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How To Write Product Descriptions To Grow Online Sales

What are Product Descriptions? A product description is a form of marketing copy used to describe and explain the benefits of your product. In other words, it provides all the information and details of your product on your ecommerce site. These product details can be one sentence, a short paragraph or bulleted.

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What are Product Descriptions?

A product description is a form of marketing copy used to describe and explain the benefits of your product. In other words, it provides all the information and details of your product on your ecommerce site.

These product details can be one sentence, a short paragraph or bulleted. They can be serious, funny or quirky. They can be located right next to or underneath product titles and product images. They can be scannable selling points or have strong readability.

There are multiple styles and ways to make product descriptions work for your ecommerce store, but there’s much more to them than simple copywriting.

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Creating the Best Product Descriptions

Think about the who, what, when, where, why and how before writing.

Who is this product for?

The target audience can be gender (i.e. male or female), an age group (i.e. college students or retirees), a lifestyle demographic (i.e. new mothers or car enthusiasts) or some other defined group of people.

What are the product’s basic details?

This includes attributes such as dimensions, materials, product features, cost and functions.

When should someone use the product?

Is it meant to be used during a certain time of day, seasonally or for a specific type of occasion? Just as important is pointing out if a product can or should be used every day or year-round. These details will help speak to the product’s long-term value.

Where should someone use the product?

Is it meant for indoor or outdoor use, for your car or your home?

Why is this product useful or better than the competition?

This can be anything from quality to value to features. Think about the product benefits to your customers and consider how images can complement your product copy.

How does the product work?

This may not be necessary for every product, but it’s a must-have feature if you are selling anything with moving parts or electronics.

Determine the best format to describe your products.

Since some online shoppers only scan text on websites, it might be helpful to use bullet points that cover the most important product details. Bullet points should generally be used for specs (like dimensions) or short phrases (like features) so they are quick and easy to read.

Choose goals and KPIs to measure success of your product descriptions.

This is going to take a long time,” you might be thinking, especially if you rely on product descriptions from your distributors or manufacturers. And you’re right, this isn’t a quick process. However, if you can commit to writing product descriptions

Make your product descriptions short and sweet.

Don’t overthink it. Use conversational paragraph-long descriptions to engage fans and ideal customers as well as quick bullet points with need-to-know specs to concisely convey the most important information for online shoppers.

Use storytelling to your advantage.

Does your product have a backstory that’s particularly special to you? Chances are it will be particularly special and endearing to your audience, too. Use that story in your product description to add more character to your item, engage your audience and win hearts and minds.

Don’t be afraid to boast. Here’s how you take the product description formula above one step further. Is your product differentiated through a founder’s expertise? Is your product better because of years of testing? Is it hand-crafted? Does it get strong social proof with testimonials and product reviews?

Call that out!

Tell a better story in your short product description paragraph by including tidbits of detail that prove why your product is better than the rest. Don’t be afraid to name drop, either.

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If you have a more technical product, don’t be afraid to get in the weeds with your product description.

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