Have you ever come across a product description that just did nothing for you?
It told you everything the product had, but it did nothing to grab you. There was nothing to inspire you to get on the page and buy that item.
This is exactly what you need to avoid with your product descriptions. You need to inspire your customers to buy from you, every time.
If you’re not sure where to start, you’re in the right place. This guide has 9 tried and tested tips that will help you get the most out of your descriptions, and create listings that will persuade your audience to buy from you.
Anyone who says they target ‘everyone’ with their descriptions, doesn’t understand how marketing works.
You can’t sell your product to everyone because not everyone needs it.
People with wood floors don’t need carpet cleaning services. People who don’t have kids aren’t going to buy your baby clothes.
It’s not how it works. That’s why you need to really get into the head of your audience.
What kind of people does your product appeal to?
For example, say you sell outdoor clothing. You’ll be appealing to campers, walkers, and nature lovers. They’ll know what they need to enjoy the great outdoors. What can your products offer them?
Once you have this down, keep that ‘persona’ in mind when you’re writing your descriptions. These will help you create product descriptions that appeal to your audience and keep them engaged.
“Nothing is drier than a description that is just a list of features, with no energy to it. That product could be anything, but your buyer isn’t interested as you’re not taking the time to really engage with them.
Good writers talk directly to the customer, in a bid to create a relationship with them. The more successful they are, the more likely the reader is to buy,” says Holly Bateson, a content writer.
For example, say you’re selling products for young women, interested in fashion.
You have to think how to reach this audience. If you were to meet them, where would that be? At work? At a trendy bar? This will decide the tone you use.
Now, look at how you’d sell a dress to them.
You could write, ‘This summery dress is designed for long nights talking about anything and everything on your balcony, or for hitting the town with your friends. You can do both in this versatile piece that will surely catch the eye of everyone you pass on the street.’
You’re talking directly to them and establishing a relationship.
Think back to that product description that turned you off. What was it that just didn’t speak to you?
It was probably the way the writer just listed all the features of the product itself. These are important, but they need to be presented differently.
This is because when a customer is reading your description, they’re not looking for the features of the product.
They’re looking for the benefits to them. Why should they buy it? What’s in it for them? This is something you have to answer, or that customer is going elsewhere.
The best thing to do is turn those features into benefits.
Say you’re selling an alarm clock that has a slow light up function. This sounds unimpressive when you say it like that, but you can change it.
Instead, say, ‘This alarm clock lights up gradually, mimicking the sunrise. You can use it to wake up more naturally, and greet the day with a smile rather than a slap of the snooze button.’
Or maybe you’re targeting people who are looking for cheap bifocal glasses so construct the right product description for that.
If you write your store’s product descriptions, it’s always a good idea to visit websites of online tools. Here are some tools that you can use:
If you want your products to get noticed, make sure that you’re paying attention to SEO. If you’re doing this properly, your descriptions will be getting found online, and by the right people.
There are a few different ways to do this.
Using brand ambassadors is one way, as they’ll spread the word and push your descriptions up the rankings.
Another is using the right keywords in the right way. Make sure that you use words and phrases that your customer base is looking for, and insert them naturally into the text.
Your reader isn’t going to stick around for long if they’re not interested. You’ve got to get their attention and get it fast. If you don’t, they’re going to click away and potentially buy from someone else.
The best way to keep them around is to put the biggest selling point in the first sentence of your description.
For example, if you’re selling lawn mowers, you can say, ‘Take the pain out of mowing with these wireless lawnmowers.’
It shows the reader the biggest benefit they’ll get from the product, and encourages them to stick around.
If you have reviews enabled on your online store, go and take a look at them.
What are they saying about the product right now? What is it they were looking for?
You want to use exactly what they’re saying and imitate the way they talk in your own descriptions.
For example, a customer may say, ‘I never knew how much I needed an electric hedge trimmer until I tried one out for myself,’ so you can use that terminology in your description.
It’s not just what you write, it’s how you write it.
The way you format your description will affect how your customers read them.
You’re looking to use plenty of white space, bullet points, and headings to direct your reader to the information they need. They’ll use this layout to scan the information easily, and find what they’re looking for.
This way, you’re making sure they stick around and find out more before buying from you.
It’s a basic tip, but it’s one that many people forget all about. Whenever you write a description, take the time to proofread and edit it, too.
Leave enough time to walk away from it for a while and give yourself some space from the text before coming back to it. It’s also a good idea to give your writing to someone else to read, especially someone who’s done proofreader jobs before, as they are removed enough to be objective about your work.
Well-proofread work looks professional and is much more encouraging to the reader. It shows that you care about their experience, and that you’re taking care of the details.
It’s a step you can’t miss, as even the smallest typo can be rather embarrassing if it makes it online.
These 9 tips are designed to help you write the perfect product description, so make the most of them. If you take them all to heart, you’ll create descriptions that pull the reader in and really show them why they need your product. Give them a try, and see for yourself.
Mary’s been helping businesses build brands online and improve conversion for 7 years. She was always fond of education, that’s why she started her blog – Simple Grad. Also, Mary helps with content marketing at Academized.
Metrilo’s mission is to help you build your ecommerce brand and win your place in the customer’s heart. We share what we learn from our daily work with product innovators and founders here. Subscribe to our weekly newsletter to get the freshest lessons and conquer your niche.