How To Write Compelling Product Descriptions That Sell

Jul 17, 2021 | All, Digital Marketing, Marketing


You have a great website for your awesome products. Now you’re just waiting for the customers to add them to their cart. How are you going to make sure that they do that critical final step and check out?

It’s not enough to get your products photographed professionally. Pictures are not the only thing your customers will base their purchase decision on. You are going to need a compelling product description that will make the customer feel that they’re going to miss out if they don’t add it to their cart.

However, writing a product description is not as simple as it sounds. There are several ‘rules’ to it that you should learn by heart so you can create a strong copy that drives sales up. Cyrusson, your trusted digital marketing agency in San Francisco, shares some tips to help you:

Understand Who Your Target Audience Is

The first thing you need to do is to define your target market. You want to know this because it’s going to dictate how you’re going to write your copy and what tone of voice or choice of words you should use.

Ask yourself how the person got to your page, what his interest could be, and why they would be interested in your product. Also, consider how this person would speak. If your target audience, for instance, are teens, then you should use words that teens would understand. Highlight features of your products that a teenager would appreciate. Your product description should have reasons why every teenager needs it and how it’s going to make their life easier and more fun.

Put the Spotlight on Product Benefits

Mentioning the best features of your products is already a given for product descriptions. However, you should go beyond that, and give your target audience a taste of what it would be like to use your product. How are you going to do that? By highlighting its real-life benefits. 

For example, instead of writing a detailed paragraph on how the newest technology is used to make the soles of your newest shoe line, you might want to focus on telling potential customers that it has been tested and runners agree that the shoes allow them to practice all day and run miles without their feet hurting at all. Instead of focusing on the innovation that makes the shoe completely waterproof, tell your customers that they can run in any weather condition and not have to worry about the rain or even puddles.

When you zoom in on the benefits and allow your customers to imagine how they’re going to use the product and how it would make their life easier, they’re more likely to buy it.

Always Use Natural Language and a Friendly Yet Professional Tone

When a potential customer is reading your product description, they should feel like it’s their friend just telling them all about it. It should feel like an actual conversation that they would have with a trusted loved one.

The last thing you want is for it to sound robotic and forced. It shouldn’t come across as you’re being too pushy. The tone should be very natural and reflective of the brand’s voice, too. You can use power words, too, as these are quite compelling but don’t fill the whole description with them because they can be overwhelming, too! Just do it subtly and tastefully. It should be like a person they trust is excited to tell them about a product that’s truly awesome and beneficial, not a rehearsed hard-selling spiel of a salesperson trying to make their quota.

Conclusion

These are just three tips that hopefully will give you a better idea of how product descriptions should be done. Take your product descriptions seriously because they could either be the gate that opens up and allows customers in or a wall that keeps them from making a purchase.

When you have multiple products on your website, it’s understandable that you’d find the task of writing product descriptions daunting. You should consider getting the help of a digital marketing agency in San Francisco that can provide you with amazing copy for your product descriptions.

Cyrusson is a full-service marketing agency in San Francisco that can help your business find online success. Not only can we create awesome product descriptions for you, we can also take care of all your digital marketing campaigns, strengthen your SEO, and boost your social media presence. Contact our team today and learn more about our solutions!

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