Selling in 75 Words or Less
Can’t wait to promote a brand-new product in your online store and watch the sales come rolling in? Have you included a quality image, the name of the product and maybe a few specs about it? Will that be enough to get your product found on the web when consumers do an online search? Most likely not.
What you need is a sales-driven product description, and you don’t have to be long winded about it! In fact, you should be able to sell that new product in 75 words or less. If you or someone on your team can write in a conversational tone, give consumers the features of the product, and list one or two benefits of how the product will enhance consumers’ lives, you're way ahead of the competition.
Don’t Make Shoppers Read Your Descriptions Twice …
Because they won’t. Consumers must get the meaning of your message the first time. Long, rambling sentences tend to complicate the description, leading consumers away from your website. Long and rambling sentences seldom get to a point, often leaving consumers confused.
Every word counts, especially with web product descriptions. Attention spans are short for web surfers, so get to the point quickly and list your most compelling reason to buy the product first. You typically have just a few seconds to grab a shopper's attention online, so don’t waste it. Remember, their finger is on the mouse and your competitor is just a click away.
Identifying Features
First, what exactly is a product feature? Features provide the description and specifications of an item. You can often find a product’s features in the instructions or user guide that come with the product. Some examples of typical features are as follows:
- product material (stainless steel, cotton, plastic);
- product function (tells time, toasts bread, slices meat);
- size and dimension;
- colors available;
- number of pieces; and
- price.
Calling Out Benefits
Next, look at the second component of a product description — the benefits. Incorporating benefits into your copy descriptions promotes the desire to purchase. Benefits appeal to consumers and fulfill a need. They tell consumers what they stand to gain by purchasing your product. Benefits answer questions such as the following:
- Will this product make life easier or provide a convenience?
- Does the product solve a problem?
- Will the product save time or money?
- Does this product alleviate a fear?
- Does the product flatter?
- Is the product exclusive?
Here's an example of a sales-driven product description for a not-so-glamorous product. The description is written in a casual and engaging tone, while features are listed and the desire to purchase the item is created.
Skin Stapler 35W Sterile: Shorten surgery time and get consistent, professional results with this hospital-quality skin stapler. An alternative to stitches, this compact design holds a generous 35 staples and fits comfortably in the palm of your hand for maximum control. With no need to disinfect, skin stapler provides a sterile and affordable option for every medical professional. $19.99
In just 55 words, the product's features and benefits have been identified. The listed features of the stapler are that it holds 35 staples, is sterile and is $19.99. Meanwhile, the benefits to the consumer include the following:
- shorter surgery time;
- professional results;
- alternative to stitches;
- holds 35 staples;
- compact for comfortable use;
- ease of control;
- sterile; and
- is affordable at $19.99.
Besides inserting a quality product image into your online store, don't forget that a few choice words can drive sales.
Denise McGill is a freelance copywriter specializing in web copy, landing pages and product description creation. Visit her website at mcgillcopywriting.com for more information on giving your business a competitive edge. Visit Retail Online Integration's bookstore to order Denise’s new DIY e-book, "Sales-Generating E-Commerce Product Descriptions."
