How To Write Dazzling Fashion Product Descriptions That Sell In A Wink
A fashion shopper just arrived on your product page.
Now, you have 2 chances only to make them click on the “Buy” button.
What are those 2 chances?
Photos and Words.
Imagery and copy go a long way into building a brand.
But how many sales are you actually
Studies show that up to 20% of purchase failures can be the result of missing or unclear product information.
The good news?
When customers go to fashion stores, the words are up to the salespersons. No guarantee they use the best ones to sell your products, right?
Online, not only the sale is in your hands, but you can tell your words to many more customers than in any physical store.
So, what’s your writing goal as a fashion
Do not write fashion product descriptions that tell… but write fashion product descriptions that sell.
How important is that difference?
It can make or break your newly opened fashion business.
Luckily, you don’t need a marketing degree to write product descriptions that are good at selling your products.
Let’s now dive into our 3 easy steps to write dazzling fashion product descriptions.
If you have no time reading this article now, just grab the free mini-guide below!
And learn from 7 actionable examples to replicate their success.
Step 1: Match Your Style To Win The Competition Game
Be yourself, naturally.
Every fashion business is unique. Yours has its own DNA too. Show it in everything you do: products, images, descriptions…
Your unique fashion approach will make your brand stand out from the competition.
Fashion customers are unique too. And not everyone is your customer.
A big mistake and a waste of your time are trying to write to everyone who could arrive on your page. Trying to appeal to everybody will make you fail to impress anybody.
Write to your ideal customer only and as directly as a conversation about your product with them face-to-face in a fashion store.
How should you do that?
Stick to 5 basic rules for your writing:
Inconsistencies within your brand make customers run away.
2. Keep it short
People have short attention spans and read only about 16% of what’s on your page. Your product description must capture that coveted 16% in an effective way.
3. Use active voice
The active voice sounds friendly while the passive voice sounds pretentious.
4. Make it crystal clear
Customers don’t like jargon because they don’t understand it. Not only they won’t put any effort into searching for the meaning, but they also will blame you for making them waste their time.
Clichés make your customers roll their eyes, see your lack of creativity, and automatically put your product into the category of “the same thing” that everybody else offers.
Then, they leave your page. And Google too.
Google loves original content… and ranks it higher in search results!
Now, what should you say that is original about your products?
Put yourself in the shoes of a journalist. What would they ask about your fashion product?
- Who is your product for?
Your target audience can be a gender (women or men), an age group (millennials, baby boomers), a lifestyle demographic (young singles, top executives, frequent travelers), etc.
- What are your product’s basic details?
Sizes and “true to size” or not, size guide, materials, shapes, useful features, care instructions, warranty information, etc. Local and handmade items often score increased loyalty with shoppers.
- Where would someone need your product?
Is it for indoor or outdoor use, for leisure or for work, for sport, for vacations, etc.?
- When should someone use your product?
Is it seasonal, for special occasions, for a specific time of the day?
If it is for every day or year-round, it’s a long-term value benefit.
Answering those 4 Ws with your own fashion brand DNA will craft your product description template.
Just make sure that every word you write supports your brand and share your vision of fashion.
When you get to know your customers better, you will be able to write even more directly to them. Also writing in their own words, like the ones they use in their reviews of your products, will attract like-minded people.
Add “more info” separately from your product description.
The more information available on your product page, the easier it is for your customer to make their buying decision.
Long product descriptions are actually better for SEO. This way you keep the main description short and sweet.
Step 2: Highlight Even The Small Benefits To Make A Big Difference
There is an old saying among marketers that if you have a hardware store, you’re not selling drills, but holes in wood.
In short, your fashion business is not just selling products but much more what your customers can achieve with your designs.
No woman needs more than 1 handbag, but I don’t know any woman having just one and wearing it every day till it falls apart.
If you design handbags, your customers want to use them to show their personality, style or social status, follow current or cutting-edge trends, be part of a community, make their friends feel green with envy, match with a specific outfit, impress at an event, etc.
Especially with fashion, you sell an experience through your products.
All products exist to enhance or improve the quality of life of your customer in one way or another: practical, prestige, etc.
That’s why the last one of the 5 Ws is important too:
- Why is your product useful or better than its competitors?
Start with all your product’s features and think about the benefits that will speak to customers.
Features include all the facts and specifications of your products, like size, color, material, etc.
Benefits show how the features of your fashion product meet the need of your customer. Someone who is traveling a lot for work doesn’t look for the same fashions to buy and wear as someone who goes to the same office every day. Some fashion customers look for timeless pieces and others seek original and never-seen-before designs.
Pick only valuable benefits and explain what they bring to the customer’s life.
Let me show you a few features leading to benefits for customers in fashion products:
- Soft leather lining giving you a plush in-shoe feel
- Lightly cushioned leather footbed for underfoot comfort and support
Solution to a problem
- Little black dress that is so versatile that you can go directly from work to a party.
