What Makes a Great Product Description?
Writing a product description isn’t just about listing features. It’s much more—it's your opportunity to tell a story, create a connection, & convince customers why they NEED your product. Here’s a checklist for crafting WINNING product descriptions:
1. Speak to Your Ideal Customer
Understand who you’re selling to. Resorting to broad language may make your descriptions fall flat. Instead, use words that resonate with your audience's needs. Picture your ideal customer, and imagine how they talk. Consider the following:
- Who are they?
- What problems do they face?
- How can your product solve their problems?
An example of this would be a clothing retailer speaking directly to fashion-forward millennials who crave stylish yet functional apparel. Implementing such targeted messaging can help create a sense of community around your brand.
2. Highlight Benefits, Not Just Features
Okay, let's simplify this. Features describe what the product is. Benefits explain how it improves the customer's life. For instance, rather than simply stating, "This shirt is made from 100% cotton," say something like, "Experience unparalleled comfort with our 100% cotton shirt that feels soft against your skin, providing all-day comfort whether you’re working from home or out on a casual date."
Highlighting the benefits allows customers to visualize how they’ll use the product in their lives, making it easier for them to see the value.
3. Avoid Generic Phrases
Are phrases like “high quality” or “best choice” coming to your mind? Resist that urge! It’s time to be SPECIFIC. Generic phrases don’t do anything to persuade customers. Instead, try sharing the unique elements that set your product apart, using concrete details and relatable metaphors.
4. Use Sensory Language
The more senses you engage, the more likely customers will remember your product. Describe how your product looks, feels, smells, etc. For instance, instead of simply saying, "This soy candle is scented," you might say, "Breathe in the soothing aroma of freshly cut lavender, filling your space with invigorating notes that relax your mind & elevate your spirit." What a difference it makes!
5. Incorporate Social Proof
Today’s consumers rely heavily on the opinions of others when making a purchase. Incorporating reviews, testimonials, & even social media shoutouts can lend credibility to your product descriptions. For example, you could say, "Join thousands of satisfied customers like Sarah who said this shampoo transformed her hair into a soft, silky cascade!"
6. Make Descriptions Scannable
In the quick-scrolling world of e-commerce, scannability is CRUCIAL. Use bullet points, headers, & short paragraphs to make information easily digestible. You can even apply bold text to draw attention where needed. People should be able to absorb essential details at a glance.
7. Create a Sense of Urgency
Introducing the element of urgency can encourage immediate action. Statements like "Limited Stock Available" or "Buy Now to Enjoy a Special Discount" drive customers to act quickly rather than deer-in-headlights behavior where they abandon purchases.
8. Tell a Story
Every product has a BACKSTORY! Give your customers insight into where it comes from, who made it, and why it matters. These stories immerse the customer in your product’s journey, emotionally connecting them to your brand. "Our organic cotton shirts are woven by artisan communities, providing them with fair wages and sustainable employment while you enjoy every stitch."
9. Ensure Clarity
Avoid jargon and enable straightforward communication. Ensure no critical piece of information gets lost in fancy language. A clear explanation helps customers feel more confident as they choose to buy from you.
10. SEO is Essential
Finally, don't forget about Search Engine Optimization (SEO)! Use relevant keywords strategically within your product descriptions to increase visibility on search engines. This means more traffic to your store and ultimately more sales.
Real-Life Examples of Winning Product Descriptions
Let’s take a look at a few successful brands and how they’ve nailed their product descriptions:
Example 1: Beardbrand
Beardbrand doesn’t just name its products; it paints a picture through storytelling. Instead of focusing merely on the “beard wash,” they might say, "Gentle enough for everyday use, our beard wash not only cleanses but also invigorates your skin, making every grooming session a refreshing ritual!"
Example 2: Casper
Casper’s Wave Hybrid Snow mattress description emphasizes performance alongside straightforward language: “With our Snow technology keeping you cool, and ergonomic zones supporting your spine, wake up refreshed and recharged each morning!"