Running an eCommerce store is all about attracting your target audience, engaging them and making the sale. Every eCommerce business owner understands the importance of product photographs yet many neglect what I consider to be even more important, and that is product titles and descriptions. Without the right product description your target audience isn’t even going to find your eCommerce store, at least not easily much less your actual products.
As you write your product titles and descriptions, always seek to answer the following questions:
Why should someone buy your eCommerce item?
What makes is super awesome and why would the target audience want to/need to purchase it? Avoid things like, it’s the best, etc… as no one believes that, simply be open and honest.
What makes your item special?
Write down something really special about your product. Perhaps you were inspired by your father’s old-time watch to paint a rendition of a clock that takes your breath away.
What is your item’s biggest selling point?
If you can’t name the one big thing that makes your item worth every dollar you’re asking, you may need to try creating different products. It should be obvious what makes this item the most salable.
Why are you proud of this item?
Post items you’re super proud of and tell your customer why you are. For example, “I wasn’t quite sure how to get the brush strokes just right, so I practiced for six weeks before I got it just right.”
What are the top three to five benefits of this product for your customer?
Even when it comes to crafts, art, vintage and collectables, it’s all about the customer. Not you. Seek to explain the benefits from their perspective and not your own.
What are the descriptors that are necessary to address for this item?
Is it size 12′ x 16′, the same size as a beach towel? What size is it; what color is it; what are the things you can describe about the product?
What will shock and awe your audience about this product?
Is there a little unknown fact about the topic, subject, or inspiration behind making this item? Tell us.
How is this item good for ______?
Fill in the blank. It could be a holiday such as Mother’s Day, Father’s Day and so forth. Giving your customers gift ideas is a great way to increase sales.
Simply answer the questions without thought to anything but the answer. Then, refine the answers using important keywords that your target audience would use when searching the internet for items that interest them. Do not use false keywords; use keywords that truly describe your product.
Now, add in the benefits, and descriptors about the height, weight, colors and other features that are important to identify for your audience. Within this description you might also want to include something about the item that will surprise your audience. For instance, are you offering free shipping, do you provide gift wrapping and gift cards, or do you personalize the product in some way?
Mention other items your audience member might want to see within your store front. You should also always link to publications you’ve been in. Name dropping is a good thing; it adds credibility if it’s true. And if you’ve been talked about or written about, you want to let your audience know. It builds trust. Speaking of trust, you want to also add testimonials to your listing to further the proof that your products are of high quality and made with special love and care.