That helps to build trust with the hardcore outdoor shoppers who are most likely to buy their products and advocate for their brands. Key Takeaway: Using phrases like “burliest” and “long days on the wall” allow Patagonia to demonstrate that their employees (as well as the Patagonia brand as a whole) understand the little nuances of each product and how it’s used in the real world.

Many ecommerce businesses shy away from using technical jargon on pages because it might “scare off some customers.” But, for companies like Patagonia in a niche industry, it can lead to the exact opposite by attracting customers. One major component that makes Patagonia’s product descriptions so compelling is that they’re not afraid to speak in outdoor industry jargon. They’ve spent years crafting and perfecting their well-known brand, and every single product description is an extension of that. It’s no accident that Patagonia finds themselves on a list like this. Approaching your description with this mindset will make your product naturally appeal to your customer.

Or head to Quora and look at the language people use when talking about similar products. Lean on your support team and pull language from the actual questions customers ask. the language your customers use in their reviews, either on your site or on sites like Amazon. Key Takeaway: Write product descriptions in the natural language of your target customer. Day.” and “take your usual size” makes shoppers feel as if they were talking to their friends, not a business. What I love about Everlane and the way they approach describing this heel (and other products) is that they speak in the language of their customers.

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