How to Write Product Descriptions That Sell

Product descriptions play an essential role in generating sales, but it's easy to get them wrong if you don't know what to include and leave out. So what makes a great product description? How long should it be? What makes particular product descriptions more effective than others? The following guide will walk you through crafting your compelling product descriptions, from writing your first draft to trimming unnecessary wording and proofreading everything one last time.

Attract Attention

The first thing a customer will see is your product description, so it's essential to draw their attention and show them what makes your product stand out. Keep in mind that you have only 5-15 seconds (on average) for a customer to decide whether or not they want to spend money on your product.

?Use your product description to inform customers about what makes your product different from similar ones. Highlight key features and benefits, but don't overdo it — 3 to 4 bullet points are usually enough. Emphasize what you want your customer to know while still providing all necessary information to make an informed decision. Put yourself in their shoes and imagine whether or not you would buy a product after reading its description.

?Include pictures of your product. The human brain processes images 60,000 times faster than text, so customers will learn more about your product by looking at a photo. It's also much easier for them to visualize what it looks like and make a purchase decision if they have something tangible in front of them. Be sure that your photos are high-quality and show your product from different angles.

Tell The Story of Your Product

If you're trying to sell an object, be sure you tell a story about it—that's where your customer emotions and senses will start to get involved. For example, instead of saying, "Our shoe features leather uppers, a rubber sole, leather laces, and leather lining," try saying, "We took great care with our shoes by making them from authentic, high-quality leather that is soft yet durable and strong."

?Your customers want to know that your product is well made and stands up against the competition. While you may think telling them about all of your product's features is enough, it's not. You need to connect with customers emotionally if you genuinely want them to purchase from you. They don't talk about manufacturing or appearance at a store like Nordstrom—they connect with customers' emotions and desires.

?Do you remember when you bought your first pair of shoes? It was probably a moment that meant something more than just a purchase; it was also a time of self-discovery. Show customers how they will experience your products.

?Just because you have a list of features and benefits doesn't mean your customers will care. However, if you can tell them a story that sparks their emotions and makes them feel something when they think about your product, they'll be much more likely to respond. In addition, they will connect with your company more when you tell a compelling story about your products from start to finish.

Boost The Features with Why

Yes, features are important, but that's only one part of what makes a great product. Today's consumers also want to know why your product is better than your competitors and what features others don't have. So, give a compelling reason for them to buy from you instead of from someone else and watch your conversion rates soar.

?So how do you give potential customers a reason to buy from you instead of your competitors? First, focus on describing specific features and benefits. A product description that lists all of its features without explaining what they mean is pretty dull—and it doesn't translate into sales. It's like reading a dictionary or an encyclopedia—it's good information, but it won't make you want to read more. So instead, focus on explaining why someone would wish to each feature.

?The more clearly you can explain why a feature is valuable or beneficial and how it compares to similar products in your industry, the easier it will be for potential customers to decide whether they want to buy your product. Ensure that you include important details like dimensions and weight, size charts if applicable, materials used in production, and any certifications or licenses. Any of these things can differentiate your product from others on a significant level.

Highlight The Benefits

People don't want to read your product descriptions—at least not until they know what problem you can solve for them. So, in just a few sentences, cover some of your best features and benefits without getting too technical.

?Paint a picture of how your product will improve their lives. Tell them how they'll feel about your product. Your customer will be on board and ready to buy if you can articulate that feeling.

The description should answer at least one question: This is your opportunity to tell someone exactly what they need to know for them to make an informed decision about buying from you. How will your product change their life?

?What's it made of? Why is it different than your competitors? Give them everything they need to know and a little more. Then, when someone reads your description, they should walk away feeling confident that they have all of their questions answered. Use your product description as an opportunity to build trust and loyalty with each customer you reach.

Keep It Simple and to The Point

People are usually skimming your product description and not reading it word for word. So make it easy for them by focusing on one specific benefit of your product rather than listing all its features. But, of course, there’s a fine line between getting your point across in just a few words and having such an underdeveloped description that people don’t know what you’re selling.

?If your product description is too vague, you won't sell as many products. But, on the other hand, you don't want to be so specific that you sound like a broken record.

?Sometimes you can test a few different versions of your product description with your target audience and see which one they respond to best. Other times, however, it's hard to get a feel for how effective your descriptions are until you start selling.

Look at your sales and revenue reports if you have an established e-commerce site. If they spike after new content posts or specific sales events occur (like Black Friday or Cyber Monday), that tells you that your messaging is resonating with potential customers.

If your conversions don't increase after adding new information about a specific promotion or running advertising campaigns, then maybe what you wrote wasn't as straightforward as it could be.

Use Bullet Points to Explain What Makes Your Item Special

Bullet points can work magic when it comes to showcasing your item. For example, if you're selling a product, such as a pair of shoes, write up bullet points that describe precisely what makes them unique. Maybe they are stain-resistant or comfortable. Then, use your bullet points to draw in potential buyers. Bullet points will allow customers to quickly scan through and get an overview of your product without excessive reading.

?It's also vital to let your customers know what they will receive. For example, if you're selling shoes, include details about whether your item ships in its original box or if it comes with an extra pair of laces.

?It's also good practice to include details about your shipping policy. For example, if you can offer free shipping for a certain amount, let customers know upfront. This way, they don't have to worry about any additional fees tacked on at checkout time.

Give Them Proof

Your product descriptions will be more likely to succeed if you demonstrate that what you're selling is worth their time and money.

Try a few of these strategies. First, offer proof points in bullet-point lists—for example, here are three reasons you should sign up for [your program]. Second, use testimonials (with photos!)—link to user reviews or other third-party endorsements. Third, include links to success stories from satisfied customers on your website, emails, social media, etc. Fourth, quantify value: Show customers exactly how much they stand to gain by purchasing—or signing up for – whatever it is you're offering.

One easy way to do so: Let them know how much they'll save over X period if they purchase/enroll today! Make sure you back up any big claims with evidence -- surveys results from past campaigns -- as well as expert opinions where possible.

Justify It! The chances are that your ideal customer has already answered why dozens of times before landing on your page. So, answer those questions again but emphasize why someone should buy now (versus later) or right now versus later.

Get To the Point Faster

You know those 10- or 15-second elevator pitches we're all supposed to have? But unfortunately, it takes most people a while to distill their idea into that, and even if they can come up with something succinct, it may be hard for others to grasp quickly.

By writing a short product description, you describe your product and tell potential customers what problem your product solves and why they should buy it, making buying decisions much more effortless.

The key here is to keep it as simple as possible so that it's easy for people to digest at first glance. Then, show prospective customers that you understand their pain points, making them want to buy from you even more.

Use Irresistible Copywriting Techniques to Guarantee Higher Conversions and Sales

The most critical aspect of a product page is its copy. If you don't have an eye for persuasive copywriting, look for inspiration in some of your favorite sales pages or articles. What makes them so effective? Take note of each section and see if you can apply the techniques to your content. Consider testing variations on certain words or phrases and running A/B tests to measure their performance.?

When it comes to making a sale, nothing is off-limits to optimizing your site. There's always room for improvement!