Choose a copy format.
Bullet points, paragraphs, and tables are the three most prevalent types of copy styles used in product descriptions. Each format serves a distinct purpose(product features).
3 Different Copy Formats
Points to Remember
Bullet points are a great way to showcase important product aspects like specs (size, colour, technology, use cases, and so on) and features. These are frequently short sentences that are ideal for shoppers who will merely skim the most important product facts.
Bullet points will not suffice if your offering demands a little bit of narrative to captivate customers’ emotions and imagination. This is where a text paragraph comes in. The story behind a product can be told in a paragraph of three to four sentences. Feel free to add another paragraph if you have anything to say about the product. It’s fine to add some personality to your content, as long as it’s suitable and consistent with your brand.
It’s best to use a table to list or compare variants and specs for product versions having technical specs, such as electronic products. Tables make it much easier to assimilate technical information.
Use Mini-Stories to Stand Out
What distinguishes your product? Is your sweater made by people who are less fortunate? Are you making your product out of locally sourced, recycled, or sustainable materials? What are your objectives? Are there any persons or organisations that will gain from every sale you make? Using touching stories to connect with your audience on a deeper level overcomes the rational limitations that come with persuasive copywriting. Remember that consumers buy based on emotion and justify their purchases with rationality.
Although storytelling is not new, it is nevertheless quite effective. A 2017 study found that 87 percent of consumers would purchase products from a firm that promotes a social cause. Toms and Patagonia are two well-known brands that have used social cause tales to connect with their customers and ultimately improve sales. Thousands of businesses throughout the world have adopted this method. Is it necessary for mini-stories to have a social purpose? No. Consider how you can make your product stand out. Is there any specific technology in your product? How did the product undergo testing?
Ask yourself these questions to generate mini-story ideas.
- 1.Who is responsible for the product?
- 2.What is the logic behind it?
- 3.What happened to make the product what it is now?
- 4.What challenges did you have in bringing the product to life?
Stay away from ambiguous descriptors.
It’s tempting to just characterise a product as “excellent” or “wonderful,” especially if it actually represents these qualities. These are standard modifiers included in nearly every lousy product description. However, you do not want a poor product description. You want something that stands out from the crowd and speaks directly to your target audience. As a result, you must avoid using these ambiguous terms. These terms reduce the ability of your product description content to readily convert a shopper.
Why not describe the substance that makes it high-quality instead of saying “high-quality”? Besides, why not use words to explain the materials that make the product durable instead of saying “durable”? Furthermore, why not use the words that make the thing good instead of “good”? Make your readers visualise themselves using the product. Copywriting for product descriptions can be difficult, especially if you’re selling ordinary things. When you’re selling garbage bags, how can you be inventive?
Concentrate on the Product’s Advantages
A feature is something about a product that appeals to our rational side. A benefit is something you acquire as a result of a product’s feature that appeals to our emotions. The most effective product descriptions start with emotions and then rationalise them.
Instead of telling customers about the characteristics of your product, tell them about the benefits. “What’s in it for your audience?” you might wonder. Consider how brands market smartphone gadgets. Most firms will state that their phone has a 24 MP camera, but they will not emphasise it. They concentrate on the benefits to the users.
On Google’s product page, this is how the Pixel 4 smartphone was introduced:
-Avoid using the flash. With the newest version of Night Sight, you can capture rich detail and colour even in the dark.-Difficult shots made simple. With multiple exposure controls, you may adjust the brightness and shadows separately. With Live HDR+, you can capture vibrant colours. -Pay attention to what matters. Portrait Mode has improved with the addition of a second camera lens. Backgrounds blur into an artistic blur, giving images a DSLR-like appearance.
-As you zoom in, make sure you don’t miss anything. Taking high-quality images from a distance is simple with a second camera lens and Super Res Zoom. Better photos with family and friends. Frequent Faces remembers the people you picture most frequently and takes Top Shot photographs of them smiling and not blinking.