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Writing Product Descriptions That Count

If you have an online presence for your retail store or write your own product descriptions for marketing materials, then you know how difficult it can be to write descriptions that they really express what the product is. Yet explaining what the product is makes up only half the battle. You also need to express why customers want to buy the product you are describing without saying so in actual words. Have I lost you yet? Take this for example:

A woman’s plain white t-shirt could be described as “Plain, white t-shirt in cotton blend.” Or, you could describe it like this, “Classic, white, capped sleeved t-shirt with 98% cotton and 2% spandex for a perfectly fitted wardrobe essential that shapes you in all the right places.” By describing this t-shirt with more detail, you offer a more vivid image for the customer to envision what this shirt would be like in their own closet and on their own body. Sometimes it can be more effective to list the details of a product while also providing a catchy title that will entice your audience. Using the t-shirt as an example again, you could write, “Perfect Silhouette T-Shirt: 98% cotton, 2% spandex, 2” capped sleeves.”

Based on your product and your website layout, you should decide which product description style is best for you. Make sure to be consistent, though, and offer your customers a trusted source of information for each item you sell. Don’t leave one product short on detail and yet give another product to much detail. Your audience wants to trust each item will be described just as effectively as the next.

Another tip is to request descriptions from your vendors. They are often already described to help guide you in selling it successfully. If you are still struggling with getting your descriptions written, consider hiring support for this. Smart, shopping savvy copy can literally help you gain sales versus lose them, so don’t dismiss this scenario too fast! Finally, don’t let your words get stale. If  your products expand or change, make sure to take the time to update your new descriptions. Words are powerful when you can’t touch products – along with your images, they are your selling tools.

For information on how Retail Minded can support you in your  copywriting needs, please contact nicole@retailminded.com. 


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