Writing a product description appears to be a straightforward task. Even the most experienced copywriter can make the number one error (that you don’t want to make) when it comes to producing product description copy that sells: drafting a description that simply explains the product. How can you be certain that your product description is sales-ready? Let’s take a closer look at 20 strategies for increasing your product copy’s sales potential.
To Be A Technical Description or Not To Be A Technical Description – Product Description 101
A product description serves as a marketing tool. Unfortunately, it’s all too easy to mistake it for a checklist of product features or requirements rather than a tool. Consider the tools you now employ to market your product. What is the one quality that they all share? It’s quite likely that each instrument helps to market the product.
Writing a product description entails persuading a potential buyer to buy. The buyer is curious as to why they should purchase the product. A technical product description can be obtained by reviewing the features, specs, and technical information. However, such an examination falls short of demonstrating the product’s worth.
Why and how does your audience seek value?
When it comes to selling a product online, the economic value must be considered. Economic value is defined as “a measure of the advantages that [are] acquired from either a [product] or service,” according to Wikipedia. This is where the concept of value comes from.
Your audience is looking for value, but what does value mean to them? The definition of “value” in the dictionary gives some practical light on the subject. There are three ways to define value:
- The monetary value, cost, or price of anything.
- Something that can be purchased for a modest or reasonable price.
- The value or significance of something.
When people read your product description content, they want to know how much it costs, how fair it is, and how valuable or vital the product is to them. It’s important to note that value has nothing to do with features, specs, or technical data. While these three characteristics of a product can define it, they can’t sell it because a potential customer’s decision will be based on what matters most to them: value.
Before you start writing enticing product descriptions, remember these pointers.
According to WordTracker.com, the average length of an ecommerce product description is 60 to 70 words. The purpose of this small word area is to educate the consumer about the product’s merits and selling features. Doesn’t it appear to be simple? It’s a bit more difficult than you may expect. 60 to 70 words fly by quickly, and each one must be counted. Here are five pointers to keep in mind as you begin the writing process:
1. Know who you’re trying to reach. One of the most common mistakes amateur copywriters (and even experts) make is failing to understand the target audience. You should never presume you know who they are. Always explore their needs, wants, and preferences in regard to the thing you’re writing about before you start writing. Knowing who you’re writing for is essential to producing a captivating description since it will shape the text, impact the tone, and ultimately determine the angle you choose.
2. Prioritize the advantages over the features. People are curious as to why your product is so fantastic. Why should people buy it in the first place? What will they do with it? Will it make your life easier, save you time, or address a major issue? Is it something they want, something they need, or both? Before you start creating description content, it’s a good idea to make a list of product benefits. Because you’ll be dealing with a constrained word constraint, go for the biggest advantages. To determine the benefits that will seal the deal and make people want to buy, you’ll need to know your audience well.
3. Provide a glimpse into your audience’s future. When it comes to predicting the future of a customer, really good copywriters, the ones who know their profession well, masquerade as fortune tellers. Give the audience a peek of what they can expect if they buy the product. What impact will it have on them in a month or a year? Highlighting a product’s potential future benefits is a great method to demonstrate its worth.
4. Examine your CMS’s limitations. If you don’t verify their restrictions before creating product descriptions, content management systems, or CMSs, can throw a monkey wrench into your text. Word or character limits are common in CMSs. So, before you write a long-winded 100-word description with a catchy headline, double-check how much or how little your CMSs can manage. Before you start writing, make sure to check the following:
The product copy field’s limitations (max. words or characters).
Additional fields: what they are, how they can be utilized, and what limits they may have (for example, you might be able to squeeze a link or extra selling point into an additional field).
Whether or whether the CMS imposes any information, such as headlines that are automatically included.
5. Use of search engine optimization (SEO). Product descriptions, like any other online material, must be optimized for search engines. The length of your descriptions will vary depending on your website design and CMS. You don’t have a lot of area to incorporate keywords and phrases when you’re working with a low word count (under 100 words), but that doesn’t mean you should leave them out. As quality allows, try to put at least one strong term or phrase in each of the following areas two or three times:
- The title is
- The caption for the product image
- The copy for the product description.