How To Write Good Product Description That Sells
How To Write Good Product Description That Sells
After years of working and coaching e-commerce stores owners, it becomes very clear to me that most of them don’t like to write their product descriptions.
Well I know you might be insanely in love with your product, but somehow turning this love into words, is difficult!
If this is your case, I am going to help you to make this task way easier and much more enjoyable.
If you are new to e-commerce and this is your first description ever, congratulation because you are in the right place! After reading this article or watching the video attached you will know exactly what you should be doing.
However, if you have been on the market for a while and you have a store with multiple products I want you to take it easy!! and to take it slow!! And to start by rewriting your best sellers descriptions, because those are your most important products.
If you prefer to watch the video version of this blog post you can find it here below
Why Descriptions are important
I will start this topic by discussing why descriptions are important? And why you should be writing good descriptions.
Let’s start by imagining the difference between the 2 types of experiences.
A first type is a person who went to a real shop and the second experience is for someone who is an online shopper who went to your store.
The main difference between the experiences is that the online shopper is not able to see the product and feel it where the shopper at the real store can see the products, and touch them.
That’s why our job as store owners is to provide a detailed description that can help our visitors to feel and see the product even though they are shopping online.
In addition to that adding descriptions to your products will increase your conversion rate. Also if you are optimizing your store to SEO and you are aiming to attract free traffic from google you must add descriptions to all of your pages.
Now after clarifying all of this, let's start discussing the 3 things that you should never miss before writing your product descriptions
#1 Define your target audience
Depending on the people you are targeting your description will be different. If you are targeting mothers you will talk to them in a different way than if you are targeting young men.
That is why you must define your potential customers, and you must tell them that you know their problems and that your product is going to solve their problems.
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#2 Think about your products
Consider how complicated your product is!
Some products are very complicated and if your product is complicated you must include a big description where you explain to your customers in detail how they are going to use your product and how this product is going to help them.
If your product is complicated or new or different, write a very detailed description. However, if your products are very simple like clothes or bags or shoes, simple and short descriptions can be enough.
#3 Check out your competitors and learn from them
I am not talking about your same-level competitor, I am talking about the big brands in your niche!
Big brands usually hire copywriters to help them with the descriptions. So when you read them you will get inspired and you will know what kind of language, words, feeling and details you should be including inside of your description.
That is said, let's move to the top tips you should follow while writing your descriptions.
Tip #1: Tell A Story
People like stories and they become more engaged when there is a story. In addition to that, stories help your customer to know how your product will affect their lives.
Tip #2: Focus On The Benefits
Your customers want to know how your product is going to help them, or how your product is going to make their lives better.
In your description try to tell your customers more about the benefits that they can get when they buy your product, tell them about the added value you are providing.
Tip #3: Include surveys numbers
Run a survey and ask your customers about your products. You can ask about the size the colors, or the material.
After running these surveys and coming up with results, you can add these results inside of your descriptions. These numbers will play the role of social proof and they will help your potential clients to make up their minds.
Tip #4: Combine benefits and features
Write down all the features of your product and write the direct benefit each of these features provides.
It’s a very easy way to write your description and make them interesting by listing the specs and by combining them with the benefits.
Tip #5: Write 2 descriptions
Write one small description and a big one. The small description is the one you will include above inside the buy box area, and the big description is the one that you will include in the remaining part of the page.
Tip #6: Include how-to-use and maintenance guides
Include all the needed instructions. Include everything your customers need in order to benefit from your product and to use it for the longest time possible.
Tip #7: Include a call to action
Give people directions, invite them to buy your product or another one from your store.
Tip #8: Spelling Check
It’s very essential to make sure that you don’t have any spelling mistakes inside of your descriptions.
Finally, it goes without saying, inside of your descriptions you must include your shipping conditions, your return and your exchange policies. You don't need to include all of your policies, just include a small summary with the most important information.
60 min Free Workshop
The eCommerce Growth Workshop
Learn how to grow your eCommerce Business and Make it sustainable by Signing Up for my Free Workshop
- Make your business sustainable
- Diversify your marketing channels
- Stop basing your business ENTIRELY on Facebook ads!
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