Do you offer product descriptions as a freelance writer?
Do you know how to write a good product description (PD)? And I mean, are you 150% confident in your skills to write a powerful description that will have that product flying off the shelf?
Keep reading if you want to know more about PD’s and how to ensure you hit the right notes each and every time!
WHY ARE PD’S SO IMPORTANT?
A poorly written or lackluster PD can turn customers off. You want to craft a powerful PD that has those customers clicking “buy”. You want your client (who has hired you to write these PDs) to read it and think “WOW! My product really is amazing!”
So why are PDs so vital to online businesses?
- Optimized PD’s improve their SEO, therefore increase ranking on search pages. This means their business is more visible and will attract more potential customers. Win win!
- They educate customers on the offered products.
- An effective PD convinces the customer to buy the product or services. This is the point, after all.
- PD’s are simply another powerful marketing tool that when used correctly can boost sales and services.
WHY SHOULD YOU OFFER THEM AS PART OF YOUR FREELANCE WRITING SERVICES?
Most busy business owners do not have the time to write out all their PD’s. This is where we, as savvy freelance writers, come in.
With how vital PD’s are to a business it is not hard to see why there is a market for freelance writers to offer them as a service. So, you should take advantage of this and start offering PDs as part of your repertoire.
I believe you would be silly not to offer writing PDs in your service list. So what are you waiting for? Go add it to your services now!
WHAT MAKES A GOOD PRODUCT DESCRIPTION?
Now that you have made the decision to include PD’s in your services (YAY), you need to know what goes into crafting the perfect product description.
Here are some important points:
- KNOW your clients tone of voice and style.
- Make sure the PD reflects the style of your clients website (tone, voice, layout).
- Use words and descriptions that appeal to the target audience.
- Clearly explain what the product does or what service is being offered. Use the features and benefits to push the point of WHY someone needs to buy this product.
- Use keywords.
- Pick powerful words.
- Scannability .
The above list is the essential points needed to start crafting a powerful product description.
So, what makes a poor product description?
“If you read a product description and you still have questions about it, then it didn’t do its job.”
REFLECT YOUR CLIENTS BRAND, TONE OF VOICE AND STYLE.A great freelance writer is able to take on their clients’ persona and write content that sounds just like their brand.Click To Tweet
A good product description should look and sound just like your client and their website/brand.
Take the time to research their website. Read their blogs (if they have any). Get to know them. This way when you write product descriptions for them you will be able to capture them perfectly.
Creative briefs are great for this too. It will help you gain a thorough understanding on who your client is and what they “sound” like.
KNOW THE TARGET AUDIENCE.
Again, a creative brief and getting to know your client and their products or services will help with this.
You NEED to know who is buying from your client (or potentially buying) so you can craft the perfect description aimed at them.
- Who is this product or service for?
- What is the average age of the consumer?
- Where do they live?
- What gender?
- What is the average education level?
- What is the average income level?
- What language/s do they speak?
- Why would they find this product or service useful?
USE FEATURES AND BENEFITS TO MOTIVATE PURCHASES.
Before writing your product descriptions think about the who, what, where, when, why and how of the product or service:
- WHO is this product or service for? Remember we have already established who the target audience is. Write it down. Don’t forget about it!)
- WHAT are the basic details of the service or product?
- WHERE would someone use this product?
- WHEN would someone use this product?
- WHY is this product better than its competitors?
- HOW does this product work?
Give the consumer a reason to pick this product above all others. What makes is stand out? What are the benefits (along with the product features) that make this the BEST product?
Don’t get bogged down in the details. If you list every single feature that would be a boring product description. Wouldn’t it?
So, make a list of all the features. Then focusing on the target audience pull out the top three features. What really makes this product or service stand out? What would make the target audience click to find out more and buy?
Most importantly, keep your description clear, to the point and on target. Do not use three words to describe something, when one powerful word would do.
We use SEO for website content and blog posts, so why not product descriptions? Keywords will help optimize product descriptions and keep your clients business website ranking on search engines.
Shopify suggest adding keywords to four main places:
- Page titles
- Meta descriptions
- ALT tags
- Product Description
Avoid the temptation to simply list keywords as a product description. This is not going to be attractive to consumers. You need to be clever with how you incorporate keywords into descriptions.
USE POWERFUL WORDS.
Studies have shown that using powerful words is a great way to persuade someone to your point of view, or in this case to buy a product.
Here is a great list you should keep handy of 20 influential words. They will help you write great PD’s that convert:
CREATE SCANNABILITY WITH DOT POINTS
No one likes to read long chunks of writing. We like whitespace and bullet points. It makes it easier to scan quickly.
One of the most effective ways to do this is by creating bullet points in your product descriptions. They provide a clear and concise display of the essential features and benefits or the product or service.
A great PD is short, to the point and has your customer clicking “buy”. By including keywords and powerful words you will have your clients website ranking on search pages and attracting more customers. Keep those important points in mind when creating PD’s and you cannot go wrong!
- Use your clients’ tone of voice and style.
- Know the target audience.
- Clearly explain and list features and benefits.
- Use keywords.
- Pick powerful words.