How can you write product descriptions that sell?

In the e-commerce world, truly understanding your audience is the cornerstone of success. It's not merely about demographics; it's about diving deep into their psyche. Who are they? What keeps them up at night? What language resonates with them? Tailoring your product descriptions to these nuances can be the difference between a passing glance and a confirmed purchase. By tapping into their emotions, addressing their unique challenges, and highlighting the benefits they genuinely care about, you're not just selling a product; you're offering a solution. In essence, when you speak their language, you're not just heard; you're remembered.

I'll quote Seth Godin on this and say, "People like us do things like this.". Keep that and your consumer in mind when writing product descriptions.

Focus on highlighting the unique features and benefits of the product, using persuasive language to create a desire in the customer. Use imagery appealing to the senses and emotions. Keep the description short, easy to read, and relevant to the target audience. Finally, include a strong CTA that encourages the customer to make a purchase or take the desired action.

It’s always benefits over features. Waterproof is a feature. Preventing your cellphone from being destroyed if it falls into the pool is a benefit. See the difference?

Incorporating features into your product descriptions is akin to laying out the blueprint of your product for the discerning customer. While the emotional appeal might draw them in, it's the tangible, concrete features that often seal the deal. Think of it as the nuts and bolts, the very DNA of what you're offering. Whether it's the dimensions of a piece of furniture, the battery life of a gadget, or the fabric blend of a shirt, these specifics answer the critical "What is it?" question. But here's the trick: not every feature is worth its weight in gold. Highlight those that set your product apart, those that resonate with your audience's needs. And in today's visually-driven market, don't just tell; show.

A key element in any product copy is providing the prospect with enough information to adequately and accurately forecast their experience with the product/service. Prospects will have preconceived notions of what a product should/would deliver (from all the advertising, information, and education from all stakeholders in the marketing). This should not only be your product features, but how those features directly impact product/service consumption.

Utilizing sensory words in product descriptions immerses customers in a virtual experience. In a digital realm where touch or smell can't be directly felt, these words bridge the gap. They let buyers "feel" a product's texture or "taste" its richness. Describing a sweater as "buttery-soft" or a scent with "whispers of jasmine" transforms a basic listing into a vivid, tangible experience. In short, sensory words make the intangible, tangible.

You should also consider length and time to read, in my experience avoiding "long" words that take more time to comprehend is key. Depending on where the product descriptions appear consider writing for both "scanners", and "researchers". Those can feel different and be combined. A product title can be short for scanners, while descriptions can be lengthier.

A little bit of keyword research goes a long way. If you can start writing product descriptions with a few keywords and key phrases in mind, that will give you an advantage. It is much easier to start content with keyword targets rather than optimizing content that didn't start out with the keyword intent.

Optimizing product descriptions for SEO ensures your items shine in the digital realm. Use relevant keywords, meta tags, and alt text to match customer searches. Avoid duplicate content; it's a no-go for search engines. Keep language straightforward, and always conclude with a compelling call to action. In e-commerce, good SEO is your product's spotlight ticket.

Note: Your product naming matters here. Product name = product title = SEO win if it matches search terms. Sometimes you'll need to make brand vs. search decisions. ie. People search for glasses in the color tortoise shell (which is competitive). On brand at my last company = the color turtle. Given color naming uniqueness at JCrew and paint companies, they must have this issue too.

Proofreading and testing are crucial for standout product descriptions. Proofreading catches errors, ensuring professionalism. Testing, using tools or feedback, refines content based on performance. Before publishing, ensure descriptions are polished and resonate with your target audience.

Two more things to consider: 1/ Brand voice: Your brand can shine in product descriptions. Just make sure you don't lose simple & clear by having too much clever. 2/ Put the start reviews for the product (assuming they're great) above your product descriptions on your .pdp. 3rd party validation will always win over whatever you say.