Importance Of Product Descriptions And How To Write Them Engagingly

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IMPORTANCE OF PRODUCT DESCRIPTIONS AND HOW TO
WRITE ENGAGING PRODUCT DESCRIPTIONS
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What Is a Product Description? All businesses
offer either products or services, and a product
description is a way to showcase the product's
or service's benefits to potential customers,
with the aim of convincing them to purchase from
the business. Essentially, a product description
highlights the most appealing features of the
offering and uses persuasive language to win
over the customer's confidence in the product or
service.
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Why Are Product Descriptions Important? In
modern times, customers tend to evaluate their
choices prior to making a purchase. Salsify, a
renowned marketing research company, reports
that 87 of individuals who shop online claim
that comprehensive product descriptions have an
impact on their buying choices.
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HOW TO WRITE PRODUCT DESCRIPTIONS THAT SELL?
1. IDENTIFY YOUR TARGET AUDIENCE The initial
stage in crafting effective product descriptions
is to identify your target market and figure out
the aspects that would attract potential
customers the most. This involves comprehending
your buyer persona and analyzing the attributes
of your target audience. By using your buyer
persona, you can modify your language and
content to cater to your intended readers and
determine the features that will hold the
greatest significance for them.
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2. DESCRIBE THE BENEFITS OF THE PRODUCT
As a store owner, it's understandable that you're
enthusiastic about highlighting the advantages
of your products. You aim to showcase that your
product is superior in terms of its features and
specifications. However, customers may not be
particularly intrigued by the technical aspects
of the product. They're more interested in how
the product can benefit them. A feature is a
factual statement about a product that provides
technical information, whereas a benefit
describes how the product can improve the
customer's quality of life.
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3. EXPLAIN IN DETAIL
A well-crafted product description must convince
the customer of its benefits, provide all
relevant details, and evoke an emotional
response.
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4. USE A CONVERSATIONAL TONE AND LANGUAGE
If your product descriptions don't sound like
the way you speak to a friend, it's time to give
them a fresh update. Using a natural tone that
reflects how you would converse in real life can
help your customers feel more connected to your
business.
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5. USE ACTION WORDS THAT SELL
Certain words and phrases have an innate
emotional impact on people, which can be
advantageous for e-commerce merchants as it can
increase sales. By being cognizant of these
words and phrases, you can persuade your
customers to make purchases more rapidly.
Examples of such words include "Amazing,"
"Eye-opening," "Spectacular," "Stunning,"
"Wondrous," "Wonderful," "Delight," among others.
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6. MAKE IT EASY TO READ
Due to people's short attention spans, only a
small portion (16) of what's on a page is
actually read. It's important to ensure that
your product description effectively captures
this desired 16 of customers. To make your
product description scannable, consider
implementing the following techniques Use bullet
points Keep paragraphs brief with only a few
phrases each Incorporate plenty of white space
Use fonts of varying sizes.
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7. SEARCH ENGINE OPTIMIZATION
Most of the tasks you undertake for your Shopify
store should focus on optimizing the content for
search engines. The easiest method to attract
fresh traffic to your website is through search
engine optimization (SEO), which is the initial
stage in convincing potential customers to
purchase your goods.
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FINAL THOUGHTS
According to research on consumer behavior,
following these recommendations has proven to be
effective in increasing online sales. The main
takeaway is to concentrate on the fundamental
benefits that your product can offer to your
customers, rather than excessively promoting it
in your product descriptions. By convincing your
clients of these advantages, you can expect an
increase in your sales.
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