Definition:
A product description is a marketing copy that explains what a product is and why it's worth purchasing.
It provides potential customers with detailed information about the product’s features, benefits, and uses. The goal of a product description is to give consumers all the necessary details to make an informed buying decision and to persuade them to purchase the product.
A good product description typically includes:
Product Features: Specific attributes of the product, such as size, color, material, weight, and technical specifications.
Benefits: How the product solves a problem or improves the customer’s life.
Use Cases: Practical examples of how the product can be used.
Unique Selling Points: What sets the product apart from competitors.
Imagery: Often accompanied by images or videos that provide a visual representation of the product.
SEO Keywords: Relevant keywords to improve search engine visibility.
Brand Voice: The tone and style consistent with the brand’s identity.
A well-written product description informs, engages and possible Leads to sale
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IMPORTANCE OF CRAFTING A GOOD PRODUCT DESCRIPTION
Product descriptions are important because they aid in SEO and others, below are a complete list of the importances of crafting a good product description.
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Well-crafted product descriptions with relevant keywords improve search engine rankings, making the product easier to find for potential customers.
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They offer detailed information about the product’s features, specifications, and benefits, helping customers make informed decisions.
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A compelling product description highlights the unique selling points and advantages, persuading customers of the product’s value and encouraging them to make a purchase.
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Clear and engaging descriptions can address potential customer concerns and objections, thus increasing the likelihood of closing the deal.
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Consistent and well-written descriptions help establish and reinforce the brand’s voice and identity, contributing to a cohesive customer experience.
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Accurate and thorough product descriptions can set correct customer expectations, reducing the likelihood of returns due to unmet expectations.
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Good descriptions contribute to a positive shopping experience by providing all necessary information in a concise and easily digestible format, leading to higher customer satisfaction.
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Unique and engaging product descriptions can set your products apart from those of competitors, highlighting why your product is the better choice.
Benefits of Product Description
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Boost your SEO score by targeting keywords
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Enhance the look of your web store
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Show how your product solves a customer’s problem
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Explain the details of your product
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Highlight how your product is different than competitors’ offerings
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15 TIPS FOR WRITING BETTER PRODUCT DESCRIPTION .
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Write to Your Ideal Customer: Understand who your target customers are and tailor your language, tone, and information to their needs and preferences. Writing to an undefined audience will make your description sound vague and impersonal. The best product descriptions read as if they are speaking to one person, your target customer. When writing a product description, consider the ideal buyer.
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What do they value?
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What are their pain points?
Have a conversation with this virtual or imaginary customer and unearth their desires and motivations. If you have done your homework by researching and interviewing your target market, this will be a lot easier.
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How do your customers speak?
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What will prevent them from buying today?
2. Entice Customers With Benefits
Highlight the key benefits of the product rather than just listing features. Explain how the product will improve the customer's life or solve a problem.Customers are not buying products, they are buying results.Customers always want to know what is in the product for them. Write product description from the perspective of the buyer. Understand their desires and problems. How does your product make the customer feel? Happier , healthier, more productive, confidence, elegance…Tie benefits to specific product attributes. Don’t sell a product, sell an experience. Avoid exaggeration and provide a balanced view. Honesty builds trust with your customers.Provide enough information to inform and persuade but avoid overwhelming the reader with too much text.
3. Avoid Clichés.
Avoid using these phrases: 'Best in class,' 'High Quality,' 'Cutting Edge,' 'Revolutionary,' 'Huge savings,' 'Unique.' These expressions sound lazy, and at worst, they come across as desperate. Every entrepreneur claims their product is the best. Using words like these doesn't persuade a potential buyer because they've heard them all before.Provide detailed and accurate information. Avoid vague statements and ensure all claims can be backed up.
4. Write like a human. Speak to your customers eye to eye, as if the customer is right in front of you. Keep it simple, speak like a real person. You need to support why your product is the best with actual facts. If your product is truly the best, back it up with specific evidence and testimonials to validate it.
5. Appeal to your customer's imagination. Encourage them to envision owning your product. Write in a way that places the customer in an imaginative state of possessing or using the product. You can achieve this by beginning your statements with 'Imagine' and then elaborating on how they would feel when owning or using the product
6. Cut through rational barriers with Mini stories. Stories are more memorable than facts. Incorporate mini-stories that highlight the product's creation, the inspiration behind it, or customer experiences. Stories are more memorable than straightforward facts.
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What story can you tell about the work, when creating your product?
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What obstacles did you encounter when creating the product?
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What inspires you in creating that product in the first place?
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Was the product tested using any crazy methodology?
Chances are you have a story for everyone of these points. Key thing is keeping the story focused and short. No one likes a random story and no one likes a rambling one.
7. Seduce readers with sensory words. Engage your readers' senses by using descriptive language that evokes sight, sound, smell, touch, and taste.Sensory words have been proven to increase sales because they engage more brain processing power. Look at any ads for food brands and others; the copy is dripping with words that invoke the five senses: sound, sight, smell, touch, and taste. Sensory words help your message reach deeply.
8. Use social proof. Include ratings and reviews from actual customers. Including an image of a person can add more credibility to a testimonial. Add ratings, reviews, and testimonials from real customers. Include images of people using the product to increase credibility.
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9. Make your description scannable. Today’s world prefers to scan rather than read. Package your description with a clear, scannable design to make it more appealing to potential customers. Make it easy on the eyes: use large font sizes, plenty of white space, highlight specific benefits, and easy-to-scan bullet points.Use headings, bullet points, and short paragraphs to make the description easy to read and navigate. Include plenty of white space and use large font sizes.
10. Split testing: Write different versions of product descriptions to test various variables, such as a headline. Test one variable at a time so you can accurately measure the results against your hypothesis.
Use A/B testing to experiment with different versions of your product descriptions. Test one variable at a time to see what works best.
11. Use Strong Call-to-Actions: Encourage readers to take action with clear and compelling calls-to-action (CTAs).
12. Highlight Unique Selling Points (USPs): Clearly identify what makes your product stand out from the competition.
13. Optimize for SEO: Incorporate relevant keywords naturally into your product descriptions to improve search engine visibility.
14. Use High-Quality Images: Complement your descriptions with high-quality images that show the product from multiple angles and in use.
15. Write for Your Brand’s Voice: Maintain a consistent tone and style that aligns with your brand’s personality.
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DON’TS WHEN WRITING A PRODUCT DESCRIPTION
When it comes to writing product descriptions, there are a few things you need to avoid.
Inaccurate Word Choices: Using vague or exaggerated words like, best product, unique, ground-breaking or "revolutionary" can turn off your readers. They might skip over these words or even roll their eyes at your copy.
Exaggerating or Lying: It's important to present your product in the best light, but you shouldn't lie. Overselling your product to the point of falsehood can lead to a loss of customer trust and damage your brand.
Not Proofreading Your Copy: Typos make you look unprofessional. Always get multiple sets of eyes on your descriptions. Ask colleagues to review your product descriptions to ensure you’re conveying the right message. Tools like Grammarly can help you check grammar and sentence structure.
Not Focusing on Keywords: Focusing on relevant keywords in your product descriptions. Whatever you are selling must appear in your product descriptions.
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