Points You Can Emphasize When Writing Product Descriptions - Social Media Explorer
Points You Can Emphasize When Writing Product Descriptions
Points You Can Emphasize When Writing Product Descriptions

Marketing and selling useful, high-quality products is what will create a significant part of your revenue stream. If you want to increase traffic to view your products online, or if you want to generate more interest in your offerings, you need clever, creative writing. You have the opportunity to describe your products and tell people why they should purchase them. If you have bland, stale descriptions of your products, chances are good that people will pass them by and look at what competitors have. If you follow some key product description writing guidelines, you can create copy that attracts attention. 

The Features

Your first task when talking about products is to tell your audience exactly what item is. Make sure you are as detailed as possible so people aren’t left guessing what’s in it, what it does and what it looks like. This is where creativity language comes into play. Using descriptive adjectives will help create excitement and intrigue about the product. Still, you don’t have to drone on and on about the product. Skilled writers can give a thorough description without being boring and repetitive. 

The Benefits

Talking about the makeup of the product, however, isn’t quite enough. You need to give people a reason to purchase it. For example, you can describe what something looks like, feels like, or tastes like but you must go a step farther and say why the customer can’t do without it. The benefits could relate to health and wellness, convenience, speed and precision, accuracy, or other factors. If you are doing product description writing for dishwashers, for example, don’t just talk about how many cycles the dishwasher has or that it has multiple settings. Tell readers that it will save on your energy and water consumption, cutting your bills in half. 

What Makes it Different?

One of the biggest challenges that companies face when marketing products is that competitors will have similar or even seemingly identical products. To the average customer, there may be no difference between your product and the competitor’s product. There is where you need to emphasize those features that set it apart from other choices. Call out things such as superior craftsmanship, upgrades, warranties, innovative technology or other aspects that you think will give your company and the product an edge. Be cautious, however, to not be untruthful or to exaggerate. You can’t make false claims. Doing this could lead to legal issues. 

Who Is the Ideal Target?

Make sure when you’re doing product description writing that you identify your audience. Some products may appeal to a certain demographic when, in reality, it’s better suited for a different age group or people with different interests. You can sometimes do this when you talk about the features and benefits. But it may be helpful to explicitly tell the audience who would benefit most from your product. 

Call to Action

Always end your product description by asking your readers to do something. Usually, this will mean telling them to click on a link to read more or to “Buy Now,” “Sign up” or “Register.” A call to action helps get results and can drive more traffic. It doesn’t have to be long or wordy, but always invite the customer to take advantage of the product you just endorsed. 

Product description writing is critical for any organization that has a major online presence. A skilled creative writer who follows these rules can achieve the company’s goals and generate higher sales. Customers will be more interested in what you are selling if you can portray the products in the most exciting, positive light possible. 

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About the Author

Anthony Del Gigante
Anthony Del Gigante is chief creative officer at MDG Advertising, a branding/traditional ad agency made digital, with offices in Boca Raton, Florida and Brooklyn, New York. Over the years, his unique talents in brand strategy, visual identity development, and brand activation have consistently delivered measurable results for a wide range of world-renowned clients, including American Express, Verizon, AbbVie, and Cushman Wakefield. A brand specialist, Anthony leads MDG’s creative development, working with clients to develop creative, strategic, and functional solutions for their brands.

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