You will notice the importance of a good product description if you examine your buying habits. If we are bored by the sales pitch we will simply click away without fear or embarrassment. These descriptions are there 24/7, even when you are asleep they are pitching to your prospective customers. Therefore it is important to get them right.
Place your product description in an environment where your customers will find the product appealing, useful, or problem-solving. This will give you major progress towards a sale.
Green and Black’s sensory adjectives don’t just refer to taste, but also to sound and touch: crunchy and smooth.
1. Use a tone and a vocabulary that “fits” your audience.
You know your customer persona – match your descriptions to that.
A great example of descriptions is that of ModCloth, a clothing retailer that appeals to millennial women. It has clothing divided into categories and provides snappy, witty descriptions of the general category, as well as the individual pieces. Here is the category description for work clothing.
2. Use Bullet Points for Scanning
If your description requires lots of information, then, by all means, use bullet points. Customers want to scan, and bullet points allow them to do so.
Bullet points help to give product information in very short, descriptive phrases. This is the place for answers to questions, such a capacity, materials, power, accessories, etc. It is not the place for creative language or keywords. They belong in another part of your description.
The first step to writing product descriptions is to define your target audience.
You want to be able to define which features would be of most interest to your potential buyers.
Consider how you would speak to your ideal buyer if you were selling your product in-store, face-to-face. Now try and incorporate that language into your product descriptions so you can have a similar conversation online that resonates more deeply.
As you are writing your product description, keep these questions in mind:
By keeping these questions in mind you will be better able to write a product description that sells.
Remember your clients are not in your shop. Thankfully they cannot unwrap, unbox or cover your products with dirty finger marks. So if that tactile experience is missing you have to try and compensate for that through words. Your descriptions have to give them as much information as possible without being overwhelming. Tell them the size, the material, colour, shape and so on. These are important pieces of information that could make the sale.
A product feature is a factual statement about the product that provides technical information. A product benefit, on the other hand, tells how the product can improve the buyer’s life.
Your potential buyers are not as interested in mundane features and specs. They want to know what’s in it for them—how it will address their biggest pain points. That’s why you need to highlight the benefits of each feature.
Look at the product description below, it not only describes the make and fit of the shoes, but it also includes the benefits of each style choice.
By following these five (5) tips you should start seeing results. Any questions or to become a merchant on JamGOra, please feel free to contact us via Online Chat or call (876) 776-9999