Whether you’re selling a digital service or a real material thing, product descriptions matter.
But writing product descriptions isn’t the easiest of tasks, especially when you’re competing with hundreds, if not thousands of other businesses selling the same thing.
So how should one describe their product in a way that captivates and converts readers?
If there was an exact formula, we’d be out of a job. But there are a few things you can do to improve your product listings and stand out from the competition.
Here are some quick tips to improve your product descriptions.
3 Quick Tips For Writing Better Product Descriptions.
1. Stop Using ‘Perfect’ and Other Superlatives.
A shamelessly overused word in the world of copywriting, every Tom, Dick and Harry claims their products are the ‘perfect’ solution for your everyday problems. But do readers actually believe it? No, because that’s what your competitors are saying too.
Why not lay things out for them in honest terms? At the end of the day, they just want to know how your product will make their lives better, or help them get a job done. Don’t overthink it, and definitely don’t oversell it.
2. Too Many Competitors? Make a Bold Statement.
How many brands or products truly have a USP anymore? Probably about 0.001%. Succeeding in business has become less about your USP and more about your ability to market yourself. That’s why you need to think outside of the box when it comes to describing your product.
Just look at Surreal’s marketing. A quadrozillion times better than muesli? The statement is so ludicrous it stops people in their tracks. We’re sure there’s nothing groundbreaking about their cereal, but brilliant copy like this makes us want to pick up a box and give it a try.
3. Break It Down For Your Reader / Make It Scannable.
Benefits are better understood when they’re broken down into digestible chunks, because consumers don’t have the time (or desire) to read long paragraphs. You can write about a product beautifully, but if it’s not presented in a way that’s easily scannable, you’re wasting your time.
Always use headings or bullet points to outline what makes your product great, because your reader won’t go digging for it.
We hope you found our article helpful for writing your product descriptions. But if you’d rather hand the job over to a copywriting agency, we’re here for you!
Simply tell us what you need by completing our questionnaire, or email hello@inspiredcopy.co.uk to arrange a discovery call.
