WRITING PRODUCT DESCRIPTIONS
Your Guide to Writing Product Descriptions That Sell
Do your product descriptions compel consumers to hit “Add to Cart” while on your page? E-commerce websites can significantly improve sales and organic search rankings by writing product descriptions that are richly detailed, use specific keywords and paint a picture of how the customer will ultimately benefit from making a purchase.
For many consumers, the product descriptions you use can be a major deciding factor in whether or not they spend money with your company. In fact, millennials are 40% more likely than other age groups to say that a product’s description is extremely important to their purchasing decision.
Would you use formal language when trying to describe a whoopee cushion? Or use sarcasm when advertising a life jacket? In the same way, think of who your ideal customer is and what audience will be reading your product descriptions. Your copy should also match your brand’s voice, whether that’s lighthearted and playful or more corporate.
It’s not enough to list out the main features of your product. You need to explain how they fit into your customer’s life and how it will solve their problem or address their need.
“Product descriptions need to answer questions, not just boast features,” says Alex Kafure, a digital marketing consultant. “Don’t tell me it’s a ‘Lithium Ion Battery with 8 Billion Watts,’ I want to know how long the battery lasts.”
Avoid using jargon and overly-technical terms that don’t immediately describe what sets your product apart and how it will work once you receive it. Think of it from the perspective of your audience, who might be viewing several other items just like yours.
“’Only 16 Pounds” sounds light, but why not tell me that by saying, ‘Lightest Bicycle Under $200’ instead,” says Kafure. “Think selling points instead of features. We all know the Bazooka 5000 is revolutionary, but break it down in ways I can explain to someone else without them falling asleep.”
There are certain words that will make most readers cringe and stop reading your product description. This includes words like “breakthrough,” “unique,” “innovative,” “revolutionary” and other over-used phrases. Unless you truly have made a one-of-a-kind product that is unlike any other on the market, be realistic with how you describe your product. Be honest and transparent when describing your product and instead play up the features that make it the logical choice for a consumer.
How will your product benefit your customers and improve their lives or solve their problem? Keep the end-user in mind when describing your product and make them part of its story. Use words like “you” to help them see themselves using this product, and specifically call out certain scenarios that this product could be used in.
Use a tool like Ahrefs or Google Keyword Planner to create a list of keywords that fit into your specific product and/or brand. Try to use one or two of these within your product description in order to help it rank on search engine result pages. For example, if you’re selling women’s high-heeled shoes, get specific with phrases like “black patent heels” or “red satin stilettos.” Think of what the consumer will be typing into Google, and what will bring them to your page.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
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At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.