No matter the size of your online store, product descriptions play a pivotal role in your eCommerce business. Effective product descriptions can help lure in potential customers, good descriptions can potentially influencer a customer to make a purchase and great descriptions can ultimately help improve the conversion rates and increased sales. A product description is the marketing copy that helps the customer understand what a product is and why it’s worth purchasing.
However, oftentimes, brands are susceptible to writing descriptions that simply describe your products as a supplement to product photography. When you write accurate, educational and engaging descriptions, it serves the customer just as much a sales associate does in a physical store. Here are 6 ways that you can use to write better product descriptions.
1. Focus on your Ideal Customer
When you write product descriptions for a not a specific crowd of buyers in mind, your descriptions will come across as wishy-washy and you will end up addressing no one. Think about your ideal customer and direct your messaging towards them as if you’re having a real conversation with them. Incorporating the same language into your eCommerce store will have a similar effect and will resonate with customers more deeply.
2. Know your Product
Because your potential customers can not see the product physically, your online jewellery descriptions should be as detailed as possible. What material is the jewellery made of? What stones are used? Did you use a lobster claw or toggle clasp? Is the jewellery scratch resistant? Adding all the information about the product will help the buyers in their decision making and also reduce the chances of after-sale complaints. In simple words, insufficient details might delay sales and give more room for shoppers to make a purchase elsewhere.
3. Entice with Benefits
When you’re writing your product descriptions, think about what gets you excited about your product that makes it different from your competitors. Turn the features of your products into benefits and play on that. Your products might be ethically sourced or crafted by local artisans. Now think about how it will make the customer feel and incorporate that into your descriptions. Once the customer knows what’s in it for them, the chances of them making a purchase is much higher.
4. Get Emotional about your product. Tell a story
Who doesn’t love a good story? Telling stories is part of what makes us human and it is also a very powerful marketing tool especially when it comes to product descriptions. People like to know where the products are coming from and the story behind them. It doesn’t have to be a long story, but summarising it in a sentence can do the trick. Therefore, always try to incorporate an emotional connection while writing product descriptions. It can be what makes or breaks your brand.
5. Keep the descriptions short and concise
It is a no brainer that customers like to skim through the descriptions. Not many people have the time or inclination to read big paragraphs while making a purchase, which is why it is important to keep everything as concise as possible. The key is to get to the point and not use any redundant words in your descriptions. You can write in an inverted pyramid which means giving the important information first and avoiding any marketing jargon.
6. Your Product Description Should Reflect Your Brand’s Tone
It is crucial that you incorporate your brand’s message in the product description. You simply have to stick to your branding tone, whether it’s casual or professional or funny. Analyze the keywords that you would associate with your brand keeping in mind the tone of your brand. It has to be cohesive and believable.
7. Use adjectives to boost persuasiveness
When it comes to jewellery, you need to make your buyers fall in love with connotative adjectives. Consider using adjectives to help the customer imagine the feel of the product. At the same time, you have to be careful while using adjectives. Avoid using adjectives with the absolute intention of making them attractive. Instead, use words that are true to the product. Always remember that the adjective used should define the product and should not be used in a generalized form. Begin by replacing the word “beautiful” with adjectives such as luxurious, vintage-inspired, whimsical. Such descriptions will not only tickle the emotions of people but also bring buyers who know what they want to your page.
Writing product descriptions that are clear, concise and captivating requires time, effort and a bit of forward-thinking. Businesses really need to start optimizing their product descriptions to increase their conversion rate. With your brand reputation and content marketing strategy on the line, it is well worth putting in a bit of extra effort to make original high-quality product descriptions that will sell your products.
