If you want to showcases your products in the most favorable light, you should craft the remarkable descriptions. They will help you to grab the target audience’s attention and convince potential customers to make a purchase.
You don’t need to be a writer to create a product description that sells. You can simply utilize the following tips and some modern tools and services to hit your goal.
Understand your target audience
If you want to write an outstanding product description, you should clearly understand the preferences of your target audience. You should have an idea of how your ideal client looks like: his age, sex, marital status, educational level, and level of income.
Moreover, you should find out everything about his shopping behavior. You should get answers on the following questions: how much money he spends on the goods similar to yours and what features of the product he values the most. In addition, you should analyze a browsing history of your potential client to understand which sites he visits before making a buying decision.
Even more, you should always put your customers first. Describing the product’s feature, you should explain which clients’ needs it will satisfy.
In other words, you should start from a market research and collect enough information to be able to step into your customer’s shoes. When you know what does target audience wants you can write a product description, which will meet demand.
Talk about the benefits
Your product has advantages and disadvantages, but your task is to describe both of them using the positive words only. This is a little writing trick, which you should learn how to apply in a practice.
For example, when you sell a wedding dress, which almost has no chances to survive after the first wash, you shouldn’t tell that it has a poor quality. You should better say that this is a unique designer item, which should be worn just once in a lifetime. If you don’t promise a bride-to-be that this dress will remain beautiful for many years and don’t brag about the fabric durability, then technically you are not a liar.
“You shouldn’t provide your target audience with the fake facts about your products. You should just share the information, which they would like to hear. This is a great way to invisible manipulate the buying decisions,” – says Victor McGilbert, content manager at Citator.
Make it sound emotional
Every product description should evoke strong emotions. This is a rule, which shouldn’t be ignored. It’s even more crucially important for the companies, which sell the non-essential items people can live without.
Your description should contain an emotional trigger, which is suitable for a concrete target audience. Take a look at the following examples, to understand the main idea of this writing technique:
- You can make your client feel confident. “This exclusive modish dress will turn you into a queen of the party.”
- You can provide your customer with a chance to make other people envy. “Everyone will burn with impatience to see your spectacular diamond ring.”
- You can convince your client that he can make someone feel happier. “This sumptuous bouquet will make her heart melt.”
- You can make your client feel safe and protected. “Using our cloud storage, you can be 100% sure that no one will be able to see your personal photos from the last noisy party.”
Talk to a customer as to a friend
What will you say about your product recommending it to your best friends? Which features you will discuss in more details because they are more important than others? Writing a product description, you should provide a customer with the relevant valuable information, which will help to make a right decision.
You should try to be as honest as possible and make your text sounds not too promotional. Modern people are tired of the intrusive marketing campaigns, so they prefer reading the product descriptions, which are not that salesy.
Polish every sentence
If you want a product description to boost your sells, you should make sure that it doesn’t contain the grammar mistakes. Otherwise, you risk spoiling your company’s reputation. It’s unlikely that someone will order Rolex watches on the website, where there are a lot of typos, isn’t it?
However, you shouldn’t worry about the spelling and punctuation errors too much. You can check the quality of your texts with ease, using modern tools and services:
- RewardedEssays. Utilizing this service, you can get assistance from the professional editors, which know how to create the killer product descriptions.
- PeoplePerHour. This is a freelance platform, which you can use to hire a professional writer or editor if you don’t have an in-house specialist.
- Grammarly. This is an online grammar checker, which will help you to improve your product descriptions. You can use a basic version for free, or get extra services choosing premium or business account.
- FlashEssay. Check this service, when the deadlines are extremely tight. A professional proofreader will help you to fix all the spelling mistakes within a few hours.
Translate and localize your message
If you write product descriptions for the international market, you should be very careful formulating a core message. Most of the modern users utilize automatic translation tools like Google Translate, so you should compose the texts, which can be interpreted correctly by the machines.
However, if you target a specific audience overseas, you should not only translate but also localize a message. Your product description should sound natural in a foreign language. Obviously, you can’t cope with this task on your own, so you should check IsAccurate in order to find the best translation company.
Make text scannable
Modern people are too busy and impatient, and they will not spend 15 minutes to read a description of our product. For this reason, you should keep your texts short and scannable. You can highlight the major benefits and features with the help of the relevant subheadings.
You should also add the bulleted lists and a few different fonts to grab the audience’s attention. Also, it’s important to choose a font size, which shouldn’t be too small or too big. A customer should feel comfortable reading a description whether they use a PC or a mobile device.
You should stop beating around the bush and state your ideas as precise as possible. You have only one chance to impress a visitor. Moreover, if you will use the short sentences, small paragraphs, and active voice, you will improve the readability of the text, and, consequently will improve your website’s ranking.
If you want to write a remarkable product description, you should conduct a market research and identify the preferences of your target audience. You should clearly understand what attitude your potential customers have toward your company and what kind of information they need to make a buying decision.
With this in mind, you will be able to create a killer product description, which will help you to boost sales and achieve other business goals. Start learning the new writing techniques today and you will be able to lead your company to success in the future.
BIO: Daniela McVicker is an editor at RatedbyStudents. She has a master’s degree in English literature and she is currently getting her bachelor’s degree in digital marketing. She is truly passionate about the blogging and sharing her professional experience with others. She believes that there are no bad products on the market, there are poor marketing campaigns.