Are you having trouble crafting product descriptions? It happens to even the most capable individuals. Fortunately, there are a few basic steps that any business owner can follow to create compelling product descriptions that will have those items flying off the shelves in no time.
1. Begin with your ideal consumer.
Every good piece of writing is motivated by the person for whom it is written. In this scenario, you should write for your intended audience. Your ideal consumer is the one for whom your organization was created. He’s the one that buys all of your items and tells everyone he meets about you.
Make a list of the qualities of your typical target consumer. What is her age? What does she make a living doing? What is it about your product that she enjoys? What kind of music does she enjoy listening to? What does she do on weekends? What personality type does she have? After you’ve written everything down, it’s time to turn it into a buyer persona. A buyer persona is a fictional character created by combining the traits of your target clients.
Persona
Give your persona a name, an age, a career, and other descriptive details to help you imagine who he is. Finally, include a free stock photo of how you envision him looking. Then, when you’re creating your product description, pretend you’re talking to your buyer persona.
Why? Because when you write for a specific type of target customer, your message will resonate with everyone in your target customer profile. It will feel as if it was written specifically for each person who reads it. This character will also assist you in determining what to put in the description and what tone of voice to employ.
Consider this: Would your persona buy your product solely based on the photo? Would they require additional information to make a decision? Or would they become all geeky and read a long list of product features before making a choice? Do they want you to chat to them casually, as if they were a friend? Or do they expect you to communicate in a professional manner? Do they speak in slang? Or do they want a more premium setting?
2. Make a list of the features and advantages.
It’s now time to concentrate on the product. You’ll need two elements to write an engaging product description: your product’s characteristics and benefits. All of the facts regarding your product are called features.
Consider the following attributes of a backpack that our consumer persona could find appealing:
- Suspension for LightWare frames
- Back panel with mesh
- Suspension is hidden behind a zipped pocket.
- Harness and hipbelt have mesh.
- Mesh pocket inside
- Straps with dual compression
This may be useful to someone who is knowledgeable with backpacks, but it is useless to the typical person. In other words, your consumer is thinking to himself, “What does that mean for me?”
This is where the advantages come into play. Benefits explain why the features are important to the customer. The benefits section explains what the consumer will get from each feature.
“Dual compression straps keep baggage from moving during travel,” for example. Our tourist will no longer have to worry about their belongings becoming tangled in their bag. Or “…the mesh on the harness and hip belt avoids chafing.” This demonstrates to your buyer that the backpack will be comfortable. Simply mentioning characteristics in product descriptions isn’t enough to sell something. You must explain to the buyer why each feature is important. What is the benefit to them?
Here’s a quick way to figure out what your product’s benefits are for each feature:
Visualize your alter ego in front of you. Imagine him asking, “So what?” after you inform him about a feature of your product. When you say “So what?” you’ll very certainly find yourself describing the feature’s benefit. Continue asking “So what?” until you reach the customer’s final advantage.
A straw, for example, may be a key part of a reusable water bottle. “So what?” Water is easier to drink using the straw. “So what?” As a result, you can easily drink more water throughout the day. “So what?” So, by drinking more water, you can improve your health.
We’ve now found three major benefits, as well as the customer’s ultimate motivation: to become healthier by drinking water.
One last point concerning advantages:
Consider which benefit your persona would value the most when writing the description. Then, in the description, put that one first. You simply need to include the advantages that your persona will value.
3. Include clear and appealing images.
As the cliché goes, a picture is worth a thousand words. However, if your product image isn’t clean, crisp, or aesthetically appealing, you could be telling your buyer a thousand words why she shouldn’t buy it. To encourage customers to buy, make sure each product has clear and appealing images.
To get the best images, it’s worth investing in a competent photographer. Try to demonstrate your goods in various scenarios, from various angles, or while being used by a model. Most clothing companies photograph their items on a model from several perspectives, including close-ups and detail shots.
Source: product rule , product features
