- Tone
- Detailed product information
- Generates desire
- Imagine you're having a face-to-face conversation with your customer.
What kinds of things would you say to them? - Use the kind of chatty wording you'd normally use with your customer - are they young & hip? More mature and sophisticated? Casual or formal? Choose slang or or avoid slang depending on your target audience.
Providing product Information:
- Provide as much detail as you possibly can.
Apparel merchants should provide size & fit guidance.
Jewelry sellers should give size information as close-up photos can be deceiving, making small, delicate pieces look large. - Use descriptive adjectives. For example, don't just say a sweater is blue - it might be navy blue or teal. Again, photos often display color inexactly, so a verbal cue really helps.
- Include information on materials, care instructions, and where the item is made.
Creating Desire:
- Tell an interesting story. Does the product itself have a story? Is it made somewhere unusual or in some unique way?
- Invite the shopper into the picture with a style tip that helps them visualize themselves with the merchandise.
Final tip: Browse products on websites you admire to gather inspiration!
Example of a great product description from Net-a-Porter:
