Product Descriptions: Writing them the Right Way

May 12, 2022

 

The end goal of a product description is to describe the product in a way that elicits a positive buying response from customers.

A product description that’s well-written has an effect on your customers – enticing them to move through your sales funnel.

Telling about the features of the product in terms of its benefits to the customer is the mindset you need to have before writing product descriptions.

Writing well-crafted product descriptions requires learning skills and strategies. Either you and your team can invest the time and resources in learning to write awesome product descriptions that convert, or you can seek the services of a professional product description writing company.

In this article, we will share with you useful tips on writing descriptions for products.

 

What is a Product Description?

A product description is a piece of marketing copy that provides an explanation of the product and gives readers a reason to see the worth purchasing. The reason can be both logical and illogical.

The illogical side is mostly the emotional side that tempts a potential buyer to nurture a desire for the product – although the purchase may not suit their logic. The end goal of product descriptions is to compel customers to purchase while upon reading a mixture of product features, benefits, and a thoroughly good marketing copy.

Let’s now look at the rules at play when it comes to writing product descriptions the right way.

 

Understand Your Target Audience

Before you write anything, it’s essential to know who your target audience is. You need to define your ideal customers, and by doing so, it’s easier to show them how the product will benefit them.

 

Importance of Buyer Persona

To define the ideal customer, you need to make a buyer’s persona. A buyer persona defines the traits and characteristics of your ideal customers so you can align the stated benefits and features of your product with the exact needs of those customers.

The essential nature of buyer personas lies in the fact that personas help businesses understand and empathize with their customers well. This way, businesses are ten times more likely to do a better job of acquiring, retaining, and continuing to serve customers.

After developing an understanding and marking boundaries on your ideal customers, it is now time to make descriptions around the product.

While you’re writing a description, it’s essential that you keep asking yourself the following questions.

  • How did a potential customer happen to visit a specific landing page of your website?
  • What is the general interest of the traffic to your website?
  • Why would a visitor take interest in your product?
  • What is it about your product that will attract a target visitor the most?

 

Describe Features as Benefits

 

Customers have no concern with what you’re selling, they’re interested in how a product will help them solve their problems.

You need to get inside the customers’ shoes and be customer-centric while writing a product description.

And to do that, you need to write the features of your product in terms benefits for the customers. Because, again, it’s all about the customer, and not about the product or your business.

On one hand, a feature is a fact that provides technical know-how about a product, whereas a benefit shows how the product will improve a customer’s life.

 

Work on the Readability

The product’s description should be such that it can quickly be skimmed through and can easily be understood.

To do that you need formatting skills and a natural tone and language to communicate the idea in simple wording.

In order to rate your description out of ten, you should read it out loud to see how it sounds if communicated verbally. Assess if it sounds like an engaging conversation you’ll have with a friend, or is it just bland and lifeless.

The tone of the description will decide whether or not the customers will rhyme with it.

Setting the tone for the description content is helpful in boosting readability as well as informing in a way that communicates feelings such as optimistic, humorous, informal, formal, motivational, etc.

Bringing a natural tone just as someone would use in a face-to-face conversation makes the copy describing the product more engaging.

Also, another thing you can do to boost readability is by adding bullet points, proper formatting and spacing, and font styles that are easily readable.

 

Optimize the Content According to SEO Guidelines

A well-written product description is automatically liked by the search engines and as a result, the content will rank well. A well-written copy is free of grammatical errors, has an engaging tone, and the context is properly built throughout the content.

Apart from this, it’s equally essential to follow other SEO best practices. You should know how to use keywords the right way so as to stay away from inappropriate usage such as stuffing. Moreover, the proper keyword research should be conducted so your product page can rank well in the search engine.

The big benefits of doing so in terms of SEO are:

  • You end up adding the strategically chosen keywords in the content that are most relevant and will bring in better organic traffic
  • Your product pages filled with descriptions will have content that’s optimal for both readability and SEO

Always keeping the SEO side in mind and following the SEO best practices will benefit the product description pages immensely.

0 Comments

Submit a Comment

Your email address will not be published.

Is Your Business Being Found Online?

Laptop Metrics Colorado

Free Digital Marketing Report ($150 Value)

marketing module lineWant to know how your business stacks up against the competition?

Read more articles about Marketing.

Email Marketing Essentials & How To Make Effective Use Out of Them

  Thanks to smartphones reaching our email accounts are easier than ever. And when it comes to one of the most consistent digital forms of communication over the years, email marketing is it. In fact, email list signups have increased by 34.9% since early March...

Marketing Investment Strategies: 4 Things Growing Businesses Should Know

Are you a business owner who is looking to invest in marketing but don't know where to start? Or maybe you're a business that is starting to grow and needs to put money into marketing in order to continue that growth. In either case, there are some things you need to...

How To Choose the Right Type of Software for Your Business?

If you own your own business, then integrating software into its daily operations is something that’s worth considering. Technology has completely changed the way that we do business. It has made businesses more efficient, easier to run, and more profitable. If you...

The Power of Social Media to Help Employers with Recruiting Efforts

Social media is often seen as something only meant for leisurely activities and keeping up with old friends. In reality, however, this could not be further from the truth. Social media platforms have become intertwined with advertising, recruitment and many other...

Which Citation Style Is Better to Use for Marketing

You may have heard that citations have a huge role when writing. A proper citation style is a mandatory use in order to get the result you want. It is also something that can prevent plagiarism, which is a big issue nowadays. What citation style to use for business?...

Digital Marketing Agency – Hire Them When You See These 12 Signs

  Wondering why your digital marketing strategies are failing? Why are you not getting the expected ROI? Well, it’s a sign that it’s high time you hired a digital marketing agency. You should reevaluate your decisions and rely on professionals. However, you might...

How SEO Optimization Helps Online Businesses Thrive in Today’s Market

Businesses have long understood the importance of search engine optimization (SEO) in order to reach more potential customers. By optimizing your website for visibility on search engines, you can reach more people who are looking for your products or services. In a...

Top Content Writing Tips That Will Make Your Work Easier

  There are several elements that make a great website. The most important ones include aesthetics, design, and of course its content. These are the things that attract more viewers and keep them engaged. Now, even though at first glance many would think that...

Read more articles about business.

How To Choose the Right Type of Software for Your Business?

How To Choose the Right Type of Software for Your Business?

If you own your own business, then integrating software into its daily operations is something that’s worth considering. Technology has completely changed the way that we do business. It has made businesses more efficient, easier to run, and more profitable. If you...

The Power of Social Media to Help Employers with Recruiting Efforts

The Power of Social Media to Help Employers with Recruiting Efforts

Social media is often seen as something only meant for leisurely activities and keeping up with old friends. In reality, however, this could not be further from the truth. Social media platforms have become intertwined with advertising, recruitment and many other...

Which Citation Style Is Better to Use for Marketing

Which Citation Style Is Better to Use for Marketing

You may have heard that citations have a huge role when writing. A proper citation style is a mandatory use in order to get the result you want. It is also something that can prevent plagiarism, which is a big issue nowadays. What citation style to use for business?...

Share This