Powerful: Tips for Writing Product Descriptions That Sell

Product descriptions are a crucial aspect of any business’s marketing strategy. They serve as the first impression of a product and can greatly influence a customer’s purchasing decision.

A well-crafted product description can make a product stand out in a sea of competitors and convince potential buyers to take the plunge and make a purchase.

To create effective product descriptions, it’s important to understand what makes a product unique and valuable to the customer. Descriptions should highlight the key features and benefits of the product, as well as its potential uses and applications.

They should also be clear, concise, and easy to read, using language that resonates with the target audience.

When crafting a product description, it’s important to consider the platform on which it will be displayed. For example, descriptions for an e-commerce website may need to be more detailed and informative than those for a print catalog.

Additionally, it’s important to consider the customer’s perspective and anticipate any questions or concerns they may have about the product.

In summary, a well-crafted product description is an essential tool for any business looking to effectively market their products. By highlighting the key features and benefits of a product in a clear and compelling way, businesses can grab the attention of potential customers and drive sales.

15 Tips for Writing Product Descriptions That Sell.

Writing product descriptions that sell requires careful consideration of your audience, product features, and benefits.

Here are 15 tips to help you create compelling product descriptions:

1. Know Your Target Audience.

Before writing, identify the characteristics of your target audience. Their needs and interests should shape the content and tone of your descriptions.

Imagine you are a marketer tasked with promoting a new line of running shoes.

Knowing your target audience would involve conducting market research to understand the needs, wants, and pain points of runners. You would likely consider factors such as age, gender, fitness level, and running habits to create a profile of your ideal customer.

For example, you might find that your target audience is primarily female runners between the ages of 25 and 45 who prioritize comfort and durability in their shoes.

Armed with this information, you can create product descriptions that speak directly to this audience, highlighting the features and benefits that matter most to them.

By knowing your target audience, you can create a more effective marketing strategy that resonates with potential customers and drives sales.

This illustration shows the importance of understanding the needs and preferences of your target audience in order to create effective product descriptions and marketing campaigns.

2. Use descriptive language.

Use adjectives and adverbs to paint a vivid picture of the product and its benefits.

Imagine you are trying to sell a delicious chocolate cake online. Using descriptive language would involve highlighting the key features of the cake and painting a picture of what it tastes like.

For example, you might use adjectives like “decadent,” “moist,” and “rich” to describe the texture of the cake. You might also use words like “velvety” or “smooth” to describe the frosting. You might describe the flavor as “chocolatey,” “indulgent,” and “satisfying.”

By using descriptive language, you create a mouthwatering image in the customer’s mind that makes them want to try the cake for themselves. The more vivid and sensory your language, the more likely the customer is to be convinced to make a purchase.

This illustration shows the importance of using descriptive language in product descriptions to make the product more appealing and enticing to potential customers.

3. Focus on benefits, not just features.

Highlight how the product will improve the customer’s life or solve their problems.

Imagine you are selling a new smartphone model. Focusing on benefits rather than just features would involve highlighting how the features of the phone will improve the customer’s life.

For example, instead of just listing the technical specifications of the phone, you might emphasize how the phone’s long battery life will allow the customer to stay connected all day without worrying about running out of power.

You might also emphasize the phone’s high-quality camera, highlighting how it will allow the customer to capture stunning photos and memories with ease.

Here are some examples of how to focus on benefits, not just features, in product descriptions:

• Feature: “Our blender has a powerful motor.”
  Benefit: “Make delicious smoothies and healthy snacks quickly and easily with our powerful blender.”
• Feature: “Our car has a top-of-the-line sound system.” Benefit: “Enjoy your favorite music on the road like never before with our high-quality sound system.”
• Feature: “Our running shoes have a lightweight design.” Benefit: “Experience unparalleled comfort and agility on your runs with our lightweight running shoes.”
• Feature: “Our vacuum has a HEPA filter.” Benefit: “Breathe easy and enjoy a cleaner home with our vacuum’s advanced HEPA filter technology.”
• Feature: “Our coffee maker has a 24-hour programmable timer.” Benefit: “Wake up to the delicious aroma of fresh-brewed coffee every morning with our programmable coffee maker.”

