How to Write Killer Product Descriptions
Whether you sell a product, offer a service or sell your skills by marketing yourself as a freelancer, nailing the essentials of product copy is a necessity if you want more customers - which of course, you do!
Here are my top 10 tips for writing killer product descriptions:
First and foremost, you need to know who you are selling to. There are countless resources in the members area to help you get to grips with understanding your audience and in this case, it is absolutely essential you know the type of person your product is targeted at. Getting clear on the ‘who’ will give you the first clues to the types of language and tone you should be applying to your copy.
Don’t be too jargon heavy. You might understand the specialised language of your industry but your customer might not be as familiar. Whilst it’s important to show that your product is legitimate and made from an experienced craftsperson/trader, you don’t want to overwhelm your audience with terms they don’t understand. For example, I sell magazines and instead of describing the paper I use in it’s official terms: ‘offset 200gsm’, I instead describe what that means in a relatable and sensory way: ’thick paper with a rough and natural finish’.
That’s not to say you shouldn’t be clear and concise. It’s important you explain the details of your product. For example, what fabric or material has been used or what size or weight your product is. Ensuring you have described your product in detail not only helps paint a truer picture for your customer, but it also covers you legally should you ever encounter a customer claiming to have been sold something untrue to its marketing (don’t do that either!!)
Write in short bullet-points. When you’re selling (or even just reading) online, we naturally skim read for only the most important information. Best to ensure your customer will actually read the description by separating it into small breaks.
Incorporate your entire brand identity into your descriptions to reassure the customer why they are buying from you and not somewhere else. For example, if you’ve built your brand reputation on being vegan and cruelty-free, chances are that’s the exact selling-point your customer has come to you for. Don’t just describe the aesthetics or use of your product, say why it’s been created the way it has, or what your unique selling-point of your brand may be. Try using the following sentence… “At [insert business] we pride ourselves on _______ and that’s why our product is ______.”
Have fun with your descriptions! Although copywriting may not be your strongest suit, you know your business and what your audience responds to better than anyone. Think about what your audience connects and engages with the most on social media and try and blend some of that into your product descriptions.
Think about your SEO. Don’t forget to use keywords that will help boost your rankings on Google. Killer product descriptions are only killer if they are seen!
Killer product copy is also nothing without killer imagery, as the product picture is what’ll draw your customer to click on your product in the first place. Consider using backdrops/ring lighting or anything that’ll get those clicks to your shop.
If you’ve had good press, use it! If your product has been lucky enough to be featured in press, it might be worth mentioning it in your product description. Even a simple “as seen in____” adds credibility and will help convince your potential customer that your product is reliable and a must-buy.
Last but not least, have exciting and precise product names. This is especially essential for small businesses who don’t possibly have hundreds of different products for sale. We’ve all wished we had the job of whoever gets to name nail polish and lipsticks, well now it’s your time to shine with a product name that is attractive to your target audience and that entices customers to click to see more!