Aren’t you tired of hearing the same things again and again and again! Listening to seller claims of quality, affordability and one of a kindness on a loop can make you immune to their products. The online virtual space has billions of sellers crowding marketplaces and every single one of them have said the same things about their products and services a few times too many! Your customers are silently begging you to sing a new song.
The ecommerce market hasn’t been around for very long. But the amount of content marketing methods tried and tested proves the fierceness of online competition. There are a limited number of ways to reach out to consumers as an online seller on a marketplace. In an offline marketplace sellers can interact with shoppers. However, this is lacking in the virtual world. So how do you woo consumers to the point of making purchases? You give your products a voice through well crafted product descriptions.
Crafting the Ideal Product Descriptions
Product descriptions are meant to convey information about the product. You must understand why a customer looks for a product description. They usually want to know:
- What it is?
- What it does?
- Why they need it?
It is up to you to provide them with answers that tug at their wallets and purse strings. People walk into a store in need of a product. The brand they choose is based on their wants. Let’s look at an example. A consumer needs a pair of sneakers. He wants them to be comfortable, stylish, durable and affordable. You need to tap into the consumer’s preferences and behavior. It’s a start to a good product description.
Be customer centric
Most product descriptions only talk about the product. It is already established that you want to sell your product. So don’t over emphasize that fact. Instead focus on the consumer. Connect the product to the user. These are product descriptions after all. When you associate the consumer with your products they envision themselves using those products.
Example: – High heel shoes
- Take on the world with these killer heels, from 9 to 5 and beyond.
- These shoes are comfortable.
Which description do you prefer? The second is more direct, while the first gives the reader a sense of empowerment. Now you know who’s the star of the show so, make sure they get the limelight!
Why should they buy it?
If people can understand what your product is from the pictures, they don’t need you to tell them what it is. Don’t stress on the features then. Unless they are new! In fact leave them for the highlights. The benefits are your selling points. Most of the time features tend to be technical aspects that confuse people.
Example: – Mobile phones
- The mobile phone uses JDI in-cell display technology. (Japan Display Inc.)
- The vivid display and enriched screen brightness is inspired by Japanese technology.
Which description speaks to you? Don’t throw consumers off track with technical terms. Instead of clicking the buy button, they will hit the back button! Lead with the benefits and keep the technical features simple so everyone gets it. Once you’ve glorified the benefits of your product with simple realistic terms, throw in the list of features.
Use your words
Describing a product doesn’t mean you have to be bland and direct. Try a playful or enthusiastic approach. Gives these words a whirl:
– Infused with rich minerals and vitamins for long lasting gloss
– A blend of cotton and polyester
– Command attention when you walk into a room
– Looking for feminine/masculine sophistication?
– You belong in a league of your own
– High powered compact LED light
Paint an interesting picture with adjectives. Remember you are building a story based on a product. So look for descriptive words that emphasize the product and its benefit to the consumer.
Get into the specifics
Avoid being vague and generic. Descriptions need details. No approximates, exact information is what people want. It shows a level of experience and intellect. Plus accurate figures and facts are more believable.
Example: – Clothing material
- Contains 50% cotton
- Contains 49% cotton and 51% polyester
Example: – Footwear
- Leather shoes
- Genuine leather/ Pure leather formal shoes
Which is more descriptive? The attention to detail will impress your consumers. Do add specifics only if you are aware of them. Publishing incorrect information will get you into trouble, bringing down your reputation and your sales.
Test the magic of bullet points
Everyone’s in a rush these days. Be it a business woman or a housewife. Reading monotonous chunks of information is not only uninteresting, it is time consuming! People will ignore you the moment you give them information in an unvarying format. Listing key points about a product allows your consumers to easily scan through and decide whether or not they’ve found what they are looking for.
Example: – Microwave oven
- 3 cooking modes – grill, microwave, convection
- 10 temperature levels and 10 power levels
- Express cooking – speed defrost, quick start and auto reheat
- Product warranty – whole machine 1 year, magnetron 3 years and cavity 2 years
- Stainless steel exterior
- LED control display
These points should not disclose everything about the product. Just the main deal about components consumers have questions about. Like warranty, dimensions, wattage, special care instructions, free components and special features (in short). These informational tid bits should intrigue them to read the main description.
All decisions have emotions associated with them. What a person feels can influence what he buys and what he does not. Viral content gets the attention it does because of the emotional impact it has. Use words that reach for a person’s emotions. Words latent with emotion create that tingly feeling and transport the mind to a secret you dream of enjoying.
Examples of words connected to emotions:
– Savor fine French delicacies
– Indulge in the exotic aromas
– Effortless fashion
– Draped in luxury from head to toe
Don’t overdo it though! People can tell when you are being genuine and simply stuffing adjectives into sentences. This is a case of less is more. So pick your words carefully
Keep it simple
Want the easiest way to ensure people read your product descriptions and buy from you? It’s simplicity! You need to keep things simple. Don’t aim for over the top literary greatness. The people reading your product descriptions aren’t all interested in fancy words woven together. They want to know what it is you are offering and what’s so great about it. Avoid being cryptic with scholarly words and statements. Explain technical features in layman terms. You are catering to the masses and most of them won’t be able to make sense of jargon.
Try a multilingual approach
One of the baffling facts about India is its multiple languages. There are huge portions of the Indian population that do not speak English. These people are ignored when you use only one language to sell your goods. Online marketplaces Snapdeal and Amazon think so too. That is why they have dabbled into local linguistics. By describing products in languages people understand you have a better chance of improving your sales.
When you start out, writing product descriptions may feel a little daunting. You may not be a professional writer but that should not stop you. For cues on customer emotions and the type of things they would want, observe their behavior. Change your product descriptions accordingly. Read other seller’s product descriptions too for more examples.