The two most essential instances during the marketing funnel, the sales cycle, or whatever you call it, are the beginning and the end. The first impression a potential customer gets of your product and the last thing they double-check on before purchasing.
There are not many marketing elements that occur during both of these instances, except for, you guessed it, the product description.
Some people search scientifically, and the product description is the first thing they read. Others are taken in by your marketing prowess and will almost always check the product description before confirming their purchase.
Either way, it’s a vital part of the process, and many potential sales are lost due to poor product description copywriting. However, compelling product descriptions can spark interest, seal the deal, and make a massive difference to your sales.
#1 Value Over Features
Features are significant, but they mean nothing without value. So when you’re describing a product, you have to emphasize the value that the product can offer the customer.
A dog leash might be made from durable and comfortable material with adjustable straps, but what the customer wants to hear is that their beloved fur baby will be comfortable, happy, and safe while they’re on their walkies. That’s the actual value of the product.
#2 – Know Your Customers
Always remember that you’re not trying to talk to everyone; you’re trying to speak to your current and potential personas. You should have a detailed and vivid description of these personas already, but if you don’t, start there.
Your product description tone and delivery should be based on what effectively works for your various marketing personas. Put yourself in their shoes and write for them, or get a copywriter who can do it for you!
#3 – Entice Them
Remember that the description must be appealing. You’ll be surprised at how bland product descriptions can be, even when the writer includes value and speaks to the persona. You need to entice customers both with the words you are writing and the tone in which you write them. Make them exciting, make them magnetic, and draw them in!
#4 – Solve Problems
Your product description should also solve problems for potential customers. These can either be problems they have or problems they didn’t even know existed.
When doing your research, make a list of all the problems and pain points the product can solve, and try to include as many as possible in your description.
#5 – Use Industry Jargon – But Not Too Much
Every industry has specific jargon associated with it, and it’s essential to use relevant and relatable terminology in your product description. But the key is not to overdo it.
Any product description that overdoes the insider lingo runs the risk of alienating certain customers, and it can come off as corny or deliberate too.
#6 – Short & Punchy
Product descriptions shouldn’t be long-winded and overly descriptive. Instead, use short, punchy sentences. Include bulleted lists where you can. Include everything you need to without making it too long.
Attention spans are short, and there is more information online than ever before. Therefore, the shorter, punchier, and more to-the-point your copy is, the better.
#7 – Search Engine Optimization
Lastly, but very importantly, your product description must be optimized for Google and other searches. As mentioned initially, the product description is often the make-or-break component of marketing copy.
You can hire an SEO specialist or upskill a staff member or yourself to learn how to add keywords, headers, and meta descriptions. That guarantees your excellent product description will appear at the top of related Google searches!
(Contributed by Aneeca Younas & Hermes Fang)