Ideal product descriptions that sell should sell your dropshipping products! We all know this, but it can be quite a herculean task for some dropshippers to craft descriptions that push their site visitors farther into the funnel.
In 2021, you’ll hardly convince every prospect with mere product photos. With a clear and catchy description that indicates how your product will help your customers and using proven dropshipping tips, you can make your site visitors buy your offers instantly. In this article, we’ll show you how to write product descriptions that are sure to sell your products.
- Product Description: What is it?
- 1. Hone Your Focus On Ideal Buyers
- 2. Gather the Product Details
- 3. Blow the Benefits
- 4. Do Away With Yeah, Yeah Phrases
- 5. Make Use of Keywords
- 6. Make Use of Superlatives
- 7. Go for your Readers’ imagination
- 8. Chip in Mini-stories to Flow
- 9. Pick some Sensory Words
- 10. Tie the Interest of your Audience with Social Proof
- 11. Scannable Description Rules
- 12. Writing Compelling Product Descriptions
- 13. Split Test Your Product Descriptions
- 14. Infuse Urgency and Scarcity Triggers
Product Description: What is it?
A product description is simply a marketing copy on a product page that gives a detailed and comprehensive idea of a product. Product descriptions describe the value of a product, justify prices and make prospects know why they should buy such products. Product descriptions aim to feed the customers with the necessary details about the benefits of such products till they are enticed to buy.
Product descriptions that sell often have the entire details of the products they are trying to sell. Ranging from sizes to types and other variations, product descriptions define all and let buyers know what they are about to buy.There are no perfect rules to follow when writing descriptions, but these simple steps will guide you to write product descriptions that sell.
1. Hone Your Focus On Ideal Buyers
Often, when you create copies for products with a large crowd in mind, you probably end up not addressing anyone, and this happens when you go with product description templates.
The question that should come to your mind is – “who is my target audience?”
Here’s the real deal; write to target your ideal buyers directly. Personalize your descriptions to have “you” as the addressee and give answers to the possible questions your readers might have in mind.
Firstly, you have to place yourself in the shoes of your potential buyers and imagine the humor they appreciate. Will your target buyers sit well with your choice of adjectives? You need to incorporate the language that is sure to be what your buyers can relate with easily.
If you sell fun products like food-shaped jewelry, you should try to craft your copy with a sense of humor. Of course, your audience can relate easily.
If you sell office products, you might want to sound more professional in your product description.
2. Gather the Product Details
You’ll end up giving a shallow description of your product if you don’t have enough details about it.
Visit your supplier’s product page (did you already choose the supplier, right?), read and pick all the necessary details about the particular item you want to sell, and incorporate them into your product description. You might want to ask your supplier for a sample product. With this your hand, you’ll find some features you can present as benefits/values to your audience.
Next, you might want to visit Amazon to get more ideas about the product. However, you mustn’t copy product descriptions from other sellers. It’s a copyright infringement and more especially, will hurt your search engine ranking.
3. Blow the Benefits
Your customers barely care about the features of your product. They are all about the benefits they will get when they buy it from you.
If you are a product manager or have a product to sell, you often get excited at the features and benefits. It’s up to you to entice your audience with these benefits and make them buy.
Take out time to consider the features of the product you advertise, and their respective benefits and make sure you sell an experience to each customer and not just products. How can your product make your customers happier, more productive, healthier or smarter? What are the problems it can solve?
Imagine these two lines from two different sellers.
Seller A – this modern kitchen knife has a very sharp blade.
Seller B – Enjoy a faster and hassle-free cutting in your kitchen with this modern kitchen knife.
If you’re like most buyers, you’ll opt for Seller B’s offer.
Depending on what you sell, you can let them know that your product is easy to install, and can serve as gifts to others.
If you sell technical products, try and turn the specifications into benefits and not just boring dos and don’ts.
Always sell benefits to your customers!
4. Do Away With Yeah, Yeah Phrases
It’s common for average writers to get stuck for words. When you get to that point when you can’t think of any other thing but to say “high quality and excellent product quality,” you are losing it. Most of your potential buyers will believe that no seller will call their product “non-excellent and less quality.”
