THE ART OF WRITING COMPELLING PRODUCT DESCRIPTIONS
It’s been proved that emotional content has a great influence on
customer’s intentions to buy a product. If you want to take your
eCommerce business to the next level, make sure you master the art of
describing products.
Do not write text that simply describes a
product, turn your description into a compelling interesting story that
deeply resonates with your customer thoughts.
This is your opportunity to use your creative writing skills and trigger your customers emotions but make sure that you remain focused on the main idea.
Understand your target audience…not just the data
Google
Analytics provides useful information about your customers
demographics, but that won’t be enough if your goal is to get a deeper
understanding of your ideal buyer personality and behaviour.
A
good idea is to write a survey and send it to your audience. That will
provide you with useful data that you can further explore and help you
picture your customer profile more accurately.
Try to imagine what they are thinking, expecting, and what personality category they fit in.
Having
a full picture of your customers personality, you can now address
directly to them and describe your product to a particular type of
person.
Get Creative… Tell a Product story to add more character
Do
not just create a product description and keep in mind that people are
not interested on the product itself but what they can achieve by using
it, how it will solve their problem or make them feel.
Using words like ”imagine” or ”picture yourself” will make them feel how their life will be if they buy your product.
Make
the product more appealing with a charming inspiring story that will
draw your customer in.Try to write a description with your audience
personality in mind and don’t forget to humanise the voice of your
description.
That way your clients will know that they are more than just a customer number.
If
a product has a story that is particularly special to you, do not
hesitate to tell it. Captivate your reader with an inspiring narrative
story that will add more character to your product and win your audience
hearts and minds.
You can also add some personality to your
product titles as well. For example, instead of simply writing a title
such as: “Cashmere women scarf – blue” you can try something like: “A
warm cashmere hug for a cold winter day”.
Avoiding
manufacturer’s product description will make the search engines happy
and you won’t get penalised for duplicate content.
There are
thousands ways to describe a product so don’t be afraid to express your
unique style of writing and add a dash of personality to your
description.
Don’t forget to add high quality images to your text
List of features? No…not really
No
matter how excited you are about your product’s features and
capabilities, that is not what your potential buyers would really like
to read about.
They are usually interested on what the product can do for them so it’s a good idea to highlight the advantages.
Instead
of writing a long list of features and capabilities, consider the
benefit of each feature and try translating them into advantages.
Final Thoughts..
Keep your text short and effective and remember that simplicity always wins.
