By its very nature, the term ‘product description’ is misleading. The reason being that one of the biggest mistakes you can make is to simply describe your products, rather than communicating their primary selling points.
When you think about it, you can describe almost any product in minute detail, without describing any of its benefits or applications. Realistically therefore, product descriptions shouldn’t be used to describe your products, but instead sell them by way of merit.
One of the best ways of penning perfect product descriptions is to focus on the Five W’s approach. Call it cliché, but it’s a consistently effective way of ensuring you communicate everything that matters to the prospective buyer.
Irrespective of what it is you’re selling and who you’re attempting to sell it to, these are the Five W’s (and One H) that can ensure you get the job done right:
WHO
First up, you need to clearly communicate who the product has been designed for. What kind of demographic are you targeting? What are the interests, expectations and priorities of your ideal buyer? Your product description should be tailored to both appeal to your ideal customer, while clearly communicating the benefits of the product to their demographic.
WHAT
You’ll then need to give a concise yet compelling account of what it is your product does and what sets it apart from comparable products on the market. Along with its basic attributes – features, dimensions and so on – your product description should communicate the purpose and value of the product in question.
WHERE
Slightly simpler, this refers to information regarding where the product can or should be used. Has it been designed for use in a very specific scenario, or is the ability to use it anywhere and at any time one of its selling points? Help build a mental picture of the product in use for your customers, by communicating where they’ll be using it if they buy it.
WHEN
The same also goes for when – what would be the ideal time for using your product and why? Has it been designed to maximise convenience or enjoyment while travelling? Is it an everyday household essential they’ll be using on a daily basis? Or is it something altogether more special for an altogether more special occasion?
WHY
The last of the W’s is also the most important – why should they purchase your product? What will it do to improve their life? Does it solve any specific problems? What makes it both unique and superior to anything else currently on the market?
HOW
Last up, the nature of the product you’re selling will determine whether you need to detail how it works. In the case of technology and gadgets in general, at least a brief overview of its method of operation could be useful.
And there you have it – five simple steps for coming up with concise yet convincing product descriptions. Once again, it’s a good idea to get out of the habit of simply describing the product itself, focusing instead on its benefits and unique selling points.
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