How to Write Product Descriptions that Sell

When you’re hearing a story, what is it that makes it enticing? The plot? Sure. The characters? More often than not. However, the one element that always makes storytelling great is the way it’s told. The process of making a story more compelling than others depends on the descriptions it involves. If it’s described in a fun and engaging manner, even a simple story becomes ten times more intriguing. The same is the case with product descriptions.

With the advancement of multichannel selling platforms, online sellers have the opportunity to flourish now more than ever. There are multichannel listing tools that help you through order management software, inventory management software, shipping tools, and the like. Be it eBay, Amazon, Shopify, or any other platform, sellers can showcase their products wherever they want.

Regardless of whether it’s shipping fulfillment, syncing orders, real-time inventory syncing, or managing product listings, online retailers now have a lot at their disposal to help their products reach the customers out there. Yet another feature than can help your products attract buyers are well-written product descriptions.

Why are Product Descriptions Important?

A product description can be defined as a marketing copy that describes what the product is and why it’s worth buying. Product descriptions help the buyers find out about the important features of a product, while also stating its benefits, so that the customers are compelled to buy it. However, copywriters, marketers, and entrepreneurs often make the mistake of creating product descriptions that are extremely dry.

Product descriptions are not just back-of-the-box dispensers of information for search engines. They amplify the value of your product pages by selling your products to real people. Well-crafted product descriptions act as magnets that compel the buyers to buy your products. If your product description is a straightforward definition of what your product does, the customers won’t be convinced to purchase the item. Therefore, having crisp product description is very crucial.

Writing Product Descriptions that Sell

If you’re looking to write product descriptions that will work their magic and make your products sell, here are some things you should remember:

1. Know Your Target Audience

Before you start writing your product descriptions, you have to know who your target audience is. Once you discover that, you can mould your descriptions accordingly. Write it in a language that’s conversational. Think of how you would talk to your customers face-to-face if they visited your store, and use that same tone to craft your product descriptions.

Ask yourself questions such as:

• How a person arrived to your page
• What are his or her interests
• Why this person would be interested in your store
• How this individual would describe the product to their friends
• What features or benefits would interest this person the most

Write your product copy by keeping these questions in mind. Use words and language that you think will resonate the most with your target audience.

2. Focus on the Product Benefits

As a company, you’re bound to be excited about all the qualities of your product. You want to describe in detail regarding its best features and unique specifications. The buyers, however, are not very interested in all the mundane details of your product. Instead, they want to know how that product will benefit them.

Make a list of all the features and benefits of your product. For every feature that you note down, state how it will directly benefit the buyer. State how your product will increase the pleasure in one’s life, along with reducing the pain points. Translating features into benefits will help you write more persuasive product descriptions.

3. Narrate the Story

Emotions are a huge factor as far as purchasing decisions are concerned. Therefore, your product descriptions should be written in a way that pack an emotional punch and strike a chord with the buyers. By telling a mini-story about your product, you’re much more likely to connect with your buyers on an emotional level rather than just a monetary one. This will help in converting your potential buyers into actual buyers.

Elaborate on common questions such as whose idea was it to make this product, how did they make it for the very first time, what was their inspiration behind it, and so on. This setting will help in painting a picture in the buyer’s head, making them feel that the product is an emotional companion of theirs, which in turn will drive your sales.

4. Language is Key

Nobody wants a page-long product description that’s filled with jargon or literature-heavy words. Write your product descriptions in a conversational language. Let the tone be natural; one that you would use in a daily conversation. If you read through it and it feels like a string of computer-generated words, it’s time to change it.

Describe your products to your customers in the same way that you would describe them to your friends. Don’t use empty adjectives or sweeping claims. Use powerful words. Instead of simple adjectives such as ‘good’ or ‘nice’, use dynamic ones like ‘sensational’ or ‘breathtaking’. Make the descriptions possess a language strong enough to attract the buyers to purchase your products.

5. Make Sure it’s Scannable

The attention span of buyers is decreasing with each passing day. Nobody has the time to read a bunch of unnecessary information. Therefore, make sure your product description is scannable. This means that write it in a way such that it’s visually attractive enough for the buyers to know what they’re looking for so that they can go straight to it.

Include elements such as short paragraphs and bullet points. Also, make use of white space and different fonts to clearly emphasise where the product description is located on a particular page. Design your webpage in a way such that it highlights your product description clearly.

6. Optimise for Search Engines

Keywords are the most important bits that will help make your products more popular as the users search for them on Google and the like. Your keywords should be incorporated properly in your product title and product description, so that they stand a chance to be featured among the top ones when customers look for them online.

Do a research and see as to which keywords are currently performing the best in the category your product falls into. Post that, take those keywords and organically insert them into your product descriptions. Make sure to not forcefully sprinkle them everywhere. Use them wherever it seems necessary and natural.

Summing Up

Your product description should not just attract the buyers, but also convince them of the quality of your product. Share whatever knowledge you have regarding the product, explain the little details, and tell the interesting stories. See to it that the description isn’t boring. Entice them with sparkling descriptions while also delivering the truth. Your excitement about your product can be contagious. Therefore, remember these points, and you’ll have a product description that automatically helps in increasing the popularity of your product.