How to Write Product Descriptions That Attract Customers

Writing a product description that attracts buyers is an art. It is more than a dull list of what the product does. You have to understand what customers really care about and want to hear, so you can write a description that hits the buyer's mindset. So how do you write a good product description that sells? The article below from Mona Media has the answer.

What is a product description?

A product description gives information about a product's features, such as quality, benefits and functions, for products posted on e-commerce websites so viewers have full information to weigh up when they buy.

Have you ever wondered why a competitor selling the same things as you sells well while you don't?

Detailed product description of Honda Sông Trà, a website project by Mona

Take a little time to review your product descriptions. Are they really appealing, or are they perfunctory, mechanical, thin and uncreative, or even full of spelling mistakes? Remember that good product descriptions are the message you send to customers so they can judge and decide whether to buy.

Customers are getting more demanding and are often wary, even when they shop online. They usually spend a good deal of time researching a product carefully before making a final decision. A description that is complete, short and friendly can sometimes spark the reader's desire to buy, with surprisingly good results.

When a product goes to market, its information has to be complete and accurate. Yet many businesses neglect this. Say a reader comes to your website to look up a product but can't find the information they need. 

What happens to your business?

You are indirectly pushing users toward your competitors. Doesn't that mean losing potential customers? Your revenue will not improve much. Are you happy to let this go on? Why not try fixing it with a data entry and website care service.

It covers accurate, clear entry of product and service information, and doing it to SEO standards too. With a lot of information it is hard to keep control, but Mona Media has more than 60+ staff who will help you do this. 

Mona staff during working hours

With systematic, regular data entry, Google sees that your business is still active and gives it priority in search. 

The data entry and website care service at Mona gives businesses sales websites with quality information. It helps you save save time when you have to enter product and service information. Moreover, your website will also get bug fixes whenever any problem occurs. 

Create a professional online shopping space for your customers. Why not?

Let's go through the steps to write effective descriptions.

Steps to write an effective, optimized product description

Define your customer persona

Before you start writing a product description, picture who your customer is: gender, age, interests and so on. This helps you understand what kind of person they are, what they like, and what makes them click the buy button or turn doubtful and walk away.

Customer persona information

To describe your customer persona, think about what they read and which websites they visit. That helps you set the right tone for reaching them. Also think about what keeps them awake at night, what they want to achieve and how they make decisions. This lets you find related content around their concerns, and write a message that truly connects with them.

Building a customer persona takes marketing expertise and data analysis skills. If your business has no strong team for it, hiring a reputable outside provider is the best choice. You save time and the cost of training a professional team. 

Mona has carried out 300+ SEO projects and helped businesses grow successfully from zero. 

A good example is the full-scope SEO project for Etalk. In its first 3 years it saw no growth in students. It used broad advertising and got nothing back. Things changed dramatically after coming to Mona, in just IN THE FIRST 5 MONTHS of working with SEO techniques professional and website improvements. Organic traffic GREW 450% with new customers reaching MORE THAN 150+ per day.

If you don't want to fail just as you start a business, choose a reputable, quality provider such as Mona Media. We will help your brand turn a new page with results beyond what you expected. Contact us by clicking the button below. 

Have a clear, agreed outline before you start writing

As the saying goes, "hands faster than brain". Don't rush into writing without knowing where you're going, because it only costs you time and effort and gives poor results. Take time to build an outline for all your product descriptions before actually writing them.

A detailed, careful outline gives the whole piece a solid frame. It also saves writing time and lets you pass on the necessary information to customers in a more organized way.

The general outline online shop owners usually use is:

• General description.
• Technical features and specifications: production date, expiry date, source, ingredients and so on.
• Benefits of using the product
• Promotions and offers running right now.
• Other information such as shipping fees and delivery time.

Selling looks simple, but it is not. With technology moving so fast, are you confident your business can compete? It is harder still if you sell hard-to-sell goods. Choosing the right way to promote saves cost and speeds up the company's growth. Hưng Phúc Khang is a long-established photocopier dealer, but for years nothing changed. 

After coming to Mona, the business turned a new page and picked up speed in just 6 MONTHS and here is what we delivered for the business:

The K.I.S.S principle

Don't assume customers want to read every specification and feature of a product. Listing them all takes a lot of time, and customers only get bored and scroll past faster. Instead, follow the basic principle K.I.S.S – Keep It Short and Simple, which means keep it short and simple.

