Writing enticing product descriptions

Product DescriptionsA product description shouldn’t be a methodical list of practical features. Instead, try to encapsulate the main benefits of your item in the introduction.

How will this product make you feel? What problems or hassles will it remove from your life? Avoid clichéd adjectives that don’t add any value. However, don’t be afraid to use sensory language, especially when describing food. Think flavours, textures and smells, as these images will build a stronger connection with your reader.

You should be describing an experience rather than an inanimate object.

Sell the sizzle, not the sausage

You can then go on to highlight some of the essential features that make up the product. Don’t go overboard on the technical details, as these can be included nearer to the end of the description if space allows. Focus on the features that you think give credibility to the benefits you’ve emphasised.

When you write about your own products, you may let your insider knowledge of their specifications take over the copy. Put yourself in the place of your customers. What is it about the product that’s likely to interest them? They want to know how this product is going to improve their lives. That’s why you need to concentrate on selling the benefits rather than the features.

Eight out of ten owners said their cats preferred it

Next, look at how the product works and include the results of performance tests or positive testimonials. These will give you the chance to conjure up scenarios that outline different situations in which the product can be used.

Now, if you have room, you can include details of product availability and any variations or different model types. You could also list technical specifications, electrical requirements, and operating and storage conditions. These details work best in a table if you are comparing the features of a variety of models.

You could always include a FAQ about the product if appropriate. This gives you the opportunity to add in some quirky pieces of information regarding the use of the product that may not easily fit into your descriptive text.

Above all, think benefits to the consumer. Answer their question: ‘What’s in it for me?’

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Selling the benefits