Thursday, August 5, 2021

How These Companies Nailed the Product Description Game

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Are you doing enough for your company’s online presence? Maybe you have carefully tailored your blog posts and social media updates, and you feel confident that you know how to delight your audience with your witty and exciting content. What about your product description writing service needs that you may have? Do you dedicate as much time and effort into making your products descriptions just as funny and entertaining as your blog posts? Because, if not, that can be the next big surprise for you in the online marketing department.


Writing good product descriptions may seem straightforward: all you need is to embellish the technical description of the item a little. But it should be more than that, as it is part of your brand’s story and personality. If your blog posts are written in a personal, friendly style, then your product descriptions should be the same.

Not sure how to do this? Here are some examples of great product descriptions and what makes them so good.


  • Apple: Keeping It Clear and Simple


It’s no wonder we are starting this list with Apple, as they are the best example of how client experience and brand building are crucial for a company’s success. These elements led to massive, cult-like following in their case.

Their product descriptions are no exception to their defining style, keeping their voice resonant and clear in shaping the Apple image.

You may be tempted when describing a tech product to insert the latest tech jargon and use powerful words that can keep an expert entertained. But that would narrow the audience down instead of bringing the newest technology to the masses.

The purpose of the Apple design, copy and customer service is to show how the technology works for the people, how it is built to serve them better and make their lives simple.

You won’t find sophisticated jargon in their product descriptions because they aren’t practical to know. Instead, you will read about how the design has improved, how fast it responds to your commands and how intuitive it is to use.


  • Anthropologie: Adding Some Quirkiness


Brands like Anthropologie and Modcloth have a specific type of audience, and their product descriptions are a reflection of that. They play with words and use puns and references that their clients are familiar with and will react to the moment they read them.

We are talking about new, relatively obscure jokes that appear organically in the target group subculture. Nothing is more off-putting than a brand trying to be cool and misusing memes, references or phrases. So, if you do want to “talk the talk,” make sure you get it right.

Check out the Anthropologie example: they often use puns, and other word plays to add a twist to their descriptions while remaining easy to understand and relate to.


  • Old Spice: Injecting Humor in Their Descriptions


General advice that applies to product descriptions, as well as a good sense of humor, is a great marketing strategy. Think about it: a funny description is attractive, it makes the audience connect with your brand, remember it and recommend it. It also encourages word of mouth, and it makes you stand out from the competition.

Old Spice has done a highly successful rebranding, using humor to recycle the old brand image. By ironically emphasizing its “manly, rugged” characteristics, they describe their products and appeal to the new sense of masculinity and identity of the new millennium. We are no longer looking for manly, but for complex enough to laugh at ourselves.

The way these three brands use such a small thing as a product’s description to keep building and maintaining their brand image is admiring and an inspiration. It proves that strength comes from the small things too.

Experiment with more voices, tones, and keywords. That will be an excellent opportunity to practice your style and find out what clicks with your customers.

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