Writing Product Description that Leads to Sale

Well, if you visit an eCommerce website, barring Amazon of course, you will see that the product description is the most neglected part of a product ad page. This is because, the marketers, sellers actually, don’t regard PD as a sales tool. What most marketers fail to understand is – product description and specification go hand in hand.

The problem with product description writing is the lack of information online. People don’t really pay attention to this aspect of eCommerce business. Therefore, there are not many data to tell you how effective product description is. Yet, biggies like Amazon make it a point to publish perfect product description with each product.

The marketers are insisting that half the failure in eCommerce sales occur due to imperfect product descriptions. However, there are many products which don’t publish product descriptions. Yet, they make sales. This is a valid argument. Also, this can give rise to the question – does PD matter?

Well, the marketers claim that both product description and specification equally matter. This is because, one is never complete without another. You must understand that – to make a sale, you need to say something about the product you are trying to sale.  

However, before you turn this article off and hit the keyboard in effort to write down product description, we would urge you to hold a little longer. A poorly written PD can ruin everything. Readers get quickly turned off when they see poorly written product descriptions. This is why – you must make it a point to write PD that nudges the buying instinct into life.

So, how can you exactly separate a bad PD from a good one?

This is a complex question. However, this is not an impossible question to answer.

Basically when judging content, even a product description, people usually focus on the length. However, here length plays insignificant role. A bad product description is not the short one, rather a bad product description is the one which fails to offer adequate information about the product.

But, the specification part is there for the information dump, you would argue. Still there are buyers who read PD before hitting the buy button. This is why – you need to offer a complete package to the buyers.

Apart from offering right information, you need to explain to the buyers why should they buy your product. However, there are products that are self-explanatory. These products don’t require a product description to make people want to buy these.

So, here are the tips using which you can write great product descriptions.

Identify the Buyers

The first step to write a great product description is to identify the people who will buy the products. Any PD that is considered to be good begins with the clear idea of the buyers’ persona. In case, you don’t know who is going to buy your product, you will be in little problem. You will not be able to create the right product description for them.

So, here are some aspects which you need to remember. Are the customers the end users? This means are they buying for themselves or are they buying for someone else? This question can solve a lot of sales related problems.

Once you have gathered this information, you need to find out some other in-depth information. You need to find out the age of the customers. You need to find out the demography of the customers. Also, you need to find out the interest of the buyers. The product description’s approach will vary depending on these data. When you are selling to a teenager, your approach should be different than when you are selling to an executive.

While gathering data about your customers, don’t forget to find out about the education level and the income level of the customer either. These are also important because, these will determine the buying capacity of someone.

Benefits and Features

People only set out to buy products when they think something would uplift their lifestyle. They buy products when they see the benefits. To exploit this instinct of the buyers you need to refer to their buyer persona as well. This information will let you know how you can insert the benefits in your PD.

So, you need to use your skill when you are writing product descriptions. Here we are going to explain how you can add benefits and features in a PD.

Be careful when you are including benefits to the PD. The general tendency is to include everything in the description. Don’t do it. Instead choose the best three out of all the benefits and use in the description. Skillfully, in catchy language describe the benefits of the products and why should people buy them. Also, don’t forget to explain why it has the power to solve your problems.

Set Brand’s Voice

The product description must have a distinct voice. You need to put yourself in the description and make them different from the other PD’s. You need to see whether your brand is professional or not. You also need to find whether the brand is conversing with the customers or not.

Yes, size, color, and material are all required data to be used in PD’s. However, you should also insert some humor in the description so that these read well. While writing the description, you need to pay attention to the truthfulness of the statement. You need to be honest in expression. This is what going to make people trust your product.

Remember that in online sales trust can make or break your sales career. If the buyers don’t trust you they will not buy from you. This is why you need to create a fusion of truthful statement and proper image when you are trying to evoke the customers’ interest.

Let Them Scan

Lastly, like web content here also you need to create PD’s that can be scanned. If you don’t use bullet points and write crispy content, buyers will lose interest in the PD and most probably in the product as well.