Product descriptions are the last thing customers will see before they hit ‘Add to basket’, so it’s critical that they pack a punch.
Here are 5 tips on how we write product descriptions that convert whilst simultaneously building your brand.
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1. Balance Simplicity With Detail
When it comes to product descriptions, it's important to get the balance between giving enough detail and keeping things simple.
People who are interested in your product are smart. So, it's not about dumbing things down, it's about focus. When you focus, you allow more space for the things that really matter.
So keep things simple, but give enough technical detail on the design, materials, and mechanisms so the customer feels as though they have held your product in their hand.
This helps people to see that the product has been thoughtfully made, giving them confidence in the people behind the brand, which makes them more likely to buy from you again.
Feel free to use a couple of technical terms, but avoid crossing over into jargon as this can come across as thoughtless.
As Leonardo DaVinci said, "simplicity is the ultimate form of sophistication." In other words, it takes more effort, but a simple description is a better description.
2. Paint A Picture
New products are usually added to your website in batches. Which means product descriptions are often rushed.
If you want someone to spend money, they need to see how this product fits in with their life, which means an effective product description will open with two or three sentences designed to inspire a purchase.
How do we inspire a purchase? By bringing people into a story about how the product will enhance their lives.
Take this Nike Metcon description, for example:
“When your workouts wade into the nitty-gritty, the Nike Free Metcon 5 can meet you in the depths, help you dig deep to find that final ounce of force and come out of the other side on a high.”
Seems like these shoes are going to do a lot more than protect your feet, right?
So, get to know your customers, and take the time to describe your product in a way that speaks to their needs and aspirations.
3. See Your Product Through Their Eyes
As you describe your product, it’s helpful to talk about a product's features (what it has and does) and its benefits (how it adds value to customers’ lives). For more on that, check out our Tips for Writing Copy blog.
Think carefully about who your customer is and how the features benefit them. Always ask yourself - “why does this feature matter to my customer”?
All customers are different, which means the same feature will have a different impact in different people’s lives.
For example, look at how Regaine describes almost identical products to both men and women:
● Men: If you are losing your hair, you need facts, not fiction. Explore the causes, signs, myths…
● Women: A woman's hair should make her feel strong, confident and beautiful. Explore the causes, signs, myths…
The lesson? Don’t take what your customers value for granted. Think deeply about what it’s like to be them, and how your product will change their lives. Use these insights to write descriptions which appeal and inspire.
4. Anticipate Objections
When writing product descriptions (and all copy and marketing), aim to anticipate customers’ objections to making a purchase - what will give them pause for thought before they buy?
By predicting their objections, you can address them as they arise. This will help people feel safe making the purchase.
For example, if your product requires installation, highlight your hassle free installation service. If you ask for a subscription, say that they can cancel any time.
When you do this, people will feel that you have their back and are on their side. With this security, they’ll be much more likely to buy.
5. Disarm With Truth
All product descriptions should be honest. But refreshing honesty can be a secret weapon.
Sometimes, when a brand or product comes across as too perfect, people stop trusting them. The veneer of perfection is somehow…unsettling.
Instead, try owning your imperfections with good humour. You may find you attract people with your honesty.
Innocent Smoothies are the maestros of this type of marketing. Here’s how they describe their mango smoothie:
“But there are still a few words we don’t have yet. Like…a decent word to describe how tasty this tropical blend of creamy mango, fragrant passion fruit and zesty orange really is. If you manage to find one, please do send it in.
Their self depreciation is disarming - we connect to them because they’re rubbish with words, just like us.
Another great example of self deprecating descriptions is VW.
So, next time you’re trying to describe something which people might see as boring or unattractive, try owning it. Find beauty in your imperfections, and you’ll certainly make your brand more relatable.
Free Template: Build Your Product Page
Conclusion
Your product pages contain some of the most important content on your website. By keeping things simple, painting a picture and seeing your product through your customers eyes, you'll be able to anticipate objections and disarm with truth.
By following these tips (and using the template!) you can create a product page that converts, building a loyal customer base in the process.
Free Template: Build Your Product Page
