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What should land in a perfect product description?

A perfect product description should give a thorough overview of what the item is, how it’s used, and why you need it. But that’s not all—there are some other important things to include as well! It is important to list any information about size, weight, color options, material type and more. This will help customers make an informed decision when they’re shopping online for products. Check our expert tips for captivating product descriptions.

You don’t have to be a professional copywriter or marketer to optimize your product descriptions. It is important that you define the who and why of what it is you are talking about for them than just writing an effective pitch statement. Chances are, if you’ve been working on this part already then chances will likely increase in getting more sales!

1.Decide who your ideal buyer is.

2.Pay attention to the advantages and qualities.

3.Make use of bullet points.

4.Keyword optimization

5.Incorporate storytelling into your strategy

The importance of product descriptions cannot be overstated. They can tell tales, respond to queries, and communicate with your target audience in a way that fosters relationships.

Arusik Ghambaryan, SEO Expert, Viral Mango

Something that we adopt while writing product descriptions is to use a relatable and distinct voice that addresses our potential audience. If the target audience of a product that we’re selling are millennials, we tend to use a tone that’s casual and a bit humorous whereas when we’re targeting large companies we adopt a more serious tone. Another important thing is to use the right keywords in the product description. Here ‘right keywords’ means the search terms that your potential audience might be using while searching for your product.

Neil Jose, Acowebs

First of all, the description should attract attention and sell.

To create a really good product description we need to answer the following questions:

Who will buy the product?

What is the product and what sets it apart from the competition?

What real benefits will it bring to the consumer and how will it improve his life?

In addition to the optimized title with the right keywords, it’s a good idea to focus on the following elements:

• Information and characteristics of the item.

• Used materials, dimensions, colors, weight, washing instructions /for use/ for installation, etc. depending on the type of product.

• Available sizes if they are clothes or shoes.

• Ability to view images up close.

• Videos to show how the product works.

• Creative description related to the uses of the product.

• Add to wish list button.

The competition in e-commerce is increasingly fierce, so if we want to be successful in our business, we must rely on the correct understanding of our customers and on unique marketing strategies.

Andreyana Kulina, Outreach Specialist, Brosix

A bit of humor and wordplay goes a long way. There’s a chance to make a joke everywhere but don’t take it too far to the point where non-native English speakers won’t get the joke.

Petra Odak, Better Proposals

A focus on benefits over features. Seriously, product benefits are far more compelling than product features.

To draw out the benefits of your product draw up a list of features. Then read each feature and pretend to to be your ideal customer and ask ‘‘so what?’. This will help you see why the feature matters.

Once you’ve got an answer to the question ‘so what?’ – read your answer and ask ‘so what again?’ This will bring you closer to the deeper benefit your customer’s want.

For example, let’s suppose you sell the razor with sharp blades.

Ok, it’s got sharp blades – so what? Why does that matter? Well, it means you can get a super close shave. That’s good, right?

Ok, so what? What does that matter? Well, because women love a close shave and they’ll be more attracted to you. Now we’ve hit a serious selling point, right?

This is just a super quick example, but hopefully you can see how digging for the deeper benefits creates a more compelling product description.

Ruth Even Haim, Co-Founder, ReConvert 

Always, always, always include the benefits of your product. Features are great and are more straightforward but benefits take the cake 99% of the time. A buyer is often convinced by the benefits of a product and how it can make their lives easier.

No one really goes through a detailed product description and becomes compelled to add the product to their cart. Mentioning a few benefits of the product is enough to intrigue a consumer. With a little bit of creativity and copywriting, you can use the art of storytelling to connect with your target audience and convince them to make a purchase.

Many brands have used creative writing to emphasize benefits of their product in their descriptions and it has been proven to be a great way to increase sales.

Ebnu Sudarso, Co-Founder of Milkwhale

I am a big fan of explaining products through videos. It has always worked absolutely great for me. Show and Tell is what I believe in. Use a screen recorder, show your product and narrate your product description through webcam overlays. You can use a product like Vmaker for the same. Ensure you include –

1. Existing problem statement

2. Product positioning

3. How your product solves the problem

4. USPs – why your product vs competitors

5. One line about the roadmap – what can we expect to see from this product in the future

Rangarajan Nallappa, Marketing Lead, Vmaker

While some marketers and digital content writers believe that a product description on an ecommerce website is nothing but a short text about a product’s features, it’s not so. A perfect product description is the one accomplishing three goals:

First, it qualifies a potential customer. The text of your description should help visitors quickly understand if this product is “for someone like me.”

