Method Home suggests that the benefits of soap aren't just that it leaves your hands soft and clean - soap actually makes the holidays more festive and fun.
Considering the benefits of each feature, how can your product make your customers feel happier, healthier, and more productive? How does your product help your customers solve their problems?
Don’t just sell things, sell an experience.
3. Avoid answering “yes”
When we're not sure what else to add to a product description, we often add bland phrases like "Excellent product quality."
That brings up the answer, “Yes.” When a potential customer reads how good the product is, they say, “Yes, that’s right.” Everyone will say that. Have you ever heard someone describe a product's quality as average, not very good, or bad?
If your prospect reads your product description and starts saying "yes" to themselves, you're not persuasive. To avoid this reaction, you should be as detailed as possible in your explanation. For example, Zappos would not describe a pair of shoes as being of high quality. Instead, it explains the details and benefits of each technology.
Although none of the above items directly mention the quality of the product, they all give an impression of quality. Each point also follows a simple pattern that highlights its features and benefits.
“True hand-sewn structure (function) >> Durable comfort (product advantage)”
4. Justify using superlatives.
Unless it can be clearly demonstrated that the product is the best, easiest, or most advanced, it is difficult to trust the claim that it is the best product.
Amazon explains why the Kindle Paperwhite is the world's most advanced e-book reader.
Patented words leave the reader with the impression that something is special. Amazon further explains why the Paperwhite's resolution is superior by using several percentages. Paperwhite also delivers clear text and images without glare, even in bright sunlight.
If you really think your product is the best, provide concrete evidence as to why. Other than that, avoid copying the product or quoting customers who say it's the best they've ever used.
5. Appeal to your customers’ imagination
Scientific studies show that when people hold a product in their hands, their desire to own it increases.
However, since we sell online, site visitors cannot hold the products in their hands. Large, transparent photos or videos can be helpful, but copywriting can also be used as a means to increase desire. Get your customers to imagine what it would be like to own your product.
Here's how Think Geek sparks your imagination with this guide to grilling multi-tools.
“There is someone who is the star of every barbecue or family cookout. That person is the grill master. We always watch our mom or dad use the grill to grill meat and cut up fresh pineapple, and we can take on that role. “I look forward to the day. Now that we have become adults, it is finally our turn, technology has smiled upon us, and we have obtained a fateful tool beyond our imagination.”
To practice these copywriting techniques, start a sentence with the word imagine and complete the sentence (or paragraph) by describing how the reader will feel when owning and using your product.
6. Breaking the barrier of rationality with mini-stories
Including mini-stories in your product description lowers the reasonable barrier to persuasion techniques. In other words, we forget that we are being sold.
Wine sellers like UK-based Laithwaites often tell short stories about their winemakers.
The Dauré family owns Château de Jau, one of Roussillon's finest properties. Sitting around the table one Christmas evening, they agreed that it was time to spread their wings and see new wine horizons. The women (Las Niñas) were passionate about Chile and eventually won and achieved their dream by establishing an estate in the Apalta Valley of Colchagua. These terriorsms are excellent and close neighbors of the Chilean Montes winery.
When describing a product, ask yourself these questions:
-Who makes it?
-What inspired you to create the product?
-What obstacles did you have to overcome to develop the product?
- How was the product tested?
7. Lead with sensuous words
Restaurants have long known that sensible language increases sales because it requires more brain processing power. Chocolate manufacturer Green and Black is an example.
Sensory adjectives in Green and Black refer not only to taste, but also to sound and touch, crunchiness and softness.
Adjectives are tricky words. Sometimes they don't add any meaning to the sentence and it's better to get rid of them. However, sensory adjectives are powerful words that bring out the reader's experience while reading your copy.
Vivid product descriptions dazzle readers. Think of words like soft, crunchy, and bright.
8. Drive with social proof
There is a recommended product feature for customers who are hesitant to purchase. Customers are influenced by products that have a lot of positive reviews. But there are other ways to sneak social proof into your product description.
Online furniture retailer Made.com gives the following hint about the popularity of its products:
Including an image of a person adds credibility to your quote and makes your online company more personal and approachable, encouraging customers to call you and get their questions answered.
The above quote has additional impact as the product is portrayed as popular. Popular claims are further supported by cutting press and media favorite phrases.
Most customers are attracted to popular items. E-commerce websites highlight products that customers like the most.
9. Design to stand out
Does your web design encourage customers to read the description?
The Innocent Drinks product page here is a great example.
Guide customers to read your product description with a clean, eye-catching design.
Here are a few things to focus on when designing:
- Attract visitors with headlines.
- Use easy-to-read bullet points.
- Include plenty of white space.
- Use a font size that is easy to read.
An attractive product description will bring you good sales.
Talk and share your knowledge, experience or small details about the product. Try not to get bored and keep your customers entertained with engaging descriptions. Above all, write passionately because passion for your product is contagious.