Online shopping is here to stay. Even when people are not planning to buy a product online, they still use the Internet to research products and services before making a purchase. Be it furniture or computers, cameras or cruises, the presentation matters almost as much as what's being sold, if not more. While attractive, well-photographed images of products are crucial, the text accompanying these images also plays a role in enticing readers and customers. Here are some tips for writing interesting and effective product descriptions--and they apply to print catalogs, too.
Instructions
1. State the unseen and lesser-known benefits. Most people read product descriptions to get additional information about the products. So why start with something obvious that they can see for themselves in the accompanying image or that they expect anyway? Lure readers into considering your product by drawing their attention to a benefit that doesn't jump out at them. For example, does a dining table have two drop leaf extensions? Can the fire pit be used both indoors and outdoors? Can the LCD photo display be used as a fridge magnet and a key chain? What is the unique benefit of the product that casual browsers are likely to miss at a glance? Create a product description that points this out.
2. Emphasize benefits, not features. This is perhaps the most significant aspect of any marketing or advertising copy, and it applies to product descriptions, too. Once you have figured out what features of your product are unique or deserve special mention, determine the benefits they offer. Customers are not interested in your product's features. They want to know what it can do for them--can it solve a problem, ease a pain, deliver a result, make them more beautiful, add space in their room or give them comfort? That's what your product description should say.
3. Keep it concise. When browsing through a catalog or a shopping website, how much time do you spend reading every word? Your reader probably spends even less. Internet readers skim or scan a page. They look for products they are interested in and then read the attached descriptions to get additional information. So, while your product descriptions must be well-written, grammatically correct and engaging, avoid using winding sentences or complex concepts. Describe your product in a crisp, succinct manner, stating the key benefits. If you think the product requires a more detailed description, give the user the option of clicking (or turning the pages) to read more.
4. Use keywords. This cannot be overemphasized when it comes to online product descriptions. Often, customers find your products by using search engines, and using the right keywords in the right places and with the appropriate frequency is key. So, spend some time determining the best keywords and keyword phrases for your product and invest in search engine optimization, if necessary. Even if your budget does not allow the investment, make sure you use the best keywords related to your product when writing the product descriptions. For example, if you sell fireplaces, you might want to consider and compare the effectiveness of related keywords such as hearth, electric fireplace, fire pit, fire grate and fire screen and then use them judiciously in your product descriptions. The use of keywords is important in printed catalogs, too. When people skim through the pages, they are more likely to stop and read something if it has the words they are looking for or are interested in.
5. Use descriptive words, imagery and action verbs. The purpose of your product description is to ignite the readers' imaginations, make them see something that is not obvious, believe in the unique benefits of your product and encourage them to move one step closer to purchasing it. Create product descriptions that tell a story. Use analogies, examples, testimonials, colorful adjectives and action verbs that make it impossible for the reader to ignore your product. Think about what you would expect from the product if you bought it. Read user reviews of similar products offered by competitors. All this should give you an indication of what your prospective customer might want to read. Create product descriptions that go one step beyond this.
