If you’re struggling to write descriptions for your products, you’re not alone. If you run an e-commerce store, the way you describe what you’re selling can have a huge impact on your sales. Get them right first time with our four top tips for writing product descriptions that sell.
1: Know Your Buyer and Create a Connection
Before you rush in, take the time to think about who you’re trying to sell to. Who is your ideal buyer? What are they like? What are they looking for? Try to use language and jokes your ideal buyer would use. You should also try to address the buyer personally by using the word you whenever you can.
This is how the gift and homeware store Oklahoma describe an illustrated copy of Alice’s Adventures.
This light-hearted and engaging product description acknowledges that people thinking of buying the book are likely to be avid readers with a sense of fun. The line, “You would definitely follow the white rabbit down his rabbit hole if he was carrying this book,” is speaking to readers who are familiar with the plot. It helps to create a sense of friendship between the buyer and the seller by subtly implying that the stockists of this book are avid readers too.
2: Highlight the benefits and Appeal to the Senses
When writing product descriptions, it’s all too easy to get carried away listing the many features of each product. It’s leather. It’s red. It’s waterproof. But what exactly are the benefits? Buyers don’t only want to know what a product is; they want to know what it can do for them. Research has also shown that using sensory words and descriptions increases sales. In fact, restaurateurs have been doing with great success this for decades.
This product description from cosmetics retailer LUSH excels at driving home the benefits of Whipstick lip balm at the same time as appealing directly to the senses. It’s not just lip balm, it’s “a sumptuous feast for thirsty lips.” Lush haven’t just explained that the product contains butters, beeswax and honey, they have gone on to explain exactly what the benefits of those ingredients are for the consumer. They “seal in moisture…calm and sooth.”
3: Avoid clichéd sales patter
Let’s try something. Imagine that we’ve handed you a pen and asked you to sell it back to us. Chances are that you’ll immediately deliver your best clichéd impersonation of a salesperson. You might throw out phrases like ‘high quality’, ‘innovative design’ and ‘durable’. But, what if we asked you to back up your statements? Could you? Consumers are wise to sales patter; they want concrete proof and not wishy-washy statements that aren’t (or can’t be) backed up.
Sometimes it pays to be subtle. In the example below, footwear and clothing brand Dr. Martens avoid the use of clichéd declarations of quality and excessive use of superlatives. Instead, they describe their latest range of Teenage Mutant Ninja Turtles shoes in such a way that points towards this being a high quality, well-made product range.
4: Share Your Story
You know the history of your company. You know how passionate you are about producing a great product. You do, but does anyone else? Sharing your company’s story, or the story behind the creation of a particular product or design you’re selling can help you create an emotional bond with potential buyers.
Here’s the product description taken from Holland & Barratt’s Dr Organic Snail Gel product page.
This product description accompanies all of the Dr Organic Snail Gel products sold on Holland & Barratt’s website and is an excellent example of a brand using a storytelling technique to connect with shoppers and persuade them to make a purchase. What’s the story of your brand? How was it created? Try telling your company’s story and see how it affects your sales.
Get Help from Fluid Digital
If your e-commerce site needs a boost, we can help. At Fluid Digital, we have years of experience in creating effective, award-winning e-commerce sites. To see what we can do for your business, get in touch today on 0161 762 4920.