Not all products can be described as ‘exciting’, so what should you do when you want to bring dull products to life?
When you hear writers like me talk about making your product descriptions compelling, interesting and engaging, you might be wondering how exactly this applies to your own products. After all, some products cannot exactly be described as exciting.
For example, you might sell 100 different varieties of wallpaper. While wallpaper is certainly not dull to people who are choosing which one to buy, the thought of making each of your product descriptions stand out can be a challenge.
The solution is to get creative.
Creative product descriptions bring products to life
Let’s stick with the wallpaper example. While each of the products might only differ very slightly in the pattern or design, there are still ways to make sure your descriptions stand out and generate more sales:
Describe how they will be used – talk about who would love to use wallpaper like this, which rooms it would look the best in, etc. Would this wallpaper look best in a child’s room? Say so.
Add some humour – if your brand tone allows for it, use humour in your description. Suggest some unusual uses for your product, or make a joke. People want to connect with your brand, and humour is a great way to do that.
Keep them short – if your products really are almost identical, there’s no need waffling on about them. Make sure all the essential info is there, and then add a paragraph or two containing information about how they are unique. Don’t try and stick to a certain length because you feel you have to.
Be descriptive – don’t hold back with your descriptive words. Be creative and look for new ways to say the same thing. Draw on every little detail that makes each pattern different and throw in some well-placed adjectives. Don’t go overboard, but focus on making each item enticing.
Focus on benefits – always think of ways that your product will improve the buyer’s life. Will a relaxing wallpaper design help them to unwind in the evening? Will the fact that it is easy to clean make it ideal for a home with kids? Think about the details and focus on why they matter to the buyer.
There are always ways to make your products sound amazing
Don’t fall into the trap of thinking that your products are boring and that you should not even bother with your product descriptions. The truth is that people shopping for your products will still want to know why they should choose one product over another, and your job is to make your descriptions do the work of enticing them to buy.
So look for other ways that you could bring life into your copy. Creative product descriptions are hard to do, but once you get into the swing of it you can easily find ways to bring out the unique qualities of each and every product, no matter how dull they might seem to start with.
Photo by russn_fckr on Unsplash
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