How to write an informative product description that sells
Yep heard you, me too! Writing is such a long task. However, it is so very important when it comes to selling. The information that you share can make all the difference. An informative product description sells well.
Products require descriptions long or short to ensure that customers have the right information on important details, features, and benefits to have the strongest chance of appeal. But more importantly, that the product becomes compelling enough to be purchased.
Attracting a buyer takes more than just describing the product. There needs to be a human element involved. Many times, I have come across this need by marketers to push products over personality. The more human elements you can place in your writing and visuals the greater the connection with your potential customers. Let’s get straight to it.
Use Social proof
The concept behind Social proof is that people will follow the actions of the masses. When you have so many behaving in a certain way towards a brand or product, it must be the correct thing to follow and or buy. Use of reviews, influencers, social media followers, testimonials, and awards all go to creating a trust-based awareness of your brand or product.
Persuade with benefits
We have to think according to a short attention span. That way we don’t go overboard with benefits and long scripts. Are you still with me? Hey great, let’s continue. All it requires are 1 or 2 benefits to convince the need for the product. You may want to use benefits more pertinent to your product over others in the competition. Understand also the difference between a benefit and a feature:
1. Feature: “This car has a reinforced safety roof.”
2. Benefit: “This car keeps your family safe.”
Be careful to avoid jargon, abbreviations, or acronyms. Not everyone understands them. Simply put is always best.
Target your buyer
Don’t go shotgun on your product and spread yourself across a wide demographic or geographic area. Speak the language or your target market and address their pain points and interests. Keywording is a powerful tool if managed well and useful for directing the traffic. Afterall if you’re selling chainsaws,
why would you want mothers shopping for baby clothes to come across them? Address your target audience directly and maintain a personal human element. Choose words that your ideal buyer would use.
“This laptop has a light, slim, and sleek appearance, with a soft-touch keyboard”. Sounds better than, “this laptop is thin and light, with a great ergonomic keyboard”. Another example; “A tender and juicy steak, covered with a smooth and creamy pepper sauce” sounds lovely, sorry drooling already! Over using “steak with pepper sauce”. A few words can make all the difference and change the sensual perception. Emotion being the key to selling. Sensory wording increases sales. Anywhere you can involve the senses of sight, sound, touch, smell, and feel you will entice your buyer with an emotional experience. So, grab a smooth, well-roasted coffee, sit back and place that slim and sleek laptop on your lap and start massaging that keyboard. Those product descriptions will soon be returning interest. Write with passion, enthusiasm and seduce your visitors.