Let’s say you have managed to reach possible customers, but once they start reading your product description, they immediately go to a different site. Getting traction and then converting those clicks into sales are two different ball games. That’s why there are so many websites that have a low conversion rate.
Words can be a very powerful tool only if you know how to use it properly. Influencing someone to click on the ‘Add to Cart’ button or scaring them away from buying – it all depends on how you write product descriptions.
Writing an effective product description is an art. That’s why you need to put in the time and effort to master it.
The following guidelines will help you in writing the best possible product description.
Understand the Needs of Your Target Audience
When you don’t know who your buyers are, you end up writing vague and irrelevant statements about the product. By specifying your target audience, you can come up with a tone that will interest the buyers.
Understanding the buyer’s personality is one way of achieving this goal. Ask the following questions to get a better idea:
- Why do they need my products?
- Will they refer these products to a friend?
- Is there a common interest in my products?
Continuously asking yourself these questions while writing product descriptions will help you to cater to your target audience.
Be Descriptive but Not Vague
There’s a very fine balance between the two, and as a writer, your aim should be to put forward the product’s details without being irrelevant. Otherwise, you will lose the interest of potential customers.
Being descriptive is one thing, and writing redundant sentences is another thing. Sentences that work as fillers are excessively used in product descriptions. This is one of the main reasons why products don’t sell.
Remember that you’re writing for potential buyers. Use words that will have an impact on their emotions so much that they decide to buy no matter what you’re selling.
Keep an Eye Out for SEO
Using relevant keywords will get your product descriptions to the right people. While using keywords, focus on being natural. Don’t just put in words for the sake of it.
When you start using keywords in an organic process, your website will start gaining more buyers. With just a little bit of research, you can go leap and bounds ahead of your competitors.
Use Suitable Tone and Superlatives
Depending on who your target audience is, pick a tone that will interest them. A good way to tell whether your writing is humane or robotic is by reading aloud. Does it feel natural to you?
Another mistake people make while writing product reviews is throwing in superlatives without any context. When you regard a product as the best, make sure the product is worth the praise.
Make it Compelling
Your product description should catch the buyer’s attention. Describing through a story, using sensory words, making the writing scannable for the eyes of the reader, all of these traits will make your product descriptions more compelling.
Following the guidelines won’t be enough if you don’t back it up with your personal effort.
What’s your thought about writing a product description that sells? Let us know.