A product description is prose that informs clients about an offering’s features. Its goal is to assist buyers in comprehending why they should acquire the product. Effective descriptions increase sales by describing the product’s unique value proposition and how it addresses a problem.
What is the significance of product descriptions?
The decision-making process for a buyer begins long before he or she visits your product pages. Your target customer, whether you’re providing consumer goods or corporate services, has most certainly experienced a problem and is looking for a solution.
A marketing campaign’s Achilles heel can be a poor product description.
Traditional commercials, social media campaigns, blogs, and videos all help to raise brand awareness and increase traffic to your ecommerce website or store. Your product descriptions will then take over and do the heavy work. It is the role of the product description to get the buyer through the final hurdle.
A marketing campaign’s Achilles heel can be a poor product description. Even if all of the other materials are excellent, a poorly written product description might throw everything off at the last minute. In fact, 98 percent of buyers have abandoned a transaction midway through because the page’s content was insufficient or misleading.
Your marketing campaigns should pique people’s interest in your products, while your product descriptions should enhance your brand’s credibility. Missing information, misspelled words, poor product photography, and other mishaps can swiftly destroy customer faith in your company. Polished product descriptions, on the other hand, give your company a credible and professional appearance. To make sales, you’ll need that trust.
What role do service descriptions play in B2B marketing?
Marketers who market intangible services face a unique set of challenges. What do you call something that doesn’t have a physical form? What kind of graphics do you use to promote a service that has few or no visible features?
Service descriptions are more difficult to create, although they follow a similar structure to product descriptions. Their goal is to assist buyers in making a final decision.
If your company has a sales force, you probably already have everything you need to write excellent service descriptions. It’s preferable if your descriptions and sales pitch are in sync. This guarantees that your buyers have a consistent experience and that your sales staff isn’t caught off guard by a new claim.
Customers are more likely to convert when service descriptions explain them how to solve a problem. When shopping for accounting services, for example, purchasers may want to know what types of reports the firm can provide, how frequently they will be available for consulting, and so on.
Many of the excellent practices listed below apply to service descriptions as well. When describing the items or services you offer, keep the customer’s goals in mind.
There are effective practices for product descriptions that will enhance sales engagement.
Effective product descriptions not only inform clients about the offering, but also appeal to their emotions. According to Gerald Zaltsman, a Harvard Business School professor, 95 percent of purchase decisions are made subconsciously.
Pay special attention to the words and phrases you use while writing product descriptions. Buyer behavior is influenced by action verbs and dynamic phrases. In addition, to prevent being punished for duplicating content on your site, you should produce unique descriptions for each of your products.
The subconscious mind is responsible for 95% of all buying decisions.
To make sure your descriptions get you the outcomes you want, compare them to these 11 recommended practices:
1. Create your content with your target buyer in mind.
You must know your target audience in order to develop an effective product description. As you write the marketing content for your product and service pages, keep your buyer personas in mind. This will assist you in determining which features and perks appeal to those most inclined to purchase from you.
As you write your descriptions, ask yourself the following questions about your customers:
- What is the best way for our customers to find this product page?
- What issue are they attempting to resolve?
- What do they know about our product already?
- What features and benefits will they be most interested in?
One of the key aims of your marketing efforts, according to Seth Godin, is to teach your devoted consumers how to talk about your products with their friends and acquaintances. How might your product descriptions assist them in spreading the word about what you have to offer?
2. Avoid making assertions that are obvious.
A good product description should, of course, include a description of the product – but avoid the obvious. For example, if you sell shoes, you generally don’t need to explain that your items are clothing that protect the customer’s feet from the earth.
These comments are referred to as “water is wet” statements. They are self-evident facts that the reader should be able to grasp intuitively. If someone reading your product descriptions doesn’t grasp these fundamentals, they’re probably not ready to purchase. Before customers return to your product sites, you may utilize other sorts of marketing content, like as blogs and infographics, to get them up to speed.