• Table of Contents

  • How to Write Product Descriptions That Sell
  • Understanding the Importance of Product Descriptions
  • Know Your Target Audience
  • Highlight the Benefits, Not Just the Features
  • Use Persuasive Language
  • Make It Easy to Read
  • Include Social Proof
  • Optimize for Search Engines
  • Conclusion

How to Write Product Descriptions That Sell

Product descriptions are a crucial part of any e-commerce business. They provide potential customers with the necessary information about a product, and more importantly, they persuade them to make a purchase. However, writing compelling product descriptions that sell is not as straightforward as it seems. It requires a deep understanding of the product, the target audience, and the art of persuasive writing. In this article, we will explore the key elements of effective product descriptions and provide practical tips on how to write them.

Understanding the Importance of Product Descriptions

Before we delve into the how-to, it’s essential to understand why product descriptions are so important. According to a study by Salsify, 87% of consumers rate product content extremely or very important when deciding to buy. Furthermore, a survey by Shotfarm found that 30% of consumers have returned a product because it didn’t match the product description. These statistics highlight the crucial role of product descriptions in driving sales and reducing returns.

Know Your Target Audience

The first step in writing product descriptions that sell is understanding your target audience. This involves identifying their needs, preferences, and pain points. Once you have a clear picture of your target audience, you can tailor your product descriptions to resonate with them.

• Needs: What problem does your product solve for your customers? How does it make their lives easier or better?
• Preferences: What features or benefits are most important to your customers? What language or tone resonates with them?
• Pain Points: What challenges or frustrations does your product address? How does it provide a solution?

Highlight the Benefits, Not Just the Features

While it’s important to list the features of your product, it’s even more crucial to highlight the benefits. Features tell customers what your product does, but benefits tell them how it can improve their lives. For example, a feature of a smartphone might be its high-resolution camera, but the benefit is the ability to capture beautiful photos and precious memories.

Use Persuasive Language

The language you use in your product descriptions can significantly influence purchasing decisions. Using persuasive language can create a sense of urgency, evoke emotions, and convince customers of the value of your product. Here are a few tips:

• Use power words: Power words are persuasive words that trigger an emotional response. Examples include “exclusive,” “limited,” “guarantee,” and “premium.”
• Create a sense of urgency: Phrases like “limited stock,” “sale ends soon,” or “only a few left” can encourage customers to make a purchase sooner rather than later.
• Focus on value: Instead of focusing on the price, highlight the value that customers will get from the product. This could be in terms of time saved, improved quality of life, or long-term cost savings.

Make It Easy to Read

Online shoppers typically scan content rather than read it word for word. Therefore, it’s essential to make your product descriptions easy to read. Use short sentences and paragraphs, bullet points, and subheadings to break up the text and highlight key points. Also, avoid jargon and technical terms that your customers may not understand.

Include Social Proof

Social proof, such as customer reviews and testimonials, can significantly boost the credibility of your product descriptions. According to a survey by BrightLocal, 88% of consumers trust online reviews as much as personal recommendations. Therefore, including positive reviews in your product descriptions can help to build trust and persuade customers to buy.

Optimize for Search Engines

Search engine optimization (SEO) is another crucial aspect of writing product descriptions. By including relevant keywords in your descriptions, you can improve your visibility on search engines and attract more potential customers. However, avoid keyword stuffing as it can harm your SEO and make your descriptions difficult to read.

Conclusion

Writing product descriptions that sell is both an art and a science. It involves understanding your target audience, highlighting the benefits of your product, using persuasive language, making your descriptions easy to read, including social proof, and optimizing for search engines. By mastering these elements, you can create compelling product descriptions that not only provide valuable information but also persuade customers to make a purchase.