As a social seller, are you in a situation where customers are visiting your pages and e-shops, but not buying anything? If you feel there’s nothing wrong with the quality and that your products are awesome, then you probably did not convey this point in the right way, to your target group. This is where writing a good product description becomes important and we have just the right tips for you.
The description of the product should clearly showcase and highlight the key and unique features of your product, to show how different and better it is, compared to other options out in the market. This should be the core of the product description on which other aspects should be built upon. If you miss covering this point, then it’s as good as selling a cheap copy of your own product.
While writing product descriptions, direct most of the text towards the group which you feel matches the type of the product. Being generic may sound tempting, for you may feel that it will attract more number of people – a large target group we may say – but, it will not help you convert that into a large target audience. A more focused and personalized feel to the text, so as to bond with the kind of people who you think might buy your product, will increase the number of buyers.
This may sound unnecessary on the face of it, but, adding a bit of humour based on the pain areas that your product solves, can actually help you get approval from your potential buyers. You don’t have to literally crack a joke right in the middle of the product description, but you should just add a hint of how annoying or awkward a certain situation gets when using other ordinary quality products.
This one goes hand in hand with the first one above. Create a good impression of your product by creatively elaborating on the benefits of using your products. Don’t just say the soap washes your hands or the juice will quench your thirst – that’s what water is for! You must emphasize on how soft the hands would feel after using the soap or how energized your customer would get upon drinking the first sip of that juice.
Do not just fill up writing space with excessive staple and generic phrases like ‘excellent quality’ or ‘really tasty’, which would impress that you are just another brand. Spend your ‘space’ judiciously on words which will persuade the customers to buy your products and close the deal.
Don’t hammer them with technical details minced with benefits. Benefits go in first, and many customers are also keen on knowing the technical specs of the product. So write the technical specs separated from the description of benefits. Most people do make time to go through the whole bunch of technical specs to know if the product suits their environment and setup. What good is that sofa to them if it is comfy but does not fit into their living room.
There’s nothing wrong in using adjectives in the product description, but don’t go overboard in using them. Be sincere. Prove your claims about your product being ’easiest to use’, ‘super-fast’, ‘has the softest feel’, with actual technical and manufacturing related facts. Include tangible data like certification names, chip-set specs, use of Egyptian cotton, 40% more pixels etc.
The obvious one – be truthful. Bluffing for the sake of impressing your customers will guarantee that the customers not only will not buy your products again, but, can end up doing negative publicity as well. On the other hand, being realistic will only grow more trust in you and attract more referrals.
It’s ok to skip this part in case of Wifi-routers, but you can surely add an element of imagination while writing the product description of things like clothes, fancy watches, caps, and jewelry. Go ahead, be creative and lead your customer into her own imaginary world to show how it would feel to wear that footwear or how trendy she would look or how using this cook-wear will make him the hero of their family. Couple this with actual photos in high-resolution to give a virtual touch and feel.
Claim your right – use statistical data to talk about how popular your product is among people – could be peculiar – young people, office goers, collegians etc. Display product reviews, include user-stories, flaunt ‘likes’ and ‘comments’ that your product page has. This point will help bias your potential buyers into choosing your product over your competitors’, since it is shown to be tried and tested by their peers.
A good description is only good, if it is displayed good. Product description is not a journal. A cluttered or monotonous style of formatting will discourage your potential buyers from reading the product description in the first place. Separate out sections and have them spaced properly, in different colours and fonts. Work closely with your website developer on this if possible, review before publishing, and choose from good ready-made templates. Important sections should be easy to ‘take note of’ – the reader should not end up missing something most important just because it was kept hidden away in a small and unnoticeable font.