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In today’s highly competitive online marketplace, it’s essential to have product descriptions that stand out and grab your potential customers’ attention. A great product description can make the difference between a sale and a missed opportunity. With that in mind, here are six tips to help you create killer product descriptions that will captivate your audience and increase your sales.
1. Use Clear and Concise Language
The language you use in your product descriptions should be easy to understand and concise. Avoid using jargon that your audience may not be familiar with. Use simple language that can be understood by anyone, regardless of their level of education or cultural background.
When describing the features and benefits of your product, use bullet points to make it easier for your customers to scan and find the information they need. The more straightforward and easy to understand your product description is, the more likely it is for customers to buy.
For example, check out the product description of the Apple Pencil 2. The description is concise, uses bullet points, and describes the key features of the product in a way that anyone can understand.
2. Highlight the Most Important Features
When describing your product, you need to highlight its most important features. This means focusing on the features that are most likely to persuade your customers to click the “buy” button. You can use the “FAB” technique – Features, Advantages, Benefits – to help you write a compelling product description.
Features are the technical specifications or attributes of your product, such as size or colour. Advantages are how those features benefit the customer, such as making the product more durable or easier to use. Benefits are what the customer will gain from using your product, such as saving time or improving their health.
For an excellent example of the FAB technique in action, check out the Nike Air Zoom Pegasus 38 Running Shoe. The product description highlights the key features, advantages, and benefits of the shoe, making it easy for the customer to understand why they need it.
3. Make it Personal
Your product descriptions should speak directly to your customers and make them feel like you understand their needs. This means using language that resonates with your target audience and addressing their pain points.
You can make your product descriptions more personal by using the second person (“you” and “your”) to speak directly to the customer. This helps to make the customer feel like you are talking to them personally and addressing their needs.
For example, check out the product description of B. Jones Limited Marian Ruffle Detail Maxi Dress from Stitch Fix. The description uses the second person and speaks directly to the customer, making them feel like the dress was made just for them.
4. Tell a Story
People love stories, and incorporating storytelling into your product descriptions can be a powerful way to engage your customers. Instead of simply listing features and benefits, tell a story about how your product has helped people in the past.
When telling a story, focus on the emotions that your product evokes and how it can improve the customer’s life. Use descriptive language that creates vivid mental images and draws the customer in.
For example, check out the product description of Women’s Better Sweater Fleece Jacket from Patagonia. The product description tells a story about the jacket’s history and how it has evolved over the years to become the perfect blend of style and function.
5. Use Social Proof
Social proof is a powerful tool for persuading customers to buy. It refers to the idea that people are more likely to buy something when they see that others have bought it and had a positive experience.
You can use social proof in your product descriptions by including customer reviews, ratings, or testimonials. This helps to build trust with your customers and shows that your product is worth investing in.
For an excellent example of social proof in action, check out the product description of Apple AirPods with Charging Case on Amazon. The description includes customer ratings and reviews, which help to build trust with potential customers.
6. Use Power Words
Power words are words that evoke strong emotions, such as excitement or fear, and can be used to persuade people to take action. When used in product descriptions, power words can create a sense of urgency and excitement that encourages customers to buy.
Some examples of power words you can use in your product descriptions include “limited time,” “exclusive,” “new,” and “innovative.” However, make sure to use power words that are appropriate for your product and audience.
For an excellent example of power words in action, check out the product description of The Subtle Art of Not Giving a F*ck audiobook on Scribd. The description uses power words like “bestselling,” “explosive,” and “game-changing” to create a sense of urgency and excitement that encourages customers to buy.
Final Thoughts
Creating killer product descriptions is essential if you want to succeed in today’s online marketplace. By using clear and concise language, highlighting the most important features, making it personal, telling a story, using social proof, and using power words, you can create product descriptions that captivate your audience and drive sales. So, start implementing these tips today, and watch your sales soar!
