Simply having the right product to sell on your eCommerce store won’t convert browsers into buyers. You need a supporting product copy or product description to lure your visitors into making that purchase. So, how alluring is your product description? Does your product description simply describe your product and how it works? Or does it entice a visitor to click on ‘buy now’? The trick is to engage, inform, persuade, and sell.
Writing a product description seems deceptively simple and easy to craft. But there’s no real way to find out if your product copy is armed to sell. Your product copy must talk about the product, its uses and benefits, and how all of this aligns with the buyers’ needs.
Quite some feat, isn’t it? Don’t panic, because with this post we zoom into how you can create product descriptions that let your brand’s personality shine and help establish a connect with your audience and to get you to sell the product.
Before we start, here are three non-negotiable ground rules for writing any product copy.
- A complex product must include a detailed description that addresses all of your buyers’ apprehensions and concerns.
- Every description must be written to inform and persuade.
- Always, always, always include high-quality pictures.
Let’s zoom into the features of a great product copy.
1. Conveys Value Proposition
What makes your product unique? How is your product better than others in the same segment? What utility and value can your buyer enjoy? Subtly include the problems that your product addresses and coagulate the benefits of your product with its features to make for a convincing plea.
2. Consider Brand Guidelines
Write a description that is in line with your overall brand theme, tone, and voice. Smartly use emotional appeal to draw customers and play the ‘FOMO’ card. Paint a picture that sells a lifestyle and not just your product. Avoid making your product description too salesy.
3. Include a Description of Materials
Product description 101 suggests including a description of what the product is made of. Clearly specify if it’s a cotton shirt, a wooden chair, a plastic bottle, and so on. In case of a service product, write about what is included as part of the deal.
There are two types of product descriptions for eCommerce businesses. Product descriptions that tell and product descriptions that sell. Which one would you rather create? More importantly, which one would your website visitors want to see? A great product description has the power to turn a casual shopper into a revenue-generating buyer.
4. Include Dimensions and Weight
This is specifically important if you are selling furniture or fashion/apparel. Include clear measurements of all furniture products on offer. These dimensions will help your customer to make a purchase decision. If you’re selling clothing, include a size chart and measurements of each part of the body that your clothing intends to touch and cover.
5. Format your Description
For your prospects, formatting will either draw attention (or away) from your product. Invest in great photos, use bullet points, demarcate buttons and CTA’s, include paragraph breaks, and optimize for a seamless mobile experience.
6. Crisp and Precise
Keeping your brand voice and tone in mind, draft content that clearly talks about the benefits of using your product. Always remember, you are writing for one person and not a horde of strangers visiting your website. Speak to that one person’s pain and desires and craft a description that addresses those pain points.
How to write a great product copy?
1. Do your Research
Before you begin writing a description of your product, conduct a thorough research. Dive deep into understanding your target audience and ask yourself ‘how does your target audience think, talk, and write?’ And ‘how do they aspire to think, talk, and write?’
Include a description that establishes an emotional connection with your end user. Another research tip includes studying how other companies in this niche are doing? What are their product descriptions like? Refer to players that have found success with their product descriptions.
As you probably already know, conversions are key in eCommerce and Google Analytics is the go-to tool for many marketers when it comes to tracking website traffic and measuring those conversions. It lets you measure goals, online sales, transaction history and time to convert, as well as monitor exactly where those conversions are coming from.
2. Identify your Customer Personas
Failing to understand your customer persona is a recipe for ineffective copywriting. Clearly demarcate who your target audience is, what their needs are, what their desires are, what pain-points bother them and connect this to what your product offers. Knowing your audience will help you to shape a tantalizing product description and ultimately influence purchase decisions.
3. Add a Dash of Humor
Inserting a dash of humor can move your audience to act on your CTA almost incautiously. Not only does humor add personality and entertainment to make your copy engaging, it helps to hold the attention of your target audience and thus brings you closer to the ulterior motive of selling the product.
A top-tip here would be to smartly use wit and humor to cheer your audience and not mock any sensitive topic that may lead to a negative impact on your brand experience.
4. Include the Art of Storytelling
The art of selling includes nifty persuasive techniques such as storytelling. Include a short story of 2 to 4 lines to engage your prospect and makes him forget that he is being sold to. Use simple language pepper your story with wit and humor to get the readers undivided attention. This way, you can highlight the benefits of your product and also lower the barriers posed by other traditional persuasive techniques.
5. Include Customer Reviews
Probably the most surefire way to put your prospective buyers’ purchase concerns to a rest is to show them that they are not the first to buy this product. Including reviews, testimonials, ratings, company logos, certifications or any other form of ‘social proof’ to convince new buyers that they are not making a bad decision.
You can also use customer reviews to create compelling product descriptions for instance if a customer says. ‘I wasn’t sure if the batteries would last me long enough’, you can add and state that the batteries are tested long-lasting lithium-ion batteries designed for intense use.