Sell your products on bol.com, Amazon, or your own webshop? Then the quality of your product description is one of the most important pillars for the number of sales you make. Using copywriting effectively can contribute incredibly to a profitable online business. So, how do you create the perfect product description? In this article, we'll take you through all the ins and outs!
1. What is copywriting?
Before we take you through the answer to the question: 'How do you create the perfect product description?' we'd like to take you into the world of copywriting. Because copywriting is something different from just 'writing texts'.
Copywriting is a way of writing that's focused on acquiring, selling, and/or convincing. Creating product descriptions = copywriting. You write a product text with a completely different approach than, for example, a news article.
Journalism and copywriting are two completely different branches of 'writing'. That's why there are professional copywriters on the market who are hired by companies. Copywriting is a skill. It goes far beyond just putting words on paper.
2. How do you use copywriting for your product description?
When you step into the shoes of a copywriter, you consider the following for your product description:
- Readability
- SEO and keywords
- Storytelling & emotion
- Substantive information
- A strong call to action
Is your text currently missing one of the above points? Then you're losing customers. Read on to discover which buttons you can press!
3. The 5 components of a perfect product text
1. Readability
This part of a strong product description is one of the easiest to apply. No reason to drop the ball here! Do you want potential customers to read the entire text? Then make sure they don't drop out prematurely by:
- Difficult words
- Too long sentences
- Too long paragraphs
You get it: the simpler the text, the better. Since we've all been doing more online, we've become better at quickly scanning online texts.
Tips for a readable product text:
- Determine after writing the text if all words are easy to understand. Also for people who don't know the product yet.
- Check if sentences are on average no more than 15 words long.
- Work with paragraphs and subheadings. Your potential customer loves this! Headings make it easy to quickly scan a text and it's also super SEO-proof!
2. SEO & keywords
You use SEO to ensure that the potential customer can find your product description at all. SEO is therefore an essential part of a strong product text: it ensures that Google and the bol search engine show your product to the customer.
SEO has everything to do with the clever use of keywords in your product text. Dive into this properly. Using keywords in the headings of your product description contributes to the findability of your product.
3. Storytelling and emotion
When the customer has found your product via Google or the search results of bol.com or Amazon, it's -hold on- NOT the information about the product that's most important. The extent to which you can incorporate storytelling and emotion is what determines whether your ideal customer clicks the shop button or not!
Can you use the text to make the customer see themselves using the product? Can you make the customer feel how much it would take away if they used this product from now on? Then you're winning.
4. Content information
Where storytelling and emotion take center stage in your product text, you also want to make sure the customer gets enough answers to their questions about the product. So, make sure you include important/necessary information in the product description (and in the product images). Think about product specifications like color, dimensions, weight, usage tips, and other specific points that apply to your product.
5. A strong call to action
Have you written a powerful product description? Then it's almost impossible for your customer not to make a purchase, right? Well, actually, it can happen. You'll be surprised at how much a strong call to action (an incentive to take action, i.e., buy) can do for your conversion rate. A perfect product description can't do without a CTA. A simple 'order now and enjoy your ... tomorrow' can do the trick.
4. The only goal of the product text is to sell
Remember, while writing the product description, that your goal with every sentence is to turn the reader into a customer. This isn't a news article meant to inform the reader. No, this is a text meant to convince. The goal isn't to write a beautiful, journalistically correct, or long text. Hell no. The goal is to excite and sell!
