Leica: V-Lux 5
A potential customer can’t appreciate how great your product is – and therefore choose to buy it – if the description is overly complicated or filled with industry jargon.
That’s why great product descriptions tend to use simple language that the average shopper can understand—no matter how technically complex the product might be.
The term “great” is of course entirely subjective – it depends on who is reading the description. That’s why knowing who your customers are (and understanding them) is so important in copywriting.
Leica’s description is the perfect example of this put into action because:
- Even newbie hobby photographers will understand what makes this a powerful camera to have on hand;
- Those who have more camera knowledge can appreciate the inclusion of technical specifications for their review.
Takeaway: You’ve heard this a million times before but it has to be said again: don’t just list features—highlight benefits. It’s OK to use technical terms in your product descriptions as long as you make sure you explain what they mean and/or why it matters.