{"id":24693,"date":"2020-05-05T16:36:10","date_gmt":"2020-05-05T23:36:10","guid":{"rendered":"https:\/\/www.nimble.com\/blog\/?p=24693"},"modified":"2024-06-18T03:06:13","modified_gmt":"2024-06-18T10:06:13","slug":"writing-product-descriptions-for-different-audiences","status":"publish","type":"post","link":"https:\/\/www.nimble.com\/blog\/writing-product-descriptions-for-different-audiences\/","title":{"rendered":"How to Write Product Descriptions for Different Audiences"},"content":{"rendered":"

Too often, new business owners get caught up in the bigger picture and end up losing many smaller details. A typical <\/span>beginner business writing mistake<\/span><\/a> is planning your content marketing strategy perfectly, but forgetting about perfecting one of the most important aspects of digital business, product description.<\/span><\/p>\n

<\/p>\n

What would a business owner who thinks too much in terms of strategy and too little in terms of tactics do? They\u2019d just slap a half-decent product photo on the product page and add the bare minimum of technical information.<\/span><\/p>\n

But that\u2019s not enough to convert anyone and may turn your<\/span> marketing strategy <\/span><\/a>upside down. What do you need to do to make sure your strategy doesn\u2019t fail because of this mistake? You write product descriptions tailored to your audience.<\/span><\/p>\n

Here is all you need to know about doing just that.<\/span><\/p>\n

Know the basic demographics<\/span><\/h2>\n

At the very least, you need to know your target audience\u2019s demographics. Working without really knowing who you\u2019re selling to is one of the major reasons <\/span>why startups fail<\/span><\/a>. You can easily get all the necessary data for free.<\/span><\/p>\n

The easiest way is looking at Google Analytics data and at your Facebook follower\u2019s records. This will show you your audience\u2019s age, and Facebook statistics will even show you some adjacent interests.<\/span><\/p>\n

What if that data is not enough? You can go deeper into understanding your audience and create surveys to ask your clients relevant questions. Use HubSpot CRM or Hotjar for on-site pop-up surveys or simply send a Google Form to your newsletter subscribers.<\/span><\/p>\n

Use the information you get to see what kind of audience you\u2019re serving. Their age and marital status will help you determine what style is more appropriate to appeal to them. The general rule is the younger the audience, the less formal language they want to see on the product description.<\/span><\/p>\n

Learn the pains<\/span><\/h2>\n

Your next step is to find out what problems customers solve with your products. When you get to know that, you can capitalize on that as you write the description. For instance, if you\u2019re selling t-shirts with prints, your audience\u2019s goal is to look good, get attention drawn to them, or to be the silly goose in their friend group. If you\u2019re selling hand-made soap, your audience\u2019s main goal is getting away from the personal care products that contain chemicals and are tested on animals.<\/span><\/p>\n

You can see what are the pains of your particular audience by browsing through user feedback or asking questions directly via Google Forms or in-person interviews with select clients. What you\u2019re looking for is the problem a client had and got rid of with your product.<\/span><\/p>\n

When you\u2019re writing a product description, use this information to add a bit of feeling of relief to your emotional message. Add a line that goes \u201cMake your skin shine without harming animals with this cruelty-free mask,\u201d and it will be so much better than just stating \u201ccruelty-free\u201d somewhere in the bullet list.<\/span><\/p>\n

Learn customer values<\/span><\/h2>\n

Just as you want to learn what problems do customers solve with your products, you need to know their general values. These two factors often act like two sides of one coin. In the cruelty-free care products example, we talked about earlier, the customers\u2019 values may be living an eco-friendly lifestyle.<\/span><\/p>\n

It doesn\u2019t just mean buying cruelty-free products, your customers may also like eco-friendly projects like Team Trees, eat vegetarian food, or actively volunteer their time to those in need. If you discover a value like that about your audience, you can add something about it to the description to let the audience feel you\u2019re on the same page when it comes to values.<\/span><\/p>\n

Appropriate humor<\/span><\/h2>\n

Veronica Wright from Cake <\/span>HR Software<\/span><\/a>\u2019s content team points out that the biggest problem when it comes to humor in writing website copy is that too many people treat it as a stand-up show, not a marketing endeavor. Don\u2019t get it wrong, cracking a joke once in a while is a good idea, but only as long as it helps you make a sale.<\/span><\/p>\n

What many people do is make a joke only they would understand. What you should be doing is making a joke that your audience would understand. Audience research helps you out with that.<\/span><\/p>\n

If you\u2019re dealing with an older audience, keep it simple and add a cultural reference to an old movie or a TV show. If your audience is under 25, you can go with abstract humor and referring to the latest Netflix show.<\/span><\/p>\n

Here\u2019s how Dollar Shave Club uses humor while describing a product with an obscure name.<\/span><\/p>\n

\"dollar<\/p>\n

The subtle joke is in the last bullet point, in case you didn\u2019t notice. It works great because it doesn\u2019t distract from the product description and fits the brand image of Dollar Shave Club.<\/span><\/p>\n

Add scannable technical information<\/span><\/h2>\n

No matter what audience are you writing for, there\u2019s one thing that you should always include. You should always add a bulleted list that contains all the relevant technical characteristics. The exact list depends on the product you\u2019re selling and there\u2019s no one-size-fits-all solution.<\/span><\/p>\n

You should add this information because not all people are going to read your product description copy no matter how well it\u2019s written. Many people just don\u2019t have the time to read the description. They quickly look through the bulleted list and make the decision.<\/span><\/p>\n

Even companies that are sell products that can profit from long product descriptions include a small list like that. Here\u2019s how Lush does that on their website.<\/span><\/p>\n

\"lush<\/p>\n

Wrap Up<\/span><\/h2>\n

There are so many other small details about digital marketing you may be missing out. Subscribe to our blog to make sure you miss nothing and improve your business day after day.<\/span><\/p>\n

For now, though, you know how to create a great product description tailored for your audience, so that\u2019s out of the way. Add <\/span>a powerful CTA<\/span><\/a> to your product description, and you\u2019ll increase its effectiveness even more.<\/span><\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Too often, new business owners get caught up in the bigger picture and end up losing many smaller details. A typical beginner business writing mistake is planning your content marketing strategy perfectly, but forgetting about perfecting one of the most […]<\/p>\n","protected":false},"author":7,"featured_media":24697,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[4],"tags":[],"class_list":["post-24693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"\nTips and Tricks for Writing Product Descriptions for Different Audiences<\/title>\n<meta name=\"description\" content=\"How do you make sure your product description strategy doesn\u2019t fail? 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