6 Ways to Write a Product Description That Stands Out
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If you have an online store, it’s natural for you to be concerned about how to make your product description stand out. At the end of the day, persuasive copy can have a big impact on the purchase decision.
But how do you know if your message is effective? It’s very easy! A good product description clarifies customer’s doubts and persuades them to complete the purchase.
Once you know how to make your product description stand out, conversions will be a natural consequence. Reaching your audience with the right message is the first challenge you need to master.
Fortunately, there are proven strategies to help you create persuasive descriptions. Here are 6 practical and effective tips for writing powerful product descriptions:
Define your ideal customer
If you don’t know who you’re targeting, how will you know how to make your product description stand out? You won’t. That’s why, before writing the first line, you have to invest effort in getting to know your audience. Define a profile of your audience, considering aspects such as their age, gender, geographic location and socioeconomic and educational levels.
To form a more precise concept of the ideal customer, add their motivations and interests. Only then will you be able to discover what “pain” your product can solve.
In some industries, the task is more complex because buyer and user are not the same person. A classic example is B2B products. Generally, those who make the purchasing decision are not the end users. This is also the case when you market to children or teenagers. Although their opinions are important, the buyers are ultimately the adults.
Therefore, you need to create a product description that appeals to both audiences. It may be necessary to appeal to users’ emotions and provide a strong rational argument to buyers at the same time.
Establish a unique tone of voice for your brand
In any communication process, the sender and the receiver must use the same code in order to understand each other. In some instances, this goes beyond sharing a language. Here, you must also use the same code as your audience. Define a style for your brand within this code.
You may be wondering how to make your product description stand out if you use the same language as all other brands targeting that audience. You must cultivate a distinctive tone of voice that accurately reflects your brand personality and further hone your strategic and creative skills to project it.
A compelling example of successful brand distinction exists with Coca Cola and Pepsi. Both brands use an informal tone of voice, but, while Pepsi plays with humor and irony, Coca Cola appeals to a sense of belonging. Both strategies are effective because each manages to stand out on their own and attract (even build loyalty within) a substantial audience.
In this, speech consistency is fundamental. Your brand should always speak with the same tone of voice, no matter what the medium or channel. The language of your product description should be consistent with all your other communication pieces.
Communicate product benefits
The description of your pre-defined ideal customer will allow you to identify the most relevant sales arguments for your audience. In making efforts on how to make your product description stand out, it is often best to focus on the product benefits. Clearly let your customer know what the product offers.
Features can be generic or unpersuasive. On the other hand, the solutions that the product provides are concrete, fulfilling the buyer’s needs. To some, the breathable fabric of a sports T-shirt may be irrelevant, but highlighting that it will allow you to stay dry even during the most demanding physical work speaks to a real concern.
Many successful product descriptions associate the most salient features with the benefits they provide.
Tell a story
This is probably the best tactic to make your product description stand out. Stories stir emotions and bring brand messages to life. By inserting your product in a setting or situation that appeals to your audience, you are more likely to convince them.
On the other hand, you should use powerful words that increase the persuasiveness of your message. Advertising guru David Ogilvy was one of the first to discover the influence of certain terms. These have since been used in all types of content pieces, without diminishing their effectiveness. Consider delegating these tasks to an expert team that can create a compelling story using power phrases.
Optimize product description for search engines
Worrying about how to make your product description stand out makes sense and not only because of the effect it has on the customer’s buying decision. Moreover, a good description can work to your advantage from an early stage.
Indeed, when your texts are optimized, they will help you rank better in SEO and attract more visitors to your site.
Some marketplaces, such as Shopify, offer useful recommendations. They advise you to include keywords in your product descriptions, page titles, meta descriptions and ALT tags.
Don’t say too much (or too little)
Many online merchants are concerned with how to make their product description stand out but still be concise. Although the recommended text length may be around 300-400 words, there are no strict rules for length. A good product description is one that gives the customer all the information they need. No more, no less.
Be sure to explain the benefits of your product and answer buyers’ possible doubts. Create simple, direct and easy-to-read messages. If you still feel you need to go into more detail, don’t hesitate to produce product guides or explanatory videos. Your audience will know how to reward the effort.
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