How To Write Better And Compelling Product Descriptions


Stay away from cliches and jargon.(product features)

When you use clichés and jargon in your product descriptions, you risk losing your customer’s trust. Be cautious since you risk losing your entire reputation and affecting your clients’ faith in your brand.(product features)

Here’s what you’ll need to know to stay safe:(product features)

Jargon – Whenever you utilise a term that your target audience doesn’t fully comprehend, you create friction that only serves to derail the sale. You may believe that utilising jargon and technical terminology helps you appear intelligent, but it only confuses the customer.

Words like bandwidth (the difference between two frequencies), dead-tree version (a printed document or publication), legacy media (radio, television, newspapers), and others are fantastic instances of jargon.

When a customer doesn’t grasp a term, he won’t bother to look up the definition. Instead, he’ll probably criticise you for writing poor copy and not utilising words he can comprehend.

If you’re talking to knowledgeable buyers, keep in mind that jargon can help you sell more. It increases your reputation and aids in the development of trust. In any case, it’s preferable if you don’t utilise them excessively in your description.

To further define your device, you may use terms like “plug-and-play,” “3D interface,” and so on.

If you still need to include them, put them under the “know more” or “technical specifications” part of the product description and keep it basic.

Common buzzwords and cliches – These are overused words and phrases that have lost their effectiveness. They make your customers sigh and think to themselves, “Oh, no, not again.”

But why is it the case?(product features)

When experts looked into the topic of storytelling, they discovered that some words have been so overused that they have lost all of their meaning.

Cliches and frequent buzzwords were discovered not to engage the frontal cortex of the brain, which is responsible for perceiving emotions. As a result, hearing these words can be a little tedious. Boring isn’t a selling point.

You want to pique the customer’s interest in your product by appealing to his emotions. That’s impossible with clichés.

They simply demonstrate your lack of originality and innovation. This automatically categorises your product as “the same thing” as everything else on the market.

Don’t be vague.

Generic descriptions, like clichés, put you in the “me too” group. They strive to appeal to everyone, which is why they don’t seem to be able to impress anyone.

Explain what you mean by “great product quality” instead of just saying it. “The stainless steel blade was manufactured with just the correct blend of iron and carbon heated to 1000 degrees Celsius to assure solidity and longevity,” you can say.

To put it another way, be specific. Determine what will be remembered by your customer and write your copy accordingly. By being particular, you will capture your audience’s attention. You’ll also have a better chance of closing the deal because this is exactly what they’re searching for.

A tale has the ability to hook people right away. It piques their interest and elicits strong feelings in them. It also has a significant impact on their decision-making.

Stories can help individuals forget they’re being sold to by lowering rational barriers to persuasion approaches. Instead, they concentrate on getting a feel for the product and what it’s like to use it.

According to Spanish researchers, storytelling can engage your entire brain. They demonstrated how stories may effectively implant ideas, thoughts, and emotions in the minds of listeners.

When you tell someone a story, his brain activates in the same places as yours, according to the researchers. This suggests he’s having the same reaction as you are.

Here are a few examples of how to incorporate stories into your product descriptions:

Tell anecdotes about how your product has helped previous consumers.
Tell stories about how your fictitious buyer persona might use the product.
Describe how your customers might use your products in tales.

Make use of strong language.

Some words simply have more impact than others. In fact, some are at least 100 times more effective than others and will help you sell a lot more things if you use them in your product descriptions.

Words like “free,” “you,” “new,” and “guaranteed” come to mind. Each of these words has a strong emotional resonance with your target audience. It also aids in the enhancement of your products’ perceived worth.

“Free shipment” and “Free return shipping” are two excellent examples. The customer understands that shipping is not truly free and is included in the product’s price, but on an emotional level, he believes he is receiving more value for his money.

Make use of social proof.

People are more willing to trust and purchase things that others have tried and found to be successful. Nobody wants to be the first knucklehead to buy something, especially online, only to be disappointed later for whatever reason.

Robert B. Cialdini, Ph.D. thinks of social proof as a shortcut to persuasion in his book “Influence: The Psychology of Persuasion.” People, he claims, seek to others for guidance before making decisions.

“One method I use to determine what is correct is to find out what other people think is correct,” Cialdini wrote. In a given context, I consider an action to be more correct if I observe others doing it.”

According to a recent study conducted by Sharethis and the Paley Center for Media, social proof, such as social sharing and online reviews of products or a brand as a whole, provides customers confidence in purchasing a product or service.

Positive recommendations were also demonstrated to allow businesses to charge greater costs.

This is where social proof comes in handy: testimonials from previous clients can demonstrate that others have trusted you in the past, and it has paid off. They are pleased with their purchase and went out of their way to tell why.

Made is an excellent example of an ecommerce website that does this by including social evidence in their product descriptions. They include a media section in the descriptions to highlight press coverage and customer comments.

Source: product rule , product features


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