When you are selling online, think about what you would want to know about the item. Put yourself in the position of the buyer. What would you want and need to know?
As well as fabulous photos, an excellent short description at the start of the text is essential. This text should address the critical elements of the item or have clear links to gain additional information. By all means, this can be followed by more in-depth information.
There are many ways to make your product descriptions stand out on sites like eBay, some sellers choose humour, other’s a wordy description, and whilst some let the photos do most of the talking or just offer the fundamental information inviting potential customers to contact them for more information. However, when selling on your website, it is essential to maintain a procedural approach to product descriptions. The exact style will depend in part on the industry/products you are selling. To help you, here are our suggested guidelines:
Focus on the Benefits
Your customers want to know how the product you are offering can help them, solve a problem they have or otherwise enhance their life. When writing your description, put yourself in their position and describe honestly how your item can help them.
Natural Friendly Tone and Language
Always use a natural tone; the description should read as though you are having a conversation with the customers about the product.
Mix basic terminology with industry jargon and explain the jargon somewhere accessible on your site for those who don’t understand it.
For some items and in some industries, it is vital to use the terminology as proof that you understand the industry or product. However, many of your customers may be new to their hobby or buying for someone else. Dumb down the jargon to everyday terminology and adopt the KISS principle if your site is selling technical items.
KISS = Keep it Simple Stupid. Imagine that your description has to be understood by the lowest denomination. When it essential to use technical jargon, succinctly explain it.
Use Search Engine Optimisation
Keep it simple, but you can have more depth to tell the whole story via a link or further down the page. Make sure that the essential information is readily available and that the opening description is short and user friendly.
Use the Power Words that Sell
There are always a group of words at any given time that elicit an emotional response and increase sales. Take the time to learn what these words are and use them in your description in a natural way.
Finally, never underestimate the power of excellent photos and reviews to increase sales.