How can you write product descriptions that sell?

1 Know your audience

Before you write anything, you need to know who you are writing for. Who are your ideal customers? What are their needs, wants, pain points, and preferences? How do they search for and evaluate products like yours? What language and tone do they respond to? By answering these questions, you can craft product descriptions that speak directly to your audience and address their specific problems and goals.

2 Highlight the benefits

One of the most important aspects of product descriptions is to highlight the benefits of your products. Benefits are the positive outcomes or results that your customers will experience or achieve by using your products. They are not the same as features, which are the attributes or characteristics of your products. Features tell what your products do, benefits tell why your products matter. For example, a feature of a laptop might be its battery life, but a benefit might be its portability and convenience. To write effective product descriptions, you need to show how your products can make your customers' lives better, easier, or happier.

3 Use sensory words

Another way to make your product descriptions more engaging and persuasive is to use sensory words. Sensory words are words that appeal to one or more of the five senses: sight, sound, smell, taste, and touch. They help you create vivid and emotional images in your readers' minds and make them feel as if they are experiencing your products firsthand. For example, instead of saying that a perfume has a floral scent, you can say that it has a delicate aroma of jasmine and rose. Sensory words can also trigger memories, associations, and emotions that influence your customers' buying decisions.

4 Optimize for SEO

Writing product descriptions that sell is not only about writing for your customers, but also for search engines. Search engine optimization (SEO) is the process of improving your website's visibility and ranking on search engines like Google or Bing. To optimize your product descriptions for SEO, you need to use relevant keywords, phrases, and terms that your customers use to search for products like yours. You also need to use them naturally and strategically throughout your product descriptions, without overstuffing or spamming them. Additionally, you need to write unique and original product descriptions that avoid duplication and plagiarism.

5 Add social proof

Social proof is the evidence or feedback that shows that other people have bought, used, or liked your products. It can include testimonials, reviews, ratings, endorsements, awards, or certifications. Social proof can boost your credibility and trustworthiness as a seller and influence your customers' behavior and choices. By adding social proof to your product descriptions, you can show your customers that your products are popular, reliable, and valuable. You can also use social proof to address common objections, questions, or concerns that your customers might have.

6 Use a clear call to action

The final step to write product descriptions that sell is to use a clear call to action (CTA). A CTA is a phrase or button that tells your customers what you want them to do next, such as buy, add to cart, subscribe, or sign up. A CTA should be visible, concise, and compelling. It should also create a sense of urgency, scarcity, or exclusivity that motivates your customers to act fast and avoid missing out. For example, you can use words like "now", "today", or "limited time" to create urgency, or words like "only", "last chance", or "special offer" to create scarcity or exclusivity.