Your description should encourage someone to buy and give readers a clear picture of your product. Include details like: How your product looks: If you reuse descriptions for the same product, make sure to customize them according to each variant’s appearance. Your audience members will scratch their heads if they see you call a product that’s red in its photo blue. How your product works: Explain what your product does and how those actions can help the reader. Make sure to include details that might not seem clear in a picture or video. You’ll often read advice on avoiding jargon in landing pages on the Unbounce blog, like in our post on informal language.
The same rule applies to product descriptions. Don’t let niche words and witty language get in the way of clear copy. As you’ll see in the description for Glossier’s Milky Jelly face cleanser, you can explain your product clearly without sacrificing fun. Image courtesy of Glossier This product description thrives on explanations. It highlights the cleanser’s main ingredient, Poloxamer, then tells you what Poloxamer is in simple terms. You’ll also learn buy email list what the not-so-obvious “milky” and “jelly” in the product name mean. 4. Lead with benefits Your product description should show off your product’s benefits while it describes it.
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As you write about your product’s traits, consider the “So what?” question happening on the reader’s end. They want to know what benefit they’ll get if they choose your product. For example, if your baby wipes have 100% organic ingredients, what would you say to someone responding, “So what?” You could reply that your baby wipes have “100% organic ingredients for a baby’s sensitive skin.” Use descriptive words and adjectives whenever you can to capture your brand voice and product benefits.