Dec 12, 2023

How to Write Product Descriptions That Sell.

In the world of e-commerce, product descriptions play a crucial role in attracting customers and influencing their buying decisions. A well-crafted product description can make all the difference between a sale and a missed opportunity. So, let’s dive into the importance of product descriptions and explore how to write descriptions that sell.

Understanding the Importance of Product Descriptions

Product descriptions are not just a mere collection of words. They serve as your virtual salespersons, enticing customers to make a purchase. By effectively communicating the value and benefits of your products, descriptions can create a desire in customers to own them. In addition to providing information, product descriptions help you differentiate your offerings from competitors and build trust with potential buyers.

When crafting product descriptions, it is important to consider the target audience and their needs. A well-written description should not only highlight the features of the product but also address how it can solve a problem or fulfill a desire. By understanding the pain points of your customers, you can tailor your descriptions to resonate with them on a deeper level.

The Role of Product Descriptions in eCommerce

Product descriptions serve as the bridge between your online store and the customers. They showcase the features, benefits, and unique selling points of the products you offer. When crafted thoughtfully, they can ignite imagination and desire, compelling customers to add the items to their shopping carts.

Imagine you are browsing an online store for a new pair of running shoes. As you scroll through the different options, the product descriptions catch your attention. They vividly describe the lightweight design, cushioned soles, and breathable materials used in the shoes. 

The descriptions also mention how these features can enhance your running performance and provide maximum comfort. Suddenly, you can picture yourself effortlessly gliding through your morning jog, feeling the support of these high-quality shoes. The product descriptions have successfully transported you into a world where you can envision the benefits of owning these shoes.

How Product Descriptions Influence Buying Decisions

Product descriptions have a profound impact on customer decision-making. By addressing potential concerns, easing doubts, and answering questions, descriptions provide the much-needed reassurance customers seek before making a purchase. Well-written product descriptions can create an emotional connection with the customers, making it more likely for them to complete the transaction.

Let’s say you are considering buying a new smartphone. You have done your research and narrowed down your options to two models. Both phones have similar specifications and price points, making it difficult to make a final decision. However, as you read the product descriptions, one stands out. It not only highlights the technical specifications but also emphasizes how the phone’s powerful processor can handle any task effortlessly, ensuring a seamless user experience. 

The description also mentions the exceptional camera quality, capturing every precious moment with stunning clarity. As you read these details, you start picturing yourself capturing breathtaking photos and effortlessly multitasking on this phone. The emotional connection created through the product description tips the scale in favor of that particular model.

Product descriptions play a crucial role in e-commerce. They go beyond providing basic information and serve as persuasive tools to influence customer buying decisions. By crafting compelling and engaging descriptions, you can captivate your audience, differentiate your products, and ultimately drive sales.

The Anatomy of a Compelling Product Description

Now that we understand the importance of product descriptions, let’s dive deeper into their key elements and learn how to create descriptions that not only captivate but also convert potential buyers into satisfied customers.

When it comes to crafting a compelling product description, there are several key elements that should be included:

A clear and concise product title:

 The product title is the first thing potential customers see, so it’s crucial to make it clear and attention-grabbing. A well-crafted title sets the stage for the rest of the description and entices the reader to continue reading.

An engaging opening sentence to captivate the reader’s attention:

 The opening sentence of a product description is like a hook that draws the reader in. It should be compelling, intriguing, and make the reader want to explore further.

Detailed specifications and features:

 Providing detailed specifications and features helps potential buyers understand exactly what they can expect from the product. This includes dimensions, materials used, technical specifications, and any other relevant information that sets the product apart from its competitors.

Benefits that resonate with the target audience:

 Highlighting the benefits of the product is crucial for convincing potential buyers that it is the right choice for them. Whether it’s saving time, improving productivity, or enhancing their overall well-being, the benefits should be tailored to resonate with the target audience’s needs and desires.

A persuasive call-to-action:

 A product description should always include a strong call-to-action that encourages potential buyers to take the next step. Whether it’s adding the product to their cart, contacting customer support, or making a purchase, the call-to-action should be clear, concise, and compelling.

By addressing these key elements, you can create a well-rounded product description that not only highlights the value of the product but also appeals to potential buyers on an emotional level.

Language and Tone in Product Descriptions

When it comes to product descriptions, the language and tone used play a significant role in shaping the overall impact they have on customers. Words have the power to evoke emotions and shape perceptions, so it’s essential to strike the right balance between being informative and persuasive.

