How to Write Product Descriptions That Sell
In this blog post, we’re going to be talking about all the ins and outs of writing a great product description. Sometimes it’s easy to overlook small aspects of your copy, but remember the old saying: “the chain is only as strong as its weakest link.
So, without further adieu, let’s start with the basics.
What are product descriptions?
I’m pretty sure everyone reading this blog has heard of product descriptions before and know what they are, so I’ll just give a nutshell description of it:
A product description is a small block of text describing a product that can be purchased from an online store/e-commerce site.
All you’re doing is describing what your product is, but that doesn't mean you shouldn’t put some thought into a product description before you put it out there for the world to see. There’s a reason that companies pay people to come up with a mere 50-100 words for a product description, that small block of text is your main way of reaching your customer when they’re in “the buying moment” and convince them that your product is something they want.
In fact, the only blocks of text on a product page that could be considered more influential than the product description are the reviews left by previous customers. Since you can’t manufacture reviews (it’s illegal to write fake reviews, so please don’t do it), you need to make sure your product description is as inviting as possible.
The Different Parts of The Product Descriptions
Now that we’re clear on what we’re writing, it’s time to start creating your product description. There are three main areas that are crucial to creating a product description that is both effective and inviting. Let’s look at the first one…
Length
The first thing you should determine before writing a product description is the length. There’s no exact number of how long a product description should or shouldn’t be because it hugely varies from product to product.
For example, If you’re selling specialized electronic equipment you’ll want to have a detailed list of features in each product description because anyone using electronic equipment usually has to buy equipment with certain specifications so that it will all run properly. In contrast, you wouldn’t need such a long detailed list of features if you’re writing the product description for a teddy bear. Sure, you’d still have some features listed like the eye color, whether or not it’s washable, etc. but it would only include around fifty words.
No matter what you’re selling your goal should be to have as few words as possible. That means keeping feature lists on-point and only mentioning the key features that will tell the buyer whether or not this product can suit their needs. Of course, you’ll want to leave a little room for mentioning the benefits of buying your product, even if it’s only one short sentence.
Buzzwords/keywords
Now that you’ve got a rough estimate of how long your product description is going to be, we need to talk about how you’re going to use your buzz words.
Buzz words, keywords, whatever you decide to call them, these are the words that will get the attention of both your buyers and search engines. Since you probably already have a list of keywords you can probably refer to it during this process, just remember that you’re only going to include the most important ones.
The number one keyword you should always use, no matter what you’re selling, is the name of your product. That should be self-explanatory, and if your product doesn’t have a “name” just make one using words describing what it is: “Winchester's Blue Plastic beads”.
Aside from the product name, you should only have one or two other keywords so your description doesn’t end up too long. While deciding which keywords to use, make sure to choose ones that will help bring out the benefits of purchasing your product: “Bounce-Back heel to help your feet fly down the track”. When possible you should always follow a product feature with how that feature will benefit the buyer, it helps them visualize how much better their life will be once they’ve got the product in their hands.
Uniqueness
Your product description may be short, but that doesn't mean it can’t be unique and flow with your brand’s overall voice. If you don’t know how to use your brand’s voice in your writing, you can read about it in one of my previous blog posts.
You also don’t have to reinvent the wheel to create a unique product description. There are two main methods I use to make sure my copy is creative.
Take some to think of a creative twist that would fit your product (something about outer space if you’re selling a star projector)
Write a “skeleton” for your product description that includes all of the information and keywords that you have to include. Then replace the ordinary words with something more unique and personal.
I know that’s still fairly vague, so I’ll give you an example. Because of my slight obsession with wigs, I’ll use the example of a short, curly purple wig.
Skeleton: Purple, short curl BrandName wig. 6” long, heat resistant fiber. Perfect for everyday use or special events.
Now, let’s try and spruce it up a bit. The ideal buyer for this company is either a cosplayer or wig enthusiast. So we need to come up with a unique twist that will appeal directly to them. If the wig is especially realistic then you could center the copy around people thinking the buyer’s hair is actually purple.
Finished Copy: This life-like, 6” short curl BrandName wig is made out of soft heat-resistant fibers that feel and look like real hair. Once you put it on, people will think you’ve just come back from getting your hair professionally dyed. Its comfortable lining and realistic look make it perfect for wearing to a photoshoot, convention, or party.
See the difference? One just tells you what the product is while the other paints a picture of what it will be like once you’ve actually put the wig on your head. As I said, you don’t have to reinvent the wheel and it’s really easy to do once you get used to spotting creative possibilities in your product descriptions.