In the world of e-commerce, attention spans are small. You have very little opportunity to grab a customer’s attention, so when they do decide to read up about your brand or service, you have to make it count.
The quality of your product description copywriting will have a huge bearing on its success. Write great product descriptions and people will be drawn to your products, wanting to find out more. Write bad ones, and they’ll look elsewhere, and be left with a negative impression of your brand – a potentially disastrous move.
When you’re writing your product descriptions, you need to give your customers all the essential info they need, covering all the key features and benefits to allow them to make an informed decision.
But you need to go further than that. You need to write your product descriptions in such a way that they make an emotional connection between the product and the customer. Making that connection will go a long way to convincing an individual that they want – even need – a particular product.
Remember, don’t just describe your products. There’s nothing less engaging than a tech-spec list or boring list of information. No, you need to give your products purpose and context, and explain to people how it fits into their lifestyle, giving it a real purpose.
Here are some excellent examples of product descriptions that nail the art of writing a great product description. And if your website copy could do with a little sparkle and freshening up, take advantage of our product description writing service.
The male grooming market has never been so strong, and Dollar Shave Club has made its mark in this incredibly crowded area. Not just that, but it has taken the bold step of encouraging customers to sign up for regular deliveries, so it has the doubly difficult task of convincing people to buy their products, but also to persuade them to sign up for repeat purchases. Here’s a sample product description:
Designed for the shaver who longs for an easier glide, Dr. Carver’s Shave Butter is a transparent shaving cream alternative that softens whiskers and enables precise navigation.
- Helps soften hair for maximum glide
- Formulated to be gentle
- Helps reduce the occurrence of ingrown hairs
- Helps to fight razor bumps by providing a smoother shave
- Tested on interns (not animals)
Interest in new, innovative drinks has never been higher. Take the gin market, for instance – barely a week goes by without a new gin with weird and wonderful botanicals being launched. The Whisky Exchange is one of the leaders in online spirits retailing, and one reason why is the way it talks about its products. It knows that rattling off technical information is a turn-off, so instead it talks about drinking occasions and suggested serves – which is much more appealing. Here is the enticing description of a luxurious ginger liqueur:
A stunning French liqueur made with top-quality VSOP and XO Cognacs and flavoured with Vietnamese ginger alongside ginseng and vanilla. Domaine de Canton brings a deliciously intense gingery edge to all manner of cocktails and fusion cuisine.
ASOS was originally launched so that trendsetters could buy all the favourite outfits that their idols from TV and film wore (the brand stands for ‘As Seen On Screen’). ASOS has moved beyond that initial premise, but it’s still the go-to brand for the under-35 market, and it has serious style and attitude. Its product descriptions have all the essential info, but also how to keep their clothes looking in fantastic condition.
Innocent has long been praised for its quirky, funky marketing and branding for one simple reason: it works. Its products (‘things we make’) are described in a very enticing way, with a really human feel: ‘No added sugar. No concentrates. No funny business.’ Not only that, but there’s a confidence there that is very reassuring, but it never tips over into arrogance. The result is a brand that draws people in, and one with a very clear identity. Here’s a sample description:
Mangoes and passion fruits is one of our top three selling recipes ever. You’d probably think it was OK, and that we should leave it alone. But the good stuff needs improving too, or else it’ll end up being a bit ordinary. So we’ve made this recipe better by adding a little bit of peach to the recipe too. We hope you enjoy the renovations.
Minirig is a truly British success story. Based in Bristol, the company began making professional sound equipment, and then moved into the consumer market with a range of portable speakers that have proved incredibly popular. And while most people love listening to music, they don’t necessarily want a load of technical stuff, so Minirig wisely decided to keep things simple when talking about the products it makes. Short-and-sweet descriptions work when you have confidence in your product and understand your target market. Here’s an example:
The only speaker you will ever need with an unbelievable 100hrs of battery life! Using the latest technology and high quality design we bring to you the all-new Minirig 3 Bluetooth rechargeable speaker. Minirig 3 Bluetooth speakers come with an audio cable, charger cable, case, and a whole lot of bass. All delivered in recycled and recyclable packaging!
The companies and brands above have all perfected the art of writing great product descriptions, and in crowded markets, too. Remember, it’s not just about describing the product – it’s about telling people why they should buy it, and that’s a key difference. If you need help with your product description content, don’t hesitate to get in touch with us.