1. Focus on Your Target Audience
The first thing you’ll need to do is define exactly who your target audience is. Who do you expect to benefit from your products, and how do you envision this audience using them?
For example, if your target audience is young parents who have just had their first child, you should write your product descriptions with them in mind. Write descriptions that explain how your products can make parenting easier for first-time parents, and these people will be more likely to end up on your website.
2. Talk About the Experience
In a store, customers can pick up an item and interact with it. Online, that’s not an option. Due to this, you should give as much relevant details about your products as possible.
For example, if you’re selling a dress, you should provide details regarding the material, style and fit. You can also offer suggestions on how to style it. These descriptions will help customers feel like they have enough information to make a purchase.
3. Define Your Tone
If you were to talk to a customer in person, what tone would you use? Would you be to-the-point, or would you be warm and friendly? This will very much depend on your target audience. Decide how you’d talk to them face-to-face, and use that tone in your writing.
4. Focus on The Solution
A key thing to remember when writing product descriptions is that your audience isn’t looking for a product; they’re seeking a solution to a problem.
For instance, say you sell a cordless drill set. You can write, “Are you trying to get jobs done around the house, but are tethered by the power lead on your drill? This drill set is the answer to all your problems.”
5. Keep It Short and Sweet
You must capture your online audience’s attention. That’s why you should keep your descriptions concise. Your website visitors won’t take more than a few moments to decide whether your product is of interest – don’t waste their time. If it’s not relevant to the reader’s needs, delete it.
6. Always Edit
When crafting product descriptions, write your first draft and then step away from it. Then, re-read your drafts later with fresh eyes. This will likely help you catch mistakes that you may have overlooked otherwise. It is rare to write perfectly on the first try, so that’s why you should never skip this step.
7. Get to The Point
Include your strongest selling point in the first sentence. Consider it your online selling pitch, in which you explain why a customer would benefit from purchasing your product. By doing this, you’ll likely attract more interested buyers.
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These tips will help you write compelling product descriptions that will convert prospects into customers. Make this is a priority, so that you can appeal to as many customers as possible!
Editorial Note: Any opinions, analyses, reviews or recommendations expressed in this article are those of the author's alone, and have not been reviewed, approved, or otherwise endorsed by any of these entities.
