Beard Grooming Kit

Description

It not only has a description, but it also has tabs of technical specs and extended details on the product. Yes, all of that is for a water bottle.

Is it necessary? For their customers, it is. So it’s a good product description.

All of the examples above accomplish the same goal. They give the shopper what they need to know – nothing more, nothing less.

A bad product description, on the other hand, does the opposite of that.

Think of it this way: If you read a product description and you still have questions about it, then it didn’t do its job.

But I don’t want you to write bad product descriptions.

So here are a few tips for making sure that your customers get all of the details they need.

1. Define your buyer personas before writing your descriptions
A good product description starts with a solid buyer persona.

If you don’t know who is going to be buying your product, you don’t know what information to include or leave out in your description.

Take this example of a beard oil kit from Mountaineer Brand:
Above the fold, there’s nothing but a title — “Complete Beard Care Kit” — and a star rating.

But if you scroll down, you’ll find a block of information:

Complete Beard Care Kit Original Mountaineer Brand Products2

While a beard oil kit isn’t the most “out there” product I’ve ever seen, it is something that might be new to some people.

If you’ve never used beard oil before, would you know how to use it properly?

This company does a great job of not only describing what you get in the kit but also giving pertinent details about how to use it and why each product is beneficial.

Sure, it’s long.

The description is for buyers who might actually need all of this information.

Their buyer persona is probably, “A person with a beard who may or may not know how to groom it and who may or may not know that this product exists.”

Here’s an example of the reverse situation:

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