Do Your Product Descriptions Fall Flat?
#1: "Lamp is 12 inches high and has a warm glow."
#2: "Feel the warm glow as you sit beside this charming 12 inch antique style lamp. Curl up in your favorite chair and surround yourself with the lamp's soothing light. Leave the cares and stress of the day behind and soak in the gentle waves of comfort."
We're talking about the same lamp, but with different descriptions. Both descriptions tell you the lamp is 12 inches high. Both let you know the lamp has a warm glow. But, if you're like most people, the second description is a whole lot more appealing.
Why Product Descriptions Count
If you sell products online, you're one of the hundreds, or perhaps thousands, of people who sell the same or similar products. Even if you craft your own pieces for sale, it's likely someone else in the great big world of internet sales sells something along the same lines.
Well-written product descriptions do more than simply state the facts and price. A finely crafted product description moves people beyond browsing to purchasing. They make your products stand out. And, that's a big deal.
Effective product descriptions also give you an edge when it comes to search engine rankings. Incorporating keywords into descriptions counts.
The Tricky Ways of the Product Description
Writing effective product descriptions and incorporating keywords is a balancing act. A product description has to do a lot of things. It has to describe the product in an appealing way. It has to incorporate keywords without running afoul of Google's algorithms. And, it has to include accurate descriptions without going overboard. Sure, a little puffing is OK, but if you make wild claims, potential buyers run.
If you sell already produced products, the temptation to use the manufacturer's description is strong. It's also wrong. If you use the manufacturer description, your product is lost in the crowd both literally and in Google Land.
Tell Me a Story
Appealing product descriptions tell a story. They take the reader in and form a picture they can relate to. A great product description has the ability to make people want your product even if they weren't shopping for it in the first place.
Our second lamp description puts you in that chair sitting next to a beautiful lamp with a warm glow. Who wouldn't want to be there?
It's an Art AND a Science
Crafting words that create a picture is only part of the formula. Effective product descriptions include details, features, benefits and copy that appeals to your target buyer. And, sometimes you have very little space available to do all of that.
If word slaying isn't your thing and keeping up with Google and its constant changes gives you headaches, you're losing out on the advantages highly effective product descriptions bring.
Fear not! I can help. Contact me and let's get started.