How To Write Product Descriptions That Convert

— December 15, 2017

The ultimate goal of a business is to sell their products or services. To grow your business, you must make sure that your products or services are attractive to consumers.

For ecommerce businesses, it’s essential that you showcase your products in a way that they catch the attention of your target customers. Your copy shouldn’t simply describe the products. It should make your products attractive enough that people want to buy them.

Here are 7 things to keep in mind in order to write product descriptions that convert:

#1. Ask the right questions

It’s important to ask yourself these questions before writing a product description:

• Who are your target consumers, and what are their interests?
• What are the benefits and specifications of your product?
• How does it work?
• What’s unique about your product?

Once you have these answers, you are one step closer to writing a compelling product description. Put yourself in the shoes of your customers and ask yourself what they would look for in your product.

You should also consider explaining to them how the product works, and how it can help them. Talk about the ease of use. This is crucial if your product is technical in nature. You want your potential customers to not only know its benefits but also how easy it is to use.

Tell consumers what makes it different from your competitors. Give them a reason to buy from you.

Here’s an example of a well described product description from Thermos Stainless King.

Image via Amazon

Notice how the company carefully demonstrates how its technology will keep “hot things hot and cold things cold.” This makes it attractive to the consumer. Not only do they have an understanding of how unique the technology is but also how it benefits them.

#2. Share the features and benefits of your product

Another key aspect of a great product description is the features and benefits. A carefully demonstrated product will catch the eyes of a larger audience leading to increased sales.

People will not be interested in your product unless it will benefit them in some way. As the seller, it is necessary for you to explain it to them. Not only will it make their lives easier but also give them a compelling reason to buy from you.

Check out this description from Amazon Echo, and how it explains the product’s features and benefits.

Image via Amazon

Notice how Amazon not only states the features but also explains the benefits when it says, “Just ask Alexa to control your TV, request an Uber, order a pizza, and more.” This will make the consumer look forward to buying one as it can make their life easier.

#3. Determine the right tone

The tone in which you advertise will have a direct impact on your sales. The tone you use in your product descriptions will differentiate you from your competitors. It also showcases the type of culture your company has.

For example, here’s how ThinkGeek lists the product specifications for the DC Harley Quinn Hula Girl Bobble Figure:

Image via ThinkGeek

You’ll notice that, instead of simply mentioning the product specifications, they’ve added a lighthearted and harmlessly eccentric touch. This matches the personality of the product being sold, hence it will attract like-minded customers.

#4. Eliminate buyer’s remorse

Most consumers suffer from buyer’s remorse at one time or another. Buyer’s remorse is the guilt generated from spending money, especially if it’s for themselves.

Here are a few tactics that you can use in your product descriptions to tackle buyer’s remorse:

• A one-time offer – If you convey that it is a one-time offer, they will feel that the product is one-of-a-kind and unique in its own way.
• Loyalty and customer retention programs – Create weekly or monthly update programs and client reviews. Offer them special access to upcoming product launches, etc.
• Set the right expectations – If you are selling a product like a flagship cell phone, it is important that you mention not only what comes with the package, but also the additional services that you will provide the customer. Explain how their accounts will be handled, what updates will be provided, the contact center details, etc.
• Open user groups – Invite and encourage your consumers to join the user groups. Using these, they can not only share their issues with the product or service but also ideas to help you find new areas of innovation.

Image via Apple

Here’s an example of how brilliantly Apple eliminates buyer’s remorse. It talks about their free delivery and free returns scheme. It also tells the buyer how conveniently they can buy from their current device and even offers special financing and rewards. This gives the customer a very good idea of what’s in store for them.

#5. Create easily readable content

Your product descriptions should be easy to read. Here are some points to remember while creating your product descriptions:

• The text should have a large enough font size that it’s easy to read.
• Use headlines and subheadings to attract visitors.
• Use bullet points to highlight the key features and benefits.
• Leave plenty of white space so that the page is not cluttered or confusing.

Here’s an example of an easily readable description. The text is easy-to-read with plenty of white space and bullets.

Image via MAC

#6. Add Humor

If you want your products and services to do really well in the market, try to make your customers laugh. Humor not only builds brand value but also helps you create a bond with your customers.

If your customers laugh, it means that they have enjoyed reading the product description. Also, they are more likely to share it with their friends and loved ones. Hence, humor can act as great form of marketing.

Check out the example below. Here, humor has been used extensively and is likely to attract many visitors.

Image via Firebox

#7. Create a first draft

Once you have a concrete idea of your target audience, and your are done with your content planning, start writing a first draft.

Go through the features, attributes, and benefits of your product. Start listing them with the most important benefits first to the least important ones last.

Your first draft will be a story of your product, so try to write it when you are really enthusiastic and cheerful.

Conclusion

The most important thing to remember while writing a product description is to think about your audience. What are the terms they would use to search for your product on Google? These should be used as your keywords.

Use these keywords in your headings and in the description. Also make sure that your images have descriptions and alt tags using the keywords. However, don’t focus too much on SEO. Instead, if you truly focus on your customer, SEO should happen naturally.

Can you think of any more useful tips for writing product descriptions that convert?

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