There’s a lot more to writing a product description than just telling website visitors what it can do, along with a couple of images. If your product is really great, your writing should reflect its greatness as well. In fact, you should write the product description in a way that quickly seduces the audiences and compels them to buy or at least try it. Remember, you should not write about your product only for content’s sake or to fill your web pages.
The challenge is to make your product description so tempting that it engages prospective buyers and generates sales quickly.
Here are five things to hit the nail right on its head.
#1. Begin with What Inspired You to Create It
The first step in writing a compelling product description is to include the point of inspiration for developing it. This is the most important part of the description and must be included for all products that you create. Prospects are keen to know why you developed the product in the first place. So the least you can do is to include a short write up on your inspiration, how you developed it and your affinity for the same.
Here’s a quick example.
I’m reminded of someone who once attended a garden exhibition at a botanical garden. At the show, he came across a number of plants with excellent healing properties. He was so much inspired by what he discovered there that he decided to launch a whole range of food products using some of those medicinal plants and help people live a better and improved life.
Likewise, you too can include your source of inspiration in your product description to pique the audience’s interest and show your passion for creating the product.
#2. Talk About Its Benefits (Not Just Features)
Suppose you have devoted a good amount of time to developing a specific application or incorporated revisions to an already famous application that you created some time back. When writing about the product, you would most probably want to include the features, specifications and important details. This is what you think people will want to read about.
But is it so? The answer is “Not really”.
Customers don’t want to read about the details of your product or what it can do or what kind of materials it’s made of. What they really want to know is whether the product will help them in any way. They want to find out how it can help improve their lifestyle or how it can provide a solution to a problem they’ve been facing for a long time.
While writing product descriptions, therefore, do make sure that the product’s features and specs point to some benefits. Features are mere facts, but a benefit is what a feature does for the audience. And turning features (if you’ve the list ready) into benefits is not too hard either.
#3. Tell a Brief Story
Let your customers imagine their life after buying your product. For this, you must back your product descriptions with enticing short stories that minimizes rational thinking of the users. This is helpful as most customers tend to think about their purchases emotionally and writing a short tale really arrests their attention.
The story doesn’t need to be a long one.
All you need to do is walk your prospective buyers through an irritating problem that one of your customers faced, how they got out of it by using your product and obtained results that the former are looking for. As simple as it sounds!
#4. Add a Little Humor
When crafting product descriptions, you must ask yourself about how you would like to present yourself to prospective clients. This generally means deciding whether you want to appear as a boring big firm with conventional product descriptions or resort to humor/fun for better results and response. This is important, as it is the only aspect which will allow you to distinguish yourself from competing parties and portray the culture and nature of your organization.
Your tone of writing describes your organization’s personality and the way you deal with your customers. So, when writing a product description, take a moment to analyze about what you are and what you are not. For example, “we’re competitive and like to have fun, but we never use slangs”. Or, “We like to do business in a manner that is not boring and we don’t use controversial phrases such as market leader and world-class”.
Think about the way you would have spoken to your clients if you were to talk to them in reality, because that is the exact tone that you should incorporate in writing product descriptions. A bit of humor does make a big difference.
#5. Clarify Who It’s Perfect For
Usually, most prospective buyers don’t buy a specific product because they’re confused whether it’s right for their needs. Since you already have a product, you must be aware of the audience it’s targeted at. Any product, no matter how great it is, can’t please or suit the requirements of everyone. It’s certainly for a specific group of people who can’t simply live without it.
Therefore, your product description should also include a section where it tells who it’s exactly made for so that making a purchase decision becomes easier for prospects.
Please share what you think in comments below.