Writing a good product description can be difficult.
You’ve spent all your time setting up a website and finding a good, quality product to sell, but now you have to worry about writing a product description before you can list it.
Some of you might have experience writing product descriptions and you’ve probably learned a system that works best for you. Some of you might be completely new to writing product descriptions and aren’t sure where to start.
This article will help both the experienced and inexperienced custom decorator write better, more engaging product descriptions that will ultimately turn into more sales and more money in your pockets.
Benefits and Features
When it comes to writing a product description, listing the product’s benefits and features is a must. It’s arguably the most important aspect of the product description.
Some will tell you that writing a product’s benefits is more important than writing its features, but I’m here to tell you that that isn’t always the best advice. Both a product’s benefits and features serve a very important purpose and you should be doing your best to let both shine when writing your product description.
First, let’s define what the differences are between listing a product’s benefits and listing a product’s features.
If you’re selling a T-shirt, a list of its features could include the following:
- Elastic Material
- Printed graphic
- Longer sleeves
If you were selling a T-shirt with these characteristics, all three of these features should undoubtedly be included in the product description. These features will give the customer more details to go off of, but they will also be looking for something to put it over the top.
That’s where the product’s benefits come into play.
Benefits to the T-shirt having elastic material could be that it conforms to the person’s body. A benefit to the printed graphic could be that it has a soft, smooth feel. A benefit to the T-shirt having longer sleeves could be that it gives the T-Shirt a more casual look.
It’s up to you on how you want to list the product’s benefits and features, but they both need to be included in the description. You can’t have one without the other.
Who is your audience?
If you want to sell your product, it’s fairly safe to say that you need to know who and what your audience is.
Your product description should always mirror the audience that you’re trying to sell to. If you’re selling sophisticated products, your description should sound sophisticated. If you’re selling athletic wear, your description should have the tone of an athlete speaking.
At the end of the day, you want your product description to be easy to read and easy for your customer to discern what it is that you’re trying to sell to them. The last thing you want is any sort of confusion from your customer that might lead to them leaving your website.
Picking the right words
Everyone wants to use the best keywords in their product description, even if they don’t always apply to the product that you’re selling.
What is the biggest takeaway from that? Don’t use catchy buzzwords just for the sake of using catchy buzzwords. You want your products to be authentic, not gimmicky.
Now sure, if you’re selling a basic T-shirt, it would probably be pretty hard to write a gimmicky product description, but there are certainly still words and phrases that you should stay away from.
According to Unibounce.com, here are a few words that you should probably stay away from:
- Market-leading
- Breakthrough
- Innovative
- Stunning
- Ultimate
Writing the most accurate product description should be your adjective and odds are, using any of the adjectives above wouldn’t be accurate. Be careful with the words that you choose. The last thing you want is for your customer to be unhappy with their purchase because of a false description that you wrote.
Optimize for SEO
You should always be looking for ways to improve your search engine optimization and there’s arguably no better way to do that than by what you write in the product description.
If you want your products to rank high on Google, you need to be including specific keywords. This goes hand-in-hand with our last suggestion: picking the right words.
Ultimately, being informative in your product description will help you with your SEO. Many search engines have turned their focus over to quality over quantity.
Be informative, list the product’s benefits, pick the right keywords and you will be well on your way to having an effective SEO.
Make it scannable (easy to read)
Your product description should have benefits and features. You should know who your target audience is and you should pick the right words, but don’t overcomplicate what you say.
When a customer clicks on the product description, you want that person to be able to scan through it with little to no problem. No more than a couple of sentences paired with some good bulletin points is all you need.
The goal should be for your customer to read the product description quickly and easily and purchase immediately.
Final Thoughts
Even the most experienced custom decorators can learn more about how to write the best possible product descriptions.
It’s not something you should gloss over and rush through. You’ve spent countless hours building your business, so don’t let one of the most important aspects of selling a product be the one you slack off on.
However, know that this isn’t something you will become a pro overnight. It takes practice, so put in the work to improve your writing skills. Feel free to leave us a comment with any questions you may have in regards to writing an effective product description.
We here at DecoNetwork want to help!
