What factors contribute to the effectiveness of a product description, and what kinds of things should you keep in mind while developing new descriptions for your products? Let’s dissect the essential components, and figure out how to compose a product description that will generate sales.
My son, you had better watch out for the Jabberwock!
The jaws are used for biting, while the claws are used for catching!
Be wary of the Jubjub bird, and avoid it at all costs.
Bandersnatch, you stinky little creature!
Have you ever come across the term “Jabberwocky”?
A poetry written for children that is made up of made-up words and sentences that make no sense. However, it is utilized by parents and instructors all over the world in order to instruct children in the art of reading. What aspects of it contribute to its popularity, and what lessons can you take away to apply to the creation of new product descriptions? Let’s analyze the components that make up this unusual poem, and then move on to discussing how to construct a product description that will attract customers.
Define the issue that needs to be addressed.
The poem Jabberwocky is an attempt to find a solution to the challenge of encouraging children to read. In order to accomplish this goal, it eliminates real words and replaces them with fictitious ones. This maintains the child’s interest while simultaneously teaching them the fundamentals of reading. Which challenge does your product successfully address?
The marketing of the answers to the problems that you are resolving for your consumers can be done through the product descriptions that you provide. According to Peter Drucker, a management expert, “The goal of marketing is to know and understand the customer so well that the product or service suits him so well that it sells itself.”
Tell the world about it.
The Jabberwocky tells the tale of a daring hero who prevails over a monstrous creature. Although the sentences may not make any sense, the story itself does not. This is exactly what gives the poem its captivating quality.
In a similar manner, the descriptions of your products should convey the narrative of your company. What characteristics define a strong brand?
Seth Godin provides a wonderful description of a brand when he says, “A brand is the combination of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” [Citation needed]
What is the backstory of your company that makes it compelling for customers to select your product or service over those of your rivals?
Minnetonka, an all-American footwear business, is a great example of a company that does a superb job of selling the story behind its brand. The incredibly well-liked business has a lengthy and fruitful history, and it is famous for producing hand-made goods of the highest quality. It is also a company that strongly supports social entrepreneurship, and the products they sell are a perfect reflection of that belief.
When you are writing the descriptions for your products, there is one more thing you need to keep in mind: you need to make sure that the story you tell is the same throughout all of your eCommerce platforms. There are many shops that offer their products through a variety of channels, and it can be difficult to maintain brand consistency across all of these locations. Utilize a system for inventory management that gives you the ability to handle not just your product descriptions but also other product specifics across a variety of sales channels.
If there is one thing that can be said about the Jabberwocky, it is that it is completely unique, and the same should be true about the product descriptions you write.
Many owners of businesses make the mistake of employing overused terms, such as “great quality product” or “expertly created goods,” when describing their wares. If you are going to use statements like that, you should always provide evidence to back up your assertions, even if the wisest course of action would be to completely avoid using them. What distinguishes the quality of your product from others on the market? Has its long-term use been evaluated? Who exactly were the mastersminds behind the creation of these items? Are they known all across the world? Your products will be lumped in with the rest of the poorly described products on the market if you use cliché terms in your marketing.
Rather than that, putting your attention on the precise qualities that make your items unique and credible can help you sell more of them.
So, the next time you are trying to decide how to describe a new product or update the product descriptions on your online store, keep in mind the following:
- Define the issue that needs to be addressed.
- Tell the world about it.
- Avoid clichés