Marketers should write concise product descriptions to cater to buyer personas effectively

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 20, 2020, 5:06 PM UTC

They should also avoid overly promotional language, long sentences and passive voice in product descriptions.

Businesses should use short, concise and readable sentences to write product descriptions. Product descriptions should not exceed 20 words. Marketers can use bullet points, pictures, headings and line breaks to improve the readability, but they should avoid using superfluous words.

Product descriptions should reflect the brand voice and stimulate consumer desires. Instead of using technical jargon, brands should write in a manner that can help audiences understand how the product can solve their problems. Brands can use suitable types of humour while cultivating a tone that appeals to their target demographics.

Using high search frequency and low competition keywords can improve the SEO of product descriptions. Marketers should also add CTAs like “add to cart” button below the description to guide visitors through the sales funnel.

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