How to Write Product Descriptions that’ll Boost Your Sales
AMZ Seller Financing • May 11, 2018
kay, so you have written your product descriptions, but something’s missing, right? You think all the bases have been covered, but something’s not working, after all?
That’s because writing products descriptions is one thing – writing killer product descriptions is a whole different story. There are many factors that come into play, and you have to pay attention to various aspects of the online selling business before you can say that your products descriptions are the cream of the crop.
And they definitely can be – you just need to keep on reading. So, let’s get down to the brass tacks. This is what you need to do in order to turn your product descriptions into a selling squadron.
1. Look at your products and think about them for a while
The worst mistake you can make is not really being sure what you’re selling. And you’d be surprised how many people don’t actually know what they’re doing. Yes, they are sellers of some kind, yes –they have products they’re offering to potential clients, but the problem is – they don’t understand the essence of what they’re offering.
So, make sure that you first understand your products deep down, before venturing into product descriptions, because missing out on this might cost you your business in the end. What does this mean? Well, first of all, don’t assume that all products are the same, because they’re not; it’s not the same selling books and kitchen utensils.
So, take your time, look at your products, physically or through images, and think about them: what they are, what they can do, what they are used for and good at. And suddenly, you’ll see how things become clearer, and new possibilities spring up.
2. Define your target audience and buyer persona
After you’ve taken a closer look at your products, think about your potential audience. In other words – whom are you selling to? Senior citizens or young adults? Men or women, or maybe both? And so on. Some might think that this is irrelevant, but guess what – they’re wrong! There aren’t that many products out there that can adhere to all age groups, in spite of what you may have heard.
This is why it’s crucial that you know exactly whom you are selling to, so that your product descriptions can be improved. For some buyer personas, it’s perfectly normal to use slang; for others, slang is out of the question. So, do your research and address your buyer persons through your product descriptions. It will do wonders for your sales.
3. Draft out a sample to work on
You may already have an existing product description, but choose to ignore it. Or even better, pretend that it never existed. Now, you can start afresh and actually come up with something worthwhile.
Every journey starts with just one step. So, take that one step and – write your first draft. You already know a bit about your products, because you’ve thought about them, and you have already established your buyer persons, so – what are you waiting for? Write the draft, and then don’t look at it for a couple of hours. Later, come back to it, and read it out loud; this is very important. Your customers probably won’t read the descriptions out loud, but you need to do it – because it will help you notice all the rough ends around it. You can even record yourself while reading the description, and listen to it, because it will help you take it for what it really is.
4. Edit, edit, edit
Once the actual writing is done, it’s necessary to make it shine. And the best way to do it is by – editing. Think of editing as, basically, a form of rewriting. The first draft is only that, the first draft, but now comes the fun part: take out everything that feels unnecessary, clunky or wordy.
Remember, your product descriptions are not supposed to be literary creations, and don’t treat them as such. They have one purpose, and one purpose only – to deliver the information to the customers in the most effective way possible. That’s why you need to leave out extra baggage and let your product descriptions breathe.
5. Apply SEO magic
If you’re selling online, you need to optimize your content for search engines; otherwise, it’s not going to work. And the competition is fierce, so you better do it well.
Keywords are definitely one of the most important factors when it comes to quality product descriptions. So, think about what your target audience is searching for, and try your best to apply the appropriate keywords into your product descriptions. But don’t use just any keywords – keep them competitive; they have to actually help your products improve SEO-wise. There are also keywords and longtail keywords, so pay attention to that as well.
And the key thing for keywords (pun intended!) is that you don’t get sloppy; pay extra attention to this, because, although it’s not writing, technically speaking – it is a creative act which helps your product descriptions soar.
If you liked this article, please, share it around with anyone who may find it helpful. If you want to learn more, please check out the other articles in the blog section of our website. You will find a lot of useful information about selling on Amazon, including tips and advice on how to grow your business.