Your crafted your products with tender love and care. You designed your online shop, and it’s ready to rock … but how do product descriptions “that work” look like? How can you create a message that resonates with your audience and inspires purchases? Follow along this post, packed with tips and examples.
First things first: shopping list-style product descriptions only work well for ultra-famous brands with a consolidated presence and a large fanbase. That’s because their name is already linked to a specific product (or product category) in the buyer’s mind. When the need for new goodies arises, those brands enjoy a head start.
For smaller companies selling via collective marketplaces, things are different. They need to grab the attention of window-shoppers, fighting for consideration against a myriad of similar offers … and crisp, persuasive product descriptions can really make a difference there.
Want to up your own, and help your products stand out from the crowd?
Combine features with benefits for maximum impact
People at Lush write clever copy with one simple trick: they use product features (i.e. ingredients) to highlight the end benefts for the client (i.e. effects on your hair).
- Lemon > makes hair shine
- Linseed mucilage > moisturises
- Olive oil > strengthens the hair shaft
By connecting features with benefits, they create a “tangible” narrative whilst providing useful technical information. They help customers visualize what they will get from using their product, and make them “feel” the difference. Sprinkle some storytelling on top, and you’re ready to roll.
Walk the extra mile with tips and advice
In the product description for their Delicate Bow ring, PANDORA provides styling tips alongside a detailed description of the ring itself. This helps fashion-conscious customers understand how they can use their new jewels to “up” their look.
Providing tips and suggestions is a great way to show customers that you care, and creates a “direct connection” between the product and the buyer’s needs and desires. This technique is versatile and works well with most product categories – fashion & accessories, interior design, food & beverages, household appliances, and more. However, it’s only successful when you write your product descriptions with your audience in mind. A broad overview of your clientbase won’t do here. You need to narrow your focus, and identify the buyer persona the specific item is designed for. Then, consider how he (or she) would use your product – and provide advice based on the specific scenario. This will help you increase your chances of triggering interest and enthusiasm.
Use sensory words to make clients feel your product
Shopping online on the Whittard of Chelsea website is an immersive experience. That’s because their product descriptions are packed with sensory words that recreate the taste, smell and feel of their products – even at miles of distance. Expressions like cashmere smoothness and rich intensity lure website visitors into a fragrant and decadent atmosphere, echoing the self-indulging experience of enjoying a cup of your favourite drink. Isn’t that yummy?
I’m Alessandra, a copywriter and translator based in Turin. I help businesses narrate their ideas with the right form and substance formula. Because communication is alchemy.