A good product description is worth its weight in gold. When written properly, they’ll give the reader everything they need to know, as well as convincing them that they need to buy it. If you understand the art of the product description, you can seriously increase your conversion. These 8 tips will help you improve these writing skills and increase your sales.
1. Think about who your customer is
When writing anything, you need to know who your audience is. This is true even for product descriptions. If you’re selling, you’re not just selling to anyone. After all, new parents aren’t going to be interested in dog products, and renters aren’t going to be interested in building services. If you target your audience properly, then you’ll get more sales.
The way to do this is to create buyer personas. Think about your ideal customer. Who are they? What are their interests? What problems do they need to solve? The more you can answer, the better. Then, you can write descriptions that really speak to them.
2. Decide on your tone
Next, you need to know how you’re going to talk to your potential buyer. Not every buyer will react to the same tone in your writing, so you’ll need to decide on a tone now.
For example, think about where you may meet your reader. Would it be in a professional setting? Would it be over lunch? Would it be at their child’s play date?
For example, if you’re writing a description of a dress, you’re looking to appeal to fashion conscious women. Think about how a cashier or assistant in a store would talk to the customer. Use a tone that shows you want the customer to feel good about the way they look, and that you have the same interests when it comes to clothing.
3. Turn features into benefits
Many descriptions fall down because they simply list all the features, rather than showing the reader why they want the product. There’s a lot of good features on your product, and you’re proud of them. However, they’re not going to sell the product on their own. Instead, you’re going to need to turn those products into features.
For example, if you’re selling a baby changing table, you may have a feature where the item has non slip feet. Turn that into a benefit by saying ‘Keep baby safe while you’re changing as anti slip feet keep the table from moving.’ This means you’ve taken the customers’ needs in mind as you’ve written.
4. Use tools to help you
The right tools when you’re writing can go a long way. Try some of these tools to improve your descriptions:
State Of Writing: If you’re not sure how to get the most out of your writing, check out the writing guides available here.
Elite Assignment Help: Good grammar is vital. This service will help you improve yours if needed.
Proofread Bot: This tool highlights any errors in your text, and suggests how to fix them.
UK Top Writers: This service can help you find proofreaders for your descriptions.
WriteURL: If you work with others, this collaborative tool can be the best way to write.
OXEssays: This service can help you edit your descriptions, getting them ready to go online.
WriteBox: Need a distraction free place to write? This site has you covered.
BestAustralianWriters: If you’re not sure you can get descriptions written to your satisfaction, this agency can help you get them written.
5. Write a first draft
No description is perfect on the first try. No matter how much of a rush you’re in, it’s always a good idea to write a first draft. You can use it to play around with the piece, try out elements and see how they work together. This takes the worry out of getting it right, as you have time to experiment first.
Once you’ve written your draft, make sure that you leave it awhile before you come back to it. This time is important, as it gives you some distance from the piece. Once you come back to it, you’ll be able to see where the edits need to be made.
Related Article: Great New Sales Prospecting Ideas for 2017
6. Give readers the proof
Every seller says that their product is the best one out there, and let’s be honest, readers don’t care. A phrase like ‘best ever production’ or ‘No. 1’ isn’t going to mean anything to them. These are ‘yeah, yeah’ phrases. They’re just going to gloss over them to get to the information that they need.
Instead, give proof. Has your product won awards? Is it a top selling item? Has it been on TV? Give readers the proof they want.
7. Tell the reader a story
It’s hard for a customer to really envision what it’s like to buy or own a product, if they can’t hold it in their hands. That’s why online, telling them a story is the best way to show them this.
For example, if you’re selling dress shoes, you could write ‘Imagine wearing these shoes with a cute outfit the next time you head out on the town. They’ll help you feel well dressed. stylish, and ready for everything’.
8. Always remember to proofread
When you’re done writing, never forget to proofread. No matter how carefully you write, you’ll always make some mistakes in your text. If you publish without checking, it can lead to embarrassing mistakes, and make you look unprofessional.
Take the time to edit, or hire a professional to do it for you. Finding and editing errors now can save you a lot of time and effort in the long run.
These 8 tips will help you get the most out of your product descriptions, and show readers just why they should be buying from you. Take the time to hone your craft and write descriptions that really speak to your audience.