Unfortunately, the value of a well written product description is often overlooked—which means, in effect, that its inherent benefits are, too.
And this leaves both the seller and the customer with an incomplete picture, at best.
So if you want to word a product description that sells, you need to act on this powerful opportunity to make a meaningful connection. The wording will follow.
Why is a product description so important?
Because the right words can really click.
“A product description is the copy used to describe product features, problems it solves and other benefits to help generate sales,” explains ecommerce blogger Danielle Mead.
Especially if you can hone in on what your target customer needs, and, perhaps more importantly, why they need it.
To that end, Mead warns that the quality of a product description can make or break a sale if it doesn’t include the information a shopper needs.
What information should be included?
Your description should include enough information to get their attention.
To word a product description the right way, it should answer any questions potential customers might have about your product. It should also tell them HOW it can help them solve a specific problem.
You should focus your descriptions on two things:
- Aspects of your offerings that customers will find appealing: Features
- Qualities that will create incentives for them to buy: Benefits
What type of writing voice is most effective?
Your ‘writing voice’ should be conversational while also bridging the gap between features and benefits. You want it to be compelling, informative, and unique.
And thus when you word a product description that speaks directly to a customer’s innermost feelings and needs, it creates a personal connection between buyer and product.
That’s because you’re painting a picture for them, in their minds, of how their life will be easier in some way as a result of your product. And therein lies the key.
“The more powerful the customer’s fantasy of owning the product” sums up Mead, “the more likely they are to buy it.”
What are your thoughts on this topic? Please feel free to leave a comment below!
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