By focusing on benefits, you show the customer how the product will make their life easier, more enjoyable, or more convenient. This approach helps customers see the value of the product and makes them more likely to make a purchase.

4. Use sensory language.

Describe how the product feels, smells, sounds, or tastes.

Imagine you are selling a new perfume. Using sensory language would involve describing the scent of the perfume in a way that engages the customer’s senses.

For example, you might use words like “floral,” “woody,” “spicy,” or “citrusy” to describe the fragrance notes. You might also describe the scent’s intensity or longevity, using words like “subtle,” “bold,” or “long-lasting.”

Using sensory language helps the customer imagine what the perfume smells like and how it might make them feel. You can also use sensory language to create an emotional connection with the customer, highlighting how the perfume might evoke certain moods or memories.

Here are some examples of how to use sensory language in product descriptions:

• Perfume: “Indulge in the warm and sensual scent of sandalwood and amber, accented by bright notes of citrus and bergamot.”
• Tea: “Savor the delicate floral aroma and rich, velvety texture of our premium loose-leaf tea.”
• Chocolate: “Experience the smooth, velvety texture and rich, decadent flavor of our artisanal dark chocolate.”
• Shampoo: “Elevate your shower experience with the refreshing, invigorating scent of peppermint and rosemary.”
• Candle: “Transform your living space with the warm and cozy fragrance of cinnamon and vanilla, infused with subtle notes of clove and nutmeg.”

By using sensory language, you can create product descriptions that engage the customer’s senses and evoke emotional responses.

This approach helps customers imagine what the product would be like to use or consume, making them more likely to make a purchase.

5. Be specific.

Use exact measurements, colors, materials, and other details that will help customers make an informed decision.

Imagine you are selling a new fitness tracker. Being specific would involve providing detailed information about the features and benefits of the product.

For example, instead of simply stating that the tracker can monitor your heart rate, you might specify that it uses advanced optical sensors to measure your heart rate accurately and continuously throughout the day. You might also highlight how this feature can help you optimize your workouts and improve your overall health.

By being specific, you demonstrate to the customer that you have a deep understanding of the product and its capabilities.

Here are some examples of how to be specific in product descriptions:

• Laptop: “Our laptop features a 15.6-inch full HD display with a resolution of 1920×1080, providing stunning visual clarity and detail.”
• Vacuum: “Our vacuum uses a powerful 12-amp motor and advanced cyclonic technology to capture 99.9% of dust, dirt, and allergens.”
• Camera: “Our camera features a 24.2-megapixel CMOS sensor and dual pixel autofocus, allowing you to capture stunning, high-resolution images with incredible speed and accuracy.”
• Bike: “Our bike is made with a lightweight aluminum frame and features hydraulic disc brakes, providing optimal control and comfort during even the most challenging rides.”
• Watch: “Our watch is water-resistant up to 50 meters and features a durable stainless steel case and scratch-resistant sapphire crystal, ensuring long-lasting durability and reliability.”

By being specific, you can provide customers with the information they need to make an informed purchase decision. Specificity demonstrates your deep understanding of the product and its features, building trust and credibility with the customer and ultimately driving sales.

6. Use persuasive language.

Use words and phrases that encourage the customer to take action, such as “limited time offer” or “exclusive product.”

Imagine you are selling a new skincare product. Using persuasive language would involve emphasizing the benefits of the product and framing them in a way that motivates the customer to take action.

For example, you might use language that creates a sense of urgency, such as “Don’t wait any longer to achieve radiant, youthful-looking skin!” or “Transform your skin in just 7 days with our powerful new formula!”

You might also use language that taps into the customer’s emotions, such as “Reclaim your confidence with clear, blemish-free skin” or “Experience the luxury of spa-quality skincare in the comfort of your own home.”

Using persuasive language helps to create a sense of excitement and desire around the product, motivating the customer to make a purchase.

You can also use persuasive language to overcome objections or concerns that the customer may have, highlighting how the product addresses specific pain points or offers a unique solution to their skincare needs.

