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Brainery | | How to Write a Value Proposition / Product Description that Sells

How to Write a Value Proposition / Product Description that Sells

ecommercehow-totips | May 27, 2020

Last Updated: September 20, 2020

Four steps to writing an eCommerce product description or value proposition that really works, including tips on how to differentiate your brand.

When it comes to eCommerce, knowing how to write an effective value proposition or product description can have a huge impact on sales. Your shop may not be the only place a customer can find a particular product, but your listing can set your store apart as the best place to get it. 

For example, if you sell craft accessories on Amazon, you may be one of dozens of brands that offer the same box of crayons. So, how do you catch a customer’s eye and make sure they buy from you? Your success depends on how you describe your product’s benefits and features, address shopper needs and differentiate your brand as the preferred provider.

Let’s take a look at how to write product descriptions that attract, engage and convert customers. 

Identify Product Benefits & Features

The first step in crafting an effective product description is to identify the item’s benefits and features. Some of these benefits may be obvious, while others may require some creativity and research. 

Take for instance the aforementioned box of crayons. Look at its traits and make a list. How many crayons come in the box? What are the available colors? Are they non-toxic? These characteristics will be easily recognizable by examining the item and reading the packaging. 

Once you’ve listed the noticeable features, conduct more in-depth research and brainstorming. Do they conform to specific guidelines? Are they smooth and break-resistant? List every single feature and benefit you can think of about your item before moving on to the next step, keeping the most important traits prioritized at the top of your list.

Determine Customer Pain Points

Once you’ve listed your product’s benefits, it’s time to think about your customer’s needs. If someone is looking for the item you’re selling, what problem might they be trying to solve? Or what need might they be trying to fulfill?

In the case of the crayons, shoppers might be trying to entertain children or create beautiful crafts. As with the benefits, the first few pain points might be easy to identify, while others may take some thinking. 

After defining the most apparent customer pain points, consider additional needs the item could address. For instance, some crafters use crayons for other purposes, such as melting the wax or marking fabric. Get creative and come up with every feasible usage you can, keeping the most common pain points at the top of your list. 

Create Description

Now that you have your product’s benefits and demographic pain points laid out, it’s time to start combining them into a cohesive product description. This is where your prioritizing comes into play. 

You will want to denote the most important traits and customer needs at the top of the product listing. For example, your crayon product description might start out: “Box of 48 [Brand Name] Crayons, Assorted Colors, Non-Toxic, Great for Kids’ Crafts!” 

The product description will go on to list the colors included, that they are smooth and break-resistant, what they can be used for, etc. The later portion of your listing can then discuss creative and unique uses for the item. Remember to keep SEO in mind when creating these listings as well and use keywords and phrases that are relevant to your product and that a shopper might use to search for it.

Convey Your Brand’s Value

The last step in writing a product description or value proposition that sells is to differentiate your brand as the best place to purchase the item in question. What do you offer that sets you apart from other shops? 

This is where you will discuss things like free shipping, a generous return policy, a satisfaction guarantee and your company’s commitment to quality. Be sure to communicate that your brand is dedicated to customer happiness and offering the best buying experience possible. 

And once those orders start pouring in, make sure you’re prepared to communicate efficiently with buyers. Quick and accurate answers to questions are paramount to ensuring customers keep coming back for more. We’d love to help with this part. Learn how Replyco can centralize your inbox, boost your response times and maximize your ROI or start your free trial today!

Sheena Ingle - Content Writer for Replyco eCommerce

About the author: Sheena Ingle

Sheena Ingle is a copywriter and marketer with more than 10 years of experience. She studied communications at Southern New Hampshire University and specializes in educating consumers in the eCommerce, technology, customer service and SaaS industries. Sheena's work has been published in major outlets such as USA Today and LIVESTRONG.com, and she truly enjoys helping SMBs and online sellers achieve their goals. Follow Sheena on LinkedIn.

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