If you’re in online commerce, then you know that a product description can make or break a potential sale.
A great description can bring traffic to your website, tempt people into learning more and ultimately be the deciding factor between a purchase or moving on to a competitor. Are you wondering how to write a product description? Take a closer look at the many benefits of a well-written product description.
Bring Customers to Your Website
One of the most important benefits of learning how to write a description of a product is attracting customers to your product. Online, prospective customers search for products on major search engines like Google. If a person is looking for a new pair of shoes, they might type, “red high heels for women” into a search engine. If you want your product description to appear in these search engine results pages, then SEO for product descriptions is a necessary part of the content. A quality product description will be descriptive and tailored to how search engines work. Using keywords and phrases, a product description can bring in buyers looking for a specific item.
How to Write a Product Description: Detail How a Product Can Improve Life
In a product description template, there should always be a section that details how a product can improve the life of its user. That means going beyond measurements and color and creating specific examples. For example, that pair of red high heels can make you appear taller, showcase your style and boost your confidence. When individuals reading the description can see the direct benefits of the product in their lives, they will be far more likely to make the purchase.
Product description writing should always showcase the versatility of a product. With so many different products on the market, it is important to highlight how one product can serve multiple purposes. This is especially true for products outside of the luxury market. If you want a buyer to invest in your product, ensure they know how versatile it can be. If we go back to the case of the red high heels, versatility could once again be part of the unique content in the description. You might say that the red high heels can be worn to work or on a date night. They could also dress up a pair of jeans or look beautiful with a ballgown. That versatility might help an on-the-fence buyer take the plunge and buy your product.
Don’t Forget the Details
A product description needs to include specific details about the product. These aren’t always major selling points, but certain buyers will need to know specifics before they buy.
If these details aren’t readily available, a potential buyer might move on. Details might include the weight or dimensions of a product and any sizing information, should that be necessary. These specific details can also include color options, warranty information or key aspects of use for electronic items. These details won’t necessarily draw in buyers, but they are essential to convincing certain people about buying.
How to Market Your Product Descriptions
The simplest explanation of product marketing is bringing a product to a potential market. To market products successfully, a company needs to understand their market, their ideal customer and what problems their products can solve.
Someone who works in product marketing will often be at the intersection of the marketing, product development and advertising teams. Explore some of the key goals and objectives of product marketing and see how great product description writing services can help facilitate them all. Here are a few tips to help you get started.
Distinguish Your Product From Alternatives in the Market
Another objective of product marketers is distinguishing what you’re selling from competing products that might appear similar. In our internet-savvy world, it’s easy to type a few letters into a search engine and view a wide range of products. Why is your product unique? Often, the right product description can help tell that story. With unique content in the description, a person might be convinced that your product stands out. Highlighting the versatility of a product can also reveal how your item can do more than its competitors.
Drive the Message Behind a Product and a Brand
In product marketing, the ultimate goal is to sell more products. To do that, however, product marketing professionals must create and spread the message behind the brand. Sometimes, that can be achieved right by knowing how to write a description of a product. The tone of the description and the vocabulary can make it clear what kind of audience you’re hoping to attract. Using lots of pop culture references, emojis and slang helps a younger audience understand that they are the intended consumers. If the description of a product is packed with details about its money-saving potential, then budget-conscious readers will know that they are the target audience.
Resolve Consumer Problems
Arguably the most important goal of product marketing is to address and resolve key problems your audience is struggling with. Your products can become the solution to one of these problems. If your ideal consumer base is people who work out regularly and struggle to keep their workout clothes clean and fresh, you might tailor a product to address those needs. If you sell a powerful detergent, emphasize its value to those who regularly wash workout clothes. Can it lengthen the life of expensive workout gear? Can it make you smell better when working up a sweat at the gym? By addressing key pain points for consumers, you can sell products faster.
The heart of product marketing is knowing your audience. When you know who you are selling a product to, you can better market the product specifically to those buyers. Your audience should shape your marketing plan as well as your product descriptions.
