7 Regeln für das Verfassen guter Produktbeschreibungen

You’ve probably read that a picture is worth a thousand words. That has never been more true than in the age of the internet. People are quick to skim past all the words on a page and look at the picture to get their basic idea of what a product is, but that doesn’t mean you can overlook your product descriptions. Discover in this article how to write great product descriptions.

Product descriptions are part of the buying process that can have a major impact on sales. If you want to make sales, you need to make sure that your products are well-marketed. This essentially means that you need to write your product descriptions in a way that will entice buyers to make a purchase. However, how do you do this? Writing the perfect product description isn’t easy. Use these 7 approaches, it should make the job a whole lot easier.

1. Create a buyer persona

It is important when it comes to describing and branding your product, that you have a specific buyer in mind. Whether this consumer is a fan of a specific genre, or has certain hobbies, interests and so on!

Are they serious person who doesn’t use humor, or are they someone who enjoys some levity? How would your ideal customer approach this particular topic? What words or statements might drive them toward taking action on a purchase?

Don’t try to appeal to everyone, because in the end, you’ll appeal to no one. Try writing out the way you think your ideal customer would address their friends about what makes your product unique and special. It doesn’t necessarily involve the use of big fancy words, or rambling on for hours – simplicity establishes credibility, talking directly from the heart!

When you know how to write great product descriptions and you can create a great product description, it can be like a conversation with someone you’re quite familiar with.

how to write great product descriptions

2. Try to understand your audience

You need to understand who you are selling to, who you are marketing to, who you are promoting to. If you don’t know your audience, you can’t even begin to know how to sell to them. 

If you are selling to multiple types of customers, make sure you understand your target audience and write your descriptions with them in mind. For example, if you are selling to people who are looking for a high-end computer system to use for gaming, you will want to include information on its memory, processor, and graphics card.

If you are selling a new running shoe, you will want to include information on the padding and flexibility of the shoe. Understanding your audience will guide you and you’ll know how to write great product descriptions in a way that will bring in more sales.

3. Entice with benefits

It can be tempting to get focused on product features but don’t overlook how strong the benefits are of your products or services. Be sure to address what customers are trying to accomplish and how your product will help them feel once they’re using it. 

Be sure to address the customer’s buying motivation.

  • How will your product make them feel?
  • What problems does it solve?

You’re not just selling any product; you’re selling an exciting experience with your brand’s products! You sell your service or product delivers.

4. Use conversational tone

The most important thing to remember when writing copy is to make sure that it sounds like a conversation. A conversational tone is a way that people talk to each other in daily life. It should be like you’re talking to a friend and telling them about your product.

The same is true online. When you’re writing, it’s not a good idea to use overly formal language. You’ll probably find your visitors prefer the friendlier approach.

You’ll want to avoid using long sentences that have too big of words. You’ll also want to make sure that your sentences aren’t too short. This can make things sound like a robot or like you’re just trying to fill up space.

5. Tell a story

You can use stories to build connections with your customers. Stories can be used to create more meaningful connections with your customers, because stories are very powerful in connecting on an emotional level.

If you ask people about their favorite products, you’ll often hear stories about how those products made a difference in their lives. This is the power of storytelling. Emotional connections are vital in the business world. And stories are a powerful tool for making connections.

The purpose of the story is to expose your readers to the story of your brand, product, or business. It’s not just the experience they’re getting from your product, but the story behind the product. You can go deeper into the topic in this storytelling guide. People want to connect with a brand entity that really understands them. A business that tells an authentic story about its product can be more successful than one that doesn’t.

Unfortunately, most business owners don’t understand this. In the times of digital media, people are constantly bombarded with messages, ads and special offers. Avoid making the same mistake!

how to write great product descriptions

6. Justify your adjectives

The next step on how to write great product descriptions is to insert personality into product descriptions. This way, you’ll stand out among the crowd or be different from your competition. That being said, they back up their claims with statistics and helpful information that makes it easy for customers to decide whether or not they want to purchase this product.

Although you know how to write great product descriptions that are fun and colorful, a product needs more than just adjectives to prove its worth. By including information that backs up the claims, you can avoid sales-killing holes in your copy.

7. Use power words

Power words are known to increase sales conversions by up to 80%. It’s time you used them to make your product description more persuasive, meaningful and appealing to your customers. 

For example, if you’re selling a pair of shoes online, you might say, “These sleek black pumps will add elegance to any outfit.” That’s a boring and uninteresting sentence, but you can say, “These sleek black pumps will add to any outfit with elegance and grace.” That’s much more appealing, isn’t it?

Let’s look at another example. If you’re selling a necklace online, you might say, “This necklace is just like any other necklace.” But if you say, “This necklace is just like any other, except it can ward away your enemy’s evil eye,” then you’re getting somewhere. Using power words helps to engage the senses of your customer — it makes your product more real and allows your customer to imagine owning it.

So what kind of words do you precisely need to use? To answer these questions, it’s important to know what kind of effect you want to achieve with your product description. Are you trying to sell a product or are you trying to convince your customer that this is the product for them? 

One of the things that make us feel attracted to a product is the personal touch. “Personal touch” might sound a little too much for a product description, but when you imagine how you read a review by a friend more attentively than one by a stranger, you can understand that we want to “see” our friends (or at least feel like they’re standing behind the product) when we decide to buy.

Now that you discovered all rules about how to write great product descriptions, the next step is to apply all you learned. If so, you can be sure you’ll sell more products than ever before. What if you have no website yet? Maybe you use your Facebook page to sell your products? Maybe you want to learn also how to create a website?