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When you go onto
a website to look for certain products, you will notice
that most companies include not only a picture, but also
a description. This list of product qualities helps you
compare other items on other sites, while also giving
you a chance to see what the item has to offer your
needs. If you are trying to create a successful business
website, you need to be able to write product
descriptions that are not only clear, but also
compelling. Here are three things you need to keep in
mind when you write your product descriptions (or when
you have someone else write them).
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Keep it
Simple
Because you're excited about your product line, it's
easy to fall into the trap of writing out every single
detail about your product. While some customers may
really enjoy this, others really just want the
highlights in a simple to understand writing style. Try
to limit the technological wordings and the precise
mechanical details in your descriptions (unless their
absolutely necessary) and simplify everything. You want
the customer to be able to quickly ascertain what your
product does, what it doesn't do, and what features it
has.
You might want to create a simple bullet point list of
the features to accomplish these tasks. This will help
your customers skim the listings instead of spending a
lot of time reading what you have to offer. You can also
write out these product details in sentence form at the
bottom or the top of the listing for those that like
full sentences.
Keep it Geared Toward Your Customer
You need to recognize who your customer is and what they
will want to know about your products. For example, if
you were selling computers, you would want to share the
RAM capacity as well the operating system. These are
technical terms, but if they're relevant to making a
decision on the purchase, they need to be a part of the
descriptions. Try to figure out what questions your
customer may be asking about each product and then
include the answers in your descriptions. In fact, it's
not a bad idea to create a simple form of questions that
will be listed underneath each product in order to allow
the customer to compare similar items.
If you're not quite sure what your customer wants in
terms of the product description, go to other websites
to see what they are listing as relevant facts about
their items – and then do the same kinds of
descriptions.
Keep it Interesting
Of course, there's nothing wrong with being creative and
fun in your product descriptions as well. You might want
to be slightly comedic if you are selling a humorous
item or you might want to be more serious and subtle
when you are catering to a professional customer. Either
way, try to include writing that engages the customer
and makes them want to find out more about your items.
You might want to include a short paragraph about the
kind of customer that would like that particular product
so the customer reading the description can decide
whether or not they are a good fit.
Every six months or so, you will want to freshen up
these product descriptions by rewriting them. Even if
you include most of the same information, by changing up
the tone or the angle, you will cause the reader to want
to find out more. Many customers will think you have new
items to offer when you have new descriptions – even if
you haven't changed your stock at all.
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