The Alchemist's Lair
Thoughts on writing, language, life as a freelancer,
and what comes to mind.
and what comes to mind.
This is the first article in a mini-series about revamping your online communications to achieve your marketing and sales goals. Today we're diving deep into writing enticing product descriptions for your ecommerce website or online shop.
First things first: shopping list-style product descriptions only work well for ultra-famous brands with a consolidated presence and a large fanbase.
That's because their name is already linked to a specific product (or product category) in the buyer's mind. When the need for new goodies arises, those brands enjoy a head start.
For smaller companies selling via collective marketplaces, things are different.
They need to grab the attention of window-shoppers, fighting for consideration against a myriad of similar offers ... and crisp, persuasive product descriptions can really make a difference there.
Want to up your own, and help your products stand out from the crowd?
Have a look at how top brands nail it .. and get inspired!
In this example, people at Lush use product features (ingredients) to showcase product benefits (effects on your hair).
This is a simple yet effective technique you see a lot in their product descriptions.
By connecting features with benefits, they create a "tangible" and relevant narrative whilst providing useful information about the product composition.
Sprinkle a bit of storytelling on top, and you're ready to roll.
In the product description for their Delicate Bow ring, PANDORA walk the extra mile and provide styling tips alongside a detailed description of the ring itself. This helps fashion-conscious customers visualise how they can use their new jewels to "up" their look.
Providing tips and suggestions is a great way to show customers that you care, and creates a "direct connection" between the product and the buyer's needs and desires.
This technique applies successfully to most product categories - fashion & accessories, interior design, food & beverages, household appliances, and more.
Shopping online on the Whittard of Chelsea website is an immersive experience.
That's because their product descriptions are packed with sensory words that recreate the taste, smell and feel of their products - even at miles of distance.
Using expressions like "cashmere smoothness" and "rich intensity", the sales copy entices the buyer's imagination, tapping on the self-indulging experience of enjoying a cup of your favourite drink.
Isn't that yummy?
Ready to sharpen your product descriptions with sensory language, tips, and benefits?
Got any more tricks to share? Join the conversation in the comments below!