According to insights from Think with Google, 85% of shoppers reported that images and product information are important; especially when deciding which brand or retailer to purchase from. This is why it is essential to provide accurate and informative product details.

Without the proper product descriptions, potential customers may be put off from making a purchase which can cause a slump in sales. Incorrect product specifications can also result in unhappy customers and an influx of returns and bad reviews.

Want to know more about writing better product descriptions? Keep reading below for 5 tips you can use for describing product details.

1. Consider Your Target Audience

Your target audience is an important aspect of crafting the appropriate product details. This includes not only the demographic you’re marketing to but also those most likely to make the purchase.

For example, if you’re a jewelry store specializing in engagement rings, you may think your target audience is the bride-to-be. In reality, you’re trying to appeal to the grooms who will most likely be purchasing the rings. So the product specifications should be aimed towards them.

2. Create a Brand Voice

Creating your brand voice is another part of how you handle your product details. Your brand voice should match that of your target audience. If they are young and eco-conscious or middle-aged and more direct, your brand voice needs to appeal to these factors. 

If your target audience is teens and young adults, your brand voice needs to use current colloquialisms and abbreviations relevant to this age group. However, if you’re targeting older adults, avoid using too much slang or Netspeak abbreviations as this could come off as unprofessional. 

Your brand voice should be consistent in everything, even in your product descriptions. It is part of a larger sales strategy you use to relate to your customer base.

3. Highlight Benefits Over Features in Product Details

Over 55% of consumers prefer to shop online. They are often searching product descriptions while shopping on their phones. Potential customers don’t want to be inundated with long lists of specs and buzzwords in product details. 

That’s why you need to focus on the benefits of a product instead of its features in product information. Explain what the product does for the consumer to build appeal and interest.

For example, instead of saying a shirt is 100% cotton, explain that this adds to its softness and comfort. This makes the product more relatable to consumers over a list of dry descriptors. You can still list some features but just make sure the benefits are the main highlight of your product specifications. 

4. Use Storytelling to Engage Consumers

Storytelling is another element of an integrated sales strategy. With storytelling, you’re using areas like your product details to persuade consumers and engage with them by tapping into their emotions.

It’s much the same way a bridal dress shop would appeal to a bride by describing how she’ll look in one of their dresses on her big day. Another way a brand can utilize storytelling is by sharing their company’s history.

You’re effectively pulling the customer into a narrative or backstory in conjunction with your brand voice. By sharing a story in the product information, you’re endearing your brand to your customers.

5. Use a Product Information Management System

A Product Information Management system, or PIM, for short, can help you create engaging, dynamic product descriptions. A PIM can automate, enhance, and update product details. 

A PIM also allows you to easily customize product descriptions based on your target audience. You can synchronize product details to be consistent across a wide variety of marketing channels. 

You can read further details of a PIM explained for more information. 

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These days, consumers are more discerning than ever so it’s vital to boost engagement. Using the right product details can make all the difference for brands looking to elevate their sales strategy and enhance their brand voice. 

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