First off, remember that you are selling real products to real people. Write for real people.
If you are selling your stuff online, don’t restrict product descriptions to cold facts and impersonal sentences. Of course you need to tell the customer all about the fabric, fit, size, style and other important details, but since you are addressing real people, do it in a way they speak and understand.
Our suggestion is to throw the manufacturer’s product copy in the garbage bin and write a compelling story from scratch. This means you will need to understand a product’s benefits first. Answer the question: Why would your customer want to buy this product? Your story does not have to be long or complicated, but it needs to be real. That is the secret to selling!
A good product description is an art that needs practice, yes, but your customers will appreciate – and buy – products that are relevant to their real life needs and wants.
Here’s an example of product copy for a time-saving gadget for equestrians:
Barn Life Just Got Easier with the H2Go Bag
Why didn’t we think of this?!
So smart, so handy, so many, many uses. Think barn, pasture, trailer, shows, clinics, gardening, camping… you will realize you need several of these.
The H2Go Bag is a super easy way to transport water. It holds 20 gallons of liquid and works with any wheeled contraption in your barn – especially a wheelbarrow. Perfect for taking water out to the paddocks or for filling up buckets at shows. It includes an anti-slip mat to keep the bag from slipping out of the wheelbarrow, and two spout attachments.
Regular Price: $21.99, Our Price: $15.99
With a casual tone and a little humor, this product copy gets the user thinking about all the ways the H2Go bag can make their lives easier. More importantly, it considers the buyer and their needs. That kind of subtle message in your text can really connect with someone and generate real interest in the product.
Give it a try, or ask us for copywriting help.