This blog post on better product description copywriting is part of the Website Copywriting Dissected series.
If you only sell one product, then your job is to get the copywriting on that one product page absolutely spot on.
If you are an online merchant with multiple products to describe, then your job is a lot different. You need to get many product descriptions (possibly hundreds or thousands) onto your website or ecommerce shop, and all of them need to convert for multiple target audiences.
Because this process is repetitive, many marketers look at product descriptions as a bit of a headache. Many websites across the Internet have, sadly, the exact same (boring?) product descriptions that were sent to the website manager – or copied from elsewhere – and pasted into the database.
Thus, most product descriptions out there are boring.
Better product description copywriting
First, let’s look at a typical product description. It’s usually filled with features:
- 250 MHz output
- Aluminium frame
- Beige, dark beige, or grey colours available
- 5.1 surround sound
- 100% cotton cover
Yes, I made this up, (I am a copywriter after all). But they are based on real ‘features.’
If you’re really lucky, you might get an introductory line before the bullets, mechanically rattling away something about another feature, before the inevitable colon and bullet combo.
Why is this wrong?
It’s wrong because it just focusses on the features.
Nary a benefit in sight.
As a customer, I have to read the list and figure out for myself why these things are good (or not) and that’s a lot of work. As a copywriting service, how can we improve this?
It turns out that going back to copywriting 101 is great place to begin.
State the benefits
Leading with benefits, or as I like to think of them ‘advantages,’ changes your product description copywriting from a list of things into the reasons to buy.
Think about your target audience. If they want to have a better cycling experience (read: they want a lighter bike), and are concerned about quality, write your advantages around those concerns.
‘Aluminium frame’ becomes ‘Lightweight and extremely durable aluminium frame.’
Writing the advantages will go a long way to making your product descriptions work harder on selling the product to your audience. Through focussing on your target audience, some personality will start to emerge.
But if you would like to see big big personality in product descriptions taken up another level, check out Groupon some time or I Want One of Those (not a client) and you’ll see some great product descriptions aimed directly at their target audience.
Interesting copy. Targeted copy. Benefits everywhere.
While this takes more effort, it does produce more results. (Don’t believe me, think about Groupon’s spurning of a $6 billion offer from Google – yes that’s billion).
Their secret to success is a great deal told through even greater copywriting.
What is yours going to be?
Coming next in the series: Contact pages need copywriting too Part 1 – To form or not to form