To sell a product on the web you need to tell people how it can be useful to them and why they should buy it from you. With strong product descriptions you can encourage shoppers to invest in your products.

Marketing Land columnist John Lincoln has crafted a 12-point strategy to help marketers come out with effective product descriptions.

Lincoln says, “Shoppers who land on a product detail page are like fish who’ve just started nibbling at the bait. The product description is meant to set the hook and reel them in — and as we head into the busy shopping season, that’s more important than ever.

In this article, we’ll go over how you can write product descriptions that land sales.

1. Get to the point

The first thing to keep in mind when writing product descriptions is to get straight to the point. Why? Because online shoppers generally won’t spend a lot of time reading text.

Shoppers don’t exhaustively read every word of a product detail page, according to a study by Nielsen Norman Group. Instead, they scan. If you can say what you need to say about your product in a few words, readers are more likely to get the message when they scan the description.

That’s also why bullet points are so valuable in product descriptions. They make it much easier for people to skim the text”.

12-part recipe for product descriptions that sell

Marketing Land

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