15 Feb
Many advertisers and eCommerce entrepreneurs neglect product descriptions. And this is the biggest mistake when you run an online business. Product descriptions are the most significant factor that either lets customers buy your product or abandon your site. This makes writing creative product descriptions imperative to generate more sales.
Don’t write product descriptions for the sake of filling out your online product pages. Use words that hook, enlighten, excite, and sell. Today is your lucky day as we list down eight ways on how to write creative product descriptions. We’ll also throw in a couple of excellent examples to inspire you.
8 Tips to Write Creative Product Descriptions
You don’t have to use bells and whistles when writing creative product descriptions. Sometimes, simplicity, value, and humor are what it takes to make customers add your products to their carts. Follow these eight simple tips:
1. Create a buyer persona
Product descriptions should be tailored to your target audience. And the only way to write descriptions that appeal to your target market is if you know how to communicate with them. Determine what their demographics and psychographics are. See what type of people you’re catering to. Are they business professionals? Are they fun and quirky?
Create a buyer persona so you can put yourself in your buyers’ shoes. This way, you’ll know what makes your buyers tick. Having a buyer persona will allow you to select words or jargon that are sure to captivate them.
2. Entice with product benefits
Although product features are also essential factors in selling, people are after the benefits. Instead of bombarding your product pages with features, linger more on the benefits. Here’s an example if you’re selling a laptop:
- Feature: Processing rate is 3.8GHz
- Benefit: Fast and doesn’t lag even when multiple heavy applications are open
3. Integrate storytelling
The secret ingredient for creative product descriptions is storytelling. People are innately excited to hear about exciting facts and stories. When describing a product, include a bit of history on how it originated. Better yet, include an interesting fact about the production process. Make it sound exciting, fun, and unique.
4. Add humor
Although this might not work for companies with formal branding, humor is a selling point when appropriately used. And this is why knowing who your target audience is right off the bat is crucial before writing your descriptions. If you’re a casual brand, add a bit of humor in your descriptions.
However, use it sparingly so as not to lose your brand’s credibility. Adding too much humor might make customers think you’re not serious about selling. But then again, that depends on your target audience.
5. Trigger with power words
There is nothing drier than dull product descriptions that are filled with blocks of text. Going on and on about your product features won’t suffice. People want something that resolves their pain points. And the only way you can stimulate customers and showcase what you can do to help them is using power words. Some examples of power words are:
- Satisfaction
- Free
- Passion
- Vision
- Advantage
- Pleasure
- Powerful
- Cool
- Popular
- Strong
- Practical
6. Use icons for easy scanning
Remember, when writing creative product descriptions, avoid writing in blocks of text. You’re not writing a blog article, so make your descriptions easy to scan. If you want to add a bit of oomph, use colorful icons instead of bullet points before each line.
7. Display social proof
Online shoppers read reviews about a product or service first before committing to buy. And what better way to make it quick and easy for customers to decide than to include social proof in your descriptions. Whether it’s customer ratings, statistics, or testimonials, social proof adds validity to product quality.
8. Add quality images
Product descriptions should be built around the product images you upload. By describing the image exactly, you’re making it easier for customers to choose and decide. The lack of images is unacceptable when writing creative product descriptions. Moreover, using low-quality images is setting your online business up for failure. That said, ensure that you use clear, high-quality images together with your product descriptions.
7 Examples of Creative Product Descriptions from Brands
Now that you’re one step closer to writing creative product descriptions, here are seven examples to inspire you.
1. Colourpop
This Colourpop makeup palette has everything in a good product description. The structure is excellent with the brand name and item model underneath. Then an intriguing first line says, “You’re like really pretty…, which is enough to hook readers.
2. Glossier
The heading in this Glossier description is catchy, “Extensions without the extensions.” It assures makeup lovers about having a light and effective mascara. Then the brand finished off with statistics from users who affirm that Glossier’s mascara doesn’t flake, smudge, and is long-lasting.
3. Innocent
The splash of red colors is eye-catching in this product description. It matches the drink’s flavor, which is strawberry. Plus, the descriptions have an arrow before each line, making it easy to scan.
4. Method
This is a perfect example of creative product descriptions that involves storytelling. The first line, “a lot of secret handshakes start over the holidays,” is enough to make you read the rest. Then it paints a picture of how your hands will feel soft and clean before tucking them into isle mittens.
5. Nike
Nike did a great job in their product descriptions. It’s simple yet straightforward. It provides all the necessary details users would want to know about the shoes. Plus, Nike was smart enough to mention the features first, then benefits next.
6. Stowaway
Stowaway takes pride in offering consumers travel-friendly cosmetic products. And their three-sentence copy works in this description! It’s conversational, concise, and straightforward — just what you need in writing creative product descriptions.
7. 100% Pure
This vegan makeup brand categorized their descriptions in clickable drop-down menus. This way, it’s easier for customers to find what information they need about the product. The details are also all-encompassing, including the ingredients, directions, and for whom the product is.
Wrap Up
Writing creative product descriptions shouldn’t be difficult, especially if you hire the experts. If you put your customers in mind, you’ll know how to present your product in the best light. Moreover, if you know your product’s value proposition, you won’t have a hard time showcasing it on your product pages.