A product description title should not run over 200 words

For example, say you are writing a description for milk for pregnant women (people who care about their baby's health and their own appearance after birth). Here is some information you can use to see how to write persuasively:

• The product comes from Russia and is recognized and approved by the health authority.
• With this product, you can prevent morning sickness, lower the risk of miscarriage or premature birth, strengthen the immune system and raise your baby's resistance. The product also helps with emotional disorders, reduces pigmentation, and prevents stretch marks for expectant mothers.

This is not a complete product description, but put yourself in the customer's place and focus on what they really care about, to stir their desire to buy. Take the example above and imagine you are an expectant mother. What do expectant mothers usually want? Asking that lets you draw out the content more fully, more closely and more realistically.

Choose the right tone when presenting a product

The tone you use in product descriptions is one of the things that sets you apart from competitors. It leaves a lasting impression on customers' minds about your organization's culture and personality, and it shapes the reader's buying mindset.

Wording that fits a photocopier product

No customer gets excited about buying after reading a dull, lifeless introduction. Add a little personality, appealing wording and a touch of humor. It makes readers feel more comfortable and helps them decide to spend money on the product.

 Learn from other reputable websites

Large online stores usually have a team of strong writers who build content systematically. You can study how they describe products, how they build outlines and what language they use, straight from their websites.

But if you are just starting your business, with limited staff and not much experience, you still have to keep growing revenue. 

Hiring a content creation service is a necessary choice. Many other providers create content by rewriting existing articles, which is dull and can even be rated poorly by Google.

If you choose the service at Mona Media, we always create content that is 100% original from our experts. We never copy, and we use a duplicate-content checker. 

Write your first draft of the description

First, take time to reread your list of benefits, features and goals, and put them in a logical order that customers can read and understand easily. If the list is short, put the most important benefit first and the least important last. If the list is longer, group by topic instead of by benefit.

Give persuasive reasons so customers see the benefit of buying your product either way. If your product is expensive, show them that the price fits the value you deliver.

To end up with an appealing final version, your first draft should be full of ideas and energy. Focus on ideas rather than grammar and spelling at first, because you will edit at the end.

Edit the draft to make it more persuasive

Check your list of benefits and features for anything you missed. Shorten overly long sentences and replace words that might confuse readers, so customers can follow more easily. Instead of describing things in general terms, be as specific as you can so customers trust your service and product. For example, instead of "Excellent customer service" to show you will look after customers well, write "We will answer your questions within 24 hours".

You can use figures to persuade customers and give them more trust in your company's products. Finally, read the description once more to see whether it flows smoothly, whether anything trips the reader, and whether it is appealing enough to make customers buy, so you can fix and polish it in time.

Optimize the product description so it appeals

Use the words your target customers use to describe things. When they want to know about a product or service, they type those phrases into Google. That is how you optimize a product description for search engines.

Optimize keywords for customer intent

A few things to keep in mind:

• Limit technical terms. Use only the words your target customers usually use.
• Use keyword phrases in image titles, alt tags and image descriptions to optimize the illustrations for your services and products.
• Place keyword phrases naturally in the main title and in the subheadings that support the body.

The tools that keep marketing campaigns running smoothly are your website and landing page. A website is your store: all the information about the business, products and services is there to build customer trust. Many businesses see this, so yours has to stand out in its images, content and user experience features. 

A custom website design service lets a business put its brand's character into the site. Mona Media offers a full website design service. We have done 7,000+ website designs across many industries. One resort design we built, with VR 360 features gave customers a true-to-life experience.

Website design for P'apiu with VR 360 features

Contact us at hotline 1900 636 648 or mona.media to get the fastest advice on website design and landing page services. 

Conclusion

Those are all the basic steps to write a product description that works and draws customers in. Above all, put yourself in your customer's place so you understand what they care about right now. That is how you create fitting content that reaches readers and sparks the desire to buy. Mona wishes you every success.

See more:

• Tips for writing CTAs that attract customers
• Tips for writing good content that raises conversion rate

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• Hotline: 1900 636 648
• Email: info@mona-media.com
• Address: 1073/23 Cach Mang Thang Tam, Ward 7, Tan Binh, Ho Chi Minh City