Writing product descriptions isn’t a skill that comes naturally to every business owner. And that’s fine! The mix of marketing and creative writing that goes into the art of product descriptions can be difficult to learn. Still, online sellers should strive to optimize this vital aspect of their ecommerce marketing.
Your product descriptions should take the place of physical interaction for your customers. It is your chance to fill the gap between initial interest and sales. An attractive, effective product description can do just as much to drive a conversion as your product images or even your price.
How to Write Product Descriptions
Every product description is different because every product is different. Plus, every store is different. However, there are some general rules you can use to help create product descriptions that make buyers pounce on that “add to cart” button no matter what channels you’re selling on.
Here are five great tips you can start using today.
Develop a Unique Voice
No one wants to read heartless content that seems like it could’ve been written by a robot. Use the product description to infuse your listing with some personality. If somehow your brand could become a real person, how would that person talk? Would they be charming and sexy? Quirky and clever? Smart and well-spoken? Try to write how this imaginary person would speak. It’ll help your customers know what kind of lifestyle your product can help them create.
Here is an example of a quirky product description from Zappos.com:
Sum It Up in Your First Sentence
Attention spans in the internet era are shorter than ever. You might only have your buyer’s eye for a few seconds. To take full advantage of this, you should consider the first sentence of your product description to be almost a standalone selling piece. Try to sum up as much of what you’re trying to say as possible in that first sentence. Don’t cram 50 words into the first sentence, but use your best content here.
Banana Republic does a great job adding as much information in their first sentence without it overwhelming the buyer.
Highlight the Problem and Solution
At the basis of all marketing is one key claim: the customer has a problem that the seller can solve. Highlight this in your product descriptions. How will your product help solve a problem that the buyer has? Content that speaks to the before and after situation of a hypothetical seller allows customers to imagine themselves with the product. It’s a way to connect directly to your audience without having to meet them face to face. They’ll be more likely to buy if they think you understand the issues they’re going through.
See how Brooklyn Grooming describes their beard oil to the user:
More Evocative, Less Descriptors
A lot of marketers suggest that using descriptive words is the best way to go when writing product descriptions. I don’t exactly agree. More descriptors usually means more content, and more complicated content. Remember what we said about attention spans? Instead, try to make your writing more evocative. Use words that appeal to all five senses, and words that reference certain aesthetics your buyers would value. Selling summer apparel? Talk about bright colors and breezy fabric.
Lulus does a great job including evocative words to help describe their summer apparel:
Use Action Words
Action words and active language are more exciting than passive language. It’ll help to keep your readers interested long enough to make a decision to buy. Describe the type of lifestyle your buyers will be able to engage in once they make their purchase. Invite readers to picture their baby kicking and snuggling into a blanket that hugs them. Don’t just say the blanket is soft.
Badger leverages action words to create a vivid image for their potential customer.
Some sellers might be tempted to avoid the parts of selling that are hard for them. Marketing, especially any part of marketing that involves creative writing, can give almost any seller some anxiety. But with these best practices in your bag of tricks, you’ll be prepared to write serviceable, effective product descriptions and see a noticeable impact on your sales at the end of the day.