By Maxym Martineau, GoDaddy
You rock! You’ve completed the monumental task of opening an online store and you’re ready to start making a profit. You’ve uploaded your merchandise, maybe (hopefully) even included a couple of images for each item. And while you know all of the benefits for each and every one of your products, your customers might be left wondering exactly why they should buy from you.
Product descriptions are a must in the e-commerce world; pictures alone can’t sell your products. You’ll need to generate creative, unique descriptions that focus on both features and benefits for all of your products. Awesome descriptions are vital to boost e-commerce sales, so here are some hints and tips to make writing those blurbs a little bit easier.
- Personality is key – If you haven’t already done so, you need to identify your ideal buyer. Once you’ve done that, you can tailor your product descriptions to fit your customers’ lifestyles. Shopify’s blog is quick to point out that “the best product descriptions address your ideal buyer directly and personally.” Don’t use filler text you copy straight out of the manual; instead, be conversational and have fun with it. If you take the time to write compelling content, we’ll take the time to read it.
- KISS: Keep it simple, silly – Customers don’t come to your site to read novels every time they browse to a product; they are here for you to convince them they absolutely can NOT live without your merchandise. Keep your wording simple and short – there’s no need for a novella and you’ll be quick to lose the interest of your viewers with long-winded paragraphs.
Try to make each sentence worth its weight in words.
If you feel like you need a longer description section, make sure it is engaging and draws your readers in. You might also want to think about a shorter header or description for your viewers to initially land on, followed by the option to read the full, more inventive blurb about the product.
- Features vs. benefits – It’s easy to tell us a feature of your product. Let’s say you sell women’s clothing. I’m interested in a blouse you’ve featured, so I wander on over to the page and find that it is a collared, button-up shirt made from silk. Dandy. Some buyers might be satisfied with this, but most of us are going to want a tad more. Tell me why I should buy it from you. What about your silk shirts sets you apart from other online boutiques? Maybe your shirt’s stitching is custom crafted to provide the most comfortable, durable fit. You want to highlight the features of the product, followed with an emphasis on its benefits; this will set you apart from your competitors and drive your customers to hit the “Buy Now” button.
- Wording is everything – Stay away from dry, boring language and lean toward compelling descriptors. Make each blip for your product count so that is both fun and informative. In 3dcart’s online article they speak to the necessity of “selling the product without hitting you over [the head] with marketing mumbo-jumbo.” Use adjectives that speak to our senses or dazzle us with humorous text. Either way, you’ve captured our attention.
- The power of sharing – In today’s day and age, social media has a profound effect on whether or not your products will sell online. Buyers are constantly reviewing, researching and sharing products to see if other buyers have already put in their two cents. Definitely make sure your product descriptions are shareable on major social media platforms like Facebook®and Twitter®, but you might also want to think about creating a “Reviews” page or an “As Seen In” page. Testimonials are a great way to promote a positive image and make your viewers more comfortable with the quality of your products.
About the Author:
Maxym Martineau is a content writer for Professional Web Services at GoDaddy and a freelance writer based out of Arizona. She’s an avid reader with a love for social media and blogging. Connect with Maxym on Google+. The world’s largest domain name registrar and Web hosting provider, GoDaddy gives small business owners the tools to name their idea, build a beautiful online presence, attract customers and manage their business. To get more tips for your small business—including articles, videos and webinars—check out the GoDaddy Training Hub.