Creating a business online to sell products is relatively easy these days. However, things become complicated when it comes to attracting consumers to buy products from you. You will have to compete with significantly more businesses. The products that you sell may also be similar. Online businesses cannot compete like typical businesses. You will often find product descriptions on product pages in websites or e-commerce platforms. Today we will discuss what a product description is and the best strategies to make a good product description that can convert viewers into paying customers.
An explanation of product descriptions
Product descriptions are the copywriting that you will use in your product page. The main purpose of a product description is to inform consumers about your product. There are also secondary goals such as enticing consumers, pushing purchases, and adding value to consumers. Product descriptions are a staple in the tech industry. However, because of the boom in online business almost anything sold online needs a good product description.
Product descriptions are usually used in web stores, e-commerce pages, social media posts, and many more. Anywhere people can view your products is a good place to use product descriptions. Product descriptions will be different based on the platform you use. Social media will favor shorter product descriptions while web stores or e-commerce platforms prefer longer and detailed recommendations.
10 Strategies for Writing a Good Product Description
Although making product descriptions is not an exact science, there are still strategies to make it effective. These are 10 strategies or considerations you should make when making your product recommendations. You don’t have to follow all of them, just choose the ones you think fit your business best.
1 Focus on the right target audience
A product description conveys what your product is to the reader. This means that you will have to know who will read them so that you can make the right adjustments. For example, you cannot use youthful and trendy words when your product is aimed at older people. However, if your product is aimed at older people but it aims to make them feel young, your wording should match that. Phrasing and wording that matches your target audience is very important.
2 Highlight benefits or additional value
Your product description should not be an exhaustive list of information about your products. Most of your customers will either not care or don’t understand most of them. There are reasons why people purchase your products. Highlight the way your products match those reasons. For example, people buy laptops based on the specifications, so highlight that. No need to go into too much detail about everything. Your description has to shift focus to the good aspects of your products.
3 Avoid overly used and common phrases
Saying phrases like “the best product ever” or “the most advanced” may seem like a good idea. However, they usually have the opposite effect. Most consumers already know that these words are just marketing jargon. So, they will end up disliking your page. Use words that highlight reality. For example, you can say “one of the most efficient power banks” instead of “the best power bank in the world”. Your tag line must reflect reality.
4 Use the right tone for your products
Tone is also very important when it comes to product description. The tone of your description may push consumers to make decisions. For example, if the tone of your product description is excited and conveying scarcity, buyers will be compelled to buy as fast as possible. However, if your product is not exciting or does not require urgency, using a tone like that will make buyers confused and will be less likely to buy.
5 Entice your audiences’ imagination
Imagination is a very powerful thing in consumers. Imagination fills in the gaps of our knowledge which means that if you can entice imagination, it will be very good. You can say things like “imagine doing things far more efficiently” or “What if you can feel safe leaving home without your charger”. These kinds of statements make buyers imagine scenarios which may push them to make a purchase.
6 Use short stories of your product
Stories are a great idea if your product has a proper story. Products that have a proper backstory like a founder’s story or invention story can make people interested. They like products that have a history because it seems a lot more unique and desirable now. But if your product is common, then don’t make up a story for your product. You will seem untrustworthy and buyers will avoid buying from you.
7 Add sensory words to your description or copywriting
Sensory words are very powerful tools for some product categories. Sensory words are words that evoke sensory experiences. Words like sweet, crunch, snap, moist, and harmony are sensory words. They evoke different senses as well. When your product is a food product you can use sensory words in your product description. For example, chocolate can be crunchy and sweet. Things like comfort tools and air conditioning can also use sensory words. As long as there is some connection with the senses, it will be good.
8 Use an easy to read structure
Structure is also very important since it is how consumers will initially see your page. If you put information in the wrong place, consumers may decide not to buy. A good structure always puts the most important or interesting information at the top. Then the bottom areas are for information that is important but less interesting. The most bottom areas are for information that not everyone may need to know but some types of consumers will want to know.
9 Provide testimonials
You can also include brief testimonials in your product description. Testimonials will help develop trust between you and the consumers. If you have reviews of past customers, the consumers will know that you are trustworthy. However, not all products require testimonials and it can be used for something else. For products with a high investment, it is good to put in investments. The testimonials should not only highlight the product but your store as well.
10 Do not use overly technical or complicated language
It may sometimes be good to put in technical language. However, it is usually not a good idea for most products. If your product description contains too much technical language or complicated language, consumers won’t like to read the description. Consumers will either get bored or not understand. This may lead to consumers leaving your page or being overwhelmed. Use language that is simple to understand and clear. But using language that is too simplistic can be bad. Consumers will either think that you are condescending or not knowledgeable.
Now you know how to create a good product description. You can use this newfound knowledge in doing business. And with this knowledge, you should not be afraid to grow and expand your business. Building businesses takes one step at a time. AsiaCommerce can help you grow faster and better with our many services. We offer services that range from export-imports, procurement and sourcing, logistics, and forwarding. We can help with reselling, sourcing, and dropshipping. In addition, we offer extensive educational content that can help you develop your business skills. Check out our many services and gain many awesome benefits for your business!