How to Write a Compelling Product Description
Just like having clear and quality photographs of your products, the description is a driving force towards closing sales. A product description is a marketing piece that exposes a product to its target market - it identifies the problem faced by an ideal User, the solution it offers, price, variations, and other relevant information about the product and purchase. With the growth of eCommerce and classified ads platforms, people sometimes shop with faith; they order for items they can only see pictures of, with a brief description that accompanies it. There have been several sad tales of people buying a product based on what was portrayed online through images and descriptions, but on receiving the item, it’s a totally different or inferior product. Millennials now call this experience “what you ordered for vs what you got”. As an online seller, I bet you do not intend to put your customers through such misery, so do well to match up your product with a detailed and compelling product description.
Major Aspects Your Product Description Should Address.
Product Name and Specification
What’s a product description without the name of the product you are trying to describe? As a seller, you cannot afford to be unaware of the specific name of an item you claim to sell; understand the difference between a brand name and a product name. Furthermore, most items have specifications that make them different from a similar one; a typical example is a water-resistant and solar-powered wristwatch. Both watches might be manufactured by the same brand but will have a different model name due to their varying specification. Before writing your next product description, be sure you’ve got the right brand and product name as well as specifications.
What Prospects Stand to Gain
After writing a brilliant piece, telling an admirable story, ensure you put yourself in the shoes of your ideal customer and ask yourself questions like, ‘what’s in it for me? Does it make my life easier, help me save more money, or add some sort of value to me?’ These are sample questions a prospect will most likely ask themselves when they are reading your product description. Endeavour to answer any question they are likely to ask as this makes them feel you are speaking to them directly.
Unique Selling Proposition
Your USP could also be a benefit or advantage. It is an area of your product that is worth highlighting and stands you apart from other existing products or competitor’s brand. The USP of your product gives your customers reasons to prefer you over others. Craft your description to project what your brand does differently and those solutions it is set to offer. This part of your description should answer the question ‘What does this product offer me that others don’t’?
What They Will Miss Out On
Imagine you have all it takes to partake in a music contest but you couldn’t because you weren’t aware such a contest was ongoing. That’s the same way a customer will feel if your product gets sold out without them being aware of its availability and what they stand to miss out on if they fail to patronise you. As much as you are trying to sing the praises of your product, do not lie about it; remember that in this century, trust is a currency and a single bad comment or review from a customer can immediately break you.
In conclusion, you might want to try using any of these words that appeal to human emotions and convey a sense of urgency. Some of those words and phrases that help in grabbing your audience’s attention include: You, Free, New, Easy, Hurry, Limited offer, Get stock while they last, Zero risks, Guaranteed, Secure, and more.
