Products

The Anatomy Of A Product Description That Sells

Many business owners ask if customers read product descriptions or if they are that important to write.(product features)

This thinking leads to a dull product description that focuses solely on features, which is a bad strategy.

The truth is that 82% of shoppers read product descriptions, and it has an impact on their purchasing decision.

Knowing this, however, will not make writing a product description any easier, as writing copy that resonates and generates sales can be difficult if you aren’t a copywriter by trade.

Fortunately, if you want to avoid writing a boring description that most visitors will skip over, this guide will show you how to figure out what an engaging product copy is all about.

This article will go over the following topics:(product features)

The importance of your product description and its purpose
The six key components of a compelling product description
A method for consistently writing excellent product descriptions
You should learn from these five product description samples.
So, if you want to understand how to write a product description that sells, keep scrolling.

The Importance of Your Product Description and Its Purpose(product features)

Your product page’s purpose is to turn interested visitors into paying customers.

The role of your product description on the product page is not merely to demonstrate features, contrary to popular belief. It’s to solve your customer’s concerns till there’s no excuse for them not to buy.

What’s more, it’s their objections that are preventing potential customers from acquiring your product.

They’re always checking to see if your product is genuine, secure, a true answer to their problem, will do what they say it would, or if there’s a better offer at another store.

With content that demonstrates why your product is the proper fit, your description should address all of those mental hurdles.

The difficult aspect is determining exactly what those objections are.

6 Crucial Components of a Vibrant Product Description(product features)

There are numerous components that go into creating a good product description.

We’ll go through six of them here and show you how to use them in your writing.

1. A Problem to Be Solved(product features)

A customer’s pain point is a distinct issue, desire, or objective that they have. When seeking to elicit a strong emotion in the reader, great copy leverages it.

Addressing pain concerns is one way to pique your prospect’s attention and encourage them to read your material.

To understand your customers’ pain points, conduct in-depth consumer research to uncover the true difficulties, struggles, and desires that your target market is experiencing right now.

As a result, you’ll be able to write a product description that resonates with customers and encourages them to buy.

You can, for example, mention pain issues in locations where your prospective consumer is more likely to read first, such as:

  • Headers with bullet points
  • The first phrase
  • Prior to a call to action

This is done to elicit an emotional response from prospects, increasing their likelihood of considering your goods. So make your study worthwhile by mentioning pain spots that will be read by any skimmer.

2. Negative Reactions

The difference between an interested shopper and a paying customer, as previously said, is that the former is full of objections.

The goal of your product page is to answer as many of their objections as possible in order to make it easy for them to purchase. And your product description should be tailored just for that.

Determine the most common objections customers have when browsing for specific products when conducting consumer research:

  • Is delivery included in the price?
  • Is it within my financial means?
  • Will it help me with my specific issue?
  • Is it a good investment?

Buyers are primarily interested in what your product can accomplish for them, so be specific. Specific use cases, benefits, and features that meet your customer’s needs can be addressed in your product description to counter objections.

FAQs can also provide a lot of value to your prospects by directly answering frequent objections and assisting them in making a better purchasing decision.

3. Telling a story

Storytelling is the most effective technique to connect with your customers’ emotions (and sell).

Because a compelling tale will make your prospects forget you’re selling them a product, you’ll have a better chance of closing the deal.

It’s unusual to come across product descriptions that include stories. So reading an interesting tale that makes them want the goods even more would be a really unique experience for interested customers visiting your product page.

This can be accomplished in a variety of ways. Including:

  • An interesting tale of how your team came up with the idea for your product.
  • If your product is part of a larger story, such as the fight against AIDS or cancer, climate change, or animal testing (or even something as easy as modifying your pet’s diet). You may share a narrative that is relevant to it.
  • The true story of a successful customer who used your product.
  • How you make your goods in a unique way that distinguishes you.
  • Think again if you think you don’t have a tale to tell. Everyone has a tale to tell.

4. A Format That Can Be Skimmed

Because the product description is presented in a large block of text, many shoppers pass over it, expecting it would be full of fluff.

You see, if people don’t read your material, you’re doing nothing. These customers are more likely to read the entire description if you format your product page in a way that makes it easy to skim. That is why, if you want to increase sales, you must do it.

You might begin by adopting these best practises:

  • the addition of bullet points
  • Increase the text size.
  • Make your paragraphs and sentences shorter.
  • Simplify your language so that everybody may comprehend it.
  • Instead of using passive voice in your copy, use active voice.
  • Include icons that reflect the aspects of your product.

If you’re still not convinced, run a heatmap test to determine if people are reading your product content. Alternatively, you could simply ask a few consumers directly if they read it.

Finally, the optimum conversion rate is one that continues to improve.

5. Social Validation

Regardless of your area of expertise. When it comes to social proof, every online shopper has the same objection.

What occurs is that we can’t just trust anyone on the internet who makes huge promises about themselves with our money.

And, with social proof, you’re reassuring your customers that buying from you is risk-free and that the product will meet their needs—bypassing such rudimentary objections.

You can add proof to your product description by doing the following:

  • Customer testimonials and reviews are cited.
  • Bringing up what it has accomplished with other customers.
  • The benefits your brand received as a result of your product.
  • Statistics demonstrating that your product is effective.

If you don’t have enough social proof. You can always contact your present clients and request a testimonial or a narrative from them. You could even try to bribe them to do so.

You can perform your own research and pay your clients to participate in your study, even when it comes to statistics.

Don’t wait for social proof to come to you; start accumulating it yourself.

6. Result-oriented

When your prospect has no rational objections to your product, is emotionally drawn to it, and is actively considering how to use it. That’s when you need to use a strong call-to-action to compel them to make a purchase.

After all, if customers aren’t sure what to do after reading your product page, it’s useless. The goal of copywriting is to elicit a response, and your product description is no exception.

To be actionable, you must first identify what the next step is. Is it to put the item in the shopping cart? To sign up for your plan? To make a call, please fill out the form below. Adding a product to the cart isn’t the sole option, believe it or not.

When writing a description, you must begin by framing the next action and positioning it as a risk-free step—ending with a call-to-action (CTA).

A CTA can be written in a variety of ways. The following are some examples of best practises:

  • Reducing the number of CTAs to only one. Providing a visitor with too many options will diminish their likelihood of making a purchase.
  • Making your CTA a win-win situation for them rather than a favour for you.
  • Making it simple to comprehend. Explain how to purchase your product in a few words.
  • Adding a sense of urgency and a motive to act immediately. If you have a limited quantity of a product, let your customers know so they don’t miss out.

Your CTAs may always be improved (as well as product descriptions and product pages). So, to maintain your conversion rates optimised, don’t forget to experiment with your CTAs on a regular basis.

Source: product rule , product features

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