How to write effective product descriptions that boost your sales.
One of the most important aspects of digital merchandising-heck, any retail merchandising-is understanding how to break into the very limited attention span of your customers.
The first thing to keep in mind is that you are selling real products to real people, this means you need to write your product descriptions for real people.
If you are selling online, don’t restrict product descriptions to cold facts and impersonal sentences. When you don’t have the benefit of charm, expertise, and good customer service that comes with the in-person shopping experience, you need to replicate that in digital form. As you, or your marketing person sits down to post a product to your e-commerce shop, you want to remember that there’s more to merchandising than a basic description of the product. Of course you need to tell the customer all about the fabric, fit, size, style and other important details, but since you are addressing real people, you need to do it in a way that they speak and understand.
Our suggestion is to throw the manufacturer’s product copy in the garbage bin and write a compelling story from scratch. This means you will need to understand a product’s benefits first. To do this, ask yourself these questions: “Why would your customer want to buy this product?” and, “What problem does this product solve?”
Your story does not have to be long or complicated, but it does need to be authentic. That is the secret to selling! You’re not pushing a product for the sake of pushing a product. You are instead helping a horse person just like you, solve a problem. Even if that problem is finding the perfect pair of blue breeches that match your sparkly new helmet. It may be a #fwep, but it’s a problem nonetheless, and if your product solves it, say so!
A good product description is an art that needs practice, yes, but your customers will appreciate – and buy – products that are relevant to their real life needs and wants.
Here’s an example of product copy for a time-saving gadget for equestrians:
Barn Life Just Got Easier with the H2Go Bag
Why didn’t we think of this?!
So smart, so handy, so many, many uses. Think barn, pasture, trailer, shows, clinics, gardening, camping… you will realize you need several of these.
The H2Go Bag is a super easy way to transport water. It holds 20 gallons of liquid and works with any wheeled contraption in your barn – especially a wheelbarrow. Perfect for taking water out to the paddocks or for filling up buckets at shows. It includes an anti-slip mat to keep the bag from slipping out of the wheelbarrow, and two spout attachments.
Regular Price: $21.99, Our Price: $15.99
With a casual tone and a little humor, this product copy gets the user thinking about all the ways the H2Go bag can make their life easier. More importantly, it considers the buyer and their needs. That kind of subtle message in your text can really connect with someone and generate real interest in the product.
Give it a try, or ask us for copywriting help.