Welcoming me into the Weber family if I purchase the grill fills that desire-a compelling benefit, if an abstract one. In this case, they’re assuming that, like many other urban millennials, I grew up in a suburban environment and desire a neighborhood-like community. The product description repeats that the grill is small and has side serving trays (features) to maximize my small space while making enough food for everyone (benefit).Īnd see the last example, in italics? The copywriter also knows that I have both practical needs and emotional ones. See how the copy addresses the same primary buyer need multiple times? They’re well aware that my main concern when shopping for a grill is its size, and that if I’m not convinced that the grill will fit in my space and do a good job, I won’t buy it. “The perfect size to grill up a couple of burgers for everyone in the family” “Sleek…two-burner grill built for small spaces” The product description for this grill speaks to the target market (me!) by expressing how its main features address my need for a grill that can squeeze into a tiny balcony space.
But we’re urban apartment dwellers with no space for a BBQ. My husband and I love summer, and we love burgers. Welcome to the Weber family.īias alert: I kind of want this. This two burner grill is built to fit small spaces, and packed with features such as the powerful GS4 grilling system, iGrill capability, and convenient side tables for placing serving trays. Open your door to the world of grilling with the sleek Spirit II E-210 gas grill. Let’s talk about a product page that communicates both features and benefits effectively. But when you just list the features, you’re not actually helping your buyer understand how your product will help them. In product descriptions, it’s easy to fall into the trap of only describing the features of your products. Does careful construction mean that your product is safe for children? Do ethically sourced materials make the buyer feel good about purchasing your product? Do those bells and whistles make everyone who sees your customer with your product weep with envy? Those are benefits. Now, think about what those things do for your customer. It might be careful construction, ethically sourced materials, or all the bells and whistles you dreamed up over drinks one night. What are features and benefits? Think about what gets you excited about your product that makes it different from your competitors’ products. Want a superweapon to ignite your customer’s interest in a product? It’s right under your nose: Take your product’s unique features and turn them into benefits. Not sure how? Here are five examples of epic product descriptions that you can learn from and use as inspiration. You just need to keep your customer first. It’s also your chance to snag prospects who research online before buying in-store, as do a whopping 81% of retail buyers.ĭon’t worry-you don’t need to be a brilliant copywriter to write product descriptions that work. In fact, your product description is arguably your best opportunity to provide the heart and soul of that in-store experience for online shoppers. By writing accurate, educational, and engaging product descriptions, a copywriter serves their customers just as much as a sales associate does when someone walks through your shop’s front door.
If you’re a small retailer, this is true not just with your in-store customer service, but also your ecommerce website’s overall UX, its check-out flow, your online return options, and your product descriptions. We love our customers! As a former small business marketer myself, I love our passionate dedication to empowering and supporting small business growth.įor your business, too, your customers’ wins are your wins. If you’ve been reading this blog for a while, you’ve probably seen at least one of our customer spotlights.
#Describe the features of quickcopy. download
Ready to drive more traffic to your product pages than ever before? Download our free guide to advertising on Google Shopping! Product descriptions let you put your customers first
I’ll share five examples of insanely effective product descriptions.I’ll break down why your product descriptions are an incredible opportunity to engage your potential customers.
Let’s focus on just one for now: your product descriptions. So many factors impact your success online: how familiar people are with your brand, how effectively your Google Display ads are raising awareness, whether or not you offer fast and free shipping, how frequently your potential customers abandon their carts, and more.īut with these challenges also come opportunities. And navigating the ever-changing ecommerce terrain is a big challenge for small businesses used to the brick-and-mortar paradigm. Bottom line? Ecommerce is big and getting bigger.
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