The good news is, this question is pretty self-explanatory, a product description is exactly that; a description of a product. Product descriptions are written to give information about a particular item so it can be sold or marketed.
Useful information found in a product description will usually include the following: what the item is, what the issue is made from and the weight of the item. Being as informative as possible is necessary when writing a product description; after all, you want people to buy it don’t you? A lack of information can often transpire into a lack of interest for your desired customer.
Why do we need product descriptions?
Have you ever visited a website looking for a dress? You find the perfect dress and the product description reads a little like the following: ‘Black dress’. But what is the dress is made of? What size guidelines is the dress being modelled under? Where was this dress made? It’s reasons like this, that product descriptions are imperative.
In the digital age of convenience, we live in, people don’t have time to fish for information; and why should they? If your website doesn’t have an adequate description, thousands of other sites will.
Good product descriptions will sell an item to a customer; they won’t just want that coffee table; they’ll need it. A good explanation can be the difference between a potential lead and a sale. Good descriptions will provide you with more information than you think you needed in the first place, to help you in your decision to buy or not to buy.
How do you write a product description?
Good question! This bit might not be as straightforward as you think. There’s a vast difference between a generic product description and writing a product description that will sell your item. If you want your item to sell, just specifying the colour and material might not be enough for customers to feel like they need your product.
So where do you start? The best place to start, as with any marketing technique would be to identify your potential customer. Who is going to buy this? For example, if you’re selling educational books aimed at adults in higher learning study, you would expect to find an academic language. If your educational books are targeting early year’s children, you’d expect less academia and more bright colours and interactive learning stimuli.
Once you’ve identified your target customer, you have to put yourself in their shoes. If your product is a regal French-style armchair, and you think clients who will buy this are 50+ adapt your language and description to suit them. Don’t use slang or colloquial terms your client won’t understand, it will become disengaging and as a result, could cost you a sale.
Tailor your description to the item. Firstly, if I want to sell a French-Style armchair, I wouldn’t name the chair Amanda. A French name like Pascal is much more suited to the style you are trying to sell. If your armchair is French-style, what kind of French-style is it? Is it colonial? Or provincial perhaps? All of these little details will help your description.
To conclude I’ll provide an example to show you how vital a good description can be regarding selling your product.
Example 1: A long black modern looking sofa with white stripes and wood base.
Example 2: A stunning contemporary sofa, upholstered in luxurious black velvet that will fit perfectly into any interior due to its neutral tone. The white piping detail around the edges offers an unusual yet welcome contrast we’re sure you’ll love for years to come. The base of the sofa is Mindi Wood, providing practical and sturdy support without compromising on style.