Here’s the product description:
Please allow us to choose one for you. We cannot guarantee a specific color. The KONG Puppy toy is customized for a growing puppy’s baby teeth, the unique, natural rubber formula is the most gentle within the KONG rubber toy line. Designed to meet the needs of a puppy’s 28-baby teeth, it helps teach appropriate chewing behavior while offering enrichment and satisfying a younger pup’s instinctual needs. Meanwhile, the erratic bounces make it ideal for those pups that just want to play. A stuffed Puppy KONG occupies busy little ones while allowing pet parents the freedom to attend to their unique needs. Want to make crate training easier or extend play time? Be sure to stuff with puppy kibble and a dash of peanut butter. Add to the fun by including KONG Puppy Snacks and top with KONG Puppy Easy Treat.
Features:
Teaches appropriate chewing behavior while offering mental enrichment
Soft Puppy KONG rubber formula is customized for puppy teeth andgums
Unpredictable bounce for games of fetch
Great for stuffing with KONG Puppy Easy Treat, Snacks or Ziggies
This does a wonderful job of addressing the problems, needs, and worries of new pet parents. Here are three great examples from the copy.
Pain point: My teething puppy is chewing everything!! I’m afraid she’ll eat the whole house and hurt herself in the process.
Feature
Benefit
“Unique, natural rubber formula”
“Teaches appropriate chewing behavior”
Pain point: Help! My puppy has too much energy!
Feature
Benefit
“Erratic bounces”
“Allows pet parents the freedom to attend to their unique needs”
Pain point: How do I train my super-smart puppy to be a well-adjusted adult dog?
Feature
Benefit
“Erratic bounces”
“Offers mental enrichment”
The copywriter addresses multiple buyer pain points by pulling a ton of benefits out of just a few features. Pretty cool, right?
How to address pain points
To use this method in your product descriptions, you need to identify pain points. Got repeat customers? Send them a survey asking them why they bought your product and why they keep buying. Ask questions designed to draw out some of the ordinary problems they face every day. Got customer reviews? Peruse them to find common threads around your product solving the buyer’s problem.
For bonus points (see what I did there?), check out Chewy’s description for the exact same KONG product. Map out how that copywriter addresses the buyer’s pain points, describing the same features and benefits in a slightly different way.
Sound good? Great. Let’s keep going.
3. Make your buyer smarter
Your job on the product page is to educate your customer. Write detailed, informative copy that helps your customer make a smart purchase decision.
How much information they’ll need depends on the company and the product. If you’re a well-respected brand, your customers are mostly repeat buyers, or your price point is very low, you’ll need to include less information. But if you’re a small, lesser-known brand in a high-competition industry, you’ll need to provide a ton of information to make your customer feel confident in their purchase.
Most small retailers fall into this latter category, where more information really is more. Here’s an example.