Product descriptions are one of the most important elements in a successful business. They let potential customers know exactly what they’ll be getting – and why they should buy it. A good product description can convince customers to take the plunge and make the purchase.
Writing great product descriptions that are persuasive and compel customers to buy is something that can be difficult to master. But don’t worry – with these tips, you’ll be able to create product descriptions that make your customers want to take their wallets out and buy.
- Know the product and keep it simple
The most important thing you can do when writing a product description is to make sure you’re accurately conveying what the product does and why it’s valuable. Don’t beat around the bush with flowery language: get to the point and explain it in layman’s terms. Keep The 5 Ws in mind (What, Who, When, Where, and Why) and answer any and all questions a customer might have from reading your description.
- Focus on benefits
While it’s important to include features, it’s more important to focus on the benefits of the product. People want to know what they’ll get out of it, so make sure you’re not just going into technical details. Make it clear how the product can make their lives easier or better.
- Address customer pain points
Customers purchase products because it satisfies some need. So, when putting together a product description, address the underlying anxieties, obstacles and problems the product is designed to help people overcome. Do your research and make sure you’re speaking directly to the customer and their needs.
- Use persuasive words
Include words that elicit strong emotions – happiness, pride, anticipation and so on. Back up claims with facts and figures whenever possible, and use phrases and words that create a buzz and are interesting. Make sure the overall tone of the writing is positive and upbeat, and avoid sounding too salesy or “pushy.”
- Showcase authenticity
Writing product descriptions with genuine care and enthusiasm will go a long way to convincing customers to purchase. Show them that you genuinely care about them and help them solve their problems.
Writing persuasive product descriptions that help convert readers into customers requires practice, but these tips will help make the process easier. Take your time and keep these tips in mind when constructing product descriptions to make them as effective as possible.