Do your product descriptions engage and effortlessly persuade consumers to click the “Add to Cart” button? Or do they simply describe features and read like a dictionary?
Compelling product copy can have a huge impact on your success. But if you’re not sure how to take your product copy from ho-hum to awesome, here are a few essential elements.
1. An emotional connection
When we buy something, we’re usually not just purchasing a product or service. We’re often buying an emotion as well whether it’s excitement, security, a sense of status or acceptance. Your product descriptions should tap into this and evoke the positive emotions that your product produces. Tea retailer Teavana masters this technique in their product copy. Take a look at this example:
Pamper yourself with the warm, sweet taste of caramelized sugar as it mingles with comforting, traditional Indian spices in this rich and luxe rooibos tea.
“Pamper yourself.” “Comforting.” “Rich and luxe.” This cup of tea isn’t just your morning caffeine fix. It’s a way to reward yourself. It’s a pick-me-up when you’re feeling blue. It’s a whole sensory experience.
2. Persuasive language
Not all words are created equal. Certain words have more power to motivate action than others. Studies have identified the following words as the most persuasive in the English language:
- Suddenly
- Now
- Remarkable
- Introducing
- Quick
Sprinkling a few of these potent words into your copy can help boost the power of your product descriptions – just don’t cram in too many.
3. A focus on benefits
The connection between features and benefits isn’t always clear. A good product description doesn’t just tell consumers what a product can do, it explains how that product can solve their pain points or make their lives better. Outdoor gear maker Anorak succeeds with this strategy in their description of a standard sleeping bag:
Campers of comfort. We know how horrid it is when your sleeping bag feels like a strait jacket. So we’ve made sure ours are super soft and wide enough for the most fidgety of feet.
Anorak identified two common pain points involving sleeping bags: stiff materials and restrictive size. They go on to explain how their product solves both of those frustrating problems.
4. Mobile-friendly text
Your website might be optimized for mobile, but is the text used in your product descriptions easy to read on a phone or tablet? Mobile users are often turned off by lengthy blocks of text so focus on more succinct copy and use bullet points or numbered lists to make your text easy to scan.
5. SEO keywords
When you have a deep understanding of your buyer persona, it’s easy to optimize your product descriptions for search engines. You’ll likely already know the keywords and phrases your buyers would search for to incorporate into your product copy. You can also try using a keyword phrase in your headline or subheading. Just don’t go overboard – too many keywords will leave your product descriptions sounding stilted and inauthentic instead of seductive.
Creating Product Descriptions That Sell
The goal of product descriptions is simple: to sell products. Writing irresistible product copy doesn’t have to be that difficult, especially when you know which key elements to include. When you’re able to share your knowledge about your products and let your passion shine through, you’ll be able to craft the kind of descriptions that get real results.
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