Let's have a look at 5 simple tips and tricks that can help you to write your product descriptions to sell your products as well as describe them.
Step 1: Who's Your Target Market
When you write product descriptions you have to think about who your target market is. Yes your website might get visitors from across the whole demographic, but every product on your site will have an ideal buyer.
Talk to them! Have a conversation with them! Sell to them!
This is a great example from ThinkGeek. When writing descriptions think about who's going to buy the product. What questions does he have that you should answer?
Does he/she like words like 'sucky'? Does he/she appreciate humour?
If you were selling your product to them face to face what would you say and how would you say it? Use that type of language in your product descriptions
Step 2: Don't Go Overboard
Don't get into the trap of pumping out the same old tired phrases that your buyers will turn your buyers off on reading...
'excellent product quality'
'you're sure to love it'
Avoid phrases that don't actually mean anything and that are sure to provoke a cynical response by the customer. If they read it before they won't be chomping at the bit to read it again.
Don't be wishy washy, be specific. Why will they love your product. Why is it excellent quality.
In the above example you'll see how each bullet point is telling a story of how the product is excellent quality without actually saying it.
Step 3: Make Your Descriptions Concise
There's nothing worse than a product description that goes on and on and on. Make your descriptions scannable.
• Entice with headlines
• Use bullet points
• Include plenty of white space
• Increase font size where necessary to increase readability
Consider this example from Innocent Drinks
Making your product descriptions concise, to the point and scannable makes them easier to read (and more likely to be read!).
Step 4: Entice The Purchase
Sellers of products are already excited about their products but buyers aren't. You have to make them excited. Your customers want to know what's in it for them if they buy from you.
Consider the above example. Method Home are describing the benefits of the product as both good for you and good for the ocean - making it doubly good for the customer.
Consider the benefit to the customer of each of your product's features. How will it make them feel happier, healthier or more productive? What problems will it solve for them?
Don't just sell the product sell the experience.
Step 5: Prove It To them
When a visitor is unsure of what (or whether) to purchase they will look for suggestions of what to buy from peers. This is where customer reviews can play a big part in increasing conversions.
But studies have shown that other types of reviews can be just as effective...
Do you have some press to shout about? Well then make sure you do shout about it!
Including a recommendation from a member of your team can also work well
Even though Justin isn't a customer and works for the company, its still awakens a buying instinct to see a review from a real person.
Share your knowledge about your product. Nobody knows it better than you.
Tell stories, explain tiny details. Explain the benefits by describing the features.
Make an effort not to be boring and delight your visitors with seductive product descriptions.