One of the most important aspects of language in product descriptions is tailoring it to resonate with the target audience. Understanding the preferences, needs, and desires of your target market allows you to choose words and phrases that will have a greater impact.

Additionally, the tone used in product descriptions should align with your brand personality. Whether your brand is playful and lighthearted or professional and sophisticated, the tone should be consistent throughout the description to maintain brand identity and build trust with potential buyers.

Remember, a well-crafted product description not only informs potential buyers about the product but also persuades them to take action. By carefully selecting your language and tone, you can create descriptions that not only captivate but also convert, ultimately leading to increased sales and customer satisfaction.

Writing Product Descriptions That Convert

Now that we have a solid foundation, let’s explore how to write product descriptions that convert browsers into buyers.

Writing compelling product descriptions is an art form that requires a deep understanding of your target audience. It’s not just about listing the features of your product; it’s about connecting with your potential customers on a personal level and convincing them that your product is exactly what they need.

Identifying Your Target Audience

Before crafting any product description, it’s crucial to clearly define your target audience. Understand their needs, preferences, and pain points. Tailor your descriptions to speak directly to them, addressing their specific concerns and highlighting how your product solves their problems.

Imagine you are selling a high-end skincare product. Your target audience might be women in their 30s and 40s who are concerned about aging and want to maintain a youthful appearance. By understanding their desires and fears, you can create a product description that resonates with them.

For example, you can emphasize how your product contains powerful anti-aging ingredients that reduce wrinkles and improve skin elasticity. Paint a picture of how using your product will make them feel confident and rejuvenated, ready to take on the world.

Highlighting Product Benefits Over Features

While listing the features is necessary, it’s the benefits that truly resonate with customers. Focus on how your product can improve their lives or solve their problems. Paint a vivid picture of the positive outcomes they can expect by owning your product.

Continuing with the skincare product example, instead of just mentioning that your product contains hyaluronic acid, highlight the benefit of hyaluronic acid in deeply hydrating the skin and reducing the appearance of fine lines and wrinkles. Describe how your customers will experience a noticeable difference in their skin’s texture and overall radiance.

By emphasizing the benefits, you are tapping into the emotional aspect of your customers’ decision-making process. You are showing them that your product can fulfill their desires and improve their quality of life.

Using Persuasive Language and Power Words

Make your product descriptions pop by incorporating persuasive language and power words. Words like “sensational,” “exclusive,” or “limited edition” can create a sense of urgency and uniqueness. However, strike a balance and avoid excessive hype that might come across as insincere.

Imagine you are selling a limited edition luxury watch. Instead of simply stating its features, you can use persuasive language to create a sense of exclusivity and desirability. Phrases like “crafted with meticulous attention to detail” or “a timepiece that exudes elegance and sophistication” can evoke a sense of luxury and make your customers feel like they are investing in something truly special.

Remember, the goal is to captivate your audience and make them envision themselves owning and enjoying your product. By carefully choosing your words and crafting a compelling narrative, you can create product descriptions that not only inform but also persuade and convert browsers into buyers.

Optimizing Product Descriptions for SEO

Importance of Keywords in Product Descriptions

Optimizing your product descriptions for search engines can significantly enhance your visibility and organic traffic. Be strategic in your use of keywords, incorporating relevant terms that potential customers are likely to search for. This will improve your chances of ranking higher in search engine results pages.

SEO Practices for Better Visibility

In addition to incorporating keywords, make sure to craft unique and compelling meta descriptions. These snippets provide a brief preview of your product on search engine result pages, enticing users to click through to your website. Also, ensure that your product descriptions are concise, well-structured, and easy to read.

Avoiding Common Mistakes in Product Description Writing

When it comes to product descriptions, it’s essential to be original and avoid using cliches or buzzwords that fail to differentiate your offerings. Additionally, stay away from excessive industry jargon that might confuse or alienate your audience. Focus on clear and authentic language that resonates with customers.

Ensuring Accuracy in Product Descriptions

Accurate and truthful product descriptions are not only ethical but also essential for building trust with your customers. Ensure that your descriptions align with the actual features and benefits of the products you offer. Be transparent about any limitations or potential drawbacks, as honesty goes a long way in fostering customer satisfaction and loyalty.

By following these guidelines, you can create product descriptions that capture attention, engage customers, and convert browsers into buyers. Remember, crafting compelling product descriptions is an exercise in understanding your audience and communicating the value your products bring. Invest the time and effort in writing high-quality descriptions, and you’ll see the impact it makes on your sales.

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Neeta is the Content & Community lead at AMP. She has over 8 years experience in eCommerce marketing having previously worked for TradeGecko.

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