3 Tips for Writing Product Descriptions that Convert
Here’s the truth: No matter how great your products are, they can’t sell themselves.
Your customers need to be convinced that your product is worth buying before they click “Add to Cart” or “Buy Now.” And your product descriptions are the perfect place to convince them.
Twenty percent of incompleted purchases are due to a lack of product information, so less-than-stellar product descriptions can have a negative impact on your conversions.
But, on the other hand, awesome product descriptions can have a profound positive impact on your conversions.
Read on for my top tips on writing product descriptions that make your products irresistible to your customers!
Tip #1: Know who your audience is
Before you start writing your product description, take some time to define your audience.
Review your brand persona (or create one if you haven’t already) and try to understand how your ideal customer thinks. This will help you figure out which of your product’s features will be most appealing to your audience.
While writing your product description, write as if you’re speaking directly to your ideal customer. Use the words they use, highlight the features they’re most interested in, and focus on the deep benefit they’ll get from using your product.
Tip #2: Focus on benefits
It’s totally understandable that you’re stoked about your product’s features. After all, you’re the one selling it!
However, to make your product descriptions really sing, you have to focus on the benefits of your product instead of its features.
Your customers do need to know what your product does and about its features, BUT they’re most interested in what those features can do for them. In other words, they’re most interested in the benefits they’ll get out of using your product.
If you’re having trouble telling the difference between features and benefits, keep this in mind: Features are facts about your product and what it does. Benefits are what your customer gets out of using your product.
Figure out the benefit of each of your product’s features. For example, if you’re selling a tri-blend fabric T-shirt, the feature would be that the shirt’s material blends 3 different kinds of fibers. The benefit would be that the T-shirt is extremely comfortable and feels light and silky against the skin.
Tip #3: Be specific
Product descriptions are no place to be vague!
Add relevant details to your product description that tell customers about your product’s benefits and make it easy for them to see how your product will improve their lives.
Avoid using buzzwords that don’t fully convey why your product is so special.
For example, if you’re selling a hair serum, don’t describe your product as an excellent, game-changing serum. Show your customers why this product is such a game changer.
Does it eliminate frizz, so they can always have great hair days? Does it tame flyaways without weighing hair down?
Determine the benefits your ideal customer is looking for from your product and let them know as specifically as possible how your product delivers that benefit.
Wrapping Up
These tips will definitely make writing your next set of product descriptions easier!
Want to make sure you’re fully conveying the benefits in each description?
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Get in touch to request a FREE copy audit, and I’ll send you feedback on your copy.