Create Product Description That Sells

Structure makes product descriptions easier to read and easier to write. Having a clear plan will help your creative process, especially if you go on to write a lot of product descriptions for yourself or a client.

Using structure will prompt you to write in an organized way that you can replicate over and over again. Of course, there are always times when you will have to deviate from your preferred structures, especially when you are working from a client’s brief. R

emember, whilst you can advise your client or suggest a structure for your product description, some clients will already have a clear idea of how and what they want you to write, and you will have to work within their brief.

Suggested Structure

The following is a suggested structure that will get you off the touchline. You will find that you have a preferred method but be careful not to fall into the trap of writing all your product descriptions using exactly the same structure as repetition may lead to your customers becoming bored and will negatively affect your sales conversion rates.

Headline

Write a catchy headline that draws the customer’s attention and intrigues them enough to read the rest of your copy.

Begin your Copy

Try one of these methods: Suggest an action

Try our new… Think about this… Take a look at our… When you try… Ask a question

Do you want…

Is ___ causing you ___

Did you know that …

Have you ever thought that …? Set a scene

Avoiding making a scene at the vets is easy when you…

On a cold winter’s day, there’s nothing better than…

Back to school after the holidays can be hectic, so why don’t you… Juxtapose your product with an idea

Summer sunshine may feel great on your skin, but… Your cat may be important to you, but have you tried…

Features and Benefits

Describe your product using features to prove your benefits. Make sure your customer knows how unique your product is. You won’t have room to list all the possible features and benefits, focus on your ideal customer and their needs, concerns and desires.

Example:

With a super-fast speed and high heat setting, our new hairdryer will enable you to dry your hair quicker than ever before meaning that you’ll always arrive at those special dates on time and looking your very best.

Further Relate the Product to your Customer and add a Call to Action

Suggest further how your product relates to your customer’s life, suggest accessories and situations that may complement it and refer to any scene set in the earlier part of the structure. Include your vital call to action.

For example:

So, when you’re feeling the cold, make sure you have ___ and don’t worry about ___ again. Just order ___ now.

___ is the perfect complement to your ___.so click HERE to get one straight away.

So, order now and make sure that you are ready for ___.

When you feel the need for excitement, pick up your ___ and a ___ and get ready for the ride of your life. Want to know more? Read on.

Call us now to order your ___ and never feel the cold again.

Remember, this is just a suggested way of planning your structure and one that can create many variations in your product description creation. As you become more experienced, you will find many different ways of approaching the plan of your structure. Structure is always important as it gives your imagination and creative powers a starting point.

Length

More and more people are turning to online product descriptions to research products, 61% according to a 2012 poll by global research company Ipsos and this has been increasing every year since.

So, what is the ideal word count for your product description? It’s important to get it right.

There are no hard and fast rules and no matter what the ideal length is, you may be restricted or governed by the media where the product description will be published. You may also have to follow instructions from a client.

However, if your copy is too short you won’t have enough words to do your product justice and adequately describe the features and benefits that are targeted towards your chosen audience. Product descriptions that don’t contain enough details fail to provide the customer with enough information to make an informed buying decision, making them likely to look elsewhere. You will also miss out on search engine traffic as you won’t have enough room to include key words and phrases.

On the other hand, if your product description is too long, you risk overloading the customer with information. No one wants to wade through a ton of copy to find the facts that they want. When deciding on the length your copy should be, choose only the key features and benefits that are targeted towards your particular customer group. Different types of customer may require more or less information.

Many marketing professionals suggest a word count of between 250 – 400 words as being ideal if you have the space, but there are many product descriptions far shorter than that which do the job very well. Another option is to use a short description but to provide a button to click to read more where you can include longer, more detailed copy. People buying higher priced items tend to want to read more about them.

AIDA

As advertising becomes cleverer and more competitive, each product description has to work harder to attract a potential customer’s attention and make the sale. Even as all advertising is becoming more sophisticated, the basic principles behind writing good sales copy remain.

The acronym AIDA is a useful tool for ensuring that your product description grabs attention and moves the customer through to converting to a sale.

The acronym stands for: 

  • Attention
  • Interest
  • Desire
  • Action
  • Attention

You need to act quickly and grab your customer’s attention. You can do this by writing a compelling headline for your copy. Be direct, don’t be so clever or obscure that the meaning isn’t apparent and make sure your headline is snappy and unique.

Interest

So, you’ve grabbed your customer’s attention. Gaining their interest is perhaps the most challenging part of the AIDA model.

Engage your reader by quickly demonstrating the main benefits that the product will bring to them. Help them pick out the messages that are important to them by using small chunks of text, bullets and sub-headings – all these tools make your copy easier to read and more likely to hold the customer’s interest.

Desire

The desire part of the AIDA model is closely related to the interest segment.

You need to be able to convince your customer that they need your product. The clearest way of doing this is by appealing to your customer’s needs, concerns and desires.

Action

Finally, be direct and tell your customer what you want them to do. Don’t leave them interested but unsure of their following step: tell them what to do! This could be clicking to buy the product, phoning an order line, sending a mail order or visiting a particular website for further details.

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