Before you even start writing any description, first consider two important points:
Why is this product the best?
Why don't other products work as well as this one?
Write down the answers to these two questions. They will come in handy a little later, at a later stage of work on the description text.
Creating a product description is a complex process that requires attention to many issues. Let's start from the beginning.
Defining the target group
When creating a product description, you need to know the target group of your service, that is, the group for which the product is intended. If the product is a baby bottle, the recipient is likely to be young parents. If the description concerns sneakers, then they will be especially interesting for athletes and people who like to jog.
There are many such examples. Focus on a few points.
- demographics, i.e. age, gender, place of residence of potential clients;
- habits, that is, what potential customers do on a daily basis, how they react to certain situations, what is important to them;
- needs are what potential clients need.;
- fears, that's what clients are afraid of, what their doubts are about.
These four simple questions will allow you to gather quite extensive information about potential customers. This will allow you to create a product description that will be immediately sent to the recipients.
Keyword optimization
This is a very important aspect of creating product descriptions, but also other content. The available tools should be used to check keywords, including semantic keywords, the average monthly number of searches for a given word, as well as the number of competitors.
Imagine that you want to buy an autumn coat. You enter the following search queries: "autumn coat" or "coat for autumn". These are all keywords that make it easier to find a specific page among hundreds, thousands, or tens of thousands of similar pages and offers. This is why keyword and phrase optimization is so important when creating product descriptions.
Technical data
Of course, the product description must contain accurate and reliable information about its characteristics. The technical details should be stated clearly and in an easy-to-read format. This is the most specific part of the description. There is no coloring here, the information must be 100% real. These details relate, for example, to the size of the product, its strength, color, or year of manufacture, depending on what kind of product it is. It is difficult to imagine that you are buying a product that is described by floral epithets, and there is no specific information about its technical characteristics. In the description, we provide the most important data that is most important to a potential customer.
Is it better to avoid than to acquire?
It may seem strange, but people prefer to avoid trouble rather than make a profit. A description saying that something can be avoided by buying this particular product will be much better received than a description praising the benefits of buying it. An example?
• This car model has a built-in anti-slip system, thanks to which you will avoid dangerous skidding.
• This car model has a built-in anti-slip system, thanks to which you will receive a higher level of safety.
These two sentences have similar meanings, and both are written correctly. However, it is likely that the first version will attract more customers, because it says that the product will help to avoid trouble. It's working!
This issue is also related to the so-called benefits language, i.e. certain
visualizations of how a given product can help a customer. You can color and enrich each dry information that you provide in the description with an example of the benefits associated with buying this product. In terms of advantages, this is one of the methods of creating selling content that really sells. fpn