In most cases, the product description will be the first and only line of marketing you have with a customer and will need to include everything you need to be able to sell your products to your customers.
I know, right? When you put it like that!
Writing a product description that provides you with a conversion rate is no easy feat, and it takes time and practice to master the art. The fact that every business, product and target market is unique and different doesn’t really help, but there are many foundations factors you can consider making sure that you fit the bill.
Today, we’re going to explore everything you need to know about how to write these comprehensive product descriptions, aiming to improve your conversion rates and boost your revenue.
Research Your Target Market
Before you even put pen to paper, you need to start thinking about who the market that you’re selling to is. Do you need to write in a formal or informal tone? Do you need to be funny, or direct to the point?
Whatever your target market is, research them firstly and thoroughly. Otherwise, your descriptions won’t connect with your readers and no sales will be made.
Listing Benefits, Not Features
A 40-inch LCD television with full Dolby surround-sound, microphoned remote and connectivity to all major streaming services.
Sounds like a great product, but it doesn’t make me, or anybody want to buy it. When talking about the features of your product, don’t just list off the features, but make them relevant to the reader.
In this example, you can take about how the sound quality will blow you away when watching your latest blockbuster favourites. How the microphoned remote means you don’t even need to click a button, you can use voice search, and all streaming services mean you can enjoy your favourite shows, all from one convenient place.
Since you spend most of your life at your business, you’ll already know all the technical slang, jargon and words that relate to your business and your products, but that doesn’t mean that your customer does.
“Avoid jargon at all costs and use only the simplest of language in your descriptions to maximise your sales and not to scare any potential customers away. However, do use jargon if you’re selling to customers that are going to know what it is, so you can share the fact that your business knows what you’re talking about” – Derren Taylor, a product writer for Assignment Help.
Writing the Perfect Product Descriptions
If you’re reading through a product description and it’s full of mistakes, such as spelling errors, typos, bad grammar etc. you’re going to be put off the product, as well as the entire website. Credibility springs to mind.
However, there are many tools you can use to ensure your descriptions are the best they can possibly be. Here are some to get you started;
Selling with a Story
One of the most renowned marketing techniques in recent years is selling a story. Imagine you’re trying to sell a holiday. It’s all well and good saying that a customer can enjoy sun-soaked beaches and delectable cuisine, but it’s far better to share an account from someone who’s actually been there.
Humans relate to other humans and selling your products by telling a story (or using an actual customer story) is one of the best ways to connect with your target market. Don’t forget to include emotions, feelings and really try to paint a picture in your reader’s head.
Mary Walton is an editor at Australian Assignment Writing Services. She enjoys blogging at Simple Grad (check Mary’s best essay writing services review) and tutoring at PaperFellows, an academic service.