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    Product Description

    Product Description

    GOOD PRODUCT DESCRIPTIONS WRITE BLACK SALES FIGURES

    A good product description is important for companies because it takes over the advisory function of the salesperson in the shop. In addition, it triggers incentives to buy – without any advertising phrases or classic requests to buy. However, to write a successful product description, copywriters must follow certain rules.

    A PRODUCT DESCRIPTION ANSWERS THE CLASSIC W QUESTIONS

    A product description that does not answer the six W-questions falls into the category: of inferior.

    Regarding the W-questions: Who buys? What does the product do? How is it used? Where can it be used? When does it help? Why is it worth buying?

    By answering these questions, the reader of the text can gain a comprehensive understanding of the product and its functions.

    What advantages result from a product description?

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    A good product text strengthens the customers’ trust in the product.
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    Successful product descriptions boost sales because they motivate people to buy.
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    Product texts replace the advice of the salesperson.
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    Identify and communicate the Unique Selling Point

    Potential buyers use the product description to decide whether to buy the product. Pictures play a secondary role. Besides an understandable explanation, grammatical correctness is also important. Readers recognize the uniqueness of the product because of the logical product description.

    Carry out a target group analysis to formulate the product text convincingly.

    A young target audience prefers a casual tone. Older readers, on the other hand, prefer serious statements. Thus, the product description is based on two pillars: correct addressing of the target group and an authentic description.

    Identify and communicate unique selling point

    Potential buyers use the product description to decide whether to buy the product. Pictures play a secondary role. Besides an understandable explanation, grammatical correctness is also important. Readers recognize the uniqueness of the product because of the logical product description.

    Conduct target group analysis to formulate the product text convincingly

    A young target audience prefers a casual tone. Older readers, on the other hand, prefer serious statements. Thus, the product description is based on two pillars: correct addressing of the target group and an authentic description.

    FROM PLANNING TO GENERATING AND USING

    Identify and communicate the Unique Selling Point

    Potential buyers use the product description to decide whether to buy the product. Pictures play a secondary role. Besides an understandable explanation, grammatical correctness is also important. Readers recognize the uniqueness of the product because of the logical product description.

    Carry out a target group analysis to formulate the product text convincingly.

    A young target audience prefers a casual tone. Older readers, on the other hand, prefer serious statements. Thus, the product description is based on two pillars: correct addressing of the target group and an authentic description.

    Identify and communicate unique selling point

    Potential buyers use the product description to decide whether to buy the product. Pictures play a secondary role. Besides an understandable explanation, grammatical correctness is also important. Readers recognize the uniqueness of the product because of the logical product description.

    Conduct target group analysis to formulate the product text convincingly

    A young target audience prefers a casual tone. Older readers, on the other hand, prefer serious statements. Thus, the product description is based on two pillars: correct addressing of the target group and an authentic description.

    A product description is search engine optimised

    The product description excites the readers and the search engines. Otherwise, companies will not achieve the desired success in the highly competitive e-commerce market.

    That is why keywords are important. They are missing neither in the text nor in the headline. A search engine-optimized product description is of great importance to attract potential customers to the website.

    This involves using certain keywords and phrases that are recognized by search engines and taken into account when placing the website.

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    Keywords have a positive effect on the ranking

    Good product texts contain short- and long-tail keywords. This is because both Google and users are on the lookout for keywords that accurately describe the product.

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    What does the content of a good product text look like?

    A complete product text contains a data sheet, lists, pictures, videos, and an exciting introduction. Furthermore, there is a link to the manufacturer. Prices, delivery details, customer reviews, and product tests are missing – by no means…

    Frequently asked questions about
    Product Description

    What is the aim of a product description?

    A successful product description is complete, informative, and concise. This is because it pursues the goal of increasing sales. Product descriptions not only encourage people to buy. They strengthen the confidence of the reader – in the respective product. In addition, they take over the task once performed by shop assistants: they provide advice.

    Are product descriptions classic advertising texts?

    Although the product description highlights the positive features of a product, it does not serve as an advertising text. Advertising phrases are left out. The term description implies a text with factual content. Neutral, emotional, and stylistically confident, a product description informs about the advantages of a product.

    Do product texts contain a call-to-action?

    Calls to action have no place in a product description. This is because the content promotes the sale. As a result, readers make the decision themselves whether they want to purchase the product. After all, interesting facts already act as a subtle call to purchase.

    How can companies spice up the product description?

    A product description is boring? No way! Companies have the opportunity to spice up their texts emotionally with storytelling. In this way, they skilfully combine online marketing with product texts.

    What are the consequences of poor product descriptions?

    Customers do not opt for this product because of the inferior description. The search engines in turn punish a lack of care by placing better and search engine optimized product descriptions high up in the search engine rankings.

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