01 Phone case
“This phone case is made with layers of carbon fibers. It is shatter-resistant“
This is a feature. How can we rewrite it?
“With this case, your phone could survive from any fall”
Now, you get a benefit.
Instead of giving plain and tough features, you should rather put yourself in customers’ shoes and convert features into benefits. In this way, you will get them interested.
Everlane describe its products in a fashionable and elegant way which rhymes well with its brand style.
They use casual chatting words such as “All. Damn. Day”, “take your usual size” very often to make their product much closer and casual to customers.
So, it is a very good way to understand your target customers’ daily language. How to do it? Just pay attention to what your target customers write on their product reviews and forums. Make a list to summarize these words and add them to your descriptions. This will help you to attract target customers in a natural way.
Patagonia spend years in building their brand image and reputation. They give a thoughtful consideration to their product descriptions, which is very helpful. As the picture shows:
You will find a lot of outdoor industry terms in their descriptions which is avoided by most e-commerce business. They believe that jargons and professional terms will intimidate customers.
Perhaps true sometimes. But not quite right for niche business like Patagonia deals with. On the contrary, applying terms like “burliest”、“ long days on the wall” that their target customers may properly use in real circumstances helps Patagonia to build a closer and professional image. Customers are buying from the descriptions that Patagonia is trustworthy, so they buy the products.
Good product descriptions often have a common: they highlight the detailed difference. Many vendors online will ignore detailed difference for it is such a trivial. However, trivial part actually decides whether consumer would like to choose you over others.
That is how DeWalt attract its customers:
It describes its hammer as “vibration absorbing grip to improve user comfort” and is a light 14oz “for a fast swing and reduced fatigue”.
The descriptions go directly to the hammer’s weight and vibration absorbing effect, highlighting a comfortable user experience which is right the concern of many consumers.
05 Dollar Shave Club- a vendor of beauty products
A description full of humor will lower people’s resistance to advertisement so as to promote better selling.
Dollar Shave Club uses humorous descriptions to promote their shavers for many years.
As the picture shows, “the final frontier” and “like a personal assistant for your face” are used in product descriptions to suggest that their shaver is the only “assistant” customers need.
Dollar Shave Club even keeps the sense of humor in describing related information about their product functions.
A lot of e-commerce dealers will claim that they don’t conduct any animal tests to buy customers with a very plain sentence: “not tested on animals”.
Dollar Shave Club upgrade this expression into “tested on interns, not animals” which is really hilarious and impressive
Humor is a powerful weapon. It helps you to hit down customers’ vigilance and push them to make the decision.
06 Wayfair- a retailer of furniture and home accessories
Wayfair is one of the largest online retailers of furniture and home accessories with over 3,800 employees and 36 million active users. Part of their success relies on their ability to stimulate customers’ imagination through storytelling so that customers will long for happiness to have their products.
You will notice from the above picture of pendant lamp that Wayfair describe no specifications or characteristics in it. Instead, they use the sentence “greet guests with a warm and welcoming glow” to present an imagined scene of the pendant lamp in real life.
Learn to use sensory verbs will make your descriptions lively.
That’s all for today.