It’s easy to fall into the trap of using vague phrases to describe your products, but these make them less effective.
We’ve all been there. As a freelance product description copywriter, I’ve been there many times. You’re trying to finish off a product description, you’re in a rush and you end up reaching for those time-worn phrases that sound good in the moment but which, upon reading back, do absolutely nothing to make your product sound more appealing.
You know the ones:
The best in its class
These are filler phrases. They sound like the sort of thing you read in other product descriptions, and when you first write them down, they sound fine. But when someone reads them, their reaction is: meh.
Because these phrases don’t actually say anything about the product. They are just words that you’ve used to fill space.
If a customer left a review saying ‘This is the best quality shoe I’ve worn’, that would have more impact. But the fact that it is just you describing your product in this way will do nothing to convince buyers that your product is for them.
So what should you do instead?
There are many solutions to this, but one of the easiest is to delve into the specifics of the product. If you are finding it hard to come up with enough relevant copy for your product description, look at the specific features of your product that make it different from similar products.
What material is it made from? What types of stitches does it use? What technology does it features? How does the front/back/side look?
For every little detail you write in your list, write down why it matters. These are the benefits that will draw the buyer in. Look for the reason why a particular feature is important for the buyer, why they should care about it.
Once you’ve got a list, order them in their level of importance and then write them up into longer sentences (how long depends on the length of the product description).
And finally, when you’ve finished writing it up, go through the copy and get rid of any vague phrases that has sneaked in and change them up to something much more specific.
Be specific with your product descriptions
As a freelance product description copywriter, I create dozens of product descriptions every day. But even so, those useful vague fluff phrases still sneak into my first drafts from time to time.
Always get rid of them when you spot them, and if you’re struggling to write your descriptions, list the specific features and why they matter and you’ll have it finished in no time.