Product Descriptions – Daring vs. Dull

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By Monica Nelson

Competition for your target market’s time is at a premium, more so now than ever in the past. Lives are busier, there are more and more choices to choose from, and time allotted to shopping shorter. If you want your potential customer to buy your product, you must get their attention and hold it long enough to put the item’s benefits in front of that customer.

Getting a customer’s attention is a two-fold process. You must get them to see and get them to listen. Most etailers and retailers have no problem comprehending the need to see. Smart marketers will put their product out with a first-rate picture showing the product in its most attractive light.

But then, those same smart marketers drop the ball. They follow up with a dull and boring description. The job of the picture is to get the customer to read and assimilate your product’s benefits. They see a fabulous picture, they want an entertaining as well as informative read.

Let’s take for example a woman’s pair of black leggings. You can picture this easily in your mind. Not much distinction between the pair in your head and the multitude you can find on a Google search. How do you pique a buyer’s interest? Certainly not with a tired, but so traditional type description like this:

“The possibilities are endless. Our leggings fit perfectly into every wardrobe. They hug your shape and flatter your figure. A definite necessity.”


A generic description for a generic pair of leggings. For a generic customer response. Next.

Now, see the difference:

“Our infinitely versatile leggings introduce a wow factor into your wardrobe. Not only do they act as a comfort plus basic, but they are a sleek standout on their own. Body sculpting style combined with easy care polyester/spandex make for a timeless treasure you’ll want to wear every day.”

A bit daring, a bit out there. But definitely more interesting than the first. Using more emotional language combined with a flair befitting your audience’s talking points equal a winner.

2013 © Monica Nelson and

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