Have you ever dropped off from buying a product because there was not enough information provided in its description?
Isn’t it a bummer when you don’t get to know that one piece of information you wanted about the product before placing the order? Welcome to buyer guilt. We buy things online and they do not come as we expected.
As an online seller, it is your duty to describe your products as nicely as you can without building high expectations for the buyers. Don’t know how to write a perfect product description? Here is how:
How to know your audience and set a language tone
Every product is made with an audience in mind – niche or not. Know your audience. Knowing your audience will help you create a buyer persona which means you create a personality of a person who is very likely to buy your product. Here is what you should be knowing about your buyer persona:
- Where does he hang out online? Facebook/Twitter/Linkedin/Forums?
- What does he like to read?
- What is the language he interacts in? – You can actually call up your happy customers and talk to them to understand this.
- What is the tone of voice he uses?
- His interests – what keeps him awake at night?
- What is the aim of this person in life?
Knowing all this will tell you exactly what to write for your buyers and give you directions on how to write it.
Now that you know your buyer persona, it is easier for you to set a tone of voice that your buyer will understand.
Anatomy of a Good Product Description that sells
Before you write the description, answer these questions:
- How is the product useful for the buyer?
- How does the product functions?
- What sets this product apart from the rest?
- Why should your buyer buy this product?
Since your buyer can not physically touch the product, it is your responsibility to describe everything that your buyer will need to know in order to understand the product and set the expectations right.
In your description, always include in points:
– What is the material of the product?
– What is the dimension of the product? (Size matters)
– What does this product go along with? eg if it’s a food product – what other food does it taste great with? If it’s a clothing piece, what other clothing does it pair well with? You get the point.
Words of Caution:
Here is a list of words you should avoid in writing a good product description:
- Got, get, gotten – Don’t tell the customer to “get shoes,” suggest they buy it.
- Actually, honestly, literally – No one uses these in copy, even in conversation. They’re gap fillers when people can’t think of something else to say.
- Stunning – Stunning is overused so much on social media that it’s now considered lazy to use it in real writing.
- Just – It can also make a brand sound a little dumb.
- Nice – This word makes brands appear lazy.
- Very, kind of, maybe – Need I say more?
- Sorry – This has negative connotations
It is always a good practice to avoid stuffing your description with adjectives – use more verbs. Action(verbs) speak louder than words(adjectives).
How to avoid the buyer’s guilt
Buyer’s guilt can always be avoided by setting the expectations right. You get this chance while writing your product description. Inserting those selling words have their own risk and you need to know how to do that right. Begin wisely:
If you are running an offer/discount, let them know it’s a one-time-only offer, let them know the terms and conditions clearly.
- Make them aware that it’s an absolute bargain.
- Compliment them on finding such a bargain (use the word “deal” or make them an offer for more luxurious brands).
- Make the product sound exclusive.
- Detail the product as essential (e.g., “These shoes are an essential accessory for your summer wardrobe”).
- Make it sound as though the product will save them money (e.g., “With these shoes you will not have to buy another pair all summer”).
- Highlight multi-use (e.g., “This dress can be transformed from day to night with a simple brooch or belt and change of shoes”).
- Avoid using words such as “treat” (unless it’s a gift), “splash” and “expensive” (even if it is).
SEO plugs in your product description
Avoid duplicity – Remember that the description you use for your product at one place on the internet, should not be an exact match of the same product description anywhere else on the internet. This confuses google on which link to show and eventually doesn’t show any link out of confusion.
Insert keywords – I never like stuffing keywords all over the content. It gives a bad reading experience to the readers/buyers in this case. Know your priority keyword and insert it wisely in your product description in a way that it doesn’t interfere with the tone of voice.
Product Description in Action
Ready with your product description?
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