7. Use storytelling.

Use anecdotes and stories to create an emotional connection between the customer and the product.

Imagine you are selling a new line of organic skincare products. Using storytelling would involve creating a narrative around the products that connects with the customer’s values and emotions.

For example, you might share a story about the founder’s journey to create the products, highlighting their commitment to using only the highest-quality, sustainably sourced ingredients.

You might also share testimonials from customers who have seen transformative results from using the products, emphasizing how the products have improved their lives and boosted their confidence.

Here are some examples of how to use storytelling in product descriptions:

Skincare:

Clothing:

Food:

By using storytelling, you can create a personal connection between the customer and the product, tapping into their emotions and building trust and credibility.

Sharing stories and testimonials that highlight the benefits and effectiveness of the products helps to create a more compelling and persuasive product description that drives sales.

8. Use social proof.

Use customer reviews, ratings, and testimonials to demonstrate the value of the product.

Using social proof in product descriptions involves highlighting the positive experiences of other customers who have used the product. By sharing customer reviews, ratings, and testimonials, you can build trust and credibility with potential customers, and demonstrate the effectiveness and value of your product.

For example, you might include quotes from satisfied customers who have seen noticeable results after using your product. You could also showcase ratings and reviews from popular review sites or social media platforms, highlighting the product’s high ratings and positive feedback from a variety of sources.

Using social proof helps to alleviate potential customer concerns or doubts about the product’s quality or effectiveness. When potential customers see that other people have had positive experiences with the product, they are more likely to feel confident in making a purchase.

This illustration shows the importance of using social proof in product descriptions to build trust and credibility with potential customers. By sharing customer reviews, ratings, and testimonials, you can create a more persuasive product description that drives sales and builds customer loyalty.

9. Use humor (if appropriate).

Injecting humor into a product description can make it more memorable and engaging.

Using humor in product descriptions can be a great way to stand out and connect with customers on a personal level. Humor can make your product description more memorable, entertaining, and engaging, which can lead to increased brand awareness and sales.

For example, you might use a playful or irreverent tone to describe your product, highlighting its unique features or benefits in a humorous way. You could also use puns, jokes, or cultural references to add a touch of levity to your product description.

Here are a few examples of how to use humor in product descriptions:

• Snack food: “Our chips are so addictive, we should probably warn you that you may need a support group to quit. But hey, there are worse things to be addicted to, right?”
• Office supplies: “Our stapler is the Chuck Norris of staplers. It’ll staple anything and everything with ease. Don’t believe us? Try stapling a phone book. We dare you.”
• Pet products: “Our dog beds are so cozy, your pup might never want to get up. But hey, at least they’ll be well-rested for their next round of zoomies.”

By using humor, you can inject a bit of personality and lightheartedness into your product descriptions, which can make them more memorable and engaging for potential customers.

However, it’s important to use humor judiciously and avoid anything that could be offensive or insensitive. It’s also important to ensure that your humor doesn’t detract from the main message of your product description, which should still focus on the product’s benefits and value.

10. Keep it simple.

Use simple language and avoid technical jargon or industry-specific terms.

Keeping product descriptions simple and straightforward can help ensure that potential customers understand what your product is and why it’s valuable to them. Simple product descriptions are easier to read and comprehend, which can lead to increased sales and customer satisfaction.

For example, you might use short sentences and bullet points to break down the key features and benefits of your product. You could also avoid using technical jargon or industry-specific terms that might confuse or alienate potential customers.

Here are a few examples of how to keep product descriptions simple:

• Clothing: “Our t-shirts are made from 100% cotton for a soft and comfortable fit. Available in a variety of colors and sizes.”
• Electronics: “Our new smartphone has a long battery life, a high-quality camera, and a large, easy-to-read display. Comes with all the latest apps and features.”
• Beauty products: “Our moisturizer is enriched with natural ingredients to hydrate and nourish your skin. Lightweight and non-greasy, perfect for daily use.”

By keeping product descriptions simple and to the point, you can make it easier for potential customers to understand what your product is and how it can benefit them.

Use clear and concise language, focus on the most important features and benefits, and avoid using technical jargon or industry-specific terms that might confuse or alienate your audience.

