Words hold the power to convince and contradict, even in the case when they are being used as an instrument of sales. Selling products online is a task that cannot do at all without the support of crisp and concise copy that conveys a lot about the object of sale. A good product description should hold the power of convincing the prospective buyer to purchase the product after spending a few seconds on reading the information that is relevant, appealing and sufficient to sum up the “Why Buy” of the product in 50 -100 words. Seems tricky, right? Was the same for me until I figured out the strategy for getting my product descriptions right. So, here is what I did, and what professional writers usually do too:
Read about No Touch Sales: It may be surprising but it is true that people are more drawn to ecommerce because it minimizes human contact. People purchase online when they read about a product and are longing to see the words take a shape (in the form of the product that is for sale.) So the words have to be really powerful to draw maximum consumer attention.
Understood the Tone and Language: Point to be noted. It is as important to hold back certain information as much it is to give out the rest of it. This simply means to focus on the ‘good points’. You should also refrain from giving out too many details about the product to an extent that the customer loses interest. Make your content compelling, unique and intelligent.
Kept It Original: Of course I refered to some great sites that gave me ideas on writing ome really whacky product descriptions, but managed to keep my content absolutely original. Keping your product descriptions original is important because your site can be penalized in case any copied content is published on your website.
Besides the above points, a definite structure to the product descriptions proved to be of great help. So in 100 word descriptions content writers should spend some 40 words writing about product features, approximately 30 words on style recommendation, another 20 on its utility and the remaining 10 on catchy lines and adjectives. But, often 100 words are also too much for a product description and at that time focusing on the “core functionality” + USP of the product suffices.