Once a customer lands on your sales page in search of a product or service you have all the chances to convince the customer to make a purchase. But how do you capture the customer’s attention and generate sales? – Using a compelling product description.
The way you craft your product descriptions on your website will determine whether you will increase conversions or not. A product description is a vital aspect of an online store that can increase conversion tremendously, but it must be written perfectly. Although a product description is an important component of any online store, writing an epic product copy isn’t an easy task.
Let’s get back to you.
What is the reaction of readers when they land on your sales page? Are they compelled to click the “Add to cart” button, or do they just navigate away?
If your product descriptions are not compelling your customers to make a purchase, this article is for you. To win the eyes, mind, and heart of prospective customers, you need to write a persuasive product description.
To learn how to write a product description that generates sales, follow these proven approaches to convert readers into actual customers as shared by Andrew Peters, an expert copywriter at Brillassignment.co.uk.
What is a Product Description?
A product description is the marketing copy on a product listing that provides a detailed description of what the product is and why it’s worth your money.
Let’s get into the meat of the article.
Simple Ways to Write a Compelling Product Description That Generates Sales
Understand Your Target Audience
You are targeting a specific audience and not selling to anybody and if you are selling to everyone who lands on your sales page then you will never sell anything. Not all readers who land on your page are your customers since different products appeal to different people.
So, you need to know who you are selling your products and address them as you could have done on a one-on-one basis.
Before you embark on writing the product description, ask yourself:
- Who are the product’s ideal customers
- What problems are they facing?
- Will your product solve their problems?
- What are the interests of the readers?
- Why should they buy your products yet there are other products out there?
- How do they describe your products?
- What features of the product entice the customer?
If your product description will be based on these questions, then you are likely to write a product description that convinces customers to purchase from you and not your competitors.
What Benefits Will the Product Have to Your Potential Buyers
As mentioned above, most professional copywriters focus on detailing product features and fail to convince a potential buyer why they should buy their products. You may be interested in detailing all the qualities and features of your products showing the readers how your products have the most unique specs, but that’s not what the customer wants.
The customer wants a product that will solve a problem they are facing. They are not interested in the features of the product. They are eager to know whether buying the product could mean the end to their problems- how it will benefit them, how it will solve their problems etc.
Your product description should detail how the product will improve the buyer’s life and not how beautiful and amazing it easy on the eyes.
Show and Not Tell
While text can be used to describe your product, getting too wordy can be boring to the reader. So, you need to go simple, by using images.
They say a picture is worth a thousand words so use images in your product description. Images are weighty and can leave a lasting impact on customers.
Show, Tell, and Describe
Now that you have described your product using images and text, you need to use other means to show your customers how they can use the product or why it is worth their money. Here, you can use a combination of graphics, text, and videos to describe your product. Note that ensure to use good images and videos.
Make Your Product Description Easy To Read
Life is busy and people are not ready to strain their eyes and brains to read your product description. You should capture the reader’s attention immediately they land on your sales page by writing super scannable product description.
Ensure the reader can get what they want without having to sift through a bunch of information. Include bullet points, short sentences and short paragraphs, and lots of white spaces.
Search Engine Optimization
To make your product description findable online and attract new readers to your sales pagewho can turn to be your actual customers, you need to optimize your product descriptions for search engines.
Use the search terms the buyers use to search for information online when shopping for their products. To know the search terms/keywords, you need to research to discover these terms. Ensure you don’t overuse the search terms.
Over to You
It’s that easy: When writing a product description, think about whom you are selling your products, what problems they are facing, how your products will solve their problems and what makes them buy your products.
The list is not comprehensive; there are many other important things that should go into your product description to make it generate sales.
You can research more to add to our list.