The marketing copy that describes what a product is and why it’s worth buying is known as a product summary. A product description aims to give consumers enough detail about its features and benefits to make them want to purchase it.
However, both entrepreneurs and advertisers are prone to making a standard error when writing product descriptions. And skilled copywriters make this mistake from time to time: writing product reviews that are nothing more than a rundown of your goods.
Why is it incorrect? Since great product descriptions should complement your product pages by selling your goods to actual people, rather than only serving as information dispensers for search engines (though SEO should not be an afterthought).
Let’s look at nine quick ways to persuade visitors to your online store with convincing product details.
How to write product descriptions that sell
1. Focus on your ideal buyer
when you write a product description with many potential customers in mind, the explanations become hazy, and you end up speaking to no one at all.
The best product descriptions speak clearly and personally to the target audience. As if you were talking with them, you ask and answer questions. You get to pick the terms that your ideal buyer will use. You make use of the pronoun you.
Think Geek begins the product summary of an LED Flashlight with this.
Do you know what the problem with regular flashlights is? They only come in two colors: white and a yellowish-white that looks like a coffee drinker’s teeth. What kind of flashlight is that? We’ll tell you the answer: NO FUN AT ALL. Do you know what it’s like to have a good time? When describing a zombie tale around a campfire, using the Multi-Color LED Flashlight to cast a sickly green glow over your face. Is there no campfire? With the orange light, make a fake one!
Start by imagining your ideal buyer while writing your product descriptions. What kind of humor (if any) does he or she enjoy? What are the words he uses? What are the words he despises? Is he comfortable using terms like sucky and crappy? What are the questions he asks that you should respond to?
Consider how you’d approach your ideal customer if you were selling your product in person. Now try to integrate the language into your eCommerce site to have a more meaningful conversation online.
2. Entice with benefits
We get excited about individual product features and requirements when we market our products. Our business, website, and products are all part of our daily lives.
The problem is that our potential customers aren’t as concerned with small details. They want to know what’s in it for them and how it can help them solve their most challenging problems. That is why you must emphasize the advantages of each function.
This is how one of Method Home’s hand wash gels is represented.
Often all we need is a whiff of holiday hand soap to lift our spirits. Our naturally derived gel hand wash comes in a variety of festive scents and will leave your hands warm, clean, and ready to be tucked into a pair of fair isle mittens. It is, without a doubt, the most beautiful time of the year.
According to Method Home, the advantage of their soap is that it not only softens and cleans your hands, but it also rouses the holiday spirit, making the holidays more cheerful and, therefore, more enjoyable.
Consider the advantages of each of your characteristics. What makes your customers feel happier, healthier, or more efficient as a result of your product? What concerns, kinks, and annoyances does your product help to resolve?
Offer an experience rather than just a commodity.
3. Avoid yeah, yeah phrases.
When we’re at a loss for words and don’t know what else to say about a product, we’ll always say something generic like “excellent product quality.”
Yes, When a prospective customer reads excellent product quality, he thinks to himself, “Of course; everybody says that.” Have you ever heard anyone characterize their product’s quality as average, not-so-good, or even harmful?
When a potential customer reads the product description and starts saying yeah, yeah to themselves, you become less convincing. Be as precise as possible to prevent this reaction. For example, Zappos does not consider a pair of shoes to be of outstanding quality. Instead, they explain each technical detail as well as the gain associated with it.
While none of the bullet points above actually discuss product quality, each one gives you the idea that the product is of high quality. Each point follows a simple pattern of emphasizing a function as well as a benefit:
genuine hand-sewn construction >> long-lasting comfort (product benefit)
Information about the product adds credibility. Information about the product should be used to market it. There’s no such thing as too much technical information in a product description. Be as descriptive as possible.
4. Justify using superlatives
Until you can demonstrate why your product is the strongest, most straightforward, or most advanced, superlatives sound hollow.
The Kindle Paperwhite is the world’s most advanced e-reader, according to Amazon.
The word proprietary gives the impression that this is a specific product. Amazon goes on to offer some percentages to demonstrate why the Paperwhite has more excellent contrast and resolution, as well as a killer benefit: Paperwhite produces smooth, crisp text and photographs with no glare even in direct sunlight.
If your product is genuinely the best, provide clear facts to back up your argument. Otherwise, reduce the number of words in your product copy or quote a customer who says your product is the best they’ve ever used.
