Can you think about a hamburger? Do you perceive those tasty buns with a huge juicy piece of well-fried crispy beef and a few of sesame seeds on top that is carefully covered with lettuce? Do you remember that taste when a delicious scrap of meat gets in and the cheese sauce oozes into the mouth?
I can bet you start slobbering.
This is an example of how words are selling.
Now let’s take a wider look on how to create a product description that sells.
Why is product description so important?
The description gives an information that allows your customers to see what they are missing in their life. And make them buy it. David Phillips has shown the power of the story-telling at one of the Ted Talks. By using just words he made people to empathize, worry and feel the grace.
There is no chance to sell something without an honest, bright and informative description.
1. Define your audience:
You have to know who your target audience is. It is necessary to realize who would receive your messages. There is no point in describing flexibility of your shoes and how they are comfortable to run if your audience is looking for fishing boots.
Ask yourself these questions to know better your costumer:
- Why this person came to my website?
- What he probably might look for?
- What additional features would interest an audience?
- What could be his interests?
Look at this incredible product description of IPhone X by Apple.
Looks like they know who you are and what you want.
2. Be honest:
Build a good reputation before you sell. If your product is a synthetic sweater don’t say that they are made from the wool. Your business won’t run along the track using this tactic.
In your product description, every word should be true. Don’t miss any detail that you don’t want people to know about. It is always better to fix it and make your product perfect.
Small tip: avoid using of “Best”, “Amazing”, “Outstanding” etc. These words drive people away. If you have an amazing product there is no need to talk about it.
3. Use photos and videos:
It is well-known fact that if the customer holds a product in his hands he is more likely to want to buy it.
Images and videos work in the same way.
Attach informative videos and high-quality images. 64% of costumers say that image has more power than the description. Even if you hire the best writing service to write a description you would definitely fail without a media-content. The image is a description as well. Photo of your product tells a lot to your costumer. Nobody would buy a jacket until sees it. For example, look at the PizzaHut Images. Those images speak for themselves! Instead of telling about ingredients and the way vegetables were cooked they show you a picture of a pizza which triggers a desire to eat. Next step – you order a pizza.
4. Use powerful selling words:
There are a lot of powerful words that get an emotional response in people. With right using of these triggers, you can convince people to make the purchase. Here are some of them that trigger positive responses in customers’ brains: Last chance; buy one, get one; instant etc.
Use those words and tell a story. Describe your goals and mission. Stay away from the boring product description that looks like academic paper. Personalize your company so people could treat it like something real. Tell about your achievements and in what way you want to help people.
5. Implement Social proof effect:
Social proof is a strong tool that raises a number of purchases. Even if you have an outstanding product you wouldn’t get a lot of attention until nobody trusts you. Get some testimonials from real persons and add links to their social profiles. But as It was spoken before – be honest. There are a lot of bloggers on the web who could make a video review in exchange for your product for free. When the buyer persona sees that other people have already used your product he will not be in doubts. People are used buying something that is already popular.
6. Fewer means better:
Don’t overload your description with a lot of beautiful sentences about how amazing your product is.
Every single word should be meaningful. If you are selling travel bag you should avoid useless information about the simplicity of walking with your backpack through the rainy tropic jungle. Your description should consist of real facts about your product.
7. Use simple language:
It is better not to try pressuring on customers with difficult word combinations. Imagine that you are describing your product to your best friend who is sitting next to you on the couch. By bringing a natural tone you would set up an easier connection between you and your buyers. Forget about empty “Call-to-action” and hard-to-understand adjectives.
All these rules are based on the customer experience research. The main idea that your product description can’t push on people and be too much advertising. Customers feel when you jump around them and propose “one more exclusive product that would change their life”. You’ll be instantly rejected. To sell without selling is the magic of fascinating product description.
Let’s sum up recently obtained knowledge:
- Don’t lie
- Be short and to the point
- Use power words
- Give all the needed information
- Speak simple
- Learn from professionals
- Sell without selling
Keep these rules in your mind. They will lead you to the perfect product description.