Well-written product description has the power to sell any product. Customers rely on product description to determine whether your product is what they’ve been looking for. Basically, a great product description is your number 2 ally in making a product seem attractive, right after images (or videos).
We all perceive things from a different perspective. The majority of humans are attracted to the visual, but after that first attraction, the average reader wants to learn more about the product. This is where persuasion continues and deepens.
Captivating product descriptions on Shopify differentiate average stores from world-class e-Commerce platforms. If you want to write a compelling product description, do the following:
1. Define your ideal buyer
The first step is defining the characteristics of your ideal buyer. You simply have to do this in order to know where to even start. Remember, you’re not writing for the general audience if you want to sell on the basis of your product description. You’re catering to the specific tastes and values of your ideal buyer.
Defining your ideal buyer persona will provide you with other benefits in the customization of your marketing and sales process. Therefore, if you haven’t discussed this with your marketing team already, do so right away.
If you don’t have an elaborate customer database from where you can gather the information, find other ways of discovering your ideal buyer persona. You can research the type of customer persona that is most common in your niche.
Another way of collecting data on your ideal buyer is by observing your competitors’ customers. Look into their comments, for example, to learn more about your target customers’ interests and preferences.
2. Focus on the benefits of your product that add the most value to your customers
When writing about benefits, start the list with the most valuable benefits for the customers. You don’t want to focus much on the technical aspects of your product. Customers will be able to find those very easily, and they are less likely to trigger emotional reactions responsible for the impulse to buy.
For example, if you’re selling a laptop with a 32 GB RAM memory, this awesome feature will perform much better and trigger different emotions if you formulate it like this:
- 32 GB RAM boost enables jaw-dropping speed and unbelievable performance
- 32 GB RAM
In both cases, you accentuated the technical benefit of your product, but in the first case, you used emotion-triggering words that will make the customer excited about your product. This is applicable in cases where the technical benefit isn’t so straightforward. Use emotional language to portray those benefits even if your customer doesn’t understand them yet.
The following example also shows how you can use emotion-triggering words when talking about benefits:
Zappos’ product description for Sperry Mako 2-Eye Canoe Moc
3. Avoid general words (great, the best, excellent, etc.)
Be specific when describing the product. Words like “the best” or “excellent” won’t help you differentiate your product from competitors’. Remember, your task is to differentiate your brand from other products.
You don’t want to get stuck in the opposite effect and drown your message in a sea of cliché promotional statements.
4. Capture your customers’ imagination
Start a sentence with the word “imagine” and then describe how your customers will feel when using, wearing, or eating your product. Even if you’re not experienced in writing creative, powerful copy, you can hire experts at TopEssayWriting or TrustMyPaper (a professional writing website) to do it for you. Descriptive writing in marketing is definitely no easy feat. Luckily, there are experienced experts you can work with.
If you want to try writing it on your own, try putting yourself in your customer’s shoes. When you think about all the great things about using your product, which emotions do you feel? What associations do you connect to your product? Use these imagination triggers to include in your own product copy.
5. Keep your product description short
Modern customers avoid reading long texts. It’s tempting to make your product descriptions as long as possible, thinking it will give you an advantage in the search engine game. However, lengthy descriptions will throw off your customers. Even if they are spectacularly written, they will be too discouraged by the length of the text to even start reading.
According to Convertize, the ideal product description length should be anywhere between 300 and 400 words. This is the balance between search engine friendliness (not publishing content that’s too short) and reader friendliness (tight copy).
If you have some well-written but lengthy descriptions that you don’t want to dismiss, get some editing help. Writing services such as TrustMyPaper or TopEssayWriting can connect you with expert editors who can concise your existing product descriptions. Maybe you’ll even pick up some tricks on how to keep your product descriptions short.
6. Pay attention to the structure
Use bullet points, bold fonts, and subheadings to make product descriptions scannable. Readers don’t want to go through massive chunks of text. We previously mentioned lengthy texts, but this advice also relates to their form.
Even short text (300-400 words) can appear chunky if they are poorly formatted. Try thinking about it from your own experience as a reader: what makes it easier for you to read a piece of text?
Here’s an excellent example by Innocent Drinks of how to structure your description to make it scannable. It has a simple and short introduction, followed by a list of key information.
Innocent Drinks’ product description for apple and mango juice
You can also split the description into sections using images or videos of your product.
7. Optimize for search engines
Add keywords and improve text readability. In this aspect, you need to find the balance between a text that’s easily indexed and ranked by search engines but liked by readers and customers. Content that aims for better SEO and also engages customers is readable content.
Readability is an important aspect because it’s at the intersection of both of these types of text. Customers prefer reading a text that’s, well, more readable (has shorter sentences, simpler vocabulary and style constructions), but search engines prefer it as well. You can use tools like Readable to check your description’s readability.
8. Proofread product description
Even though many marketers forget about this, you should pay this step as much attention as all other steps that we have mentioned. Mistakes in your product description signal non-professionalism and hastiness to customers. Make sure you double check all your product descriptions before publishing.
Winning product descriptions on Shopify are the result of information, insight, a lot of hard work, and even more testing. The best answers about your descriptions’ performance will be visible only after you have published them and tracked their conversion rates.
You can, of course, test your descriptions in an artificial environment with focus groups if you don’t want them to go straight to your online store.
All in all, great product descriptions come down to understanding your customer. You really need to know who they are, what makes them tick, and what they need and like. When you have all this information, writing for those you know will be a breeze.
Diana Adjadj is a professional writer at Subjecto and ClassyEssay (professional academic writing websites) and SupremeDissertations (a website specializing in dissertation writing). She is an expert in academic writing structures and strategies. Diana frequently hosts talks and lectures about these topics.