29 Jan Un-suck Your Product Descriptions and Sell More Online
Does everything on your product page have “eye-popping colors” and leave your skin “silky smooth”? If so, you can do better.There’s a language to every industry. Often, that language develops over time and stems from terms adapted by the companies that make up that industry. Right now, the food industry loves words like “organic” and before, they loved “whole grain.” The beauty industry digs the term “hypoallergenic” for good reason. Both the latter are examples of widely accepted trigger words because they’ve been used in so many product descriptions up to this point that for products in either industry not to be listed with those terms seems almost suspicious. So if you’re selling food, skin care, or clothing products that already rely heavily on a few choice words, how do you make your product description stand out?
Really, there’s an equation for it that works pretty well, no matter which industry you’re selling in. There are really just three things you need–in equal measure to–create solid product descriptions.
Invest in professional looking images.
This rule is flexible, but not by much. A pic of you smiling and holding your product jar next to your freshly scrubbed face may work out great for your company’s social media feed–but not so much for your website. Beauty products should always be shot against a white backdrop, and clothing (by itself) should be shot the same. If someone’s modeling the clothing, those shots should be sharp, and the model should be shot from the front, back, and side so that the customer can get an idea of the how it’s supposed to hang. Either way, the cardinal rule is to capture the wearer at an angle that focuses more on the clothing than the background or the model.
Blurry pics are distracting, so resolution is a major key. Even if that camera phone pic you took of your product jars looks great on a mobile feed, Consider how your product will look when viewers blow it up on laptop and desktop screens.
Flowery language goes first.
Embellish the name of the product to evoke a feeling. Put it in bold, and right on top of your sharp. lovely picture of your product. Then, throw in a short one-liner at the beginning of your product description to supplement the effect of the name.
Instead of “Multi-colored Monokini,” go for some gusto. Try “Hot Mama-kini” or something else fun and memorable. Just keep your target demographic in mind and punch up that product name. Just make sure the first sentence pairs well with the language of your the name. If it’s supposed to be pop-esque and fun, keep it that way.
Ex: “Slay your bae-cation in our Hot Mama-kini. This two-piece is backless, and connected by a thin mesh strip…”
The devil’s in the details.
The next two or three lines should be straightforward, and each of those sentences should clearly point out some necessary, basics info about your product for your potential customer.
- Tell the buyer what it’s made of. Is it “Premium, 100% Cotton” or “Water-proof”? Are the jeans “3% Spandex”? If a skin product is hypoallergenic and organic, this is where it should be inserted. But if you want to describe how a beauty product leaves skin and hair feeling, you can tuck that part into your lead-in.
- Quantity. Have a drop-down box for quantity in the product description, and tell the buyer how many ounces are in that facial scrub or beard butter.
- Close out with the cost.
These rules follow principles that have stood the test of time because they’re impossible to argue with. The anatomy of a perfect product description relies upon actual human anatomy. Your awesome pic will catch a potential buyer’s eye. An unexpected product name will likely direct a shopper to read the whole description. If that description offers your product in a way that other companies with similar products don’t (i.e., added amenities like “durable leather” or “natural, edible ingredients”), then you’ll net yourself an online buyer.
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