Consider your audience before writing your descriptions
Before you start putting pen to paper, you need to think about your audience. You need to consider who buys your product, why they buy it, and how they use it. The more you can find out about these three areas, the better. Now, if you’ve done thorough market research, chances are you already have a pretty good idea of your target audience. But if you need more information, it can be helpful to review current reviews of your products. Likewise, searching the product on Google can help. That way, you can find blogs, videos, or even social media posts from people using similar products. Based on your findings, you need to adapt the way you write the product description accordingly. This should have an impact on the information you include, the language you use, and the overall tone of the product description. For example, you often see sellers who write “limited quantity remaining” or include snippets of reviews. This is a dangerous game and can result in the creation of a list that ranks and converts very well, which is removed. You might even face suspension. The problem is that they included it in an unbroken paragraph of text. This makes it difficult to quickly select information and will likely cause the buyer to return to the search results. The second example is much better. In fact, it’s a great model for how to structure your product description. It includes all the information, but in a much friendlier style. Bullets make it easy to scan, as does using subheadings to break up the different aspects. Bearing in mind that buyers tend to be in a hurry, this approach should be much more successful.
Don’t overdo your product
When you’re writing your production description, it can be tempting to try to sell hard. But that won’t really help your cause. It will just eat up your word count and bring you no benefit. After all, customers will decide for themselves how good your product is. Take these two bullet points for example. Both are making the same point, but they do it very differently. One does it in just five words, the other in over 20. In this case, there is no real benefit to using the extra words. Actually the second example here is working quite simply feature. There’s no real need to use so many adjectives, you could drop “unique”, “tighter” and “bulky”, and the same message would still get across. So, it is better to follow the first example. It is more concise and leaves room to include more information in your product description. Of course, it depends on your product. That will certainly be enough for someone to buy a £5 apple slicer, but it might not work as well for a high-value tech item. Use your discretion and find that balance between providing enough information and overdoing it.
Overcome the limitations of description writing with EBC
If you have a product or brand with a particularly strong story that you’re struggling to convey in your normal product description, consider using Enhanced Brand Content (EBC). With EBC, you can choose from static design templates, which allow you to add more images and text to your listing.
