5 Smart Steps For Writing Product Descriptions That Sell
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Whether you sell frozen cookie dough, towel rails, or car parts, we’ve got some great advice for writing the ultimate product descriptions for your B2B eCommerce portal.
It is entirely normal for any merchant to worry about whether they’ve done a good enough job writing their product descriptions. After all, what you sell does matter — and what matters most, is how you sell it. This means that a product description can literally make or break a sale.
The truth is that an effective product description can benefit your business in many ways. For instance, it can increase your sales and decrease shopping cart abandonment by giving your customers more confidence in buying a particular product from you. That confidence could also lead to longer-lasting relationships with your customers as they will have fewer questions or doubts about what they buy from you.
Though there may not be an industry-standard formula for writing the ultimate product description, there are certain things that, if put into your writing mix, will drive up your sales. So, roll up your sleeves, read on, and let’s get to writing!
1. Define your audience.
Before you start actually writing, it’s important to define exactly what the buyer you want to target is like. Ask yourself, “What is their main market?” “Who are they going to sell this product to?” “Are they going to use your product description to re-sell your goods (perhaps in their own B2C online store)? “Do they usually make buying decisions based on price or product benefits?”
Keep in mind that you want to make the decision-making process for your customers faster and easier — so try to create product descriptions that your buyers will find enticing, interesting and relevant.
2. Determine what is essential.
Writing product descriptions is much like successful storytelling: you can paint your product in the greatest of prose and fanciest of words, but it won’t lead to more sales if, at the end of your description of the product, your customer cannot remember why he should actually choose it. Vague product descriptions don’t make the cut for one simple reason — they are unmemorable.
Here’s a checklist to consider before writing your product descriptions:
• Product details: these include things like colour, variations, dimensions, material, and key functions.
• Use: this is the “when, where and how” of someone who uses your product. Is it seasonal? Is it meant for indoor or outdoor use(or both)? Are any extra accessories required?|• Competitive advantage: why would (and should) your customer choose your product over your competitor’s product? Take some time to consider the special qualities and features of your product.
• Competitive advantage: why would (and should) your customer choose your product over your competitor’s product? Take some time to consider the special qualities and features of your product.
Use these considerations to create the story behind your product: think of the emotions the product evokes; the experience it creates; and how it can be best used and consumed.
3. Be creative.
Now it’s time to sit down and write about your products. Bullet points and tables are often used to highlight a product’s specifications, but when used on their own with nothing else, they’re not entirely effective. Why? Because lists and tables are not the best way to tell a story.
Ultimately, the story behind a product is a key point of distinction from your competitors. And the way you tell that story is equally important too. To that end, adding to a cold list of specs and benefits a short paragraph that helps your buyer realise how the product fulfills not only their needs but also their customers’ needs can do wonders for your sales. Being creative in the world of B2B eCommerce may seem challenging (and even strange!) at first, but soon it will become easier and more fun to do as time goes on.
Here’s a quick tip to help get your creative juices flowing: imagine you are describing your product to someone you just met. Regardless of whether you describe your product in a casual or formal way, it is the conversational spirit that will get you from writing to storytelling.
4. Get that checklist on.
Finished writing your product descriptions? Great! Now it’s time to review them. This review serves two purposes: it ensures you have included all the necessary information, and it gives you a chance to edit out any unnecessary “noise”. The following checklist includes all the questions you need to ask yourself when reviewing and editing your product descriptions:
1. Are the most important features of your product highlighted? Keep in mind that your customers need to have a clear idea of what they’re about to buy. Make sure you mention the key specifications of your product and that you share with them any relevant quality certifications. The latter could even work as a vital advantage over your competitors.
2. Are your product’s benefits clearly spelled out? Your key selling points should be easily identifiable to your buyers.
3. Is your product description clear and relevant? Make sure your product story is clearly defined and that its voice speaks to your audience. For example, if you’re selling cleanroom apparel, you would never use words like “sleek” or “fine”. Yet, you might use these words if you’re selling eyewear or iPhone cases.
4. Is your text engaging, captivating and readable? Is your product story 100% focused on your reader? Try to improve your product description by using simple and descriptive words, and keep your sentences short. And avoid generic phrases – they take away from your credibility.
Tip: use the four points above to create yourself a quick checklist to use when editing your product descriptions to ensure the process is quick and effective.
5. Ask for feedback.
Not sure if you’ve got your “product description copy groove” on? Here’s something to always keep in mind: your customers are your best source of feedback. So go ahead and ask a couple of your most loyal customers to share their thoughts on your product descriptions.