You’ve worked for what feels like an eternity on a product that you are certain your audience will love, like a new eBook or a template. How do you go about selling it?
If your answer was creating a stellar product description, then you are correct. Even if your product helps your audience solve a problem, they’ll still have a lot of questions. And, if your product description doesn’t answer them, then they’ll leave without buying.
Here are a few mistakes you’re probably making when writing your product descriptions.
- Your Writing Is Too Stiff
Yes, the primary goal of a product description is to give out useful information to potential customers that show interest in your products. On the other hand, don’t forget that the ultimate goal is to sell, and product descriptions can play a significant role in this.
Don’t be afraid to boast about what you’re selling. As long as you’re not giving out false information, highlight the features and benefits of your products. Instead of a plain, robot-like description, talk about the product as if you’re telling about it to a close friend. Your enthusiasm will surely pass onto others!
- You’re Trying Too Hard to Impress
There’s nothing wrong with wanting your products to stand out. However, using a lot of big, fancy words is not the answer. There’s nothing more annoying than scrolling to the product description, only to be forced to go through a never-ending paragraph that in the end doesn’t give any useful information.
We’re not saying you shouldn’t talk about the value of your products; we’re just saying there’s a more efficient way of doing it. Keep your sentences short to maintain the reader’s’ attention and try writing the description in an easy to follow, unpretentious way. Less is more when it comes to product descriptions.
- You’re Not Offering Customer Testimonials
You can have the best, most detailed and well-crafted product description of all. Nothing will beat the power of customer testimonials. It’s human nature – we trust a product more if we think that real people are backing it up and sharing their personal experience. Use this to your advantage and give customers the proof they need to make a favorable decision.
Don’t worry about negative comments; they will only make you seem more human and real; having and displaying only positive experiences, on the other hand, would look unnatural and shady. Show both the good and the bad and always ask feedback from your customers.
- You Don’t Have a Call to Action
It might sound odd, but a lot of writers forget about including a call to action in their product descriptions. Remember the ultimate goal – selling!
After providing the necessary information about the product, don’t forget about that extra push. Be straightforward and encourage your potential customers to take advantage of this moment and take action immediately.
- Your Product Descriptions Are Too Short
This one’s another common mistake product description writers make. We know you’re probably on a tight schedule, but don’t rush it before you make sure what you’re putting out there answers every possible question a customer could have about the product.
The worst thing that could happen is someone showing interest in what you’re selling but not having the necessary information they need to go ahead and purchase it. It’s a silly way of losing potential clients, and it’s something that’s easily fixed if you just pay more attention. If you need an additional way of checking whether there’s something missing or not, try showing the description to a colleague or a friend and asking if they have enough information to make a purchase.
- You Don’t Give Enough Details
Specificity goes hand in hand with the previous mistake we described. Make sure you’re giving out every specific detail someone would need to make a decision.
Don’t just stick to the basics. Make sure the product description not only matches the visuals you’re already offering through images or videos but that they also provide any additional details that may not be visible otherwise. Leave no room for interpretation or questions.
- Your Description Is Unorganized
Last but not least, don’t forget that a clean, organized block of text will go a long way. Keep in mind that customers will scan the description to find what they’re looking for, so make the process easier for them by using lists and short paragraphs.
Don’t forget, writing is a never-ending learning process in itself, even when it comes to product descriptions. Test, experiment, play with it and see what the right approach for you and your business entails.