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One key to attracting potential buyers to your online store is having an engaging, well-written product description.
In addition to providing product details, proficient descriptions foster trust and influence customers' purchasing decisions.
This is because, even though customers can see the product when shopping online, they cannot tangibly touch or feel it.
Therefore, making a clear, concise, yet detailed product description is crucial for your business’s profitability and survival.
This article will provide a comprehensive guide on how to create a compelling product description that will drive sales for you and your business.
The first step in writing a product description is understanding who your target audience is.
Is your product aimed at young adults, parents, or professionals? ;
Is your product seasonal?
Is your product affordable? et al., because each targetted audience has different desires, needs, and language styles.
For instance, if your business is selling clothing to young adults, use a more colloquial, informal, and relaxed tone.
Conversely, if your business is selling a product to a professional, adopt a more formal, professional, and technical approach, by customizing your writing style to your audience, your product descriptions will be more appealing, engaging, and relevant to them.
When writing a product description for your business, use clear, simple, and specific language.
Rather, avoid using complex terms or jargon, especially if your product is aimed at a general audience, instead, focus on concise yet thorough explanations of the product's main features and benefits.
For example, instead of listing the products' technical specifications, explain their customer benefits.
For example, other than stating ”12 MP camera”, add the following descriptors “captures sharp, high-quality images even in low-light conditions”.
To highlight the key benefits of your products, write a compelling description that emphasizes their key benefits, and extolls your products' key features.
This is because potential customers want to know how your product works, and how it can meet their needs or solve their problems.
As such, focus on the benefits that are most relevant to your target audience's needs, demands, and expectations.
For example, if your business is selling running shoes, mention not only the materials used in their design, construction, and manufacture but also emphasize that their customization for long-distance running helps reduce the risk of injury.
Implement the KISS principle: Keep It Simple Stupid!
A product description that is too wordy can cause potential customers to lose interest.
However, conversely, a minimized description can potentially have the same effect by not providing enough convincing information, therefore, ensure that your product description is concise, engaging, and informative, and appeals to your target audience.
If necessary, use bullet points that highlight key features of your product, but when necessary, be sure to add short sentences to provide additional relevant details that are contextual and informative.
READ ALSO: How to Choose the Right Products for Your E-Commerce Business
Using persuasive language can increase your product description's appeal.
To achieve this, use adjectives such as exclusive, effective, practical, or proven to help influence potential buyers.
However, be careful not to overdo your salesman’s pitch.
Rather, keep your products’ descriptions honest and realistic, without having unnecessary superlatives.
For instance, "This ergonomic chair is specifically designed for maximum comfort, providing optimal support for your back throughout the day, " could be written more succinctly as “This ergonomic chair has been designed for comfort and support”.
An effective way to make product descriptions more engaging is by incorporating them into a narrative, because an engaging story can create an emotional connection with a larger audience and potential buyers.
In this, you and your business can narrate a narrative on your products’ background, the genesis of your product, how your product was designed, its inspiration, and how it came to become a commodity.
For example, "This bag was inspired by world travel, designed to accompany you as you explore new places in style and comfort."
While it is essential to convey the benefits of your product, some customers need more technical details to help them make a decision.
As such, ensure that you include all your products' relevant technical information, such as the product design, construction. size, weight, materials, capacity, and/ or durability.
This information helps potential buyers to fully understand what it is they are purchasing with your product.
However, also ensure that the technical you provide is presented in a readable and structured way, such as using bullet points, a graph, or a table, to assure clarity.
Although product descriptions focus on language and words, imagery and videos also help explain the product.
By using clear, concise, and engaging visuals, your potential buyers can see your products features and qualities in detail.
As such, ensure that the description you provide aligns with the images and videos you use to avoid customer confusion, and disappointment.
In conclusion, an effective product description always ends with a call-to-action (CTA).
An effective and impactful CTA encourages potential buyers to take immediate action, such as "Buy Now," "Add to Chart," or "Order Today and Get The Exclusive Discount."
As such, ensure that your CTA is clear, concise, and motivates your potential customers to take the next step, and buy!
These are the steps you and your business need to consider and take, toward creating compelling product descriptions.
Adhering to these steps is crucial because they can be a key differentiator in today's highly competitive e-commerce world.
Moreover, by understanding your audience, using clear and concise language, focusing on the benefits of your product, and adding a personal touch, such as a signature, you can create descriptions that not only attract potential buyers but can convince potential buyers to actually buy!
So don’t delay, but start optimizing your product descriptions today, and see how they can and will boost your online store’s sales.
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Youtap’s e-commerce is a user-friendly application with an attractive dashboard, but an application equipped with advanced features.
So, sign up now and experience the ease of managing your e-commerce business, where Youtap will help you manage your online store more efficiently, effectively, and profitably. Today!
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