3 lessons from gripping product descriptions

A good product description is more than just a string of details. It attracts, captivates and helps in directly generating sales. In this piece, we put together a Hall Of Fame, showing you how and why the best ones work.

1) Transport customers to a land far away like Whole Foods

Whole Foods, a popular American supermarket chain, has an elaborate description on a box of frozen pizza that whisks readers to Italy.

Here is the description in full:

Credit: Whole Foods Market

One can almost smell the baking of freshly-kneaded dough and live the quaint image of bearded Italian chefs placing handmade pizzas in an oven.

Using terminologies like ‘schiacciata’ – which pizza lovers in America may not be familiar with – adds to its exotic allure. Anything that offers an escape from daily routine and a familiar culture is a good way to go. That way, customers are not buying just boxed pizza, they are saying ‘yes’ to a new experience.

2) Weave in a unique tale like TEAVANA

Let’s be clear: Legend has it that Buddhist monks trained monkeys to gather wild tea leaves from trees. These from TEAVANA aren’t – but there is nothing stopping them from using this strange tale to sell the product.

Here is the description in full:

Smooth, bright orchid aroma throughout with a clean, refreshing finish.

As legend has it, ancient Buddhist Monks trained monkeys to gather the youngest leaves from the tip-top of wild tea trees for this special Imperial Reserve blend. The legend lives on, now with the deft hand-plucking of the broken, evenly sized leaves that unfurl to create a light, orchid aroma, and the highest grade of oolong in the world.

Credit: TEAVANA

Monkey Picked… what? The description weaves in an unusual history while giving enough specifics to convince customers that the tea is of highest quality. The product doubles up as a conversation starter should a guest come over and be served this particular brew.

3) What’s in it for you? Tell it to customers like Amazon

Brevity is an art mastered by Amazon, in a push to sell this Kindle model. Bullet points work exceptionally well here, translating the features of a Kindle Paperwhite to benefits.

Here is the description in full:

Credit: Amazon

The description above clearly addresses a customer’s deep-seated concerns such as screen glare, weight, battery spend and eyestrain – while remaining upfront about what customers can take away.

Written by: (www.script.com.sg) Edited & Illustrated by: Script Consultants Pte Ltd

References:

http://www.wholefoodsmarket.com/products/whole-foods-market-wood-fired-pizza-margherita-and-cherry-tomatoes

http://www.teavana.com/us/en/tea/oolong-tea/monkey-picked-oolong-tea-31358.html