You’ve got the brand, you’ve got the product and you’ve got your selling platform. Now all you need to do is generate sales. Although all aspects of marketing including SEO, PPC and content marketing will help you generate sales for your brand, a good product description can often be the final deciding factor as to whether a customer chooses to make a purchase or not. If you want to write a product description that converts, it’s going to take time and plenty of practice. So check out our tips on how to write a product description that converts, below.
1. Understand what your target market wants:
Learning how to write a product description that converts starts by understanding what your target market wants. Delve deep into the buying habits of your customer and uncover the reasons as to why that want to purchase your products. For example, the desire behind buying a personalised phone case could be to express individuality. Or the desire behind buying a new MacBook case could be to express their style. Either way, no matter what your customers desires are, writing a product description which shows how your product can fulfil these desires is sure to convert.
For example, if you are a seller of personalised phone cases, this description:
“Tailor your phone case to be as individual as you are”
Is likely to be much more engaging than this description:
“Personalised phone cases featuring your design”
Of course, not everyone will be buying your products to fulfil the same desires. Buy finding a general trend and targeting those desires which are most common within your target market is sure to strike a chord with your audience and boost your conversion rate.
2. Show why you are the best choice
No matter what market you are operating in, it’s likely you are up against a lot of competition and often some better known and well established brands. So rather than writing a mundane description of your product and company, list everything which makes you better than your competitors. For example, if you’re a personalised clothing supplier and the quality of your clothing is of much better quality than your competitors, make a point of stating this! But always make sure you back it up with evidence. After all, anyone can say their offerings are better than the alternative.
It’s also important to add here anything that boosts the credibility of what you’re saying. For example, you could feature reviews from customers who can prove what you’re saying is true. Alternatively, if you have been awarded any business awards or been featured in magazines, blogs or articles online, you can mention this here too.
3. There’s no need to be overly creative
When considering how to write a product description that converts, you may feel like you have to be creative and quirky with what you’re saying. But that’s not the case. In fact if you try to embellish what you’re trying to say too much, the facts can become quite unclear and the prospect may lose interest altogether. In this case, it’s much more beneficial to ensure your content is clear and cuts straight to the point. The customer won’t want to spend time pulling the description apart to understand the specifications of the product.
4. Don’t use space fillers
In contrary to our point above, it’s also important you don’t use generic phrases just to fill space. It’s all about striking a balance between content that gets straight to the point whilst still being engaging. Most ecommerce copy writers fall into the trap of using generic phrases such as ‘great quality’ and ‘a must have’ just because they feel their product description is too short. However in reality, these phrases aren’t adding any value and only make what you’re saying more mundane, to which you risk losing the customers interest. It’s much better to have a short description which is engaging and states all the relevant points, than having one that’s padded out with phrases that add little to no value.
5. Create a scannable format
Creating a product description doesn’t have to be like writing a story. In fact, paragraphs upon paragraphs can be quite boring for the customer and they may not bother reading the description at all. A customer just wants to know the facts about your products (e.g. it’s size, special features and any care instructions) and don’t want to have to search through your content to find this information.
The best thing to do in this case is to create a scannable format. Try using a mixture of paragraph writing and bullet points or write your content underneath sub-headings. Breaking down the content in this way should help keep your prospect engaged.
6. Select an appropriate tone of voice
Your customer is only going to relate to your content and product descriptions if you use a tone of voice that suits them. For example, if you are a luxury brand selling high end products, you should be using a formal tone of voice. However if you are a small company selling quirky and unique products, it would be better to use a more relaxed tone of voice to suit your customers.
There’s no use selling quirky and budget friendly products and describing them using a formal tone of voice as this simply won’t click with your customers. You need to be aware of your target market and write in a way that will be engaging for them.
We hope you’ve taken away a few tips and tricks from this article that have allowed you to understand how to write a product description that converts. Check out our other marketing blogs which will help you boost conversions, such as this blog on Etsy SEO and this one on free marketing tools.