Product descriptions are the bane of the existence of any online shop. Any Bridgeton Lover in the house?😎

You might ask “Who reads product descriptions in this century and how can it possibly affect sales?”
Well, according to research, missing or unclear product information causes about 20% of purchase failures. You also need to know that poorly written product descriptions can cause a potential customer not to buy from you.

This is because they create an image in the minds of your customers of how your products would improve their lives before they buy them.

Let’s briefly take a look at how to write compelling product descriptions that’d instantly improve the buying habit of potential customers that visit your FluidShop.

What is a product description?

A product description explains what a product is and why it’s worth buying. It is intended to provide customers with important information about the features and benefits of a product, which would encourage them to purchase it.

It should simply explain what the product does and why a customer should buy it. The best product descriptions help people envision a product before buying it.

How to write product descriptions that sell

Most online shop owners make the mistake of only listing the product features when writing a product description.

A product description should answer the following questions:

• What problems does your product solve?
• What do customers gain from your product?
• What makes it better than the competition? 

In order to cover these three things in an engaging way, you should;

Know Your Target Audience

Your product description should not be vague. Imagine your ideal buyer so that the copy makes them feel like you were talking to them directly and personally. Have a conversation with your ideal buyer in your head and imagine how they’d like to be spoken to.

If you sell women’s clothing, you wouldn’t want to use descriptions that do not speak directly to them.

This will help you craft descriptions that are not limp.

Know Your Product

As funny as this might sound, you really need to know your product to sell it. For example, if you sell a basic white tee, you do not need to go over-board with the product description as it is a self-explanatory product. You might only need to talk about the material it is made from and how comfortable your customers would feel wearing it.

The selling factor for a product like this is image quality, price range, size availability, and color range.

Unlike if you sell a humidifier. This is a unique product so it needs a more in-depth description.

Talk about your specific product benefit.

Customers buy the benefit of the product. So in writing your product descriptions, you should write from the perspective of the buyer. Talk about how the product would benefit them and back it with facts.

Don’t just sell the product, sell an experience.

Use Natural Language/ Tone

See your product description as a conversation between you and your buyer. What’s your brand voice? Your product description should sound like you and what your brand portrays. It shouldn’t sound like a copy-and-paste sentence from Google.

Infuse a bit of storytelling

Appeal to the imagination of your buyers. Your online customers can’t hold or physically see your products but your product pictures, as well as the description, can increase their desire to own them.

N.B Storytelling might not apply to every product. You wouldn’t want to be telling a story in the description to a phone buyer.

Make your product descriptions scannable

Most times, people always look out for the most important detail first when buying online.

If possible, use bullet points to clearly point out the most important information. This would make it easier to read and more appealing to potential buyers.

In conclusion, good product descriptions will pay you back, invest in them. Also, remember to augment your descriptions with great product pictures. FluidShop allows you to add multiple product pictures to entice your customers. See how to utilize it here.