5. Appeal to your readers’ imagination
People’sAccording to scientific studies, people desire to buy a product rises when they keep it in their possession.
Since you’re selling online, your customers won’t be able to keep your goods in their hands. Big, simple pictures or videos can help, but there’s also a copywriting trick for increasing desire: let your reader imagine what it’s like to own your product.
Think Geek uses a rundown of their grilling multi-tool to pique your interest.
The Grill Master is the unsung hero of any backyard barbecue or family cookout. When our Mom or Dad tended the barbecue, we always looked up to them and wished for the day when we could be in control of charring the meat and searing delicious slices of fresh pineapple. It’s our turn now that we’re adults, and technology has rewarded us by supplying us with a platform that is sure to impress.
To use this copywriting technique, begin a sentence with the word imagine and end it with a description of how your reader would feel after owning and operating your product.
6. Cut through rational barriers with mini-stories.
Incorporating mini-stories into the product pages reduces the logical barriers to convincing. To put it another way, we forget we’re being sold something.
Short stories about winemakers are often included by wine retailers such as Laithwaites in the United Kingdom.
The Château de Jau, one of Roussillon’s most prominent properties, is owned by the Dauré family. They decided one Christmas dinner that it was time to spread their wings and explore new wine horizons. The womenfolk (Las Nias) favored Chile and were good at realizing their dream when they built an estate in Colchagua’s Apalta Valley. The terroir is excellent, and it is similar to the Chilean winery Montes.
When it comes to telling a story about your goods, consider the following questions:
- Who is making the product?
- What inspired creating the product?
- What obstacles did you need to overcome to develop the product?
- How was the product tested?
7. Seduce with sensory words
Sensory terms boost sales because they engage more brain processing capacity, as restaurants have long learned. Green and Black, a chocolate company, is an example.
Green and Black’s sensory adjectives include crunchy and smooth, which apply to taste and sound, and touch.
Adjectives are challenging to learn. They usually don’t add any sense to your sentences, so that you can delete them. On the other hand, sensory adjectives are powerful words because they enable your reader to feel your copy while reading it.
Use descriptive product details to captivate the audience. Consider the words velvety, smooth, crisp, and light.
8. Tempt with social proof
If your website visitors are undecided about which product to purchase, they look for recommendations. They are often persuaded to buy a product with the most favorable feedback. There are, however, other approaches for integrating social proof into the product details.
Made.com, an online furniture retailer, indicates a product’s popularity:
Using a photo of an individual in a quote adds credibility; it also makes an online business more personal and approachable, allowing consumers to call for answers to their questions.
The impact of the above quote is amplified by the fact that it defines the product as famous. The point of popularity is backed up by a press clipping and the word “press favorite.”
The majority of buyers are drawn to purchasing something common. When it comes to your eCommerce website, make sure to highlight the most popular items with your customers.
9. Make your description scannable.
Is your website’s architecture motivating customers to read product descriptions?
Innocent Drinks has a brilliant example of a product summary.
Your product pages would be easier to read and more attractive to potential customers if they are packaged in a simple, scannable interface.
Here are some things to remember when making your own:
- Entice your web visitor with headlines;
- Use easy-to-scan bullet points;
- Include plenty of white space;
- Increase your font size to promote readability;
A compelling product description will always pay you back.
Share your product awareness with others. Tell stories and provide explanations for even the tiniest information. Instead of being bland, aim to delight the website visitors with seductive illustrations. Most importantly, write with zeal, and your excitement for your goods will rub off on others.
Product description FAQs
What is a product page description?
A product page description is a form of marketing copy that goes into great detail about your product. It usually highlights the product’s features and advantages and why a visitor should consider purchasing. A good product description also includes form, height, measurements, and other related parameters that can help the online shopper visualize the object.
There is no fixed length limit for a product definition. The main thing is to be able to include as much detail as possible to assist an online shopper in making an educated decision. Simultaneously, you must ensure that the product description is simple to read and comprehend. As a consequence, formatting is essential.
Yes, the details of your products help SEO. The search crawlers will ensure that your page ranks higher if you strategically use keywords that explain the product or how a customer searches for it. However, you can never use too many keywords. The value of readability and knowledge is more excellent.
Which element is most important when describing your product?
When describing a product, it’s crucial to concentrate on the product’s advantages, make an emotional link with the customer, and use persuasive language. The best way to write a good product summary is to think like a customer.