I have crafted some useful product descriptions in a span of 9 years for discerning customers. Sharing my latest analysis with you.
Whenever I work on the product descriptions, I conduct online research first, go through some informative articles, and consider public comments, opinions alongside their problems which they keep sharing on various social media channels.
Through this article today, I would like to share my ideas and concerns both, regarding why so many of us end up using names to explain a specific product that aren’t user-friendly. I mean the names that reduce the impact of a ‘product in demand’ to a large extent.
The desire to write anonymously is still quite common. Especially, those who don’t want to risk their reputation by using their own name. For a variety of reasons, many authors wrote under pseudonyms or pen names in the past. And, it mostly worked well for them.
Apparently, under pseudonyms or pen names, they were able to
- avoid blatant criticism
- avoid preconceived notions
- stay more focused
- connect with larger audience
What does an ‘anonymity pseudonym’ or a ‘multiple-use name’ mean?
A pseudonym is a fictitious name, especially one used by an author. For example, ‘I wrote under the pseudonym of March Bloom’. Online, we find a lot of websites with an array of products. But, when it comes to selecting an ideal name for a product promotion on the websites and on mobile apps, such names fall under anonymity pseudonym. Products often make us go through further details so that we use them wisely, so that we quickly choose the one that’s good for us, with an ‘anonymity pseudonym’.
You must have noticed some products online with a name on it, I am sure. Actually, the purpose of any name on a product or feature is to instantly build a connection and to convey its usage.
For example, this snapshot below.
The snapshot above is clearly showing that the invoice generated is billed to ‘Jenny Rosen’.
Now, who is Jenny Rosen?
If this question cropped up, it’s in some senses — questionable. Any product or any product description online is more powerful when the name attached to it is an anonymity pseudonym. For once the product starts highlighting a particular name, it appears as though that product will either cater to the ones who have that same name or will end up attracting those who possess a background closer to that name.
In such scenarios, imagine how far a pen name or a pseudonym could go!
Why do I choose an anonymity pseudonym to describe different products online?
I have more than one reason to substantiate an anonymity pseudonym for the products online (because I can’t buy anything whimsical in a product description that may overshadow its purpose and appeal both). A product description online, without any specific name, helps me connect with more users worldwide.
Let’s take a look at one instance and compare.
Can you spot the difference?
If the answer is ‘Yes’, then I am sure you must have connected more with the image on your right. Although, the product features in sight are slightly different from each other, but it’s quite easy to figure out which one is able to communicate more.
Is it then imperative that we use an anonymity pseudonym to describe a product and its features online?
At least I can vouch for it after working on more than 10 products so far. When I pick an anonymity pseudonym like ‘John Doe’ for a product or its feature instead of ‘Shekhar Gupta’ or ‘Michael Phelps’, I
- leave no room for misinterpretation
- leave no space for biases or preconceived notions
- attach no specific background, ethnicity or a particular race or a group
- invite more interactions and engagement
- make communication via website and app more human and friendly
While bringing all this to the cognizance of the talented product designers worldwide, a name/placeholder that I have used while launching a new product on all channels, very recently is ‘Your Name’. I was surprised to observe how well this placeholder helped me connect with my target audience more on the website, on mobile app and on social media.
Furthermore, I am likely to create more product descriptions in the coming months so, I would love to have your valuable feedback. And Yes, I would really really, REALLY appreciate if you share this article with more professionals who are working on the product descriptions around you. They may find this article helpful.
P.S. — Product Designers or Managers who are planning to use their own names to describe a new product or a new feature online or have already used their own names to launch something fresh online, there’s a high chance your consumers are judging you or judged you. It’s OK though. You can analyze this whole thing your way and apply a more user-friendly anonymity pseudonym to increase interaction with your target audience online.