4 steps to writing a compelling product description

Product descriptions are a key element in any marketing strategy for product/service-based businesses. Experts say that 87% of online buyers focus on the quality of product descriptions before they consider buying the product.

Then, product descriptions are also important for online visibility, as around 70% of all the search-related clicks go to the first five results on SERP (search engine results page). So, how do you write product descriptions that boost sales?

We’ll dive into techniques and help you understand how to leverage tools like a summarizer and also show you proofreading tips. So, let’s begin.

What is a product description?

A product description is the overview/summary of the product. The purpose of this description is to help the potential/target customer understand the benefits and features of the product. Usually, product descriptions are concise, and simple while covering the following points:

The specificities and features.
Potential benefits and advantages.
Technology or techniques used to make the product
Dimensions and weight.
And how the quality was assured through smart techniques by the product maker.

So, a product description shouldn’t be overly long, but it shouldn’t hold back on key information either.

Here are the four key steps you need to take and write an engaging product description.

1: Write for your audience

One of the first things that you need to do is write for your audience. This is one of the major problems that a lot of product managers run into, is not knowing their audience. If you are writing on your own, or working with a team, make sure you understand key aspects of your audience, such as:

Research the key demographics.
Analyze consumer feedback on existing/similar products.
Analyze buyer personas to write in language/tone they understand.
And address their needs, desires, and ailing points in your content.

Using these four main tips will not only allow you to write engaging descriptions but also save you from the hassle of revisions or rewriting. That’s because product descriptions are a hit-or-miss thing, and the more you plan it, the better it will be.

Therefore, understanding your audience isn’t only the key to writing engaging product descriptions, it’s the most important pillar of the process. That’s why you should focus on understanding your audience, and then write for them.

2: Mention how it benefits customers

One of the best ways to connect with your target customer in a product description is by writing what they want to hear. You can talk about features all day long, but if your audience doesn’t know how it benefits them, they are never going to add that product to the cart or purchase it.

The idea is to focus on what ails them, trigger their desire, and make them go through the purchase to gain the benefits. That’s when the good old AIDA format comes into play. It includes:

Attention
Interest
Desire
Action

Attention is the first part of the description, which should include a catchy headline or the key feature that captures the attention. Then, comes the Interest, aka the main selling point, or the feature/benefit that the user needs the most, i.e., pain relief from meds, or comfortable experience in a car seat.

Then, Desire kicks in, and shows users how the product you are selling can help them get just what they need. Lastly, the Action part tells the audience to go through with the purchase. And all of this should be focused on the benefit of the product to the user.

3: Keep it concise and engaging

Keeping it concise and engaging can be a challenge when it comes to product descriptions. Because you want to describe what your product can do, and that can take up a lot of words. Some experts say that the optimal length of any product description is between 150-300 words.

Now, you don’t have to worry about it and write as long a product description with as many details as you want. Because you can always use a summarizer to make things shorter/more concise. Here’s an example of an extensive product description:

If you look closely, you can see that it’s about 444 words, and that’s not exactly ideal, and no buyer’s going to read that much. Instead, what we need is a shorter version of the same description without compromising on the details. So, we can simply tap the Summarize button:

Now you can notice that the summarizer text is barely 100 words and covers all the important details. You can add more to complete the product description with a CTA (call to action). However, this shortening technique with a tool like Summarizer.org has many benefits, including:

It keeps important details.
It doesn’t compromise the quality.
It makes it short and concise.
Recreates summaries for various platforms.
And provides various options to choose from.

Now, let’s say you wish to provide a listed version of the benefits or description of the product. Then you can also use the tool for that:

By simply tapping on the “Show Bullets” option, we can get a summary based on the key points mentioned in the description. This allows us to get a summary that could be used

4: Proofread to ensure optimal quality

Grammatical issues are one of the main things you might think of when seeing the word “proofread.” However, proofreading goes beyond just ensuring your content is grammatically apt, as it also helps you understand whether or not your text meets the quality necessary.

That’s why you need to set thorough quality assurance boundariespunctuation before submitting your product description. Here are a few things to check before you hit the submit button:

Make sure it’s reaching the goal that you are aiming for.
Check there are no grammatical errors or missing punctuation.
Ensure there are no unnecessarily long or boring sentences.
Keep each paragraph to 30-35 words and 3-4 lines max.
And ensure each sentence is crisp and easy to read.

Proofreading like this will help you ensure your content is of the highest quality.

Conclusion

These are some of the top ways to write engaging product descriptions and boost your sales. It’s not only about writing something that stands out but also something that connects with your audience. Therefore, it needs to be clear, crisp, and concise. So, you shouldn’t shy away from using a tool like summarizer to achieve that goal.

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