11. Use formatting.

Use bullet points, bolded text, and headings to make the description easy to scan and read.

Using formatting in your product descriptions can help to make your message more engaging and easier to read. By breaking up your text with headings, subheadings, bullet points, and other formatting elements, you can make your product descriptions more scannable and accessible to potential customers.

For example, you might use bold or italicized text to highlight key features or benefits of your product, or use headings and subheadings to organize your content into distinct sections. You could also use bullet points to list out the key specifications or uses of your product, making it easier for customers to compare it to other products on the market.

Here are a few examples of how to use formatting in product descriptions:

Headings and subheadings:

Bold text:

Bullet points:

By using formatting elements such as headings, subheadings, bold text, and bullet points, you can make your product descriptions more visually appealing and easier to read.

This can help potential customers quickly understand what your product offers and how it can benefit them, leading to increased engagement and sales.

12. Use SEO keywords.

Include relevant keywords in the description to improve its visibility on search engines.

Using SEO keywords in your product descriptions can help to improve your search engine rankings and make it easier for potential customers to find your products online.

By including relevant keywords in your product titles and descriptions, you can increase your visibility in search results and attract more organic traffic to your website.

For example, if you sell handmade soap, you might include keywords such as “natural soap,” “handmade soap,” and “organic soap” in your product titles and descriptions.

This can help your products appear higher in search results when potential customers search for these keywords.

However, it’s important to use keywords in a natural and relevant way, rather than stuffing your product descriptions with irrelevant or repetitive keywords.

Focus on creating high-quality, informative product descriptions that are helpful to potential customers and accurately reflect the features and benefits of your products.

13. Avoid Hype.

Be honest and transparent about the product’s limitations and drawbacks.

Being honest in your product descriptions is important for building trust with potential customers and establishing a positive reputation for your brand.

When you’re honest about the features, benefits, and limitations of your products, you can help customers make informed purchasing decisions and avoid negative experiences with your brand.

For example, if your product has a specific size or weight limit, it’s important to be transparent about this in your product description rather than trying to hide it or downplay its significance.

Similarly, if your product has certain features or benefits that may not be suitable for everyone, it’s important to be upfront about this in your product description rather than exaggerating or misrepresenting your product to try to attract more customers.

By being honest in your product descriptions, you can also build a stronger relationship with your customers and increase their loyalty to your brand.

When customers feel that they can trust you to provide accurate and reliable information about your products, they’re more likely to return to your store and recommend your products to others.

14. Understanding Fomo Marketing.

Fomo Marketing stands for “Fear Of Missing Out” marketing. It is a marketing strategy that leverages the psychological principle of scarcity to create a sense of urgency and exclusivity around a product or service.

The idea behind Fomo Marketing is to make potential customers feel like they will miss out on a unique opportunity if they do not act quickly.

This can be achieved through tactics such as limited-time offers, flash sales, or exclusive promotions for a select group of customers. By creating a sense of urgency and exclusivity, Fomo Marketing can increase customer engagement, drive sales, and build brand loyalty.

For more details, please read “What is Fomo Marketing.”

15. Include a call-to-action.

Including a call-to-action (CTA) in your product descriptions can help to encourage potential customers to take action and make a purchase. By providing a clear and compelling CTA, you can guide customers through the buying process and increase the likelihood of a successful conversion.

For example, you might include a CTA such as “Shop now” or “Add to cart” at the end of your product description to encourage customers to take the next step in the buying process.

Alternatively, you might use a more specific CTA, such as “Sign up for our newsletter for exclusive discounts and promotions” to encourage customers to stay connected with your brand and receive updates on future products and sales.

By including a CTA in your product descriptions, you can also create a sense of urgency or scarcity that can motivate customers to take action.

For example, you might include a limited-time offer or a countdown timer to encourage customers to make a purchase before a certain deadline.

Overall, including a CTA in your product descriptions can help to increase engagement and conversions, and ultimately drive sales and growth for your business.

---

By following these tips, you can create product descriptions that effectively communicate the value of your product to potential customers, and increase sales.