Let’s face it: nothing sells on its own.
Only when you shout from the rooftops and cast a shining light on your product’s merits will it strike in the minds of clients, as Austin Kleon explains in his book Show your Work!
He cites an experiment from the book “Significant Objects” by Joshua Glenn and Rob Walker. They demonstrated that the emotional value of an object is influenced by the stories that are formed around it.
Allow me to explain: they purchased a variety of items from thrift stores and flea markets, each costing around $1.25. Then they engaged writers to create stories about the product’s significance. The products had sold for $3,612.51 on eBay when they were first posted. Their initial purchase price was $128.74.
It’s all due to the stories.
Do you still have any doubts about the power of words? Think again, because it’s based on consumer psychology.
Let’s get started on the basics of creating product descriptions now that you’re convinced.
What should you refrain from doing?
Your exceptional salesmanship is critical to the success of your one-of-a-kind product. When this is your sole chance to talk to the buyer about your goods, why be shy? Imagine a salesperson knocking on your door, holding out a beanie and saying things like ‘Acrylic’ and ‘Imported,’ and then disappearing. Isn’t that insane?
EXACTLY.
Sure, this description provides me with the most of the information I require. But, if I were to compare this product to the one below, would I buy it?
I’m going to take a chance and say no.
The second goes into further detail, giving the viewer a better grasp of how the product is ethically created and appeals to the target audience, as well as making a comment on the size. This type of product copy is more likely to convert than a generic one.
However, writing an effective product description entails more than merely filling lines. It’s a mixture of your speech tone, information summation, and what potential customers are looking for.
1. BE AWARE OF YOUR AUDIENCE:
Great product descriptions aren’t created in a vacuum; they require a target audience for which the descriptions are written. Consider a company that caters to corporate enterprises and uses lingo like ‘bae.’ That would be awful. The popular game ‘Cards against humanity’ may be the best example of audience-responsive copy:
The following are two key conclusions from their product pages:
1. Using superlatives to sell your product isn’t always necessary.
You’re already one step ahead if you can write descriptions that are consistent with your brand’s voice, for as Cards Against Humanities (satirical and hilarious while also supporting causes).
2. Don’t be monotonous.
Be creative and provide your audience with something that is not only informative but also enjoyable to read.
Above all, they understand their target audiences and what will appeal to them. These product details make their target audiences laugh out loud.
Find out who your target audience is—what distinguishes your website visitors: are they young, what is their typical spending amount, their gender, and so on—and construct buyer personas.
For example, Alicia, 20, would love to buy a pink beanie to show her support for the Women’s March: why don’t you mention it in your description?
2. WHY SHOULD I CARE?
If you write from the perspective of a vendor and never consider the perspective of a consumer, you’re raising a red flag for sales.
Rather than highlighting characteristics, you should list the benefits of your product.
The Amazon product description template makes it simple for purchasers to connect the dots between the product’s characteristics and benefits.
You may observe how the seven microphones can aid YOU or how you can call anyone “hands free.” These aren’t features, despite the fact that they appear to be: they’re ways to use the product.
Bullet points with crisp, to-the-point brief words work well here. This is just another example of how to write effective product descriptions. Consider what you’re selling and what’s crucial to potential customers.
But always—ALWAYS—tell them why they should care, whether it’s the convenience your product provides, the charity it supports, or the sheer hilarity that results from it. They have a right to know how the product will affect their current life.
3. USE YOUR SENSE OF PERCEPTION
Use sensory terms like crunchy, brilliant, silky, and so on.
Why? When you run an internet store, your consumers can’t try the goods out for themselves, therefore they have to take a chance on it blindly. Make their prospects more promising by detailing how the product will feel after they have it.
Source: product rule , product features
