If you want to have success selling online, you need to master the art of product descriptions. This is easier said than done! To do it right you need to use proven techniques that are engaging and persuade people to purchase. So here are some tips on creating product descriptions that actually help sell your product!
Attention
Selling products online is a visual affair much of the time. And that means that you need to leverage the best visuals you can get from your product. People are searching so quickly through their apps, social media, emails, and websites today that if you don’t have something eye-catching they will just overlook it.
Use bold colors when possible that align with your core brand image. If there is a unique feature that looks interesting, be sure to lead with that in the first photo of the product. This will get them to read on to the rest of the description.
Keep It Brief
Essential in your quest to create great product descriptions is keeping it brief. Far too many product owners try to express their linguistic capabilities by elongating the description and making it sound as sophisticated as possible. This can often confuse users or turn them off. Simplicity and getting to the point are best.
Let’s use security giant ADT for this example. On their lead generation page, the first words you are likely to read will be “ADT Monitoring Packages,” followed by “Get monitored home security packages starting at $9/week.” This introductory product title and description tells potential clients essentially everything they need to know to get interested.
Interest
Creating interest is more than just showing a feature and listing off the rest of the items or benefits. You need to find relevant material that is useful to your audience to make their decision.
For example, the product pages for Teema Tea showcase a pretty good description of their Immortality Tea. It builds on the history of the tea to add interest and legitimacy, as well as some basic description of the product coupled with some great product photos.
Another way to spark interest is to include rare facts or data that support your case as to why your product performs best in the market.
Testimonials and Reviews
Social proof is one of the staunchest allies in your marketing campaign. This is especially true with product descriptions. After all, you can say that something is beautiful, durable, fast, easy to use, or anything else for that matter. But the real test is getting customers to leave positive reviews.
You can showcase positive reviews on your website to get people over the edge when they’re considering buying your product. Take a look at Birchbox’s homepage and scroll down a bit to see the way they integrated their customer reviews. It’s chic, not too bold, and definitely the right tone for their audience.
Desire
It is essential that you understand the difference between interest and desire. Interest involves facts and figures and using visuals to catch attention. The importance of that is allowing your customer to continue to the “desire” portion of your description.
Mention how comfortable it is, how cool they will feel, and how relaxed they’ll be when their problem is solved. Desire is all about emotional states, so understand how your product invokes these in your customers.
Urgency
Without urgency, people are likely to delay. You need urgency builders throughout your website and description.
For instance, “special sale only lasting today” or “5 units left” make the item seem more scarce to buyers. That way, they are more willing to take out their wallet rather than risk losing out.
In today’s world, the online marketplace is so competitive that your product descriptions can change the entire direction of your company. Being able to interest and convert customers and win clients from your descriptions (as well as a generally healthy business approach) puts you into a new tier in your niche. So follow the advice above and put it to use so you can start boosting your bottom line sooner rather than later.
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