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Selling products and merchandise online is a great way to subsidize your content creation, supplement your income, and even grow your fanbase.
That being said, listing your products online is only half of the battle. It’s also important to learn how to write a product description that will make people want to buy your offerings.
Reports from the Nielsen Norman Group revealed that around 20 percent of online purchase failures resulted from unclear product information. This suggests that improving your descriptions can directly result in increased sales.
The role of a product description is to ensure that customers understand what your product does, what features and benefits it includes, and why they should purchase it.
Since you only have a limited number of tools to use when selling products online, compelling product descriptions are incredibly important. There’s no face-to-face interaction with prospective customers, so it becomes more difficult to build rapport or respond to their reactions.
Instead, you’ll need to anticipate any possible questions or objections that might arise, and be proactive by addressing them in the product description.
Successful product descriptions should feature a few select elements, depending on what you’re selling and who you’re selling it to.
1. Keep customers in mind
Consider your prospective customers, why they’re likely interested in your products, and what you can say to assure them they’ve come to the right place.
This is also where your personality and brand voice come into the picture. Depending on who you’re selling to, you might want to convey a different tone.
Some customers prefer to conduct business with companies that represent their own values while using friendly tones of voice. In contrast, others prefer to make purchases from companies that give off more formal airs.
2. Explain product features and benefits
A TV set description won’t be too helpful if the screen size, resolution, brightness, and other relevant details aren’t included. Likewise, you’ll want to include your product’s key parameters in its description.
At the same time, don’t only focus on the features and technical aspects of your products. Reveal the benefits of your product, and how it can be used to improve your customers’ lives.
For example, the primary benefit of owning a 70-inch TV set is that you’ll have a cinema-quality experience right in your living room.
Uncover the biggest benefit of your product, and boil it down to a single sentence that resonates best with your target buyers.
3. Address any concerns
Next, address any objections that buyers might have about your products.
For instance, one common issue with TVs and monitors is “dead pixels.” By prominently listing your exchange policy within your product description, you can set your prospective buyers at ease. If they understand that you will accept returned products that do not meet their standards, they might be more likely to make purchases.
4. Distinguish your brand
To separate your products from those of competitors, feature your unique brand voice in their descriptions. Or, you might try incorporating a few short stories.
Within a product description, attempt to make customers care about your product. A good story will compel them to buy your products without explicitly asking them to.
Combining the above elements will position you to write a product description that resonates with your audience. Be sure to complement your well-crafted descriptions with some sharp product photography to further stand out from the crowd.
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