Why Product Descriptions Matter in B2B
B2B patrons analysis earlier than speaking to gross sales. Your product descriptions are sometimes their first impression.
However most descriptions are uninteresting, technical, and fail to steer. They listing specs with out displaying how the product solves an issue.
In keeping with Forrester, almost 90% of B2B patrons confronted stalled buying processes in 2023 attributable to finances constraints and sophisticated decision-making. Which means a well-written product description does greater than inform. It convinces and strikes patrons towards a choice.
Let’s discover learn how to flip an ordinary description into a strong gross sales instrument.
Deal with Advantages As an alternative of Options
Why it issues
B2B patrons don’t simply need particulars. They should perceive how a product makes their work simpler, sooner, or less expensive.
How to do it
Use this system: FEATURE → WHAT IT MEANS → BENEFIT
This strategy interprets technical info into actual enterprise worth.
Instance
As an alternative of: “Made with 304 chrome steel.”
Attempt: “Corrosion-resistant for long-term sturdiness and decrease upkeep prices.”
The second model tells patrons why it issues, making it extra compelling.
Use Storytelling to Make Your Product Memorable
Why it issues
Folks keep in mind tales higher than lists of information. In B2B, story builds credibility and reduces perceived threat.
The way to do it
For key merchandise, add a brief success story or use case. Present how an organization achieved outcomes together with your resolution.
Instance
As an alternative of: “Will increase operational effectivity.”
Attempt: “A logistics firm decreased processing time by 40% with this resolution, permitting them to scale with out extra prices.”
An actual-world instance makes the product really feel like a secure and sensible funding.
Use Sensory Language to Create a Stronger Impression
Why it issues
Technical descriptions really feel distant. Sensory phrases assist patrons visualize utilizing the product, making it extra partaking.
The way to do it
Describe how the product seems, feels, or performs throughout use.
Instance
As an alternative of: “Non-slip materials.”
Attempt: “Extremely-smooth floor for a agency and safe grip, even in high-pressure environments.”
This makes the product really feel extra tangible and actual.
Small Adjustments, Massive Affect
Most B2B product descriptions don’t persuade patrons. They supply information however miss the prospect to affect choices. The excellent news is that a number of small modifications could make a giant distinction.
Begin with one key product. Enhance its description utilizing these methods. Then observe engagement, clicks, and conversions. Evaluate the outcomes to the earlier model.
Likelihood is, you will notice a noticeable enchancment.
Prepared to remodel your product descriptions and drive gross sales? Make these easy modifications at this time.
