4 tweaks to help your product descriptions stand out from the crowd

Every piece of content you write for your business has an impact. Each word is a potential way to convince someone why you’re the right choice for them. And for e-commerce businesses, it’s even more important. You’ll likely have 100s - if not 1000s - of products, and all of them need their own unique description.

Now, the first question you’ll likely ask is why. Surely the product speaks for itself and all consumers want to know is what it does - they’ll figure out whether it’s right for them. But the market is too competitive for this. There are plenty of competitors ready to hoover up the opportunities you miss. And having standout product descriptions is how you can ensure they choose you.

The greatest ones will be those that bring an item to life. It isn’t just about what a product is, it’s about why they need it. They use the power of persuasion to convince someone that it’s impossible to live without it - even if it’s a simple fork. What’s the secret? Here are our four tips for creating product descriptions that sing.

You’re telling a story

Forgive us for being a tad poetic, but a product description isn’t a passionate list of what something is. It should be a journey that describes how it will fit into their lives. Paint a picture of who they are now and who they could be if they just made that purchase.

We know it sounds slightly ridiculous. Your scarf or stationary fan isn’t going to be a life-changer. But it can be if you sell it that way. Let’s use the scarf as an example. A standard product description might say:

“This 100% cotton scarf will keep you warm during cold days.”

That’s fine. It is, if anything, a description of what a scarf does. But what separates it from any other one? Say, one from another retailer where it’s much cheaper? With a little extra thought and effort, it can be transformed into something much punchier and more convincing. We’re going to build that story out to explain not just what it is, but why they need it.

“With the unpredictability of the weather, you can never be too prepared for a sudden cold snap. For those days, you want a scarf to keep you toasty and warm. One that’s made from 100% cotton to keep you feeling cosy, too. Easily slip it into your bag and be ready whatever the weather.”

The second description sounds much more appealing, even though it’s describing the exact same product. Why? Because you can imagine it. You put yourself in the scene. It’s spring and we’ve got you wondering whether you should be carrying a scarf around. That’s the magic touch when you put that extra 10 minutes into thinking about it.

Mind your language

Part of drawing out that storytelling is choosing the right language. Depending on the product, you’re going to want to hit on a range of different emotions. For the scarf, we tried to conjure images of warmth and safety. But if it was a kid’s toy, you’d want to bring out the fun and excitement.

Your language should reflect what you’re trying to make the reader feel. This means replacing some words with more appropriate alternatives to bring across that emotion. For this example, let’s use a laptop. Say we have two different companies with the same laptop - one wants to market it as serious for professionals, the other as fun for teenagers. It has a simple list of specs: 16GB of RAM, 1TB of storage space, the latest processor, and a touchscreen. How will the product descriptions differ?

“This laptop is ideal for working on the go. The 16GB of RAM and 1TB of storage space ensures you can deliver to clients at a breakneck pace, without any compromises. The latest processor guarantees consistent smooth performance and is capable of multitasking as much as you can. And with a high-response touchscreen, you can work with greater levels of productivity and efficiency.”

Compare this to…

“This laptop is perfect for gaming on the go! The 16GB of RAM and 1TB of storage space means you can play the latest games at the highest settings. The latest processor guarantees cutting-edge performance at all times, and can handle quickly switching between games, web browsers, and music. And with a high-response touchscreen, you can play in new ways like never before!”

You can see that they’re essentially the same. It’s even in the same order. But with different word choices, we’ve appealed to two different audiences. It’s the power of language.

No boring lists

Another thing we’ve accomplished with those descriptions is we’ve avoided turning them into a dispassionate list. This isn’t going to get anyone excited:

“This laptop has:

• 16GB of RAM
• 1TB HDD
• Intel processor
• Touchscreen monitor”

Will people want to know that information? Of course. No matter the product, the specifications are a vital part. But not in a list in the description. By all means, have them somewhere else on the page, but the main body needs to be something more. By combining what we said about storytelling with this list of features, you can create content that’s much more engaging.

You focus on the benefits of the product, not just what it can do. The laptop is fast. Great, but what does that really tell the reader? They don’t care that it’s fast - they want it to be, but that’s not a reason. They care because it means they can get things done quicker, free up their time, and not have to deal with lag. That’s the benefit.

Social proof

People can be, by their very nature, a sceptical bunch. Sometimes your product descriptions might not be enough to convince them. And that’s fine - it just means we have to think about how to overcome that.

What you should then do is incorporate some social proof. That is simply any reviews or testimonials from consumers who have bought and enjoyed your product. A short, snappy quote from a review in your product description can work wonders. Even better, customers don't have to go and look for it - it’s right there. It’s a fantastic way to build brand trust and authority.

You can go about it in one of two ways. Either put the excerpt at the start or end of your description, separate from your main text, or weave it in. The choice is up to you, but both will make a difference.

The best product descriptions aren’t going to write themselves. And if you have a lot of them to write, it can seem quite daunting. But all you can do is take it one product at a time. You don’t have to do them all in one day. Just follow our advice, incorporate these four tips, and give them the words they deserve.

If time is an issue for you, we can always work in partnership to bring your product descriptions to life. Give them the zing they need to jump off the page. To find out more , reach out to us on 0161 413 8418. For more advice like this, check out our book : ‘How to write when you’re not a writer’ - available now.