HOW A GOOD PRODUCT DESCRIPTION HELPS SALES

by Anupam Rajey seasoned marketer and sales expert

Congratulations! Your ecommerce store is now up and running. Your next motive is probably to get people to visit your store and make them buy. You manage to attract people to your site through Google, Social media, paid campaigns etc. But does good traffic automatically mean good sales?

Not quite!

Great SEO, Good brand awareness on social media and effective campaigns can get people to your store but in order to get them to finally buy; you need to convince them. How do you do that? Of course a good web design, enticing product images are important.

But the third and the most important thing is a good product description. Product Descriptions are more than just description of the product you’re trying to sell. They are the marketing copy that tells customers why your product is the best and why they should buy it!

So the next question that comes to mind is how to write product descriptions that sell? Here are some secrets to help you write a good product description that will convert visitors to customers!

ü Be original. Describe your product features in your own language.

ü Be short and use crisp language. Attention span of online users is very short so you have just a few seconds to entice and convince.

ü Make your copy interesting. Write in such a way that not only describes the features but also conveys its benefits to the users.

ü Use keywords and optimize your copy. A well optimized copy will get your listings to rank higher and in turn generate more sales.

PRODUCT DESCRIPTION TEMPLATE

Product Descriptions play a crucial role in sales. But the question that plagues many ecommerce marketers is what format should the product description use, how long should they be, what should they convey?

The below template or draft guideline should help you craft a proper well-meaning description

Ø Think of 5Ws before writing :-

Who – The target audience the product is meant for.

What – The basic details about the product

Where – Is the product meant for indoor or outdoor use, in the car etc.

When – Is the product season specific or can be used all year round.

Why – Why should someone buy this product? Benefit it offers.

Ø What format should you use – Should you use bullets or paragraphs? Well….An ideal product description should have both. Paragraph of few sentences to tell the story about why the product is a must-have and reserve bullet points for facts like key features and specs. Amazon product description follows this.

Ø Adopt a storytelling approach - Can you think of a story related to the product? Stories make the product more relatable and are more engaging than simply writing paragraphs describing the product.

Product Description is your direct marketing copy that does the job of a salesperson in real world. Therefore in order to write an outstanding copy you need professional copywriters who have exceptional writing skills as well as thorough understanding of how ecommerce platforms work.

It’s best to outsource product description writing to reliable ecommerce service providers who have a dedicated team of product description writers who can create outstanding product descriptions for you.

· Write descriptions for hundreds of products quickly and efficiently.

· Get professionals who are not just effective copywriters but also ecommerce experts who are aware of different platforms like Amazon, eBay and Shopify rank listings.

· Hiring a professional in-house may be expensive. Outsourcing the task to a service provider proves to be more cost-effective.