I spent last night surfing the internets for a new iBone cover (Chops chewed the last one). And I couldn’t help feel frustrated at the amount of poor product descriptions.
Being the friendly Marketing Dog I am. I thought I’d give you folks some hints and tips to help you write the best and most pawesome product copy you can!
To explain my points I’m going to use an example product throughout. This is the Holy Grail for most dog owners, a dog proof bin.
Get Found – Keywords
To help your products perform well in both search engines and in your websites search function, you need to include keywords in the product title and description.
Let’s imagine this dog-proof bin comes in three colours; silver, black and white.
The colours and the words ‘dog proof’ and ‘bin’ need to be included in both the product title and description. For example, if someone is browsing your website and your product title just says ‘Black Bin’, they won’t know that it’s a dog proof bin, which means you’ve just lost a sale.
It’s very important to include keywords but don’t be tempted to go overboard use too many. This is called keyword stuffing; search engines don’t like it and will punish your search rankings for it, and in some extreme cases they will banish you from the listings all together and send you to your bed with your tail between your legs and no treat after dinner.
So What? – List Benefits
Even if it seems really obvious, and most of the time it will do, list your products benefits. The whole time someone is reading your product description and pondering a purchase, there’s a little voice in their head going; ‘So what? If I part with x amount of my hard earned money, how will this product help me or solve a problem for me?’
People are being careful with their money and they want to know that they aren’t wasting it by buying your product and that it will help them.
Let’s think about the dog proof bin, the benefits are obvious, but let’s list them;
- It holds rubbish
- Your dog can’t get into the rubbish
- This means your don’t won’t injure themselves or make themselves ill after raiding the rubbish
- You won’t have to spend your evening picking the rubbish up off the kitchen floor
Humans are being careful with their money and want to know that your product will help them and won’t be a waste of money.
Thankfully the only money issues us dogs have is, whether that 50p we swallowed is going to cause us problems.
Know Your Target Audience – Know What They Want
You’re all good business owners and marketers, so you know exactly what kind of person your customer is and what kind of information they want to know.
There will be certain questions your product description will need to answer for your customer. Such as;
- Will it arrive fully assembled, part assembled or in bits?
- If I need to do some assembly what tools will I need?
- How big is it so I can figure out where to put it in my kitchen?
- What size liners will I need?
This of course will vary depending on what your product is, but take time to think carefully about what questions your product description needs to answer.
Knowing your target audience also means you can gauge what kind of tone of voice you can use. With something like a dog proof bin, you can get away with a bit of humour and a few puns, but only if all of the information is there.
Formatting is important, people don’t want to read huge paragraphs of text, so short and succinct sentences and paragraphs are important.
When listing your products advantages, you may have a lot to bark about, so listing them as bullet points will make it easier for people to digest. Figuratively of course, eating a website would be more impressive than raiding a bin.
Keep an ear out for The Marketing Dogs tips for pawesome product listings which will be on the blog next week.
If your e-commerce website isn’t performing as well as you’d like, or you need help with your product descriptions, get on the dog and bone and talk to my lovely humans, The Marketing People. You can call them on 01543 495 752, or drop them an email on firstname.lastname@example.org. Don’t write to them though, I’ll only eat your letter.
If you want to read more from our website series of blogs, just click here to see what other resources are available.