Most retail businesses have transitioned online to stay competitive in their markets as the world continues its shift towards the digital space. Considering the opportunities that social media, online marketplaces, and other digital channels provide, a strong online presence has become a must have.
As business owners continue to grow their brands, they’ll need to find new ways to market themselves and make their products stand out. In addition to an optimized website and beautiful product photos, writing great product descriptions is an excellent way to influence leads towards conversion!
A product description is a short block of text that explains your product is all about and what makes it worth buying. Since your customers may be gathering options or have looming concerns over your products, sharing vital information about its benefits can convince them to transact with you.
Ultimately, any product has a better chance of being sold if it goes with an awesome product description. But apart from showcasing your product’s features and benefits, your product descriptions can also mirror your brand’s image. If the copy is concise, unique, and enticing, you can improve brand recall and scale up your business in no time.
The beauty of creating product descriptions is that there’s no one-size-fits-all approach. You have the creative liberty of positioning products from multiple angles, which helps maximize their appeal factor. Here are some tips for writing compelling product descriptions.
This product description may be a bit short, but it’s great since it mentions a unique selling point of the product and a characteristic of the brand's target persona.
Gillette knows that its target market is primarily men with facial hair. Once the interchangeable combs have been emphasized, they end the description well by highlighting how their product can deal with different beard types.
The more perks offered by a product, the more value for money customers get. With this point in mind, the best way to emphasize your product’s importance would be to mention its advantages. Let’s review how Lysol showcases its fresheners.
This description urges the customer to imagine the taste and aroma of coffee and then hammers its points home by showcasing the product’s capabilities.
If you plan to follow this tactic, your description should start with action words such as “enjoy,” “imagine,” or “experience,” and then follow up with an imaginary scenario. It’ll allow you to play around with your customers’ minds and condition them to feel a certain way once they use your product.
This tidbit works especially well for food brands and Shakey’s perfectly demonstrates how sensory words can make your mouth water. They used the phrase “irresistibly rich and creamy” to absolute perfection, making their customers crave for their special Truffle Four Cheese Pizza Americana!
Studies show that the attention spans of humans have decreased, from 12 seconds in 2002 to 8.25 seconds in 2022. It’s precisely why short-form content such as TikToks and Reels have skyrocketed in popularity. A good rule of thumb would be to keep your descriptions concise and snappy.
Putting up your own business is an achievement, but the work doesn’t stop there. As you manage your daily operations, you’ll need to find ways to stay ahead of your competition constantly. Fortunately, creating excellent product descriptions is a proven way to entice leads into a sale.
If you’re planning to shift online, partnering with a credible eCommerce service provider such as Rush will be your best choice! With the help of our eStore Suite, you’ll be able to sell your products online and scale up your business in no time.