5 Tips for Avoiding Bad Product Descriptions

As I was driving last week, I noticed a giant gorilla on the roof of a car dealership and felt a sudden wave of confusion pass over me…what did the gorilla have to do with cars? What message were they hoping to communicate? How was that gorilla describing their product to me?

Needless to say, my questions went unanswered, and I just kept driving.

The truth is, bad product descriptions cost you more than you think. Ineffective description can cost you a potential sale. Every time a customer hits the BACK button on their web browser, you’ve lost money. Every time a chance for word of mouth, retweet, or Facebook share is passed over, you’ve lost money.

Stem the tide, stop losing money, and follow these 5 tips to get your product descriptions up to the level of your product.

1) Know Your Product

You spend time a lot of time developing your products and preparing them for sale—make sure this comes through in how you talk about them. With product descriptions, your salesmanship needs to be translated into elegant (but real) copy, and this means you need to work closely with your marketing team to make sure that salesmanship comes through.

2) Know Your Customer

You have to invest some effort in showing your customer that you understand them, their needs and how your product fits into the broader scope of their situation. Going for a general or broad-based appeal is not an advisable approach. Product testing, testimonials and surveys are all good ways to learn more about your target market. Take the time and make the effort to learn about your customers.

3) When I Say “You,” I Mean You

Talk to each customer personally, and avoid asking general questions such as: “You know how it is?” or “Does that ever happen to you?” They’re only empty gestures. If you directly address your customer, make sure you do it in a memorable way that leaves a personable impression.

4) Don’t Drone On, And On, And On, And On…

“Brevity is the soul of wit,” according to Shakespeare. I’d say that brevity is also the soul of great product descriptions. Why use ten words when you can use five? Your customers are busy, and product descriptions that get straight to the point will get your inventory added to the shopping cart faster.

5) Be Confident

Confidence in the product shows up in how you describe it. It’s like looking someone in the eyes when they’re talking to you, or giving a firm handshake. The more you believe in what you have to offer, the more your customers will believe in it as well.

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