Have you ever looked at a product online and felt unsure about whether or not to buy it? Maybe the description was vague, unclear, or just plain boring. I know how important it is to have product descriptions that sell. That’s why I wanted to share some tips with you on how to write effective product descriptions that can help you sell more products.
In this post, I’m going to cover a few main topics and an overview that will help you write compelling product descriptions. We’ll start by talking about why it’s so important to have good product descriptions, and then we’ll dive into some tips for understanding your target audience, highlighting benefits and features, creating visual appeal, optimizing for SEO, and writing a call to action. By the end of this post, you’ll have a solid understanding of how to write product descriptions that sell – And that can help you sell more! So, let’s get started!
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To better visualize the process of understanding how to write product descriptions that sell, I’ve put together a flow chart below, that guides us to each next step.
Understanding Your Target Audience.
You need to know who you’re selling to if you want to write product descriptions that resonate with your customers. So, start by identifying your target audience. Are they young or old, male or female, tech-savvy or not? Once you have a good idea of who they are, think about what they’re looking for in a product description. Are they looking for a detailed breakdown of features, or do they want to know how the product will improve their life?
Let me give you a mantra to remember…
Benefits sell, features don’t.
Next, you’ll want to use language that speaks directly to your target audience. You can do this by researching the language they use and incorporating it into your product descriptions. For example, if you’re selling to a younger audience, you might use more informal language and slang. On the other hand, if you’re selling to an older, more professional audience, you’ll want to use more formal language.
Remember, the goal is to make your product descriptions feel like they were written specifically for your target audience. So, take the time to understand their language and use it in your product descriptions. This will help you connect with your audience and ultimately sell more products!
Highlighting Benefits and Features.
Let’s talk about the difference between features and benefits in product descriptions. Features are the specific characteristics of a product, such as its size, colour, and weight. Benefits, on the other hand, are how those features will improve the user’s life. For example, a feature of a laptop might be that it has a 14-inch screen, but the benefit is that it provides a large, clear display for streaming videos or working on spreadsheets.
When writing product descriptions, it’s important to highlight both the features and benefits of a product. Start with the features and then explain how they will benefit the user. Make sure to focus on the most important benefits of features that will resonate with your target audience.
One tip for highlighting benefits with features is to use bullet points or bold text to make them stand out. This makes it easier for readers to quickly scan and understand the benefits of the product. Another tip is to use real-world examples to illustrate how the product will benefit the user. For instance, if you’re selling a waterproof backpack, you might mention how it’s perfect for outdoor enthusiasts who want to keep their belongings dry on hikes or camping trips.
By highlighting the most important benefits of a product, you can help your customers understand how it will improve their lives and ultimately convince them to make a purchase.
Writing Compelling Headlines and Subheadings.
Headlines and subheadings are the first things that customers see when they come across a product, so they’re crucial for grabbing their attention and enticing them to read more.
To write compelling headlines and subheadings, it’s important to focus on the benefits of the product and the problems it solves. Use action words and adjectives that describe the benefits and create a sense of urgency. For example, instead of “Comfortable Running Shoes”, try “Experience Ultimate Comfort with Our Running Shoes – Perfect for Your Next Run!”
Another tip is to make sure the headlines and subheadings are easy to read and understand. Use simple, clear language and keep them concise. You don’t want to overwhelm customers with too much information all at once.
Again, it’s also important to keep in mind the target audience and use language that will resonate with them. To help give you an idea, I’ve provided some examples below, of the same headline for shoes. You’ll see that I changed the headline to better address a different target audience (and I concluded the rationale for each version of that same headline.
Target Audience | Adjusted Headline | Reason for the Change |
Young Adults | "Get your hands on these drip kicks!" | Young adults typically respond well to informal language and slang, so incorporating these elements into the headline can help it appeal to this demographic. |
Parents with young children | "Your kids will love these durable and fun shoes!" | Parents are likely looking for durable products for their children, so including this benefit in the headline can appeal to their needs. Additionally, mentioning that the shoes are fun can help appeal to the interests of young children. |
Professionals | "Elevate your style with these sleek and sophisticated shoes" | Professionals may be more interested in high-quality products that can help them appear more polished, so mentioning the sophistication of the shoes can help appeal to this demographic. Using more formal language can also be effective for this audience. |
Outdoor enthusiasts | "Conquer any trail with these durable and rugged shoes" | Professionals may be more interested in high-quality products that can help them appear more polished, so mentioning the sophistication of the shoes can help appeal to this demographic. Using more formal language can also be effective for this audience. |
Finally, be creative and try out different headlines and subheadings to see what works best. Don’t be afraid to experiment and take risks to create something that stands out and catches the eye of potential customers.
Creating Visual Appeal.
A picture is worth a thousand words, as they say, and this is especially true when it comes to ecommerce. People want to see what they’re buying before they make a purchase.
So, how can you use visuals to enhance your product descriptions? Here are some tips:
- Use high-quality images: Make sure the images you use are clear, well-lit, and show the product from multiple angles.
- Show the product in use: Use images that show the product being used in real-life situations. This can help customers visualize how they might use the product themselves.
- Use videos: Videos can be even more effective than images at showcasing a product. Consider creating short videos that show the product in action.
- Use infographics: If your product has a lot of features or benefits, consider creating an infographic to highlight them in a visually appealing way.
- Use colour and design: Use colours and design elements that match the product’s branding to create a cohesive look and feel.
