How to Make Product Descriptions That Sell? Product descriptions play key role for making more sales. They grab people’s attention and convince them to purchase the products. To write a good one, you need to know your audience and display what makes your product special.
What is a product description?
A product description is a short, convincing summary of your product. It gives customers the information they need to decide if they want it or not. It paints a picture of what your product can do and how it can make customers feel, drawing them closer to buying.
Begin by presenting your solution
Let’s start at the beginning and understand what forms the basis of a product description: the product itself. Consider initiating with a question: What issue are you aiming to solve? While potential customers may visit your website in search of a specific product, there’s often a deeper need at play: Individuals purchasing drills want to create holes, hotel guests seek rest, and Netflix users crave entertainment.
When you approach writing a product description, view it as essentially presenting a solution to a problem. This approach not only helps you focus on your target audience but also requires you to identify the problem your product is solving for potential customers.
One approach is to lead with a question. Another method is to describe your target audience and their problem, allowing them to relate to the description. Both of these examples provide a clear direction by establishing the potential problem faced by consumers and offering a product as the solution. This initial step sets the stage for crafting a product description that not only boasts a distinct value proposition but is also engaging and compelling.
Emphasize What Makes It Special
Undoubtedly, the essence of your product descriptions will revolve around specific details regarding the product’s characteristics, features, make, and composition. These are the selling points that should justify the price. A practical way to convey these details effectively is by organizing your description clearly, using techniques like bolding key phrases or employing bullet points. Practical and straightforward language can be as impactful as dramatic language in highlighting unique selling points. Whether you opt for eloquent prose or a more minimalist description, bullet points, or highlighted phrases, ensure that your audience retains a memory of your unique selling points, even after they move on.
Consider SEO Optimization
SEO, often shrouded in mystery, is a crucial aspect of marketing. Here’s why it’s so important: The first page of search results sees 67.6% of all clicks, with the first five organic results dominating. Being organic matters because 70 to 80% of users disregard paid search results at the top of the page, focusing solely on organic ones.
The challenge, then, is how to rank higher organically, given that Google uses over 200 factors to determine website rankings. Established brands often dominate the top 10 results for high-volume keywords like ‘dress’ or ‘shoes.’ Therefore, targeting long-tail search terms—highly specific, low-competition phrases—can be more beneficial.
This approach can also lead to higher conversions, as searchers are typically seeking a particular product to fulfill a specific need and are more willing to make a purchase. n summary, create a list of USPs, identify potential long-tail search terms among them, and experiment! Useful tools for this task include Google Trends, which provides insights into location-specific search trends, and Moz Keyword Explorer, offering information on the SEO value of search terms.
More Examples of Product Descriptions
What makes Apple’s product descriptions so effective is their ability to capture the essence of the brand and showcase the unique features and benefits of their products. Apple’s product descriptions work well for a few reasons. Firstly, they spotlight the crucial features and specifications of their products, like the A17 Pro chip and 6-core GPU. These details are especially appealing to tech enthusiasts in search of cutting-edge technology. By highlighting these advanced components, Apple positions their products as innovative and superior to the competition.
Apple’s product descriptions employ language that conveys a sense of quality and excellence. When they describe the iPhone 15 Pro Max as “20x faster file transfers,” it suggests improved speed and efficiency. By using impactful and descriptive language, Apple generates excitement and desire among potential customers.
Starbucks’ product descriptions are more than just ingredient lists or feature rundowns; they craft stories that transport customers into a world of rich flavors and aromatic blends. Whether it’s the silky texture of their lattes or the delicate harmony of flavors in their pastries, Starbucks uses enticing descriptions that make their products irresistibly tempting.
Another key to Starbucks’ effective product descriptions lies in their focus on quality and craftsmanship. Starbucks takes immense pride in sourcing the finest coffee beans and carefully perfecting each beverage. Through their descriptions, they convey the dedication and expertise behind every cup, building trust and loyalty among customers.
Coca-Cola, a globally adored brand, has achieved incredible success by forging a strong emotional bond with its customers. Coca-Cola’s product descriptions capture the spirit of these cherished moments, reminding us of the potency of togetherness and the joy of sharing a beverage. Coca-Cola stands as the ideal companion, elevating each experience with its refreshing flavor and timeless charm.
Never overlook the influence of AI combined with a finely crafted product description. “Harness ShopGPT to elevate your product descriptions, crafting compelling narratives that captivate your audience and increase sales.