Your description will probably fail to sell when your potential buyers read your copy and bump on yeah, yeah words many times. To get rid of this, try to describe the details and technical features and their benefits. Create an impression of quality and not just telling them the quality. An ideal combination of features and benefits of such products in your niche is the real deal.
5. Make Use of Keywords
Your product description should have the keywords you intend to rank for. But then, if you stuff your content with keywords, it becomes boring and perhaps meaningless to your prospects.
Go for keywords that are relevant to what you’re selling and gently incorporate them into your content. This improves the chances of your dropshipping store appearing on search engine result pages.
6. Make Use of Superlatives
Superlatives work best only when you can prove how and why your product is the best as advertised. When you want to write a product description that sells, you need superlatives, and you should explain why you make such claims with your superlatives.
If what you offer stands out as the best, truly, then you must have to provide proof. Otherwise, there is the need to tone down the emphasis and possibly quote a customer that attests to the efficacy of your product.
7. Go for your Readers’ imagination
It has been proven scientifically that people’s desire to own a product increases when they hold such a product in their hands. But as an online seller, your buyers can’t hold your product. Instead, they can just see it. There’s a way to increase their desire to own your product – make them think how it would feel having and using your product.
Now, to get this idea into your product description job, begin with the word ‘imagine’ and end the sentence by explaining how your audience would feel like using your product.
8. Chip in Mini-stories to Flow
If you have ever read some product description examples and end up finding countless reasons to buy such a product without even knowing that the seller is persuading you to buy, then you must have read a description with mini-stories. Here’s it; when you include mini-stories in your product description, you tend to reduce the rational barriers and make your potential buyers buy without knowing you’re pushing them to buy. For instance, if you are in the wine niche, you may want to tell a short and enticing story about winemakers.
Before you tell a story in your description, it’s wise to ask yourself a few questions whose answers will guide you:
- Who are the makers of your product?
- What’s the inspiration behind the product?
- What were the challenges during the production process?
- What were the testing processes like?
9. Pick some Sensory Words
Using sensory words to engage the brain processing power is paramount for writing product descriptions that sell. Sensory words boost sales. Sensory adjectives offer better persuasion and are powerful to make your readers want to experience what you are telling them. Go for words like crunchy, smooth, crisp, velvety, and many more, depending on your niche.
10. Tie the Interest of your Audience with Social Proof
Most times when your prospects are looking for things to buy, they tend to go in line with suggestions. They value the suggestions of people who had been in their shoes – buyers. Products with a high number of reviews tend to attract more buyers. Now, you have to draw on this to add more social proof to your product descriptions.
You may want to include the image of a person to add credibility to the quotes you will use. Likewise, this gives a personal and encouraging approach to customers, making them want to know more and buy. The products your customers buy most should be highlighted on your site because more people are likely to buy.
11. Scannable Description Rules
How is your web design? Is it encourageable to customers? Get this; your product descriptions should be clear, and scannable with designs that make it easier for visitors to read and buy. Check out some areas you must focus on if you want to create a compelling design for your product description.
- Go with catchy headlines
- Make your bullet points clear
- Go for white spaces
- Larger fonts are always better
12. Writing Compelling Product Descriptions that Sell
Write with enthusiasm, and share the details of the product, giving a detailed insight. With a contagious passion for your product, write copies that are not boring but enticing and sure to turn your audience into buyers.
13. Split Test Your Product Descriptions
If you have launched a good number of campaigns, you can tell that sometimes, you find a winning campaign by testing a number of them. The case isn’t very different when it comes to product descriptions.
You might want to split test your descriptions. Variations like formats, choice of words, lengths, and more can bring a spike to your sales. When you split test product descriptions, you get to find out the ones that push your site visitors farther into the funnel.
14. Infuse Urgency and Scarcity Triggers
These triggers send a feeling to your site visitors that if they fail to buy now, they’ll miss out. This marketing strategy works and you can incorporate it into your product descriptions as well as other marketing methods. However, you don’t have to overuse it. Don’t put up all the products in your store at a discounted price or with a countdown timer.
Specifying that you have limited stock, offering discounts, including a countdown timer, or indicating that the price goes up after a short time are good examples of urgency and scarcity triggers.