A picture may be worth a thousand words, but a well-worded description can sell anything.
Words are convincing, they’re emotive, and they’re what every product on your website needs to accurately describe them for your customers and search engines, like Google.
You don’t need to be a master of the pen (or keyboard) to convey why your product should be snapped up, but it helps to put a little effort into your text.
The secret to anything, is simply to start. So to get you ready to write, let’s begin with keywords. What are the main words your target audience are likely to search for to find you?
If you’re selling candles, then the word “candle” should be a keyword, and included all over your website and on every candle product: in the Product Title, Summary, and Description. This helps search engines find you, as well as making it clear to the shopper what they’re looking at. It’s also a life changer for the visually challenged who rely on descriptions to help them make an informed decision.
Remember, your customers may stumble upon a product of yours without already being on your website if they’ve searched for it from a search engine, or even from a Storbie Marketplace. The product should be obvious from the outset on what it is.
Choose three to five keywords and write them down. There, we’ve started!
Who are your main customers? It’s easy to say “everyone” but let’s be real. Are they men, women? Corporate, sporty, geeky, trendy? Do they have in-laws, kids, pets?
It’s natural to adjust speech to different groups of people when talking. We’re after that same sentiment in your writing. The way you market to a Millennial will be a different style to a Baby Boomer, for example.
Let’s imagine one person in your target audience. Focus on them standing in front of you. Look at what they’re wearing, the type of body language they’re showing, how their voice sounds and the words they use.
Now let’s talk to them.
Don’t be afraid to talk out loud about your product to the person you’ve pictured. Tell them what it’s called, one sentence about why they need it, and then go into detail about why it’s perfect for them.
You may notice you’re naturally using your chosen keywords to explain the product.
If it helps, record this one-sided conversation, and then write down what you’ve said on listening back (don’t worry, no one likes their voice on first listen – you sound great, really!)
Unique to Your Website
If you stock products that are available elsewhere, avoid copying and pasting text from the distributor, or you’ll get lost in the chorus of sales. Instead rework it to make it unique to your business.
Not only does this create a personal style to the description (which depending where it came from may be a little bland) but it will also help lead search engines to your site instead of the copiers.
Use your keywords, and put your original flavour into the text.
If your items are unavailable anywhere else then you need to let customers know what makes this product different from the rest, and why they should choose it (and you) over any competitors.
Clicking on a product and finding a blank space where a description should be doesn’t help shoppers or search engines. As tempting as it may be to write the basics with just keywords, it’ll mean a lot more to your shoppers, and help get those sales, if you add a bit more of a narrative to explain what’s on offer.
Every product has some personality to share. Some may have a great back story, or an exciting future with its new owner. And really creative descriptions get noticed.
Pacific Coast Macadamias sell their products beautifully by creating mouth-watering descriptions and include strong keywords. It’s hard to resist not adding every item to cart.
Stick to the Basics
You don’t need a novel to tell your customer about each product. Keep descriptions brief where you can. If you need to provide a lot of text for compliance reasons, consider separating descriptions from mandatories with a line break.
And while a thesaurus can help create vivid, sensory pictures, sometimes the simplest words will do the trick. Stick to what you know and the language you use in every day life to get across the main message about your product.
Why does your customer need this in their life? How will it make their day better?
Ultimately, it’s about what your target wants that you need to focus on.
Practice makes perfect
It’ll take time to get comfortable writing about your products but once you start writing you’ll find it’ll get easier and easier. And the more you write, the better you’ll get.
It’s a good idea to revisit your keywords on a regular basis and spend some time going through your site to update descriptions as you’ve become more relaxed with your writing.
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