How to write product description that sells
22 Jan 2021
No matter to tell what the product description is. Every seller knows it. But it has the sense to learn the ways on how to write product description is for any seller.
A product description’s main purpose is to provide the necessary information about the product’s characteristics to make customers buy it.
However, some sellers sometimes close their eyes to this proof. And one day it becomes the main reason for low sales.
Why? Because when customers land on your page to find a certain product they need, the first thing they look through is your product description.
Great product description can make incredibly high conversions. It should be so persuasive and descriptive to make real customers buy it.
Note: Although it is a must to write a detailed product description, it does not mean you have too long and complicated texts.
As you have seen, it is not an easy task anymore. You should spend more time and resources on it to get paid back.
That’s why we have broken several simple ways to write powerful product descriptions that sell.
Let’s start at…
7 ways how to write great product descriptions that sell
Focus on your Target Audience
When you write a product description, first of all, you should define your target audience. It means to focus on details most potential customers are interested with.
Write your description as if you are speaking with the customer eye to eye.
There is another tricky way: write your product description based on the answers to the following questions:
- What are your customers’ interests?
- Why would customers buy your product?
- What are the main benefits of your product?
Another effective method is writing product descriptions based on frequently asked questions.
Answer these questions and write better product descriptions for your online shop.
Tell all the details
Be sure to provide all necessary information, including shipping and price details. Most customers are fond of reading information referring to delivery time or guarantees.
One other important factor is using numbers to be more attractive and scannable (See the point “Make Easy-to-Scan descriptions”).
Include the following advantages in case you offer:
- Do you offer free shipping?
- Do you ship internationally?
- Do you offer free refunds?
Emphasise your Product Benefits
It is a common mistake to write more about product features than about the main benefits. It is because most sellers do not differentiate features from benefits.
In fact, it is a bit difficult to tell all the differences between them as sometimes features are accepted like benefits.
Features refer to what your product does, what its specifications are, etc.
Benefits, instead, refer to the final result the certain product gives your customer after usage.
For example, saying that a sweater has long sleeves and a blue colour, it is not a benefit, it is a feature. But if we say the sweater is very soft and comfortable is already a benefit.
Pick magic words
Words are believed to have a magical impact on customer behaviour. The number of these words is endless, but among them, there is the most powerful one.
David Ogilvy, the godfather of modern advertising, has listed 20 most influential and power words for making your speech more persuasive:
By keeping these words in mind, you can attract more customers and make conversions.
Make Easy-to-Scan descriptions
It is proven that most website visitors read only half of the written text. Try to keep your product description extra scannable to help the customers find exactly the information they want.
There are several ways to make your product descriptions scannable:
- Divide your text into shorter paragraphs
- Use catchy headlines
- Use bullet points
- Use Lots of white space
- Use Different font sizes
Avoid grammar and typos mistakes
Incorrect and poorly written descriptions have a huge impact on your customers’ trust. Most customers become angry when a product does not have all the features, but you have written them in your descriptions.
Now, what about spelling and grammatical mistakes. Maybe you think generally buyers do not notice these mistakes. But they really do.
Thus, it is recommended to be attentive in your grammar: misspelling and not accurate words will destroy your brand and product’s whole image.
Use split tests
Product descriptions are one of the main parts of your listings: it directly impacts sales. However, many online sellers think their customers don’t even read descriptions.
But statistics show that product descriptions have an incredibly huge impact on your customer’s final buying decision and your sales metrics.
Make customers read your product descriptions.
Sum up product descriptions recommendations
- Be written with capital letters to highlight the main characteristics
- Describe core features in details
- Include trendy taglines
- Be catchy and sound graceful