Many businesses may find it difficult to completely convey the benefits of their products to someone who is unfamiliar with what they have to offer. Because explaining your product to your audience is such a vital aspect of engaging them, this post will look at how to write flawless product descriptions that convert browsers into purchasers.
Understand your target audience, their concerns, and their expectations
As a business owner, you’ll almost certainly have a lot of experience with your clients and customers, and no one knows them better than you. There are two areas in which you should strive to gain a thorough understanding of your customers: their challenges and their interests. Trying to resolve a customer’s problem is the most powerful thing you can do for them, and if they don’t have a problem, you should learn about their interests. For example, if your customer’s problem is that they need a website and don’t know where to turn, instead of presenting them with a thousand solutions, you should make it clear that you offer professional, hassle-free website design.
Use Simpler Language
Many companies concentrate on industry jargon to communicate, but there are numerous benefits to speaking to your audience in simple English. To begin, while using business jargon to communicate with coworkers can save time, avoid using it in product descriptions because the audience may not have the same emotional reaction to it as you do if you use it every day. For example, while phrases like ‘game-changing,’ ‘disrupt,’ and ‘leading-edge’ are popular and descriptive in the business world, they’re rarely utilized outside of it, and so maybe ineffective when employed with your audience.
It’s also common knowledge that people’s attention spans are short when utilizing the internet, especially if they’re trying to solve a problem right now. The ideal strategy to ensure a rapid read is to keep your product description’s reading age low. This does not imply that you should speak to your audience as if they are children, but simplifying your sentences can enable as many people as possible to understand your product description, allowing them to focus on the benefits rather than the phrase structure.
Sell the benefits
When it comes to perks and benefits, sell them. Selling the benefits is a copywriter’s go-to strategy, and it goes hand in hand with knowing your product’s features. How can your product make a difference in your customer’s life? Your phone’s email app, for example, is almost certainly one of its features. What is the advantage? It means you can check your emails from anywhere, answer quickly, and access information even while you’re on the go. Another example might be a toy that comes with batteries. That’s an obvious plus, and the perk is that it’s ready to use right out of the box, which means no disappointed kids on Christmas morning. The value that a product provides interests people more than knowing the availability of the feature.
There are certain items that operate as persuasion triggers, making us more willing to adhere right away. Your audience will be more likely to use your services or purchase your items if they like you. While your marketing and a well-written ‘about us’ page might help with ‘likeability,’ you should also make sure that the tone of your product descriptions matches the way your audience prefers to communicate. If you’re a vegan skincare company that uses all-natural products, you might want to develop product descriptions that are edgy and mention your product’s green credentials. Another expert persuasion element is social proof. It entails demonstrating to the customer that other people like what you’re selling. For example, if you’re selling Sunscreen and 9/10 dermatologists recommend your brand, that’s an excellent way to persuade the audience that they’re in safe hands.
Call to action
CTAs, or calls to action, are commonly the last thing you see before purchasing a product or requesting information about a service, but any product without it would have no value. CTAs include phrases like “Buy today,” “Click here now,” and “Enquire today.” They’re frequently seen at the end of a product description and provide clear, time-limited instructions that leave the audience with no mistake about what they should do next. CTAs are an important part to instigate people to take quick action towards any product. We at Hashtechy have 8+ years of experience building e-commerce websites, you can check out a list of our works here, and for more information contact us now!