2 Crucial Elements Missing from Your Product Descriptions


When it comes to product descriptions, many in the eCommerce space rely on sleek images and web design to do the selling.

The thinking process goes something like this: “The images say everything, so the marketing copy comes last and really isn’t that important.”

Call it a professional bias, but placing product copy as the lowest priority leads to a lackluster sales rate.

Neglecting your product descriptions results in the following scenario…

Joe Marketer has developed a more advanced answer to the Roomba (that cleaning tool that vacuums by itself). The new product is more intelligent with a feature that mops in addition to vacuuming.

In fact, when the end user utters the command “Clean this spill, please,” the robot comes out from its corner, identifies what liquid is on the floor, and cleans it up with the appropriate material.

While the product is nothing short of phenomenal, Joe Marketer decides to let the images do all the talking. He writes a product description that doesn’t sell. It reads…

Robot vacuum cleans and mops on voice command.

The problem: Joe’s product description reveals details, features, and benefits of his product.

However, the product description fails to perform two crucial functions that are the difference between selling products and having them sit in inventory.

Product Description Vital Component 1: Show Application of Use

When descriptions center on the product itself, and not the person using it, the message becomes background noise. Even if you base the story on solutions, a product-focused narrative won’t highlight the real benefits.

Your customers want to see themselves using the product. In order to bring life to the benefits, the product copy must show the application of use. In this way, you futurecast the user experience and show your shopper how the product will benefit him or her.

Example: Mallory’s Candles

How can someone “use” a candle?

Fair question.

After all, don’t candles simply fill your home or office with a pleasant aroma?

While smelling good is the function of a candle, it is not the main benefit the user experiences. (Plus, good luck selling something with a product description that focuses solely on how something smells.)

Instead, write a product description that highlights the experience…

To see more of our product descriptions, check out Mallory’s Candles here.

Product Description Vital Component 2: Tell Stories

Do us a weird favor: forget everything you know about product descriptions.

Now replace the idea you have with product story.

This method will highlight the end user’s journey, and explain how the product’s features and benefits impact his or her life.

Before we go any further, know that there is one rule with product storytelling…

The main character is your end user.

Yes, all compelling stories explore what it means to be alive. And products change the way people live.

To get your product flying off the shelves, try product storytelling that outlines the daily life of your customer avatar.

That way, shoppers feel as if you understand them and believe that your product will make a positive impact.

Example: Decking

How on earth do you tell a story about a deck?

How much could possibly happen on an outdoor living space?

The short answer: a lot.

Most homeowners don’t build a deck simply to upgrade their home. Homeowners buy a deck to set the foundation for new experiences.

In the example below, you’ll see how product storytelling works…

There’s nothing like a Fourth of July extravaganza hosted on your outdoor living space: hotdogs blackening on the grill, a beer or lemonade glass sweating on the table, your friends and family watching the roman candles and sparklers light up the night.

No one likes to party alone. So when the Fourth rolls around, why not invite neighborhood friends, relatives, and others to your composite decking get-together?

One way to be patriotic, we think, is to form relationships with people, and show kindness. Opportunity and partnerships—that’s what America is all about, right?

When you host a Fourth party on your deck, you’re showing people that the idea of community is alive and well.

When night falls over your outdoor living space, and the sky lights up in an array of colors, you’ll enjoy the look of awe on everyone’s face.

You see, product storytelling isn’t about the actual product—it’s about the person using it. And when you blend this technique with application of use, you’ll watch your conversion rate skyrocket.


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