Consider product descriptions to be your online salesperson, much like a salesperson in a physical store. Selling is a science in the top brick-and-mortar stores. Their merchandise is displayed on shelves and in displays to capture your sight and entice you to purchase. A salesperson will be by your side, ready to assist you as soon as you walk more than a few steps in any direction. The music and lighting create the ideal atmosphere, and the entire purchasing process is so smooth that you leave with everything you needed plus something extra. (product features)

Obviously, your internet store won’t be able to replicate that experience (hence why your e-commerce content is so important). When a customer visits one of your product pages, your product images serve as displays, and your product descriptions serve as salesmen. That is why simple descriptions are insufficient. You should put as much care into writing one appealing product description for each item you sell as those brick-and-mortar establishments do into their design, mood-setting unique touches, and sales training.

I’ve been writing product descriptions for so long that I feel like I should be writing copy for ringer washing machines and horse buggies. From personal experience, I can tell you that most small businesses don’t know how to develop good product descriptions. Most of the time, they look for answers in blog posts and internet articles. They use one-size-fits-all approaches to writing appealing product descriptions, resulting in cookie-cutter descriptions that sound identical to those of their competitors.

This post isn’t going to teach you how to write ecommerce product descriptions in a magical way. I’m not going to claim that I have some secret that will allow you to flawlessly explain items.

Because there is no such thing as a perfect product description. There are a lot of factors that go into determining what will work for you, and I’ll go over them all with you.

Make sure you know who you’re talking to.(product features)

Do you converse with your grandmother in the same manner you converse with your friends? Yes, if your grandmother is incredibly cool or your buddies are huge fans of The Golden Girls, but in general, you adjust your tone of voice based on who’s in front of you.

You need to know who you’re selling to before you can even think about developing converting product descriptions. Take some time to think about who you’re trying to reach:

• 1.What are their ages?
• 2.What level of schooling do they possess?
• 3.What matters the most to them?
• 4.What is their day-to-day routine like?
• 5.When they go shopping, where do they normally go?
• 6.What kinds of music, films, and television shows do they enjoy?
• 7.Which brands are some of their favourites?

It’s best if you can visualise your potential consumers as clearly as possible. When you understand what important to them, you can emphasise how your product aligns with their beliefs and needs.

Make your target audience’s profile the beginning point for your brand voice.

If they’d rather buy from a friend, act as if you’re one. Talk a little fancier if they anticipate authority and competence. Include a pun or a dad joke if you think they’ll enjoy it while giving the appropriate facts about your products.

After you’ve figured out who, you’ll need to figure out why. Most consumers, in my experience, buy a product for one of four reasons:

They must solve a problem. A solution is provided by problem-solving products. For example, a larger water heater solves the problem of extremely cold showers, while plumping mascara answers the problem of sparse lashes.

They’ve got a void to fill. Need-meeting products are items that a person requires in order to execute a task or maintain their health or comfort. When it’s freezing outside in the winter, you’ll need a jacket, and when it’s hot outside in the summer, you’ll need air conditioning.

They simply desire it. Customers are drawn to want-inducing products because they match their preferences or ideals. When someone sees it, they feel as if they require it since they desire it so much. Novelty products, collectibles, home décor, and fashion accessories are just a few examples.

It is something they strive to. Aspirational items have a unique quality that sets them apart. They could be trendy or luxurious in some way, or they could be cool or buzz-worthy. People purchase these items in order to enhance something, fit in with people they want to be peers with, or avoid missing out. Aspirational products include a high-end handbag and the latest iPhone.

It’s fine if the lines between these become a little foggy at times. Depending on the qualities of your target demographic, your product may fall into one of two groups.

Determine whether or if you are well-known.(product features)

What exactly is a known? A well-known product is one that clients are already familiar with:

A known is the most common answer for a product that solves a problem. A dishwasher is well-known for its ability to tackle the problem of dirty dishes piling up. You’d have an unknown problem-solving product if you invented the first self-cleaning dinner plate.

People expect a known to best suit their demands when it comes to need-meeting products. Innerspring and memory foam mattresses are well-known if they require a place to sleep. Hybrid beds with innovative technologies that are newer are unknowns.

A known product is one that a person can comprehend the worth of with just a glance, whereas an unknown product’s value may not be obvious right once. Someone can see a purple throw pillow and think it will add a splash of colour to their sofa. They might not comprehend why they need a smart thermostat as easily as you do.

A renowned for aspirational products is something that a customer may envision in their lives. They must learn about an unfamiliar product in order to aspire to it. Many people, for example, wish to possess a luxury vehicle. They may be unsure why they want to purchase a high-priced eco-friendly vehicle.

Customize your approach to your reason for being and your current situation.
Are you prepared to bring it all together?

Creating product descriptions for well-known products(product features)

You’re already halfway to a sale if you have a well-known product. You don’t need to persuade potential customers that your product is worthwhile. They are already aware of this.

Consider your reaction if you were looking for a dishwasher and an ecommerce website began explaining that dishwashers clean dishes so you don’t have to scrub at the sink.

Instead of wasting words explaining the narrative of a well-known product, tell the potential buyer why yours is the best, the only one they should buy. Your task is to set yourself out from the competition in order to influence your potential customer’s purchasing choice.

Creating product descriptions for those who don’t know what they’re talking about(product features)

With a product’s tale, you should start with the unknowns. The first step in your descriptions should be to pique the interest of the target customer. You must demonstrate that your product is the best solution to their problem or meets their demand, or that they strongly desire or aspire to it.

Return to the perks section.(product features)

Benefits-driven product descriptions are more likely to sell. It’s not enough to just list the benefits of the product. You must translate this into tangible benefits for your potential customer.

If you’re creating a product description for a well-known brand, the benefits of your product features can help convince them that your product is the only one they need. The rewards enhance demand for unknowns.

So, what do I mean when I say “benefits-focused”? Let’s pretend you’re offering a low-cost running shoe that someone knows they’ll need for their workouts.

There is no mention of any product benefit in the product description.

The upper is made of leather, while the midsole is made of foam. The outsole is made of rubber.

Product description could be a little better – it implies benefits.

A flexible leather upper, a cushioned foam midsole, and a sturdy rubber outsole characterise this running shoe.

A+ product description that emphasises the advantages.

This running shoe’s leather upper flexes as you move, enhancing your range of motion. Its cushioned foam midsole absorbs shocks to keep you from becoming tired, and its rubber outsole is tough enough to last you through multiple exercises.

Source: product rule ,  product features