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3 pro tips for perfecting the art of product descriptions

by | Nov 5, 2019 | Analysis, Public Relations

The marketing copy that explains what a brand’s products are, and why they are worth putting in a shopper’s basket, is often vastly underrated. Entrepreneurs, marketers, and even professional copywriters can easily fall into the same trap: writing a product description that simply describes a product.

Such criticism might seem like making a mountain out of a molehill, but selling products to real people is a real challenge. For brands determined to persuade consumers with effective product descriptions, good copy can be hard to find. Here are three top tips for writing product descriptions that sell.

1. Know the ideal buyer

When a product description is written with a wide audience in mind, descriptions can easily start to lose all meaning. The trick is to make as many connections with as many shoppers as possible, while avoiding the trap of failing to address anyone at all. If it sounds complicated, it’s not.

The best product descriptions address target audiences directly and personally. Some even formulate a conversation with the potential buyer, while others rely on humor to get the ball rolling.

Take descriptions by the Dollar Shave Club, for example. “Open top construction, handwoven paracord opener,” reads the description of the DSC Traveler, “Doesn’t hold your emotional baggage.”

A good start is imagining who a brand’s ideal buyer is. What words do they use? What questions are they likely to ask that should be answered? Address them in the product description.

2. Be succinct

When writer’s block hits, it is easy to reach for filler words and descriptors, like “excellent quality,” or “good fit.” With the multitude of products available online, lazy descriptions like this simply won’t push a shopper over the line.

A good formula to follow is (feature) + (product benefits). For example, “hand-sewn construction for durable wear,” or “360 degree lacing system for secure fit.”

Information about a company’s product details add credibility to an item, and ultimately help sell the product. Don’t hesitate to get technical, and always be specific.

3. Utilize the power of storytelling

Including mini-stories in a product description lowers savvy shoppers’ barriers to other persuasion efforts. In other words, storytelling is a great way to help consumers forget they are being sold to.

For example, winemakers regularly tell the story of a wine bottle before it reaches the shelves. “The Red family own one of the best properties in California,” one might read, “the grapes are baked in the hot Californian sun before being picked and crushed by their owners hands. Quality wine comes from quality pickers.”

When telling the story, consider the following questions:

  • Who is making this product?
  • What inspired the making of this product?
  • What obstacles needed to be overcome to get this product on a shelf?
  • How has the product been tested?

When writing product descriptions, content that makes an effort to engage, and even delight, potential customers can often make all the difference. Sharing knowledge and technical details about a product is vital, but a personal tone and tangible enthusiasm are more than just window dressing.

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Ronn Torossian
Ronn Torossian is the Founder and Chairman of 5W Public Relations: 5WPR is one of the 20 largest PR Firms in the United States.

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