Most people find writing a product description extremely challenging. And they are right. Fail at that and your sales will suffer big time. Your merchandise may be brilliant. But if you don’t make that description compelling and clear to potential buyers, who is going to know?

So, you have two options: You can hire an experienced copywriter who knows marketing and how to craft seductive copy. Or you can use the guidelines below craft an offer that is truly worth it by yourself.

Start with the target customer

To effectively hit a target, you need to aim – not at just anybody but at your target audience. Dig as deep as you can in getting to know your customer. What do they do? What do they struggle with? What do they value? By defining a clear image of who you are selling to will make it much easier to get the right tone and create personal and persuasive descriptions in your sales copy.

What problem does your product solve?

Once you know your buyer, you can clearly see how your product fits in their lives. Does it solve a certain problem or does it make their lives more pleasurable somehow? Imagine your ideal buyer sitting in front of you. Don’t blabber about how great your product is. Instead, focus on the person. Create a conversation. Let them know you understand them and connect what you have to offer directly to them.

Focus on benefits not features

Product features have to be described. If you want your description to engage and sell, however, you need to focus on the benefits – express how they are of use to your customer. Don’t just outline the product specs– unless the product is complicated, few take the time to read those. To create an excellent description, instead of functions, describe results. Why is your product exactly what people are looking for? A seductive explanation of ‘dry facts’ is needed to generate sells. Take the reader by the hand and help them experience your product through your vivid description.

Use stimulating images

The images and/or videos you choose should represent the merchandise accurately. They have to grab attention and help buyers see themselves benefiting from your product. Make it easy for your customer to identify with your image. Show how the product is used in a setting close to your target audience’s desired state or the environment. If you’re selling travel, show pictures and video of people enjoying the beach.

Don’t forget your brand

Your description creates a conversation with your ideal buyer. If getting to know your customer helps you place your product in their lives and shape your message, your brand is the face that does the talking. To effectively convince, it needs to be reliable, attractive and inspiring for your potential clients.

Tell your story. What does your brand stand for? What makes it unique? What is your mission and your production process? Your answer should define why your customer should identify with you.

Provide social proof

When it comes to creating trust, there is nothing that beats social proof. No matter what you write about your product, people will be skeptical unless they read what others who used it said about it.

You need to do everything you can to secure customer reviews, ratings, testimonials, and endorsements. Their selling power is indisputable. Make sure to link your product description page to every piece of information that provides some social proof to potential buyers. Make it easier for them to reach a decision to buy.

If your product was reviewed or mentioned somewhere – provide links. Encourage previous buyers to review their experience. For extra credibility, ask them to include a picture or provide a video testimonial.

Make your description attractive and easy to understand

Research has shown that almost 80% of people don’t actually read but scan online content. Tempt shoppers to read, but don’t count on it. Instead, lead them through your main points with the appropriate formatting and content type.

Here are some things to consider:

Use attention grabbing headings and subheadings
Highlight key information
Use easy to read fonts, color and enough white space around text
Provide high-quality videos and/or photography with the option to zoom in or 360° view, if needed
If selecting different versions of your product (print, color, etc.) is possible, make sure to visualize every version

There are some other elements you need to include in your product description page. Information about payment options, shipping and returns is vital.

A size guide or some technical details may also be needed. The easier you make it for potential customers, the more likely it is for them to buy, and less likely for them to return an item.

Ideally, if you sell more than one product, you will want to lead people to purchase more things. You can do that by displaying merchandise that is somehow relevant.

Just remember, the product description is a conversation with your current and potential buyers. To turn them into happy and returning clients, keep the conversation alive and interesting.

Experiment, revise and improve your copy. Continued growth and non-stop learning is how exclusive brands are born and sustained.

About The Author:

Nicole Stansley is a digital strategist for Write My Essay For Me, and a freelance writer. Nicole is also an expert in online marketing, as well as business writing. Reach her out on Twitter!