After making a website and amalgamating all the site essentials, it’s time to look forward for a suitable way to write the product description. Now many questions might come in the mind of the merchant. What should they say? How long should the description be? What format is best? How do I make them rank high on search engines?
A well-written product description has the power to move your customers through your sales funnel. It’s no wonder they are worried. It should contain the relevant information to drive the shopper make a purchase decision. As the shopper browses, they instinctively imagine having each product in hand, using it and enjoying it.
By injecting creativity and product benefits into your product description, your store becomes more likely to convert the casual browser. While most customers make their purchase decision on the product picture, the product description helps fill in the gaps to make it fit for the customer.
Hence, take product descriptions as storytelling and psychology, amalgamating the elements of both prose writing and journalism. Remember the rule of storytelling, 5W’S and 1H, this is what we can follow here as well:
Who is this product for?
This is the quintessential stage, where the demographics come into picture. The targeted segment could be on the basis of gender, age, lifestyle or any group for that matter.
What are the product’s basic details?
This includes attributes such as dimensions, materials, product features and functions. By educating customers on the key benefits, unique value proposition, and offering a solution to a frustrating problem. Your product description can help drive more sales, lower refund rates, and build customer trust.
Where would someone use this product?
This talks about the feel of the product. The undertone of the write up should be such that the person should feel the product before even having it in their hands. For example, is it meant for indoor or outdoor use, for your car or your home?
When should someone use the product?
Is it meant to be used during a certain time of day, seasonally or for a specific type of occasion? Just as important is pointing out if a product can or should be used every day or year-round, as that will speak to its long-term value.
Why is this product useful or better than its competitors?
This can be anything from quality to value to features, really think about the benefits that will speak to customers. Also, consider how images can complement your product copy. In fact, you can use Know When to Show and Not Tell in this phase as you need to describe the best and let the shopper feel it itself after the product buy. Talk the Technical and Win Trust approach can also be used here.
How does the product work?
This may not be necessary for every product, but if you are selling anything with moving parts or electronics, it’s a must-have. Be Short & Sweet to be Effective and Use Storytelling to Your Advantage. Use Know When to Show, Tell and Describe agenda here.