Let’s be honest for a second: most of the product descriptions out there sound like they were written by robots, for robots. They’re bland, have no personality, and a lot of the times don’t even include everything a consumer may want to know about the product. Because prospects feel like they have no connection with the brand and its products, they move on to the next company.
Product description can have a major influence on the buying process. However, most small businesses ignore their importance and create something that is incomplete, ineffective, and just plain boring. Not to mention, they rarely address the questions and needs of their prospects.
Here are some of the most common mistakes product description writers make without even realizing and how to correct them.
Not Offering Enough Information
You’ve worked for months to design or source a product that you are certain will help and please your audience. Now, you’re so excited to share it with the world that you don’t take the necessary time to write a proper description. As a result, your sales aren’t as spectacular as you expected them to be.
Resist the temptation of hitting the publish button too soon. We understand your eagerness, but what’s the point in working so hard on something is your audience won’t know the benefits they can enjoy if they choose your product?
Put together a list of questions people might have about your product, even if they seem obvious to you. Remember, this is something new for your prospects, so take the time to describe your product in detail.
Not Being Specific
How many times did you read a product description that ended up confusing you even more? Skip the general explanations, and focus on the specifics, such as dimensions, quantities, and other information that might help your customer get a better picture of the product. After reading your description, your prospects should be able to understand what the product is, how it works, and how it can help them.
Not Offering Social Proof
Your product could be the best on the market, but your prospects aren’t just going to take your word for it. They need to know that others have made an investment and it has benefited them.
That’s where social proof comes in handy.
Testimonials play a vital role in how well your products sell. Whether you ask happy customers to review it or work with an influencer in your niche to promote it, social proof is a powerful tool that can help you get more people interested in your products.
Not Putting Your Personality into It
While it’s vital that your descriptions are professional and include all the information prospects need to understand what your product does, the way in which you present it matters just as much.
Think about it this way: how would you present the products to one of your friends? What would you tell them and what words would you use? Write an authentic description, and your chances of capturing your audience’s interest will increase greatly.
Not Spending Enough Time Editing
Whether you’re a professional product description writer or a small business owner who’s trying to create an accurate presentation of his services, editing is a crucial part of the writing process.
Take the time to prepare, plan, write and edit your content. Don’t assume that if you’re an expert and you’ve written numerous product descriptions in the past, then you are safe from mistakes. Read your text out loud and try to picture your target audience’s reaction. Would they get bored? Is the copy clear enough or will it confuse them? Rephrase it until you are satisfied with the content and are certain your audience will understand and connect with your message.
Don’t forget to be engaging even if the product you’re selling is highly technical. Talk to your prospects as you would with your friends and use an active voice.
Crafting the perfect product description is no simple task. But, if you learn how to do it and stay away from these common mistakes, it will help you get more prospects curious about your product and eager to try it.