Pictures of products are great for showing customers what they’re considering giving you hard-earned money for. Still, a picture can’t tell the whole story. Sometimes only words can do that. If you’re skating by with minimal product descriptions, you may be earning minimal profits. Here are a few hints to help you boost your bottom line.
Consider Your Buyers
What do your buyers find most important? Will they be more likely to buy if you focus on the status they’ll acquire when they purchase your products, or are they more pragmatic? Is a fun and quippy product description going to catch their eyes, or do they prefer just the facts? If you write with your buyer personas in mind, you’re more likely to reel them in.
Write Something… Anything
Sure, the manufacturer provides a succinct product description, complete with product numbers, sizes, colors, and other pertinent details. A lot of ecommerce companies only post that, to their detriment. Keep in mind that other online stores may work with the same manufacturers, which means they might post the exact same descriptions. You should augment the description, instead of simply posting what’s provided.
Tell a Story
Whether that story is a few simple words or a couple of paragraphs, your buyers want to read it. They want to picture themselves with that product, enjoy the benefits and the stares of envy. And you? You want to make sure every word you write supports your brand and continues to share your vision. A story is the only way to connect with your buyers.
Keep in mind that people may search for specific items by various terms, including product numbers, colors, sizes, and even materials used in production. You should share any and all information within your product descriptions, and consider sharing that information again in another tab. The story is important, but so are the minute details.
It’s not easy to tell a story without putting in all sorts of frilly language, but you must resist. If you include information that can’t be substantiated, such as “exceptional quality,” your buyers will not be persuaded. Instead, focus on things that you can back up with facts. Describe the features and then explain the benefits. Let the customer decide if the product is of exceptional quality. If he or she deems it so, your other buyers will find out through reviews from past customers. Those words hold so much more weight than yours do.
Product descriptions are one more chance for you to soothe your buyers’ pain points—to let them know exactly why they need the items you’re selling. If you miss this chance to convince them to buy, you may never get another. That’s why it’s so important to give everything you have to creating copy that focuses on converting those visitors into paying customers.
Which ecommerce companies really kill it with product descriptions? We’d love to know who your favorites are.
Originally published Oct 8, 2015 7:00:00 AM, updated June 19 2019