A common mistake online e-commerce websites make is poorly written product descriptions. While they may have attractive product shots or videos, without the accompanying text, prospects may not be convinced. In this post, we’ve listed some useful tips on how to write product descriptions that will make people want to buy.
1. Focus on the persona of your ideal buyer
If you write to please everyone, you’ll likely end up pleasing no one, so it’s essential to determine the persona of your ideal buyer. Your choice of words and phrases must come across as if you’re talking directly to them. Whether you use wit and humour or a serious tone, writing to your target audience is critical.
2. “Features tell, benefits sell”
You’ve probably heard this saying before, but most product descriptions are still made up of a long list of features. Many customers simply don’t care about the minute details, they want to know what’s in it for them. Therefore, describing the problem customers face and then explaining how your product or service can help them is key.
3. Drive their imagination wild!
Every product or service is designed to solve a problem, but consumers aren’t easily convinced, especially if they have never used the product or service you’re offering before. Your product description needs to fire-up their imagination and enable them to visualise the transformation. A great example of this is: “With Slick BBQ Sauce, your guests will not be coming back for more because they’ll never leave in the first place!”
4. Seduce the senses
You don’t have to be in the food and beverage business to use sensory words. “As smooth as silk” can easily be used by a brand of car tyres to fuel the imagination of motorists as they manoeuvre bends. Using sensory words can amplify the key features and benefits of your product. Besides, there are only so many superlatives you can use to communicate the superiority of your solution.
Lost for words? Connect with us at Promark and we’ll help you find the right ones.