Product descriptions do over half the work of persuading consumers to buy. Consider this example: if you’re looking for a project management job, which of these two positions are you more likely to apply for?
• Full-Time Project Manager Needed in Metro Area at Fitness Equipment Company; $50-60K Annually
• Project Manager Opening for Thriving Downtown Business; Great Benefits, Wellness-Supported Atmosphere! Full Time Availability, Starting Salary up to $60K
It is the same job, but the second description will attract more candidates than the first. The second description doesn’t just inform; it sells. Your products need the same gusto – so long as it’s true – to fly off the (often virtual) shelves.
Here are 6 rules to follow when creating killer product descriptions:
1. Use interesting copy that sounds human. We walk a fine line with copy, especially when it comes to branding. Audiences are so used to poorly-written content (especially online), that proper English can sound stuffy. At the same time, you don’t want to get too informal or you lose credibility. You can still use proper English to establish professionalism – just do it in a relatable, friendly manner. Here are some guidelines:
• Use “everyday” language
• Use short sentences and paragraphs
• Use humor and even a little sarcasm
• Make the important terms stand out
• Ask the reader questions (Have you ever experienced [insert problem]?)
2. The proof is in the pudding. We are constantly being sold to. When a company makes a claim about its product, do you take its word for it? No! Marketing is a “show me” business. With online testimonials and reviews, we have opinions at our fingertips about everything. Use this to your advantage. Highlight testimonials, ratings, and or any other feedback that makes sense. Make it easy for your audience to research that feedback.
3. Make it easy to read. Are you skimming this article? According to the Nielsen Norman Group, 79% of you are. If your product description feels like homework, consumers won’t bother to read it. Use clear headlines and subheadings. Use whitespace. Use bullet points. Use a readable font size. Highlight important information. Boom. You’re readable.
4. Be specific with descriptions. Is your product “healthy,” or is it “rich in nutrients that support the immune system?” Is it “quiet,” or does it “use laser technology to reduce noise by 60%?” Be specific about why it’s a great as it is.
5. Engage your readers’ emotions. People make decisions, especially quick ones, based on how they feel. We posted this article on writing an emotional call to action.
Overall, you need to captivate your audience with copy that is easy to digest, yet compelling enough to prove what your product does for the consumer. Need great visual appeal on flexible packaging? Vinyl Art is known for delivering on requests our competitors can’t. Use your colors and branding on standard or custom pockets and pouches. Need to be Prop 65 compliant? Is your company eco-friendly? We have products for you, too. Call or email us today: 800-569-1304; firstname.lastname@example.org.