Product descriptions are a minefield, and even experienced copywriters often fail to prevent this from happening.
For example, it is common to emphasize various features in the description, but this is not necessarily the right approach.
Buyers certainly want to know the features and specifications of the product, but they also want to know how these features will change their lives. Here, a popular acronym can be used: “WIIFM (What’s in it for me)”, which means what’s in it for me. Here, “I” refers to the buyer.
How to turn boring product feature descriptions into vivid and valuable copy?
For example, if you are selling a high-powered blender, you should emphasize that you are not just selling a high-powered blender, you are selling a faster and healthier way to eat.
If you are selling a night light, you should emphasize that you are not selling a night light for children, but for tired parents to bring a good night’s sleep.
If you’re selling a luxury bed, instead of saying “This bed is made of maple wood frame,” consider saying “This bed is made of maple wood frame so you wouldn’t have to change your bed every five years.”
Instead of simply saying “cushioned, waxed leather headboard with protective coat,” say “generously cushioned, waxed leather headboard to rest your head in comfort without worrying about staining it.”
So a popular copywriting technique is to list each feature of your product and then list the benefits of each feature.
Finally, you’ll want to practice this copywriting style before you start writing your product descriptions.