The world of e-commerce is thriving when it comes to writing product-centric content. From product descriptions to blogs on product benefits, you will find mounds of product-oriented content flooding search engines. As a content writer myself, I have written product descriptions for various brands. To be honest, it has been one of my favourite writing tasks as it allows you to be as creative as you can.
However, there is no denying that not every content writer is born skilled in writing product descriptions. I had struggles with writing compelling product descriptions, both in terms of quality and quantity. But like every aspiring writer, I dug deeper into understanding the core art of writing product descriptions. In this article, I will share the winning tricks to writing product descriptions that sell more. Read on to get loaded with product-oriented content insights.
Understanding Product Descriptions
Product Descriptions, as the name suggests, are unique and compelling descriptions of e-commerce products. These descriptions are used on websites, social media platforms, e-commerce mobile applications and sometimes even in print media. They are considered marketing copy that defines your products to the target audience with features and benefits. In the digital world, where SEO guides our content strategy, product descriptions are also curated to align with the SEO guidelines.
Today, the product descriptions even include the keywords used by the target audience. It ensures that the first introduction of your product is relatable and reliable to the audience. The main aim of writing product descriptions is to inform the customers and make them say, 'Oh, this is the product I was looking for'!
The Emerging Importance of Convertible Product Descriptions
Product Descriptions are crucial for every brand involved in an e-commerce business. It is your gateway to make an impression in the minds of the customers before they hit the 'exit tab or add to cart'. When the buying decision of the customer relies on that, you cannot let it cut loose. It becomes inevitably important to create a product description that is not only informative but conveys the benefits of the product aptly.
A product description is best presented with clear and lucrative images to enhance the impact of the product. If you think people don't read product descriptions, you are probably wrong here. A majority of consumers, amounting to 76%, actively look for product descriptions when browsing items online, ranking them as the top priority, followed by reviews and images. As a marketer, you would rather not ignore this figure to convert your sales via product descriptions.
Notable Benefits of a Good Product Description
A good product description can do wonders for your product's sales. What you call a good product description depends on the takeaways that you may get after reading it. The right balance should be in keeping the description persuasive and informative for the readers. When you strike that balance, you unlock yourself a bunch of benefits listed below:
- A well-written product description with suitable keywords amplifies your SEO performance.
- It can enhance the look and feel of your web storefront. It creates a picture of credibility in the minds of the customers.
- A good product description connects to the audience; it speaks to them directly and solves their problems.
- It works as a handy guide highlighting the use and benefits of your product. It also acts as a perfect product introduction to your target customers.
- Establishing a distinct identity for your product is the first step to keeping up with the competition. A good product description helps you achieve that!
Learning the Art of Writing Product Descriptions
As a content writer, product descriptions are not a difficult nut to crack. One can quickly and precisely learn this art and persuade their potential customers to buy it. To begin learning the art of writing product descriptions, you need to adhere to some tips or guidelines associated with it. Here is how you can write killer product descriptions that sell:
Run your research on the target audience
This is the first and foremost step to writing a praiseworthy product description. It is essential to know your target audience, why they may be interested in your product, what they would like, and how you can solve their problem. Knowing the target audience is not a simple process; you may have to understand various variations like the buyer's persona, the platforms they use, the terms they use and the benefits they hunt today. Once you are well aware of your target customers, it's only then you can pursue writing convertible product descriptions.
Emphasise benefit-first approach
A customer-centric product description answers how the product will solve the customer's problems. It does so by using a benefit-first approach in writing product descriptions for brands. A benefit-first approach talks more about the benefits of a product that can impact a customer's life significantly. It even presents the features and elements in a way that they appear more like a benefit for the customer. For example, 'This candle evokes a strong scented fragrance' can be written as 'The scented fragrance of this candle will put you in a good mood'.
Say no to 'Technical Jargon'
There is a predefined notion that your target audience will understand the technicality of your product, unlike the other random audience. This is absolutely false! There are evident results on how content with no technical jargon performs better than the one with many. Keeping your product description language simple, readable and persuasive is the only key to getting the customer to read the description. Make sure you are not using any foreign words or buzz words that might be uncommon for the readers.
Include SEO optimisation at all steps!
The thing about SEO is that you can always include it in your content. Even if you are given no keywords to include in your product description, you can always use generic keywords to make it reach top search results. Remember, the more visible your product is in the search engine, the more likely it is to catch the audience's attention. For example, a women's clothing brand can include the generic keyword 'Tight Black Jeans' in its product description for black jeans. Similarly, a writer can incorporate more of such generic keywords in product descriptions.
Join hands with Power Words
Power words ignite the impact of a product description. If you are wondering what power words are, you must know that these words reflect a customer's emotional response. As a content writer, you may need them to elicit everything your target customer may have in mind. When you use these subtle words in your product descriptions, you are more likely to convince your reader to make the purchase. These words include sensational, eye-opening, breathtaking, stunning, jaw-dropping, jubilant, blissful, and delight, among others.
A product description is the first introduction of your product. It is creative and persuasive and has the ability to make the customer come to the buying decision. As mentioned above, a good product description is the perfect blend of information and persuasiveness. Learning how to write such a product description is easier when you know your target audience, emphasise the product benefits, and use simple language all throughout. You can also enhance your product description's effectiveness by using powerful words and making it SEO-friendly.