Every product needs a description, but writing descriptions that inspire action isn’t easy.
E-commerce sites thrive on powerful product descriptions. They are literally the bread and butter for anyone who sells online.
While you may not be a qualified copywriter, that doesn’t mean your Etsy description needs to be bland and uninspiring. A few well-written words can take shoppers from nah to yah! You just need to know how to do it…
#1. Hone in On Your Target Buyer
When you created your product, who did you create it for? Are you selling purple shoes with lime green shoelaces? Customized quilted purses? High-end tech gadgets?
It doesn’t matter if you’re selling helium to a balloon, you have to have that buyer firmly fixed in your mind when you write your description.
Imagine your target buyer’s likes, dislikes, where they go on the weekend, what their favorite color is, and what they’ll use your product for. Create an entire personality around this image in your mind and let it guide you when you begin writing your description.
Struggling with the details? Do some social media research by tweeting about certain products and get demographics based on the people who respond. A little feedback goes a long way.
#2. Develop a List of Features & Benefits
Before you put finger to keyboard, write out a list of your product’s features and specs. Once you have the technical jargon in front of you, ask yourself if that’s what you’d want to read if you were a buyer.
The answer will be no, I promise.
What you’d want to know are the benefits to buying it.
Sure, it’s amazing that your nifty new watch tracks daylight hours with precision accuracy. What would be even more amazing is if people knew why the hell they’d want it to do that.
You could say something like, “Our 2016 watch helps you maximize your sleeping patterns with a 24/7 daylight tracking functionality. Sleep the way your body intended; with the Sun’s rotation.”
Doesn’t that sound much more interesting?
Don’t get me wrong, listing features and technical information is important—but selling it’s benefits is what motivates people to take action. Focus on what people will get out of your product, not so much on HOW it provides those benefits.
Sell an experience, not your product.
#3. Get Specific
Writers block happens to the best of us, but it shouldn’t reduce the quality of your description.
I’ll be the first to admit that it’s tempting to use phrases such as, “exceptional quality”, “premium results”, and “incredible materials,” but these words are meaningless to buyers.
Everyone claims their product is “the best,” and everyone is probably wrong.
Your description is less persuasive when you use words that everyone else does. Prevent boredom by getting specific.
Instead of saying your product is ‘high-quality’ tell them why. Describe your product fully and allow that description to naturally leave an impression of superiority.
#4. Use Your Brand’s Voice
What voice do you use in your marketing materials? Are you conversational? Do you focus more on luxury?
Combine the voice you use in your marketing with your description. The tone of voice you use sets the stage for buyers. It lets them know what type of product they are buying and what they can expect. It also helps you engage the right people.
#5. Make it Easy to Read
Scannable content always does better than blocks of text. To make your product descriptions scannable include:
- Bullet points
- Enticing Headlines
- Extra White Space
- Variable Font Sizes
Package your product descriptions so they are easier to read and scan through. Use emotional words to describe benefits, tastes, and features. Make it enjoyable to read your description.
Pull it All Together
Tickle the senses, persuade your readers, and explore the tiniest of details to conjure up more product sales. The more engaged your web visitors are, the more sales you’ll make.
Still drowning in writer’s block? I can help! As a freelance copywriter in Austin, Texas, I excel at writing product descriptions and I’d love to pump up your product sales. Contact me at firstname.lastname@example.org to chat more!