4 Persuasive Techniques for Product Descriptions That Deliver Results
By now, you should be aware of the fact that most people don’t read online. They just scan through the posts, looking for the information that interests them.
However, there’s an exception to this rule: product descriptions.
And, it makes sense if you think about it. Consumers want to ensure that the products or services they buy are worth the investment and can help them solve their problems. So, they read carefully through the technical specifications and benefits to ensure they’re making the right decision.
How can you convince your prospects that your products are, in fact, a great investment? Here are a few tricks for persuasive product descriptions.
- Don’t Create False Expectations
One of the worst things you can do is to promise the sun and the moon and not deliver it. Be honest and upfront about your product from the start. We know you’re tempted to boost your descriptions – you’re excited about what you’re selling and want as many people as possible to buy it and enjoy it. But don’t give into the temptation of overselling your products.
Think about it – what would you prefer? A customer that purchased your product only to return it furious that it doesn’t perform as well as you’ve promised or a customer that is happy to discover that the product they purchased works just as expected?
Not only that returns, refunds, and exchanges will make your life a living hell, but they can affect your business as well. So, try to pay extra attention to your product descriptions. Focus on the details, and make sure you include everything you think a customer would want to know about your product. Don’t forget to double-check everything before publishing it.
- Include Social Proof
Have you ever consulted with a friend or family member before buying something, asking about their own experience with the product? Have you ever based your purchases on someone else’s experiences? If the answer is yes, then you should understand better than anyone, the importance of social proof.
Here’s the thing: having a review from someone that says they loved your product and that it solved the problem they were facing will guarantee that future visitors will at least entertain the thought of buying your product. Likewise, a negative review can drastically diminish sales, as people will fear they will get the same bad experience.
- Use Visuals the Right Way
First, let’s try to explain what the wrong way is. Just like your copy, the images you use for your product description should be high-quality, concise, and relevant. A photo of the phone you’re selling is great, but a photo of the phone in a setting with other daily items is even better.
Customers can get a clearer picture of how it looks and how big it is and can, thus, develop more realistic expectations. Or maybe you’re selling phone accessories. Photograph them together with the phone they’re made for and help people get a better picture of what they’re buying. The more images you have of your products, and the more diverse the settings, the better. Just make sure they’re high-quality and well lit.
- Make Them Readable
Do you want your customers to spend more than two seconds reading your product descriptions? Then make sure you’re not boring them to death or irritating them. God is in the detail, and while you might not think that a seven-line paragraph is annoying, your customers might disagree. Make it easy for visitors to read and be persuaded by your descriptions by following a few simple rules.
Keep your sentences as short as possible, and try to use a clear, easy-to-understand language – this is not the right moment to showcase your vast vocabulary. Use a font that will not force readers to squint their eyes, and include plenty of spacing between lines. Pack everything in a format that is easy to read and don’t forget to double check for spelling, grammar, or punctuation errors!
Well-crafted product descriptions can have a huge positive effect on your ecommerce business. Sure, most of your online shop’s visitors will already have a basic idea of whether they want or not to buy your product. But product descriptions are not only about selling. They’re about building your brand, earning customers’ confidence and generating buzz about your products.