Sony PlayStation 5 Technology Description

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The description often looks like a free-form retelling of the product's characteristics

More emotions
Emotional descriptions always have a better response compared to dry descriptions of characteristics. Think about the feelings of a potential buyer during the process of using your product and imagine where this happens, what the product smells like, tastes like, etc.

Compare, for example, the dry and belarus company email list emotional description of coffee machines:

3 coffee preparation programs, the ability to select the strength of the drink, automatic cappuccino maker included.
Enjoy freshly brewed cappuccino, latte or espresso – the automatic coffee machine will prepare your favorite coffee in seconds.
Which of these two descriptions is more interesting? The first is little different from a banal list of characteristics, while the second draws a fragrant cup of coffee before your eyes.

Here, look at how Sony presents the technical characteristics of its new gaming console:





This is not just a listing of new technologies, but also a disclosure of the scenario for their use.

However, when giving a description emotionality, one must feel a certain line, the crossing of which begins to deprive the potential client of trust, and sometimes even irritate him.

Highlight the main points
Most buyers don't want to search for the necessary information, they want to get everything at once. So don't delay with the essence of the offer. The benefits of green tea or the history of coffee beans, of course, can be interesting, but in product cards you need to be extremely laconic.



The description of the tea is only two lines long, but the most important things are immediately clear

There is no need to complicate things and list a lot of advantages, everything should be clear in a couple of sentences. For those who are looking for dry and specific information, it is better to make a separate tab or block with characteristics, rather than adding everything to the descriptions. The advantages of the product will be carefully studied in the comments, and not in the description. The only exception here may be complex technical products. But their description should also be approached easily, using only those terms that are understandable to your customers. If you need to say something complex, then be sure to give an explanation.

Hints in reviews
If you really don't know what to write about, then go to the reviews. If they are not left on your site, then find similar products from competitors and see what people write about them. This way you can identify and close the customer's problem already at the description level.

Always try to respond to comments left under your product, especially when they express negative opinions. Try to solve customer problems as quickly as possible. Remember: a customer left alone with his problem is always a threat to your reputation .

Storytelling
The marketing trend of presenting products through storytelling, that is, telling short stories to your consumers with the aim of implicitly encouraging them to buy, is also appropriate in the case of product descriptions for online stores.

This approach is especially organic when selling unique or expensive goods. How are stories created? For example, when creating a legend about the product.