The Internet births new fledgling commerce sites every day, many of which offer the same products and services at similar price points. Smart online business owners use every marketing tool they have to distinguish their offerings from an unrelenting slew of competitors. This marketing plan should include unique product descriptions – a short, but powerful form of copy that quickly explains why a consumer should buy a product, and more importantly, why they should buy it from you.
Distinguishing Your Online Business
Web stores frequently ignore the importance of product descriptions, choosing to use the generic manufacturer’s copy for their products. Default copy might be informative, but it doesn’t market your business, and at times, can send the wrong message to customers. A comparison shopper browsing through site after site with the same copy may get the impression that each business is essentially the same.
“Sameness” is a death sentence for e-commerce stores looking to establish their individuality and generate repeat business. If a customer doesn’t attach any specific value to your services, they’ll simply look for the lowest price point, rather than the overall, long-term customer experience.
Price point only attracts repeat customers when the price is consistently lower than the competitors. Customer experience focuses on cost, aesthetic, communication and support – in short, all of the factors that create consumer loyalty.
The Benefits of Great Product Descriptions
So, how do unique product descriptions factor into your Internet marketing plan? A great product description can tell a captivating story, giving customers a sense of your business values and company culture. It might be a single line, an entire paragraph or a bullet list; but the right words can speak volumes. Consider these two short descriptions for women’s slippers:
1.) Ultra-soft suede slippers with faux fur accent. Boot cut style slips on easily.
2.) Master the art of comfortology in ultra-soft suede, boot cut slippers. This smooth suede and faux fur trimmed footwear slips on easily to keep feet cozy and pampered.
The first description is honest and informative, but not very interesting. The second example leads with an attention-grabbing opener and builds on this concept with specific details about the product. However, this description is selling more than a pair of slippers. It’s selling an experience. It tells the reader how the slippers will feel and the benefits of buying them.
This unique description also reveals myriads of information about the seller. The opener indicates that the company has a sense of humor. The evocative language shows that the company has confidence in their product. A clear set of product details demonstrates awareness of consumer needs. These may seem like small differences, but when a customer scans multiple sites to compare products, which words are they more likely to remember?
Unique Product Descriptions Help Your Business
Well-written product descriptions can increase a business’s success from sales, marketing and legal perspectives. Here are three reasons why online business owners with generic descriptions should rethink their product marketing strategies:
1.) Search Engine Optimization: If a seller uses generic descriptions, their site will be one search result in a long list of stores with the same text. Writing unique descriptions allows businesses to use more specific keywords to increase their visibility in search rankings. It also ensures that when a seller’s site does come up, potential buyers will immediately see that your business is not a mere duplicate of another Web page.
2.) Branding: Look at the example of Groupon, a company that offers a basic service – discounts. The difference? Groupon lures customers with clever absurdity, using language and humor that speaks directly to their target audience. Branding is a powerful tool that gives businesses a voice and a personality. Product descriptions should function like mini stories contributing to the grand narrative of your company’s mission statement.
3.) Copyright Infringement: In addition to using manufacturer’s descriptions, many Web start-ups copy text from other successful sites. Despite the frequency of unregulated content sharing on the Web, business owners should avoid stepping on any toes. If they don’t know exactly where the copy comes from, it’s better to avoid potential copyright infringement by writing new, unique descriptions.
Remember, although a seller may have the utmost confidence in their products, a customer needs to be convinced. Online shoppers often bypass the home page of a website when searching for a product. If a product description is the first piece of content the customer comes in contact with, do you want it to sell an item or an experience that keeps buyers coming back again and again?
Join the Conversation