How to Write a Product Description that Sells

how to write a product description

Running a successful online business isn’t just about creating amazing products. You also need to write epic product descriptions that sell your products. A picture is worth a thousand words and is the first thing that draws potential customers in. The product description, however, is what seals the deal. It provides additional information and details that browsers can’t discern from your photos alone and helps them determine whether a product is right for them.

In short, product descriptions are really important!

If you are hanging your head right now and feeling like you’ll never have a successful online business because you aren’t a good writer, stop.

You don’t have to be an amazing writer to put together good product descriptions that will sell your products. All you need is a grasp of basic spelling and grammar, a little bit of creativity, and some simple marketing know-how.

Are you ready to learn how to write a product description that sells? Keep reading!

Understand Your Audience

Before you type a single word, you need to know who you are trying to sell your product to. Developing a solid buyer persona helps you figure out what information you should include in your description. Doing so will also guide your word choices once you start writing. Figure out who your ideal buyer is, why they are shopping for products like yours, and who they are as individuals. The more detailed your buyer persona is, the better it will guide you as you write your description.

Understand Your Product

When you create a project using your own two hands, you know basically everything about it. You know what it’s made from, what techniques you used, and what the product is used for. Jot down important specs like materials and features. Now, refer back to your buyer persona. What are their buying motivations? Figure out which features, benefits, and other details speak to their motivations and needs. If, for example, stay-at-home moms are your target audience, you’ll definitely want to mention safety features or the use of non-toxic materials.

Choose the Right Words

how to write a product descriptionWhen trying to figure out how to write a product description, it’s important to understand the impact of the words you use. Some words are more powerful than others. According to Buffer, there are even certain words and phrases that grab shoppers’ attention and encourage them to buy.  A few of the most persuasive and influential words in the English language include…

  • You
  • New
  • Free
  • Now
  • Amazing
  • Introducing
  • Easy
  • Hurry
  • Quick
  • Easy

There are words that you should avoid, too. It’s not that these words are necessarily “bad”. They are just so overused that they no longer have much impact on buyers. A few examples include:

  • Expert
  • Stunning
  • Breakthrough
  • Market-leading
  • Driven
  • Innovative

Spend some time researching powerful marketing words. Jot down some of your favorites to use in your own product descriptions. Just make sure to only use those that accurately describe your products or business.

Tell a Story

Consumers are tired of being sold to constantly. They want businesses to connect with them in meaningful ways. Telling stories in your product descriptions is one way to do that.

You don’t need to be a master storyteller. In fact, your story should only be a couple of sentences long.

Instead of just listing out benefits, tell a story about the type of problem your product solves. Tell the story of your business. Get creative, and come up with a story that will make your customers feel more connected to your products and your business.

Make It Scannable

Very few people want to read through huge blocks of text when they are trying to learn more about a product. They want to be able to scan through the description quickly to find the information that they are looking for.

A good format for creating a scannable description is a few sentences followed by several bullet points. Tell your customers what a product is and why they need it first, then include things like dimensions, materials, etc. in a bulleted list.

Optimize Your Description

A good product description should make your item more discoverable for people and search engines. If you aren’t familiar with search engine optimization, or SEO, it may sound complex. In reality, though, there are plenty of simple things you can do to optimize your descriptions.

Think about keywords: the words and phrases that buyers might search for when shopping for items like yours. If you are selling a handcrafted kitchen table, for example, you might want to use keywords like “farmhouse table,” “rustic kitchen table,” and “handcrafted table”. Sprinkle those keywords in your product description (and the product title!) in a way that sounds natural. Don’t go overboard, though. Doing so will make your description seem spammy and could cause search engines to penalize the listing. You can use keywords in your product tags, too.

Use a Spelling and Grammar Checker

how to write a product descriptionYou’ve written up a description you’re feeling pretty proud of. You considered your target audience, listed out all the relevant details about your product, and write a captivating short story. You’ve even done a bit of optimization to make sure both people and search engines can locate your products.

You may be thinking you’re good to go at this point, but there’s one more step that you should never forget.

Always proofread and use a spelling and grammar checker before putting your product description online. This is one of the most important aspects of knowing how to write a product description. Grammarly is an excellent tool for this. You can check your text using the online Grammarly app, or you can download a Grammarly plugin for Microsoft Office, Chrome, or Windows. Whichever option you choose, this powerful tool does a great job of picking out typos and spelling and grammar errors. It’s much better than the built-in spelling and grammar check tool in Microsoft Office because it typically picks up word choice errors, like when you type “if” when you meant to type “is”.

Making sure your descriptions are free from spelling and grammatical errors makes you look more professional. And customers are, of course, more likely to buy from someone who seems like a pro.

Manually read over your listing, too, to make sure that there are no errors in your product specifications. Incorrect measurements in your listing, for example, could be a huge problem when a customer buys a product and it doesn’t meet their expectations.

Congratulations! You Now Know How to Write a Product Description

Even if you don’t consider yourself a skilled writer, the tips listed above should help you create captivating descriptions that will sell your products. Don’t be afraid to experiment to determine what works best in your business and what doesn’t. One way to do this is by creating two listings for the same type of product and writing a different description for each. See which description performs better. This will help guide you as you write descriptions for additional projects.

Don’t give up. It may take some time to nail the perfect description, but once you do, you could find yourself selling more products than you ever imagined!

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