7 Tips to Write Persuasive Product Descriptions

One of the biggest challenges that many ecommerce entrepreneurs
face when creating product pages is writing the right product
descriptions. A product page is essential because it plays a
significant part in the product’s saleability. Product pages
should contain vital information about the product to provide
Google the content that it needs to crawl your webpage and to
offer customers the information that they need about your
product. It should transition smoothly to your call- to-action
button in order to persuade customers in clicking that “Add to
Cart” button in order to complete the purchase.

Basically, the bottom line here is to use persuasive product
descriptions to convert traffic into paying customers. It may
not be an easy task, but the following tips will help:

Know Your Target Market

Writing product descriptions to appeal to a large buying
audience is ineffective. This is because sounding too general
is what you should not do as it will not speak directly to the
audience that you want. To narrow down your market, you must
determine your target audience. Once you’ve accomplished this,
the next step is to come up with descriptions that will appeal
to your audience in a more personal way. Make your argument
realistic and relate it to the day-to-day life of people; it
may also help to add some humour to your piece.

On the other hand, if you can’t determine your target
demographic, it’s best to review your sales history to know
what kinds of customers are buying your products.

Bonus: To learn more about honing in on your
target market, determining your niche and other aspects of your
brand that will help you write more persuasive product
descriptions, check out A Better Lemonade Stand’s Ecommerce
Branding Guide.

Make Your Descriptions Easy to Read

For the average internet users, well-written product
descriptions are no different from the poorly written ones; if
it’s too long they’ll either skip to the end or just close the
page. That’s what you want to minimize, if not completely
prevent, from happening.

To encourage buyers to read your content, aside from making
catchy headlines, create a divide between your ideas in your
content and add short but concise subtitles for each point that
you want to convey. This way it’s easier for your audience to
pick up your content’s message even if they’re just quickly
scanning it. It also makes it easier to follow as it provides a
visual space between the ideas so your audience won’t get
overwhelmed as they read.

You can also do this by making easy-to-read bullet points that
focus on the essential details of your product, but make sure
that you don’t overdo it. Bullet points should only be used for
a brief and concise set of ideas and should be limited to just
a little over five bullet points per set. Keep in mind that
most visitors won’t read the entire description, they’ll be
more likely to scan for important and interesting information
about the product so if you aggregate your ideas into a long
winding set of bullet points, it’s going to be no different
from a long and boring looking article.

Highlight the Benefits of Product Features

Buyers are not only interested in the features of a product but
also its benefits. When writing descriptions, provide the
features that are most relevant to the day-to-day activities of
the consumers. Make it as truthful as possible and convey the
real-life benefits of the products, like how will it change the
way they do things in their daily grind. Emphasize on the “how”
not on the “what.”

Create a Fun, Friendly Tone of Voice & Be Consistent With
It

Incorporating a friendly tone of voice into your product
descriptions will be more engaging to the audience. Harnessing
a bland tone, on the other hand, makes for less persuasive
product descriptions.

Aside from using a friendly tone, injecting a humorous or
unconventional tone into your content will make it more
appealing. Generic adjectives like “world-class”,
“top-of-the-line”, etc., are already worn out expressions,
thus, consumers won’t buy into those claims easily (unless it’s
backed by credible statistics and research). So, better cut
back on those words and use more grounded claims instead. It’s
also important that the tone should be consistent throughout
your content. Keep in mind that consistency improves your
branding efforts.

Bonus: For more tips on developing your tone
of voice and other suggestions to write great product
descriptions, check out this article by Shopify: 9 Examples of How to Write
Product Descriptions that Sell.

Provide Proof When Using Superlatives

You will see many product pages on different ecommerce websites
that include superlatives just to tell buyers that their
products are the best on the market. Providing consumers with
deceptive and unoriginal descriptions can affect your business,
so it’s important to set the right expectations. If your
product is one of the best on the market, then explain why this
is the case. Otherwise, don’t make unrealistic claims. The
safest way to make claims is to let your customers do it for
you. Quote a satisfied customer instead to add more credibility
to your brand.

Tease the Readers’ Senses

Writing product descriptions is like painting a picture in the
consumers’ minds: you tell them through written words how your
product works or feels when they use it. One way to accomplish
this is by incorporating sensory words that help spark the
buyers’ interest. For instance, if you want to describe
chocolates, use words like “crunchy,” “smooth” and “velvety.”
Avoid using cliché and commonplace words like “sweet” which is
far too common when describing such product. Instead, turn
every feature into an enticing benefit with the use of more
specific but positive sensory adjectives.

Bonus: Learn more about the purpose of product
descriptions in this post: How to Write Better Product
Descriptions: Are Your Product Descriptions Missing These 3
Crucial Ingredients?

Edit Your Content to Improve its Persuasiveness

Editing your content not only means you are checking for
spelling, punctuation, grammar and other minor issues but also
a way for you to be the reader of your own work. That way, you
can have an objective overview of your written content and you
could gauge whether it’ll be appealing enough to your audience
or not.

Here’s how you can enhance the persuasiveness of your content:

Check the product’s list of features and benefits to make
sure you haven’t missed any vital details.

Words like “we,” “us” and “I” improve persuasiveness but if
you want your content to be more reader-focused, make use of
engaging words like “you” frequently.

If you want your product descriptions to be readable,
replace highfalutin or difficult expressions with simple
expressions. It’s not about the words that you use, it’s about
how you use them.

When elaborating the features of a product, you should
highlight one idea per sentence. Make sure to keep your ideas
short, don’t use too many adjectives, only use them when
necessary so they’re ultra effective and not overdone.

One way to improve the credibility of your content is to
provide specific ideas or descriptions. When describing a
product avoid using generic adjectives without backing it up
with actual reasons. Example, instead of saying it’s a “quality
product” say that the “product comes in a cool square design
with polished edges.” That way, it will not sound cliché and
will serve as an actual answer to the real question – why
should I buy this product? In addition, when stating facts,
it’s also good to include statistics to back up your claims,
that is if such information is relevant or available.

Conclusion

Product descriptions are the building blocks of an ecommerce
site. If you want your ecommerce business to thrive not just in
Google’s algorithm but also in the eyes of your target audience
you need to start by ensuring that you have informative,
descriptive and persuasive product descriptions on your site.
Not only will this help build your brand’s image but it will
also be a channel to convey your brand’s message to your
customers.
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