5 Effective tips for describing products in online stores
Do you have an online store and sales are low? If so, it is likely that the description of the products is not the best, since the way we present our products is key to attract the attention of customers and increase sales.
In this article, we will answer an essential question: How to describe products in online stores?
We will share with you five effective tips that will transform your descriptions into persuasive sales tools. This way, your online store can become a silent salesperson that will transform visitors into loyal customers.
Table of Contents
1. DON’T SELL FEATURES, SELL SOLUTIONS
It is likely that your product is described only with technical features and specifications. However, the key lies in highlighting the benefits your product brings to your potential customer’s life.
Remember that profits are what really sells.
Practical Example:
- Feature: The cell phone has 200 gigabytes of storage.
- Benefit: It can store more than 10,000 photos and 1,000,000 hours of video.
When creating descriptions, you have to establish a clear list that shows the features and, next to them, the benefits. This makes it easier for potential customers to understand how the product can improve or change their lives.
2. WRITE FOR YOUR POTENTIAL CUSTOMER
Knowing your potential customer very well is critical. Understanding their demographics and preferences puts you halfway to success.
To connect with them, ask yourself key questions such as:
- What are the pain or satisfaction points that my product addresses?
- What features or benefits is my potential customer looking for?
- How does my product help solve a specific problem?
By knowing the answers, you will be able to tailor your descriptions to match what your potential customer wants to see and hear.
3. USE COMMON LANGUAGE
Leave technicalities aside and make use of clarity and simplicity, as they are essential. Read your product description out loud and evaluate if it would be an appropriate way to show it to your potential customer.
Most people don’t like complexity; they prefer to understand how the product will benefit their lives. Avoid technical words and use clear, common language, as this will show your product in a more approachable way.
Practical Example:
Suppose you are describing a modern smartphone in your online store. Instead of using technical and complicated language, opt for a simpler and more accessible approach:
Technical description: The device features an Octa-core processor, 8 GB of RAM and 256 GB of internal storage.
Simple and effective description: This phone offers super high performance, so you can enjoy your favorite apps without delay. Plus, with 256 GB of storage, you have plenty of room for all your photos, videos and apps.
4. DESCRIBE THE PRODUCT WITH A STORY
Telling a story about the product or service can be the most powerful strategy, because it can strike a chord with your customer.
Telling a story will arouse feelings that play a crucial role in purchasing decisions, and a well-crafted story can connect emotionally with potential customers.
Practical Example:
“Daniela decided to quit her job to fulfill her dream of traveling the world, so she needed a backpack that was sturdy, comfortable and roomy enough to carry all the essentials without sacrificing comfort.
After trying several options that caused her back pain or didn’t support the weight, she found TotoTravel 360, a backpack designed for adventurers. With padded straps, smart compartments and a lightweight, yet durable design, it became her inseparable companion.”
Remember that a well-told story humanizes the product and generates an emotional connection, making customers forget that they are being sold to.
5. WRITE FOR SEARCH ENGINES
Writing for people is the most important thing, but don’t forget that search engines also play a key role in the success of your store. With SEO (Search Engine Optimization) you will optimize the description for search engines.
For your online store to have optimized descriptions, you must check that it has relevant keywords and they must be inside the description, such as meta descriptions, ALT tags of images and the title of the page.
While your primary focus should be writing for humans, you must also keep search algorithms in mind. Find a balance that satisfies both your customers and the search engines.
Finally, we know that creating persuasive descriptions is a job that will take time and dedication, but the result will be to turn your products into silent salespeople that lead your potential customers to purchase.