Remember, the goal of using visuals in product descriptions is to enhance the customer’s understanding of the product and make them more likely to make a purchase. Keep that in mind as you select and create your images and other visual elements.
Optimizing for SEO.
By incorporating the right keywords and SEO practices, you can help potential customers find your products more easily.
Why is optimizing for SEO so important?
Well, when people search for products online, they usually type in specific keywords. If your product descriptions include those same keywords, your products will appear higher up in the search engine results page. This means more people will see your products and potentially make a purchase.
To optimize your product descriptions for SEO, you’ll want to do some keyword research first. This involves identifying the specific words and phrases that people use when searching for products like yours. Once you have a list of keywords, you can incorporate them naturally into your product descriptions.
But be careful not to go overboard with keywords – known as “keyword stuffing”. This can actually harm your SEO efforts, as search engines may penalize your website for using too many keywords in an unnatural way. Instead, focus on using keywords in a way that sounds natural and relevant to the product you’re describing.
In addition to keywords, there are other SEO best practices to keep in mind when writing product descriptions, this is especially if you’re only just starting out selling on Amazon. For example, using clear and descriptive language, using meta descriptions and titles, and ensuring your own website, where you also list your products, has good page load times. All of these factors can contribute to your website’s overall SEO ranking and help your products get found more easily by potential customers.
Writing a Call to Action.
When writing a product description, don’t forget to include a call to action (CTA) that tells customers what to do next. A CTA can be anything from “Buy Now” to “Learn More” to “Sign Up Today.” The goal is to make it clear to the customer what action you want them to take after reading the product description.
To write an effective CTA, use action-oriented language that creates a sense of urgency. For example, instead of “Learn More,” try “Discover the Benefits Now!” or “Get Your Hands on this Must-Have Product Today!”
Be sure to place the CTA prominently in the product description, ideally near the end. You want the customer to be excited about the product before they see the CTA, so they are more likely to take action.
Finally, don’t forget to make the CTA easy to follow through on. If the CTA is “Buy Now,” make sure there is a clear link or button that takes the customer directly to the purchase page. If the CTA is “Sign Up Today,” make sure the sign-up process is easy and straightforward.
FAQ.
What makes a product description effective?
A product description that sells should be well-written, informative, and engaging. It should highlight the product’s unique features and benefits and speak directly to the target audience. By using persuasive language and a strong call-to-action, you can encourage customers to make a purchase.
How can I make my product descriptions more engaging?
One effective way to make product descriptions more engaging is to use descriptive language that helps the reader visualize the product in use. Additionally, using storytelling techniques and relatable examples can help create an emotional connection with the reader. Be sure to also vary your sentence structure and use active voice to keep the reader interested.
Should I use keywords in my product descriptions for SEO purposes?
Yes, incorporating relevant keywords into your product descriptions can help improve your website’s search engine ranking and make it easier for potential customers to find your products. However, be sure to use keywords naturally and avoid stuffing them into your descriptions, as this can actually harm your SEO efforts.
How long should my product descriptions be?
The length of your product descriptions will depend on the complexity of the product and the needs of your target audience. In general, aim to provide enough information to answer common customer questions, but avoid overwhelming the reader with too much information. Be sure to break up your text into short paragraphs and use subheadings to make your descriptions easier to scan.
Should I include pricing information in my product descriptions?
Yes, including pricing information in your product descriptions can be helpful for customers who are comparison shopping or looking for products within a specific price range. Be sure to clearly display the price and any relevant discounts or promotions.
How often should I update my product descriptions?
It’s a good idea to review and update your product descriptions regularly to ensure they are up-to-date and relevant. This can also help improve your SEO by signaling to search engines that your website is actively maintained. Depending on the frequency of new product releases or updates, aim to review and update your descriptions
How to Write Product Descriptions that Sell?
To write product descriptions that sell, focus on highlighting the benefits and features of your product in a way that resonates with your target audience, use visual elements to enhance your descriptions, optimize for SEO, and include a clear and compelling call to action.
Another key aspect of understanding how to write product descriptions that sell is to focus on the benefits of the product rather than just its features. Customers want to know how the product will make their life better or solve a problem for them. Make sure to highlight the unique value proposition of the product and how it will make a difference in the customer’s life. Additionally, incorporating social proof such as customer reviews and ratings can help build trust and credibility, further increasing the chances of making a sale.
Conclusion – How to Write Product Descriptions that Sell.
To wrap up, writing effective product descriptions is essential to sell products online. In this post, we covered various tips and tricks that can help you craft compelling product descriptions that resonate with your target audience. It’s important to understand your audience, highlight the benefits and features of your product, use attention-grabbing headlines and subheadings, create visual appeal, optimize for SEO, and write a strong call to action that encourages customers to take action.
Remember that writing effective product descriptions is an ongoing process that requires experimentation and refinement. Keep testing and tweaking your product descriptions to see what works best for your audience. And don’t forget that the goal of product descriptions is not just to sell a product, but to create a positive customer experience that builds trust and loyalty over time. So always prioritize the customer and put their needs first in your product descriptions.
As a freelance writer, I also specialize in helping you write product descriptions that can provide product content targeted to your specific customer niche. If you already have AI-generated content that you’re trying to use, don’t worry. I offer an AI text rewriter service that can humanize the text and make it more engaging for your audience. Contact me today to learn more about how I can help your inbound content marketing strategy succeed!