We’ve heard it said that “a picture is worth a thousand words.” However, I’d argue that words can be worth a thousand pictures.
Good product descriptions should both inform and persuade your customers. Below I’ve gathered some tips for spicing up these powerful selling tools.
- List benefits, not features: Have you ever encountered a salesman who rattles off useless specs and features that you either don’t care about or don’t understand? Don’t be guilty of this with your product descriptions. Suppose you sell a wireless phone that offers a wireless headset feature. Rather than boasting about “Bluetooth wireless technology” phrase the feature as a benefit. “Safe, no-wire hands free operation allows you to keep your hands free for more important tasks.” For more suggestions on selling benefits, not features, checkout this post.
- Proofread them Thoroughly: There’s nothing more embarrassing than being told by a customer that your product description is erroneous or contains typos. Make sure your descriptions are proof read by someone other than the original copywriter.
- Let Customers Describe It: Allow your customers to review your products. The information they provide will be very valuable to customers considering a purchase. Visitors may trust a user generated review even more than your own product descriptions.
- Don’t just sell, educate: When you educate your customers about your products, they feel like you are providing additional value for the price they pay. RadioShack does a nice job of this with their Research library.
- Use Enticing, Image Oriented Words: Let your customers see, hear, taste, touch, and smell your products through descriptions that create powerful images in their mind. Here’s a great comparison of 2 very different descriptions of the same product.
As always, please leave a comment if you have any more suggestions to add to these.