- Tee-shirt that doesn’t look worn out after washing it a few times
Something that’s better
- A bamboo bag that doesn’t damage the planet
- Leather and rubber outsole for long-lasting durability
- A cashmere sweater that is Grade-A, which is the softest and the most durable quality of fibers, and still affordable at only $100
Leading the competition
Turn your product features into must-buy benefits in your product description, and you will multiply your sales.
No fashion product is revolutionary, but the devil’s in the details. Small benefits are often the ones making a sale. But only tell things you can back up with facts.
Remember that most people are risk-averse. Make their decision more comfortable by providing all the info they may need, honestly and with no fluff.
The benefits in your description should close with a statement to seal the deal, like a call-to-action: “one click makes it yours,” “limited availability for seasonal items,” etc.
Step 3: Create An Emotional Connection To Get Returning Customers
Do you know the magic of three?
Think about the 3 Little Pigs, the 3 Bears, the 3 Musketeers…
Like a stool requires minimum 3 legs to be stable, the photos and the benefits of your products are helpful to your fashion shoppers, but a third element is needed to make them motivated enough to click on the “Buy” button.
What is it?
Your customers need to feel an emotional connection with your product and your fashion eBusiness to buy the first time.
And then, again and again, when you release new products.
When your fashion shoppers envision how they would feel when wearing your fashion product, they instinctively start to feel attached to it like an emotional conquest or companion in their lives.
Features and benefits cannot create emotions. Stories can.
People are instantly hooked by a story.
Stories about your product connect your fashion brand with the potential buyers on an emotional level rather than a transactional one.
And this is key to convert the shoppers into buyers.
Help your shoppers lower their rational barriers against persuasion techniques. They need anyway to tell themselves stories to rationalize their purchase so your stories can help them
After painting a perfect picture of your product in their minds, it gets more difficult for your potential buyers not to buy your fashion product.
Which stories should you write in the description of your product to get that perfect picture?
Try to answer these questions first to write a first draft:
- What inspired the design of your product?
- What was the journey of making your product from A to Z?
- Is your product differentiated through your expertise?
- In which way your product is better? Is it hand-crafted?
- What obstacles did you need to overcome to develop the product?
- How was the product tested?
- How would your product feel in the buyer’s day-to-day life?
When you have all your ideas in black and white, select the best ones to enchant your potential customers.
And share your knowledge and passion for your product. Your enthusiasm for your products will be contagious.
And when you start to have a few customers, you have a second option for stories.
Now, this is important…
The best stories come from your past customers because they are social proof.
Social proof acts as a shortcut to influencing others, and this is why it’s so powerful.
Most people are scared to be the first to make a purchase decision. Especially online. They look to others as a guide to get reassured that they are making the right choice.
Social sharing, online reviews, and testimonials show that others trusted you before and it paid off. They are so delighted that they even spent the time to write why.
The master of that “social proof” culture is:
How to do it on Fashion Talents?
In 2 ways.
Ask kindly your customers to write a review after receiving your product.
When your web visitors are unsure about which product to purchase, they look for suggestions. And they are often swayed to buy a product with the highest number of positive reviews.
Include Instagram posts of customers in the photos of your product listing.
Logos of the media, like Instagram, and pictures of your clients adds additional credibility. They make your fashion
Most buyers are also attracted to buying something that’s popular. When it comes to your e-shop, highlight the fashion products that are your customers’ favorites by showcasing them first.
Dazzle your readers with vivid stories and tempt them with social proof.
Check if your competitors are doing a good job with their product descriptions. If they are, use that as inspiration. Don’t copy them. Be original, be better.
To sum it up, how does the winning formula look like?
- The “need-to-know” details or specifics of your fashion product in bullet points. They appeal to the shoppers who scan your page quickly first (sizes, colors, materials, “made in” location, care instructions…).
- The description paragraph with a conversational tone shows the benefits of your product and the personality of your fashion business with engaging stories.
Don’t seduce your potential buyer with beautiful fashion images to then disappoint them with a useless and boring description.
The purpose of your first sentence is to get the reader to read the second sentence. The purpose of the second sentence is to get them to read the third sentence. Until they’re sucked into the slippery slope of reading your whole article and buying.”
The mission of your description, should you choose to accept it, is to convince your potential buyers that your fashion product will embellish their lives in obvious, measurable, and enjoyable ways.
So, do you accept it?
And do not leave without your free mini-guide including 7 perfect examples decoded!
(Photos from Unsplash: Jesse Goll, Brooke Cagle, Lucian Andrei, Charisse
P.S. Fashion Talents is an open marketplace where you create your fashion eBusiness in minutes.
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Fanny is the CEO + Co-founder of Fashion Talents, and a passionate and tireless promoter of new fashion eBusiness. She’s on a mission to open fashion business to all talents around the world and drive shoppers, sales, and success to them.