How to Write Convincing Product Descriptions to Increase Sales and Grow your Business

April 19, 2018

By Laurence Cardin, Digital Marketing Coordinator 

In e-commerce, a well written product description is just as important as intriguing photos. For an entrepreneur who knows his market well, but may not be an expert in writing, this task may seem daunting and laborious. How do you describe your product so that a customer, who cannot see or touch it, still has the urge to buy it? This is a constant challenge of e-commerce and the answer can be divided into the following 6 steps.

1. Know your Target Audience

It is well known that if you try to target everyone, you end up targeting no one. It is important that you have a clear idea of your clientele before starting the descriptions of your products. While reading this, many may think they do not want to limit themselves to a single type of clientele. But hey! Nothing prevents you from having more than one target audience and dividing your products into groups between the different types of clienteles you choose to pursue.

Think about it, when in person, would you approach a mother of two the same way you would approach a group of young men? Definitely not! At the time of purchase, these two clienteles are not interested in the same things and do not have the same intentions.

Here are some key elements to define about your audience:

  • Who is your products made for? Here you consider your target age group, family status, gender and lifestyle.
  • What are their main concerns and interests?
  • What kind of information is your target audience looking for?
  • What problem are they trying to solve?

2. Define the Advantages of your Products

Now that you know your target audience, ensure to give details about the unique advantages of your products, therefore demonstrating a solution to your audience’s problems.

  • How are they different from your competitor’s?
  • What technical advantages make them superior and useful for your target?
  • How would the target client describe the products, with which words?
  • When will the product be used and in what context?

Make a list of all these benefits and avoid saying that your products are of high quality or that they are beautiful. Guide your customers to make this conclusion for themselves. To do this, name a technical advantage of your product and say how it will help meet the needs of your customers.

For example, a cutting board company might say:

Well maintained, your board will last night more than 20 years.”

In the same sentence, you tell your potential customer that your board is quality and durable.

3. Choose the Right Tone of Voice

The web allows you to choose the tone of voice you wish to set for your company. You can choose to write in simple and creative sentences or you can use more advanced and informative terms. Make sure you adapt your tone to your audience to connect with them on a more personal level. You want to create a conversation with your target, think of how you would approach them in real life.

4. Remember that Story Telling is your Best Friend

Try to stir up the imagination of your customers by telling a story about your product. Tell them how it will fit into their daily lives and how it will help make their lives easier. Do it realistically and avoid unnecessary adjectives or hollow expressions. You really want to show that this product will have an impact in their everyday lives.

Remember that people buy the advantages of a product, not the item itself.

5. Create an Image in your Client’s Mind

Finally, be sure to put the product dimensions in perspective. It is often difficult to know the sizing of a product on the internet and it can cause the abandonment of an entire order from potential buyers.

A good way to present the dimensions of a product is to photograph it next to another standard sized object. For example, the company who sells cutting boards can put vegetables and other items on their boards to show the available space their clients can use.

You can also image the dimensions of a product without taking additional photos by comparing its dimensions to another standard size object.

6. Consider the Length and Layout of the Product Page

People do not read in the same manner on the web as they would with a book or document. Their eyes scan the page quickly to get the information they want. Make sure they can read your descriptions without any apparent effort. To do this, make short paragraphs that are no more than 5 lines long.

Use bulleted lists to show the features of your products. Unless necessary, do your best not to overdo it as it might discourage the consumer. Features are details that the potential customer must consider when making a decision to purchase something. Putting too much of these features leaves room for the client to change their mind within the time it takes to read, making them doubt their need for the product.

Although writing your product descriptions may seem complex, do not approach the task as a burden. Have fun with it! The description of your items is a way to convey the passion you have for your business and start building a relationship between you and your clients.

If in doubt, do business with e-commerce professionals. At Adeo Internet Marketing, we have written product descriptions for a variety of markets ranging from geothermal to physical activity. We can help you attract the clients you want today!


Also on the blog:

Step by Step Guide: How to Write for the Web

How to Write a Relevant Blog Article

8 eCommerce Trends for 2018



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