How To Write The Perfect Product Description

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If you are running an Ecommerce website, then product descriptions are an inherent part of the way your customers interact with your brand on a daily basis. However, there is more to the product description game than meets the eye. A product description actually needs to be carefully crafted, and might go on to become the bottom line when it comes to whether a product is being bought or not. Here are a few tips to get you started in the right direction if you’re wondering how to write the perfect product description…

Figure out your target audience 

The first step of writing effective and influential product descriptions is figuring out who you’re writing them for. It is imperative that you understand the psychology of your target audience, and highlight those parts of your product in its description that are most likely to be attractive to them. Rather than simply defining the main features of the product, you can also include general and informative lines which will appeal to the personality of your viewers, and fall in line with their interests. Their demographic, age, gender, what purpose they are probably buying the product for, who they are buying the product for, their income, etc are all factors that you need to keep in mind while crafting every sentence of your product description. 

Focus on USPs and key benefits 

Rather than focusing on the basics of what the product is and what it does (especially if people are most likely already aware of the product), you ought to focus on the USPs and added edge that the product grants its users. The theme of the entire product description should be how it can add something different and unique to the buyer’s life, so that the benefits of investing in this product are immediately made obvious. Learn how to convert mere features into benefits, and sell them accordingly. 

Improve readability 

Long paragraphs which look like an essay are never going to look inviting to customers. An extremely important point to keep in mind is readability when it comes to your product descriptions. Most customers are not even going to read everything you have listed, and so it is important that you make the key features stand out and catch the eye of the user immediately. Ensure that you use formats which can be easily perused, and don’t take more than a couple of seconds for the user to read. Use bullet points or a segmented format to ensure that the product description is crisp, clear and attractive. 

Use your branding language 

Even though it is imperative that your product descriptions are centered around your target audience, it is also important that you do not compromise on your branding language. In case you have a unique brand tone which is reflected through all of your communications (a tone which may be extremely professional, or conversational and funny), you should ensure that you use this same tone while writing your product descriptions as well. The products need to resonate with your brand image, and for this very purpose you need to have a particular, concrete branding language which you use while writing your product descriptions.

Incorporate SEO 

SEO (Search Engine Optimisation) needs to be a crucial part of your planning process when it comes to planning absolutely anything related to content for your digital presence. Product descriptions, too, need to be optimised according to keywords that are most likely to get you traction online. Carry out extensive keyword research and incorporate them into your product descriptions to that your website appears higher up in search engine results. There are tons of online tools available which can help you in this process of optimisation, and this will prove as a great aid in leading customers to your product who are actively looking for something like it. 

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