We all know it…the struggle to come up with good product descriptions that sell. What features? What benefits? How to start? It’s time to end the struggle – once and for all. In this article, I will share with you my 6 best tips on how to write great product descriptions will get your products sold.
1. Do not be lazy!
Let’s be honest: writing a product description can be really boring! Exactly then most copywriters are tempted to “take it easy” and put little effort into the creation of the product description. A much better idea, however, is the following: leave your computer alone for a while and take a break.
Do not come back until you feel refreshed and ready to give your product description the attention it truly deserves.
A walk in nature, a good cup of tea, or some meditation can truly work wonders.
If, on the other hand, you write a product description when you you really don’t feel like…well, you know: it comes off in your writing! Your text will clearly reflect your lack of inspiration. And you will see it in the sales success – or lack thereof. Visitors will not trust your description, resulting in less online sales.
Therefore: always invest the time and effort required to compose a detailed and attractive product description.
2. Determine who your target group is and what they want.
Does this sound familiar: you are in the electronics shop and need some advice. So you walk up to the clerk and present your problem. And he immediately… bombards you with jargon and terms that don’t really tell you anything!? Terrible, isn’t it?! That is why you should avoid doing just that with your product description!
Keep all technical information for the product specifications. Your product description gives you the opportunity to present your product for sale. First, find out exactly who your ideal customer is and what kind of language he or she uses. Then you can also use this in your product description and give the reader the assurance that you have exactly the right product for him or her.
3. Get a Return on Time Invested
Without a doubt, the ROI is the most important criterion for assessing the success of your copywriting actions. I suggest that you determine the time you spent with the texts depending on what sales figures and/or the target turnover you expect from the specific offer.
If you only expect 3-digit or low 4-digit amounts, you probably shouldn’t invest too much time. If, on the other hand, it is about 5-digit or even 6-digit sales, you should, of course, invest the necessary time and, if required, get competent support, for example from a professional copywriter of product descriptions.
A return on your invested time is only guaranteed if you have sufficient (but no more time than necessary) to create your product description. Depending on how much return you expect from the specific product or service, you should also invest the respective time. Find a balance that works well for you.
4. Why should the visitor buy from you?
Make sure that your Why – your USP – is very prominent in your description. Specify the reasons why the visitor should buy from you rather than your competitors. Will the customer receive a gift with his purchase? Is your item the cheapest on the market? Does your product offer the highest quality? It is important that people know exactly what sets your product apart from the crowd.
5. Refute all objections
Once you have clearly identified your target customer, think of all the possible objections that your target customer might have before he/she is ready to buy the product. If you do not have any questions at the outset, go to a popular website that sells your kind of products and visit the FAQ page. Amazon, for example, offers exactly such an FAQ from frequent customer queries, which should then be answered quickly by the provider.
Inspire yourself with a few products from competitors and keep track of the most common questions that might prevent your target customer from buying. Answering these questions within your description will help to dispel any objections that customers may have against buying your product in time. Thus, the path becomes clear for the ultimate goal: the purchase of the product or the service.
The best product descriptions are those which skillfully and carefully take up these objections, actively address them and then effectively dissolve them.
6. Describe in detail what the customer will receive
If your prospective buyer still has questions after reading your product description, the probability is that he will “surf off”, looking elsewhere on the Internet to find this information. Once he leaves your product page, he will not return (with a likelihood of 99.9%) … and you have just lost a potential customer!
This is exactly what happens if your product description doesn’t specifically list EXACTLY what the customer will receive. Do not forget: whether in e-commerce like an onlineshop at Amazon or E-Bay, or in a product folder, a catalogue: Your customer cannot see the product physically in front of him. He cannot test it, haptically touch it or take a closer look at it.
If you sell services, this is even more true: the customer can only – but probably finds it hard to – imagine what kind of service you are offering. Therefore, you need to focus on the power of words to convey an authentic and convincing impression of your offering. A good rule from American copywriting is “The more you tell, the more you sell.”
Well, well & # x1f60a; – the more expressive your product description, the more you tell … .the more you sell & # x1f60a; Here’s a simple example … if you sell a battery and offer a 30-day money-back guarantee, then let the visitor know this by emphasizing it clearly enough – for example with formatting such as grease, or uppercase letters (unfortunately not possible on Amazon …)…
If you need professional support in the creation of effective product descriptions, please contact me by e-mail or by phone. Over the past few years, I’ve been writing product descriptions for many European companies – whether for Amazon, E-Bay or company-owned online shops.
I am looking forward to serving you.