Second, it persuades a user to think about a purchase. So, provide compelling, customer-centric reasons to choose your product.

And finally, a product description needs to be SEO-optimized for voice search. Many users consider online shopping via smartphones, searching for products with long-tail keywords and more natural, conversational queries. Marketers should remember this when deciding on terms to include in descriptions and how to write it for both a user and a search engine to understand.

Lesley Vos, Content Writer and Strategist, Bid4Papers

Before writing a product description, you must be aware of the item as well as the target customers.

For instance, if your product is a niche item, say gaming chairs, then you are targeting gamers in specific. Gamers searching for a gaming chair will be interested to know about its height adjustability, comfort, build material, etc.

Your description must be easy to read and compressed to short points.

Also, the description must tell what’s unique about your product with respect to the competitors.

The end goal here is to inform your prospective buyers all the essentials about your product from within the description itself, without them having to dig deep.

Thus, your buyers will realize that you have spent time in understanding the issues that concern your type of product and actually made changes that offer a better experience.

Vineet Gupta, Digital Marketing Team Lead https://5minutesseo.com/ 

A product description is the first thing that people will see when they visit your store. It is important that it is attractive and makes them want to buy.

In a good product description, you should be able to provide all of the necessary information for potential buyers to make an informed decision. You should also keep their emotions in mind and try to match them with words and phrases.

There are some guidelines and strategies that can help product descriptions to be more engaging and shareable. The following are some of the main aspects of a perfect product description:

– The right length

– Product name, brand name, etc

– Unique selling point

– Key features

– Benefits of each key feature

Max Benz, Founder, https://kochboxguru.de

Adding visuals (product images or videos) can give your product description an extra boost. Texts will tell, but visuals can sell. Product photos and videos allow you to display your products in an enticing way that will make the customer want to buy it. They help you show what the product looks like and how it actually works. In other words, they convey the characteristics of products clearly and attractively. This way, you can generate more trust and skyrocket your conversion rates.

Be sure to include as much as possible regarding the different angles and uses of your product in the images and videos. This way, potential customers will easily get a sense of what using your product is like. Therefore, people tend to place more value on products that have pictures and videos than ones that do not.

Andre Oentoro, CEO of Breadnbeyond 

Product features and benefits are mandatory to have in every product description, but you can make it to the next level by including a bit of social proof to attract your prospects. People are so used to reading features and benefits that they can easily compare to your competitors at the same time. While these elements are a must-have, you can stand in the crowd by providing things that catch your audience’s attention.

Testimonials are an excellent tool in enticing a new audience to join your bandwagon. When people barely know your business, learning your product’s features and benefits isn’t enough to convince them. That’s why you need to include social proof that your business is indeed helpful for those looking for a solution for their problems.

Natasha Rei, Digital Marketing Manager at Explainerd 

It goes without saying that every product manager and product marketer are proud of what they are offering and want to present it in the best positive light. And that’s completely fine, but the focus should be on not just what the product is but what it can do for your target audience. Words have more worth when they are backed by actionable intent.

Present your product’s features from a perspective that your audience will be familiar with. If they can relate to the problem it is solving they can better connect with your offering and better understand the value it can provide for them. And it’s all about the value it provides, as the main trigger for most people is having the need of solving a problem, because that’s when they are at the buying ready

Igor, Dimovski, Growth Marketer, Sales Rocks

While a product image is something that every shopper interacts with, for the first impression, the product description nudges them towards sales. Hence, having a kick-ass product description that describes the features, functionalities and utilities of the product is a must!

And, to pique the interests of the modern customer who is digitally empowered, this description should also do some EXTRA things, such as:

1. Creating a description that aligns with the customer interests

2. Conveying the idea that all the user pain points will be tackled by the product

3. Indicating the ways your product is better than the competitors and worth the money

4. Presenting the perks in an enticing manner – discounts, multipurpose use, and customization options etc

As every product has a different target audience, it is important for your product descriptions to align with their preferences, shopping interests and pain points.

This way, you present your product as if it is the best tangible solution for all their relevant problems!

Joy D’Cruz, Content Marketing Specialist, Linkoholics

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