Simply listing ingredients or manufacturing practices is not going to capture much attention. The key to writing product descriptions that capture your customers is making sure to touch on their values, desires, and priorities, especially if these customers you're aiming for are ethically conscious. Sustainability is a desire for a large part of today's market and it's a commitment to values that people care about deeply. Your product descriptions should reflect that authenticity. But how do you do that?
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Use Emotional Drivers
Our world is highly globalized which means that your customers are more informed than ever. Today's consumers seek out brands that align with their personal values. This can be things like reducing environmental impact, supporting ethical labor practices, and using sustainable materials.
It may seem like you can just state that your business supports these things, but that's not enough. There are many businesses that support the environment and ethical label practices and sustainability. To truly capture your audience you need to tap into the emotional drivers that motivate these eco-conscious customers.
You need to write a product description that taps into the sense of responsibility and satisfaction that your customer will feel when purchasing your eco-friendly item. You could simply state, “made with organic cotton,” or you could make it more emotional with “our ultra soft, ethically sourced organic cotton is free from harmful pesticides, ensuring that your little one sleeps soundly while protecting the planet.” You need to write a description that connects your product to those deeper values of family, health, and global responsibility.
Don’t Focus on Buzzwords
Buzzwords are tempting but your eco-friendly product descriptions can get lost in a sea of overused words like “sustainable,” “green,” and “ethical.” It's not to say that these terms aren't important but sometimes they lack the oomph that you need to differentiate your brand from your competition. But how do you get around to these buzzwords? To break through this noise you need to focus on being specific and telling a story.
Don't simply say that your product is sustainable. Tell its story of how it's created. Did your material come from a fair trade cooperative? Is it made using an innovative water saving process?
Sharing with your customers how your product is sustainable gives it a more personal connection period now, they're not just buying a T-shirt, they now understand they're supporting the livelihood of artisans or contributing to cleaner oceans. It's using that buzzword but in a more specific manner.
Writing these types of product descriptions can be a challenge but there are plenty of resources out there to help you. Templates like those with Spark Shipping could help you structure and write a product description in a way that both informs and engages your audience.
Speak Their Language
You need to learn to speak the language of your audience. This doesn't mean learning different international languages. Every customer base appreciates different things. Ethically conscious consumers often appreciate transparency, education, and sincerity.
In this case, your audience isn't necessarily going to like a tone that's too sales driven. Pushing sales could undermine the trust you've already built with them. Instead, you should focus on being clear and showing that you respect your readers' intelligence.
What does this mean? It means that if your product is made from recycled materials, don't explain the recycled materials but focus on the broader context of waste reduction in environmental impact. For example, “This piece is crafted from 100% recycled plastic bottles, helping to divert waste from landfills while delivering the same high quality, durable fabric you've come to trust.”
It's the tone of your descriptions that makes it relatable. It doesn't matter if your brand prefers a more casual, conversational style or something more refined with an expert tone. That tone needs to mirror the lifestyle and values of your target market.
Show Your Expertise and Be Transparent
Customers that prioritize sustainability tend to be more detail oriented and informed. It's okay to dive into the specifics. Put your product certifications right up front. Your customers are going to look for products that meet high ethical environmental standards. So, if you have certifications like GOTS (Global Organic Textile Standard), fair trade, or OEKO-TEX, Say so.
Facts are your ally. Making vague statements like eco-friendly materials doesn't encourage trust. Give your customers tangible information like “our wooden toys are made from FSC certified beechwood, harvested from responsibly managed forests and ensuring minimal environmental impact.”
With phrasing like this you can boost trust and reinforce how committed your brand is to genuine sustainability practices. You want your consumers to share your values and by making sure that your customers are informed they can be confident in your efforts to do good and that you have shared values.
Final Thoughts
Your product descriptions are first and foremost a marketing tactic but they should also be about storytelling that will reflect your brand's commitment to making the world a better place. Make it more emotional and transparent so that you can easily show your customers that your products address their concerns and inspire them to do more. Eco-friendly products are a way for someone to express their values through their purchases. Your descriptions should help them feel that they're accomplishing this.