Now, on to the actual advice.
The material below can be used as a step-by-step guide for creating new product descriptions or refining existing ones.
1. Create a Customer Avatar as part of your research.
You must first understand your audience before writing a single word.
A customer avatar isn’t meant to represent a specific segment of your target market. Rather, it integrates all of your ideal purchasers’ traits (note the plural there).
As a result, an avatar could be masculine or female, young or old, wealthy or impoverished. An avatar focuses on your target market’s most common and prominent qualities.
Ask yourself the following questions about your consumer base when building an avatar:
- What are their characteristics (age, income, location, and so on)?
- What do they say and how do they say it?
- What cultural allusions elicit a response from them?
- What are their interests and hobbies?
- What are their most important concerns, requirements, and desires?
- What are their priorities?
When conducting research, pay close attention to the language used by your target audience. It will be easier to connect and establish engagement if you use the same phrases as them.
A thorough understanding of your potential purchasers serves as a roadmap for executing the rest of this list, providing you with the precise information you require. You can sympathize with consumers and speak to them as if you were speaking directly to them if you have this insight.
2. Pay Special Attention to Emotional Needs and Practical Benefits
“People don’t purchase stuff; they buy feelings,” says an old adage.
And that notion carries a lot of truth when it comes to product descriptions.
“What emotional pain-point does this product solve or what pleasure does it provide?” is a good starting point.
Then express your dissatisfaction with the situation. Many copywriters describe the characteristics without mentioning the problems they solve, whether they are practical or emotional.
You build urgency and a desire to buy by reminding visitors of their personal problems.
If a chair’s lumbar support helps to relieve back pain, make it evident.
Make sure visitors are aware if the seal on a water bottle prevents bothersome leaks or the padding in a pair of shoes prevents annoying and painful blisters.
Ideally, you should mention both the product’s utilitarian benefits, such as the iPad Mini’s ability to “capture your biggest ideas whenever they come to you,” and the product’s deeper emotional results, such as empowerment.
3. Write descriptions that are SEO-friendly.
Having trouble writing SEO-friendly product descriptions? You’re not the only one who feels this way.
SEO can appear to be complicated and finicky. With meta-tags, keyword density, rich snippets, and a slew of other considerations, it’s easy to become overwhelmed.
But there’s no need to be disheartened. It’s quite simple to make product descriptions SEO-friendly.
Simply follow the easy instructions below:
In product descriptions, use high-volume keywords — The important keywords in your descriptions are picked up by search engines. Use competition research and a tool like KWFinder to come up with a list of high-volume keywords connected to your product, which you can then include in your descriptions.
On product pages, include titles, meta descriptions, and image alt tags — The importance of meta-descriptions and titles cannot be overstated. Because they’re the first thing a visitor sees on the search page, they have a direct impact on your click-through rate. In reality, by persuading visitors to click, a decent meta-description and title can compensate for not being the first or second search result.
Show star ratings and product pricing – Some of the results in the screenshot below contain a star rating and a product price. You’ll need to utilize “schema.org markup” or “microdata” to display these on your own results. Google can tell if it’s the price or the aggregated review rating by adding a little code to some of the information already on your product landing page.
Don’t undervalue the importance of SEO. Search engine CTR can be greatly increased by paying attention to keywords, meta descriptions, product titles, and “markup data,” resulting in more traffic and money.
4. Use strong words, but stay away from cliches and “empty” phrases.
Because they work, certain phrases and “power words” are employed.
However, it’s all too easy to fall into the trap of utilizing generic, overused jargon that clients will just disregard. These words are popular simply because they are popular – they aren’t power words or tried-and-true phrases.
“The best product on the market,” “outstanding quality,” and “liked by all” are examples of cliches.
What’s the alternative? Be as precise as possible.
Instead of saying a pair of shoes is “amazing,” focus on a single quality, such as the soles or the design, and explain why it’s so great. What are the perks, USPs, and testimonials that make them so amazing?
This isn’t to say that you should avoid using power words altogether. Certain words, in fact, have been proven to trigger a strong emotional response and boost sales.
Just keep in mind to distinguish between true power phrases and cliches, and to back up your arguments with specific examples. If a regularly used term cannot be supported by evidence, it is most certainly a cliche that should be avoided.
Also, keep in mind that testimonials are quite useful for substantiating large claims, especially if they originate from a respected source.
Source: product rule , product features
