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Tips for Writing Product Descriptions

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Tips for Writing Product Descriptions: Identify the Prospects. Make it Easily Readable. Add a Touch of Humor. Keep it Concise. Focus on Features and benefits

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Writing product descriptions that sell is no cakewalk. It is an art that requires your creative instinct, storytelling skills, and the ability to present your product as the best solution for your target consumers. However, most e-commerce business owners, copywriters, and digital marketers often deem product descriptions a secondary element in any online retail store.

However, it is a false assumption, and overlooking their importance may lead to 20% of unsuccessful purchases.

This significant number of incomplete conversions is because product descriptions lack the relevant information the target audience requires to perform a particular action, including a purchase. Hence, writing killer product descriptions is a must if you want to optimize the conversion rate. It is only possible when you come up with a well-crafted textual presentation of the merchandise you offer for sale online. However, most people don’t know the definition of a well-crafted product description and the tips for writing it.

This article defines it and outlines various tips and tricks you must consider while writing it.

What is a Product Description?

In simple terms, a product description is a written copy that features essential information about a product offered by a brand for sale online. Copywriters assigned the writing task must include everything an average Joe needs to learn about the product being sold online. Features of a product, its benefits, specifications that make it stand out, and a guide to using it are all part of such a copy.

The objective behind writing it and including all the aforementioned elements is to make prospects aware of everything about the product and urge them to buy it. A well-written description also plays a key role in optimizing the consumer experience.

A killer copy impacts sales significantly and boosts the brand’s reputation. It should substantially answer a few questions circulating in an average consumer’s mind. These queries are listed below.

  • What is the problem that gets solved by a particular product?
  • Why is it ahead of other products in solving the same problem?
  • How does it add value to the life of an average consumer?

How to Write a Compelling Product Description?

Now it is time to learn some effective tips for writing killer copy that significantly converts and boosts your conversion rate. Read on to learn more about these tips.

  • Identify the Prospects

The first thing you must do while writing a killer product description is learn who will read it. Doing so will help you put yourself in prospects’ minds and identify their pain points. After becoming aware of their pain points, it will be easier for you to relate your products to their needs. It will also help you justify why your product is better than the competition and urge customers to buy it. It will also help you articulate a copy that will feature everything they want to know, including features, problems that a product will solve, and the right method to use it.

  • Make it Easily Readable

You need to keep in mind that nobody will appreciate wording that is difficult to read and understand, nor will it make your product outshine others. What is the purpose of writing a copy that is not understandable for the targeted audience? Hence, using casual language that is easily readable is the way to go. An advanced rephraser offering various spinning modes for changing tone and style can come in handy in such a situation. Such a paraphrasing tool will make it easier for you to obtain a clear and easily readable copy in casual language from the product description draft.

  • Add a Touch of Humor

It goes without saying that a touch of creativity and storytelling can make a simple piece of text attractive to readers. In the case of a product description, it does much more than that. Fun and quirky content interests most people. You can start your product description with a fun question with a significant pain point for average consumers. Then, describe the problem-solving ability of the merchandise you sell online. Doing so will help you grab the target audience’s attention and discuss your product’s ability to add value to their lives.

  • Keep it Concise

It is worth mentioning that the average human attention span has become around 7 seconds, which is less than the notoriously ill-focused goldfish. Hence, most visitors won’t want to spend significant time reading your lengthy description. Moreover, seeing long blocks of text may lead to frustration, and they may abandon the page, resulting in an unsuccessful purchase. You should keep a copy of your product description brief. A better way to do it is by using a top-notch text summarizer. Such a summarizer will squeeze the copy without missing out on anything important about the product.

  • Focus on Features and Consequent Benefits

Finally, you must ensure that your product description doesn’t sound over-appreciative. Many copies often include words like ‘exceptional quality’ and other things that sound bland to any average Joe. The main purpose of writing such a copy is to discuss various product features and how they play their part in solving multiple pain points for target consumers. Hence, focusing on the features and benefits of the merchandise you are selling is essential. This practice will help you overcome cognitive bias and craft descriptions that sell.

To Conclude

A compelling product description is no less than a catchy story. It is a story that tells the reason behind the creation of a particular merchandise being sold online. Additionally, it gives a clue about the prospects who will benefit from it. It also discusses how its features will play a key role in solving various problems experienced by prospects in their lives.

However, most ecommerce retailers, copywriters, and digital marketers don’t pay much attention to these copies and fail to include all the information consumers want about a product. We have discussed all the effective tips to help you ensure compelling descriptions featuring everything essential. Hopefully, you will find it useful!

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