People matter… and you have a product or service that solves their problems and fills their unmet needs. But how do you get them to click that BUY button? Writing better product descriptions will certainly help.
The magic isn’t in only what you’re selling. It’s also how you describe what you’re selling.
We’ve put together five tips to help you become the Shakespeare of swoon-worthy product descriptions.
Know Your Audience
Start by developing a persona for your ideal customer. What is their life like? What keeps them up at night? What are their spending habits? What similar products have they considered purchasing?
Put yourself in the shoes of your customer as they visit your website. Given what you know, what makes them click the BUY button? What makes them hesitate? Is it price? Design? Timing?
Know Your Product
Your product is your baby. You’ve been its champion since it was a mere thought planted in the corner of your brain. You know it better than anyone, right?
Grab a piece of paper and list every single feature of your product.
- WHO is it for?
- WHAT does it do?
- WHERE should someone use it?
- WHEN should someone use it?
- WHY is it better than everything else out there?
- HOW does it work?
These are the features of your product, the facts. Now it’s time to turn those facts into experiences for your buyers.
Benefits First. Features Second.
The benefits of your product are the positive outcomes a person gains from using it. Think: saved time, less hassle, more money in their pocket, increased knowledge, improved self-esteem, etc.
Benefits solve problems and fill unmet needs.
The thing about humans is that we want to know what’s in it for us. We want to feel important and understood. Why should someone want this particular product? Features certainly build the case for how your offering is better than everything out there. But… the primary thought running through people’s brains when they make a purchasing decision is, “How is this going to make my life better?” (Not, “Wow, this product seamlessly conceptualizes inexpensive interfaces!”)
When writing your product descriptions, list the most important benefits first. What one thing should your buyer know? There’s your headline. What’s the second, third and fourth most important benefit? Bam. You now have your subheadings.
An effective product description tackles objections without actually labeling them as objections. Got a higher price point? Write about value. Does the product seem technically complicated? Write about ease of use.
Start your product description with a short paragraph (2-3 sentences). Set the scene for the reader and explain why their life is incomplete without your product or service. Give the backstory (years of testing and refining, the process of handcrafting each piece, how the product was inspired by a childhood fantasy, etc.).
According to Nielsen Group, most people read only 16% of the words on the average web page. Ouch. Make sure the right words and phrases capture their attention by creating scannable content.
After your intro paragraph, consider adding the following elements to your product description:
- bullet points
- a larger font size for improved readability
- photos or graphics (if applicable to your product or service)
- lots of white space to guide readers down the page
- numbers (statistics and percentages are seen as credible and give pause to scrolling eyeballs)
Don’t Be Boring
Coming across as interesting seems like a no-brainer, but think about how many product descriptions you’ve read that go from zero to snooze in 2.4 seconds. You don’t have to be weird to be interesting. It’s about using language your people respond to. Most humans prefer a conversational tone over complicated, robotic lingo. We prefer doing business with companies that make us feel good about ourselves and provide a product that will make our lives a little bit better.
If you were having a conversation with your customer over a cup of coffee or a pint of beer, what would you say about your product? How would you describe it? What stories would you tell?
- Your reader wants a snackable experience when they land on your web page. Start the first sentence in your product description with, “Imagine…” and then set them off on a short journey to discover why your product is the perfect fit.
- Tailor your copy to the person reading it. Use “you” more than you use, “I”, “we”, or “us”.
- Weed out generic benefits such as “we offer excellent customer service”. This is an expectation, not a perk. Instead, describe “how” your customer service is excellent, such as “we offer 24/7 support”.
In business, there’s nothing better than people hitting the BUY button on your site. All you need is a bit of word magic to transform your product descriptions from “meh” to “heck yeah.”