The task at hand - write a product description that gets customers to click 'buy'.
Sounds simple right? You just bullet list product features, use meaningless superlatives like 'super duper' 'best there is' 'high quality', and then add a catchy call to action- 'Get this today' . Well, there are a billion websites out there claiming to be the best, talking about product features and telling customers to click the buy button. How will you stand out if you write the same things? Your customer knows you are selling to him and he's not really impressed. So you need to create product content that goes from plainly 'telling the customer' to ' convincing the customer'.
The Prep Phase
Before you even touch your keyboard, make sure you have these three product description elements ready.
- Buyer Persona:Chalk out what your ideal customer is like. Dont just cover age, occupation or industry. Instead create a real background for him so you can understand him better. What does he like? What are his ambitions? What is he struggling with? And most importantly- Are you providing him a solution that solves it? These are key questions you answer for the ideal buyer. This way you'll know just how to write product content that appeals to him.
- List out features and benefits: You have a bunch of products that you want to create content for. So first list out what each product's features are. Highlight the ones you think best solve your ideal buyer's problems. Format the list to show the best features that address customer needs first.
- Define Tone:The tone of your content exudes your brand's personality. Take Rolex for instance. It is at the top of its league in its respective industry. So its not just the products, but even the product descriptions that adopt a tone of authority. You can contrast this product copy with those of Omega- another watch brand that targets a different customer segment. Omega's tone is down-to-earth, direct and focused on product functionality.
Your content's tone should match your ideal customer's personality to make it relatable. If you think he's the kind of person who appreciates friendly help, adopt a enthusiastic tone so your content draws him in.
Once you've got your prep elements ready. You can begin to work on your product description. Here's how to write a great description for products that encourages customers to purchase.
How to write good product content
* Lend imagination to your description
Imagine you're selling jackets on your store. Would your customers prefer to read this
“ A stylish comfortable leather jacket that you can wear to any occasion. Comes in Tan, Black, and Maroon”
“ Glam up for soirees, dance parties or even a road trip with this chic leather jacket. Get this in Bold Tan, Night Black, and Chic Maroon”
Obviously the second description reads better. Both descriptions convey the same meaning. But the second one obviously stimulates your customer to think of what it would be like to own a stylish jacket. This is how good content can encourage your customer to buy. You need to help your customer fantasise about your product. This will make eager to buy it.
* Address the 5Ws and 1H
Make sure your description answers the 4Ws- What, When, Who, Why and Where. These are essential questions your customer is subconciously looking for the answers to. Your content should highlight- who can use this product, what goes into it/what its made from and whatit does , where it should be used, when it can be used, why your customer MUST have it and how to use it.
Let's say its a cosmetic cream that you're selling. Your content should be framed like this
“ A soothing silky cream that revitalises the dry skin on your face and neck. Ideal for people with dry or partially dry skin. This cream made from essential oils and Japanese herbs can be used during any season of the year. It is totally chemical free with NO side effects. Apply it in slow circular motions all over the face and neck”.
Notice how the description seamlessly answers every single question. A description like this helps your customer understand your product better.
* Use Vocabulary that Appeals to the Senses
The biggest reason why customers are hesitant to hit buy on an online store is because he cant feel and experience the product. You can however use your descriptions to appeal to his senses so he understand it. Using words that appeal to the senses (sight,touch,smell..) have a huge impact on your customer.
Selling a perfume on your store? Your customer cant try it. But he can sense it through your description.
“A fragrant combination of musk and chocolate . Seduce your surroundings with just one drop of this perfume. Treat your skin to the scents of honey, dark chocolate with a dash of vanilla.”
Notice how words like 'fragrance, seduce, scents' appeal to the senses. Your customer can almost feel the product like its right in front of him. That's what your product description should achieve. The customer should know exactly what he'll experience when he buys it.
Focus on specific details
Customers are interested in even the smallest aspects of your product. It may be the kind of print on a piece of fabric or the kind of clasp on a bracelet. They'll want to know these details to make an informed purchase. Your store might have products from different manufacturers. So approach them, and get to know each aspect of the item. Ask questions so you can craft an informative description.
These nitty gritty details should also be positioned strategically on the product page. Dont include them with the product story. Instead dedicate a small drop down section on the product page that can be accessed by the user when needed.
Great product descriptions add value to the customer. But you also need to make sure that your product descriptions help you rank well on search engines. So make sure you optimise your content with the right keywords so you'll have better visibility.