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Tips for Outsourcing Product Descriptions
If your company sells hundreds or even thousands of products, writing a product description for each one can become overwhelming. For many reasons, it’s smart to hire product description writing services to tackle these for you. Delegating this task to outside product description writers can free up time in your busy schedule and ensure that the final product is effective. Product description writing can be tricky, so it makes sense to work with a service with writers who know how to write a product description. Learn more about what to look for in a service and how to place your order.
Create a Template for Product Descriptions
If you hire outside writing services, create a product description template. This is incredibly valuable to product description writers because they can see the exact format that you want to use. If you have 1,000 descriptions that need to be written, craft one or two in advance. Then, allow writers to read these template descriptions so they know exactly what you’re looking for.
While unique content is preferred, a template doesn’t mean all your descriptions will be cookie-cutter. Instead, it reveals to authors how to write a description of a product specifically from your company. They’ll know exactly what information needs to be included. For your company, this results in fewer revisions and more quality content right away. When creating a template, pick a product that is average, or indicative of the whole catalog. A product that’s different from everything else on offer might confuse authors.
Provide as Much Information as Possible to Writers
If you’re going to rely on authors from outside your company to write descriptions for your products, be sure they have more than enough information. If you’re selling something manufactured by a third party and available elsewhere, link to that description. While authors won’t copy it word for word, it can be a way for them to understand the product.
Product description writers should also know as much as possible about your company and who you are selling to. The description of a product might change depending on your business. Try to provide authors with your company name and an idea of who you are. This information can help shape the content for each description and make it easier for authors to determine what details to include in that description.
Encourage Unique Copy
Unless you are selling one-of-a-kind items, there is a good chance that your products are being sold elsewhere on the internet. Your clothing boutique might be selling a pair of heels that’s also being sold through the manufacturer and a dozen other online boutiques. If the descriptions you include are the same as others on the internet, then major search engines like Google will penalize you for duplicate or copied content. To avoid that, make sure your copy is unique. Often, that means letting authors have some independence. If they are following along with a template and including all the necessary information, then letting them create examples and content can be helpful. Having unique descriptions may set your business apart from your competitors.
Determine the Necessary Keywords for Each Description
Keywords have a place in just about every form of product description writing. Keywords are key to SEO for product descriptions, which helps search engines find, recognize and suggest your content to potential customers searching for it. If your descriptions don’t contain keywords, prospective buyers might not get to see them in the first place. If you’re using a product description service, then be sure to provide authors with the necessary keywords for each description. With these keywords, authors can organically weave them into the content. If you need to have the keywords used a specific number of times, known as keyword density, then you can set those parameters. This ensures that all descriptions contain the right keywords for each product.
Specify the Voice and the Audience
It’s also helpful to provide authors with a product description template. Other forms of guidance can be beneficial as well. For example, you might want to specify the kind of voice or image your brand is trying to achieve. Is your company an expert in IT? Are you a leader in the fashion industry? Are you trying to appear formal and informed, or do you want a casual, second-person conversation with readers? This information can provide authors with direction, and it can also ensure that you’re pleased with the final product. It is helpful to specify as much as possible about your ideal audience. Are you trying to appeal to busy moms or high-level executives? Is your product line geared toward college students or senior citizens? All of these details can help authors craft quality descriptions for your products.
Look for Large, International Services
The nature of product descriptions means you’ll often need a lot of descriptions in a short amount of time. If you’re ready to release a new range of products or open up an e-commerce store, you could be dealing with thousands of descriptions at once. While you might already know that crafting these descriptions on your own is impossible, you don’t want to rely too heavily on a single author, either. If you work with an independent author for a large-scale project, you might have trouble making deadlines. If the author is sick or has to deal with other clients, it could become a serious problem for your business. A better option is to work with a large service. This way, you’ll have access to a wide range of authors. If your templates are done correctly, you’ll still have a consistent voice; you’ll also have faster turnaround times, fewer deadline concerns and lots of competition to keep prices reasonable.
They say a picture is worth a thousand words, but a product description is perhaps just as valuable. Textbroker’s product description writing services are available to help your company develop effective, persuasive and interesting descriptions to close sales and increase profits. Let us help you place your first product description writing order.
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Need help creating unique, high-quality product descriptions?
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