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How to write product descriptions that encourage buyers to engage

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How to write product descriptions that encourage buyers to engage

A persuasive product description should provide the consumer with, of course, details, features, and benefits. These bits and pieces of information are essential but more critical is the why. Why should the consumer purchase your product or service? How do you communicate with them?

  • What are the product’s specifics? Are your products unique, and do they require a detailed description?
  • Who is the target audience, and are you effectively speaking to them?
  • Does the product description engage the buyer to act and “add to the cart”?
  • Have you created the product details to help the consumer picture the product in their personal life or business environment?
  • How does your product compare to your competition? Hint: it is not always about price.

A visitor has come to your website in search of a product or service. Now that you have them, what will you do with them?

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Group of people shopping online

Product descriptions should encourage engagement and action

Engaging product description narratives are important to website visitors looking to purchase your products or services.  How you describe your products, services, and your company creates a connection between you and your customer.  People buy from people they know and trust, so tell them who you are and what you are selling.

Most consumers searching the internet are looking to relieve a pain point.  A pain point is a specific problem or need that the customer is experiencing.

  • My life is very stressful. Is there a subscription meditation program or class in Albany, NY?
  • My joint pain is extreme. Is there a CBD product that can help me?
  • I love Adirondack hiking. Where can I find women’s hiking boots in Saratoga, NY?

In the examples listed above, the visitor is looking for a reason to take action. They want to solve that pain point. Let’s take a look at a sample product description from the masters at The J. Peterman Company.

The J. Peterman Company-content masters!

One of my favorite episodes of Seinfeld highlights an interaction between Elaine and J. Peterman. The J. Peterman Company is a real business, and they are famous for their product descriptions and narratives. The product description for the Hindsight 2020 Mask is a perfect example:

Hindsight.

By now, you probably know us well as we know ourselves, so you also probably know that it took a great deal of back and forth to decide whether or not we should offer a mask for sale in the Owner’s Manual.

“Medical-grade masks are impossible to get,” said our inventory manager.

“There are legal complications that come with selling non-FDA approved medical grade PPE,” stated our attorney (who else?).

“A what? A mask? It’s just… strange or something,” said the marketing guy.

“It’ll have to look good.” (The designers, in unison.)

“Maybe all that’s true. Still, we have to do something. If we don’t, we’ll look back and wish we did,” said the man in the corner. 

Hindsight is a powerful motivator.

The Hindsight 2020 Mask in soft, breathable microsuede. Elastic straps wrap to back of head. One size. Made in USA.

Colors: Jade Floral Print, Light Blue Print, Blue Stripe, Black, Grey Dobby, Floral Print, Khaki Twill.

How do you relate to the Hindsight 2020 Mask description? Is it engaging and humorous? Is it enough to inspire you to purchase the mask?

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Image courtesy of J. Peterman-Hindsight Mask.

Is this description enough to spark a purchase?

Here is the description of the Chore Jacket. I can picture myself running errands on a fall Saturday morning stopping at the Farmer’s Market and picking up some hay bales and pumpkins for the front door.

Clothes for work.

First worn by tradesmen, railroad workers and farmers, the chore coat evolved into a dependable staple for all sorts of labor. Land girls adopted it in the 1940s when they took up the work of getting by while the men were off to war.

 These days, a lot of folks wear it just to look good. Imagine.

You’ll do chores in this, sure, but if you need to run into town, you’re armed with a fair measure of French style.

 Looks inherently sturdy. Well-made. Forthright. And yet immeasurably attractive. Looks even better when you break it in. Note the two roomy patch pockets for stashing a crisp Gala or your dog-eared almanac. Wonderful with denim, naturally, but consider other options. Looks marvelously chic over a casual dress or with a white t-shirt, cropped trousers, and loafers.

Chore Jacket (No. 6531). In 100% cotton-dyed twill. Two patch pockets. Four antique brass shank buttons down center front; one adjustable shank button at each cuff. Historically, the chore coat was made in a deep, vibrant French benzoate-based blue dye. We offer it here in both French Blue and Army Green. Imported.

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Image courtesy of J. Peterman (Chore Jacket)

Your business is your product

Product descriptions for B2B consumers present more of a challenge. It is not as simple as purchasing a mask or about the town jacket.  When creating website content for B2B clients, we strive to create an interest that will turn into an action to contact or purchase. Here are three tips for practical product descriptions:

  1. Tell the truth. Please do not over-promise because it will lead to certain under-delivering. You want to describe your product or service accurately. We created a website for a local banquet house and toured the facility before writing the content.  In order to accurately describe the grounds, the banquet room, and the owner’s commitment to excellence, we needed to capture the feel and the experience.  As a business owner, you know your business best. Tell the story.
  2. “Speak” in a voice that engages with your customer base. If you are selling vegan food and baked goods, talk to the consumer about your views on vegan life and the support you give to the environment and local farmers. It is important to you, so share that feeling to engage with your customers.
  3. Update the content. Stale content is never good. If you have seasonal products, update your website and eCommerce shopping experience.

Need help writing a product description?

Product descriptions encourage your website visitors to learn more about you, purchase items, and become repeat customers. Tell your story and describe your products in your voice and be tailored to your client base. If you need help, we are here to edit your content or create new content. Schedule a free 30-minute consultation, and let’s see how we can make your products and services shine!

Resources: https://jpeterman.com/products/hindsight-2020-mask?variant=34019590537275

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