Language that Sells – A Guide to Writing Product Information

writing product descriptions, ecommerce

While writing product descriptions may seem like a relatively straightforward task there are a lot of factors that copywriters take into consideration when creating content. There may be some compulsory content to include. like product uses, specific features, and necessary warnings that should be made known, but the way you present these facts, figures, and benefits can make all of the difference. A properly created ecommerce description can increase your store’s sales and draw attention to your site. As you write the descriptions of products in your online store take the following into consideration and you will notice an increase in visits and sales.

Choosing the Right Tone

Your ecommerce descriptions should have a certain tone that runs as a threat through all of them. This main tone should be your brand voice. Your brand voice dictates the way your company comes across to people and should speak directly to the customers you want to attract.

If your company is more youth-oriented and has a younger client base, your brand voice should portray that with edgy and youthful language instead of a more sophisticated or haughty tone. Once you decide on your brand’s voice you should stick to it when writing your product descriptions.

Be Persuasive

Besides incorporating your brand’s voice throughout the descriptions you should also aim to be persuasive. The whole point of product descriptions is to entice customers to buy the item in question. You’ll want to list the benefits of the product in a way that tells the customer that they need to have that product in order to have a better or easier life. Write with the customer at the forefront of your mind, not the product.

Don’t Copy Your Copy

Each description should also be original. Some ecommerce descriptions are lifted right out of a manufacturer’s catalogue or manual. That won;t get you the results you are looking for. Taking the facts from a catalogue or manual is fine; you want the details to be right, but you should always take those facts and present them in your own words when writing descriptions of products.

Think Carefully About Structure

You’ll also want your ecommerce descriptions to be structured properly. Properly structuring a product description mainly has to do with creating organised writing. You don’t want to jump from idea to idea in a haphazard way; your descriptions should progress logically, as any type of writing should. Develop a framework structure for your product descriptions. This will make it easier to structure your pages and adapt the design. You could even use different fields in your CMS so that you can easily shift the template around when A/B Split testing.

Error Free is a Must

Each product description should also be grammatically correct – without typos or factual inaccuracies. Leaving errors in your descriptions tells your customers that you are careless and will reflect poorly on your brand. It’s really amazing how many companies have ‘there’ instead of ‘their’ in their headings, ‘its’ instead of ‘it’s’ and all the other common grammar errors. Simply proofreading each description can help you catch these errors and avoid problems. If you aren’t a grammar pedant then get someone else to proof the content.

Back Up Your Claims

Your ecommerce descriptions, while meant to be persuasive and enticing, should also be accurate. If the products you’re selling are good there is no need to exaggerate; you can let the products’ features and benefits speak for themselves. If you do boast about a product too much you risk disappointing buyers when they get a product that the description oversold. Uopu can also turn people off pretty quickly with outrageous claims. Keep a balanced perspective. If your product is the best in the market then back the claim up with hard facts, video evidence, a whitepaper, or other industry appropriate resources.

The Language You Choose

The words you choose to use in your descriptions can also make a difference to your online store’s success. The best product descriptions use simple language that the average customer can understand. You should always try to steer clear of industry slang or technical terms; these can confuse customers and turn them away from buying the item. If you have to use these terms, at least explain what they mean so the customer can have a better grasp on what the description is telling them. There is an amazing list of words that sell here.

When you write product descriptions you can choose the success you have. As the od adage goes “fail to plan and you are planning to fail”. Understand your customer and brand, and work out the best way to communicate across the screen.

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