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So…you want someone to see your Facebook ad, click it, come to your store, and buy your product?
And you wanna use some generic description for the product, with no emotion or reason people should buy?
Good luck with THAT…
Not many marketers understand the importance of product descriptions and how much they can impact sales. There are e-commerce studies which found that around 20% of all purchase failures are a result of unclear or missing product information.
Of course there are products that may seem they sell just fine with a tile and a picture. But this happens normally for very famous brands that are already embedded into the consumers’ shopping habit.
Even so, imagine the increase of sales if they would just say something about their products.
This is a must, especially for new products on the market or those that are not yet known to the public. But you have to be careful.
A bad product description can turn people away from a sale, even though the product may be of a very good quality and look amazing in pictures. Luckily, it’s quite easy to turn a poor description into one that skyrockets sales, using just a few minor tricks.
What is the difference between a bad product description and a good one?
A bad description is just that… bad. It might have:
- huge, hard to read paragraphs… sort of like this one:
- poor (or not enough) photos
- a lack of focus on benefits
- a combination of the above.
A good product description must give the buyer everything they need to know. If you still have questions after you read a product description, then it hasn’t achieved its purpose.
So let’s look at the 4 main rules of a good product description which will boost your sales immediately.
- Defining your ideal buyer’s persona first
Before starting to put anything on paper, you should firstly determine who the person that may want your product is and what motivates them into buying it. If you don’t know this, you will surely leave out crucial information from your description. It does not matter if in the end you have a big description.
You just have to give pertinent details and why the product is beneficial. Of course, not all the people will read this description, especially those who already know the product, but the buyers need to have all this information available.
In addition to this, you have to pay attention to the type of person your buyer is.
For example, Apple will not offer a story about their products because they are already a famous brand and people usually know what they are selling. They only give out a lot of technical details and this works because in general their buyers are already familiar with the brand and know what to expect from an Apple product.
When finding out your ideal buyer’s persona you have to keep in mind the following:
- Education level
- Income level
All these will offer a general indicator of the person who might be interested in buying your product (target audience) and will help you adjust your language accordingly.
As an example, if you sell tshirts with witty phrases for teenagers, your product description will sound completely different as opposed to describing a handbag for a 55+ year old woman.
- Use benefits and features to motivate a person to hit that buy button
You also have to think about a buyer’s motivations and concerns regarding your product. Based on this, you can determine which benefits and features you can add to the product description.
If your product is similar to others on the market, you have to remove your potential customer’s concerns, giving them reasons to pick your product (with features). And when you add benefits along the product features, it will be hard not to close the sale.
When you write a product description, keep in mind the following rules:
- Don’t add a benefit for every feature. Choose the three most valuable features and stick with them.
- Describe every feature’s advantages and how they make your product stand out.
- Explain how it can help the customer or solve a problem.
Don’t forget about your buyer’s persona when listing the benefits and list the features that appeal the most to your target audience.
- Use influential words to be more persuasive
According to John Carlton, a heavyweight copywriter and “the most respected writing teacher alive”, the words you use are essential and can improve the persuasiveness of any sales pitch. He has written a book called “Power Words”, where you can find the words that influence the public the most. Here are the most influential words that you can easily include in your product description:
Inside Carlton’s book you can find the words that are perfect for your product’s description, so don’t limit yourself to these few words.
- Format your description for “scanners”
People are lazy; like this guy:
Or, they’re in a hurry, or both.
Make it as easy as possible to quickly scan your description and check off their mental checkboxes as they skim the text.
Highlight the major benefits/features by using bold, easy to read fonts; try to make it so the highlighted text makes sense when read on its own.
Use bullet points, checkmarks, or even emojis to make your message stand out. ✅
Your conversion rate will thank you. ?
Keep in mind that there always are exceptions to the rules. The way the online market works today requires you to use some tricks in order to be more visible and get ahead of your competition.
For most parts, your product description should be short and to the point. Some products don’t need lengthy description.
In other words, don’t talk you way OUT of a sale! ?
Don’t forget to use power words that will make your product stand out.
Be concise and clear.
Give your buyers the information they need and allow them to visualize themselves using your product.
And remember, if you need help with all this stuff, we have an incredibly popular eCommerce coaching program, helping you with all these aspects (…and a whole lot more). Click here for details.