Writing For Online Business: 5 Ways of Writing Good Product Descriptions That Make Sales

One of the aspects of writing for online business is to be able to write good product descriptions for your customers. Unlike brick and mortar businesses where customers have the ability to speak with a salesperson about a potential purchase, online customers rely on the write up that accompanies the product to make their decision.

The product descriptions provided online are used to inform the customer of the many benefits it provides. Information such as measurement, color, available sizes, pricing and even an picture, all play a role in convincing the online browser that this is an item they wish to purchase.

Have you noticed that results returned by Google are starting to include this type of information? Even if the item in question is a digital product, people want to know exactly what they will be getting if they click on your purchase button.

In your online store, the key to giving your customers the same peace of mind they would get from the actual handling of an item lies within how your product descriptions have been written. Let’s take a look at some ways of doing just that.

1. Include A Picture Of The Item

While technically not a form of writing, including a picture of the item to be described will go a long way towards gaining and holding your customer’s interest. The old saying that a picture is worth a thousand words still holds true and will continue to do so well into the future.

A picture of the main view of the item and any diagrams that give the customer additional information will help the customer to visualize having and using the item.

A single picture of a pair of boots may be sufficient. However, if you are selling electronics, adding a picture or diagram of the back connections for the unit may be the deciding factor in their ability to purchase with confidence or to decide to shop locally instead where they are able to see the item more clearly.

2. Begin With The Most Popular Features

Know what it is that a customer will be looking for in the product that you are offering. A customer in the market for boots will want to know the colors, sizes and pricing of the boots they are considering. A ski enthusiast may be more interested in the length, composition (fiberglass etc.) and the type of bindings that are used. Point out these sales making features and list them with wording that is common in that area of the market.

3. Keep Your Wording Simple

Make use of the simplest words and phrases when writing your description. Look at the item. What is it about it that appeals to you. Words such as gold, silver, diamonds, clarity, and sparkling all add to the enticement of your description even if the picture makes these features obvious.

Remember, you are writing for an online business, which means that the detail in your product description also adds to the customer’s ability to find you and the product online. If you are selling a HP Officejet 6310 All-in-One printer, say so.

4. Different Products Require Different Descriptions

You may have 5 or 6 different types or brands of printers that you are selling. Just saying this is printer number 3 will not cut it with the customer. Your description should include the brand and model at the very least. The more detail you put into it, the less chance there is that the customer will go to another website for more information.

Before buying a printer, a customer may want to know its footprint or size so that he/she knows it will fit where it is intended to go. The number and type of ink cartridges or toner it uses determines how cost efficient the unit will be.

Some buyers may be most interested in a printer with networking capability. If it comes with a usb or network connection cable, say so. If it does not, show them a picture and link to one they can order at the same time and make it crystal clear that this would be an additional cost. The more information you deliver, the more confident a customer can be in his or her purchase choice.

5. Meet Your Customer’s Expectations

If someone is shopping for a dishwasher, they might be looking for one to use in their home, or one to use in a business that is rated as a commercial dishwasher. Someone shopping for shoes may differentiate between casual or business shoes.

Telling someone that your teeth whitener will give them a brighter smile, but neglecting to tell them that it only works on natural teeth opens you up to only gaining an unsatisfied customer. Make sure you include this type of information so that the customer is satisfied that the item they are considering will meet their expectations.

Writing good product descriptions is not as easy as one might think. Put yourself in the shoes of your customer and attempt to answer any questions or needs they might have from the product in you are describing. Use language that the customer would use in the simplest terms that are possible, and include as much detail as is possible.

To Your Success,

SherryD
http://www.wbobr.com