How to Write a Product Description: A Step-by-Step Guide
Before opening a business, you must know the right strategies to improve the sales of your products, such as optimizing your product descriptions. These influence purchasing decisions, helping you make more money online and being informative at the same time.
That said, it’s important to write compelling product descriptions, as poorly written descriptions can negatively affect your sales.
Let’s go over how to write product descriptions that sell. We’ve put together some tips for creating effective marketing copy, as well as several examples of great product descriptions to inspire you.
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1. Identify the needs of your customers
A great product description should speak to your target audience on a personal level.
Identifying the needs of your users implies knowing the characteristics of your target audience. Daily activities and location are examples of what can affect purchasing decisions. This will help you understand their pain points and how your products can solve them.
Make sure your product features are tailored to the demographics you’re targeting. Write concise sales copy that customers can quickly digest and generate an opinion about your brand.
See an example of a Logitech webcam product description.
As the product is aimed at people who frequently make video calls or record visual content, the company uses phrases such as “better image at conferences” and “record careful demos” to narrow down its target market.
Understanding your customers also allows you to identify the best communication style and the dictionary to use to attract them.
2. Write your business’s unique selling proposition (USP)
Even if your products are trending, remember to highlight their USP so that they stand out from the competition.
To write a USP statement that sells, use the knowledge you have about the identity, problems and needs of your customers. Make sure it conveys why people should buy your product over others on the market.
Leather goods company Saddleback Leather conveys this message by creating a bold phrase to illustrate their product: “They’ll fight over it when you’re dead.” It’s a catchy phrase that shows the company’s confidence in the quality of its product and its reputation in the industry.
3. Describe the product as best as possible
Once you get information about your target audience and their needs, use it to create a detailed product description that explains how it fits with them.
Don’t fall into the trap of writing product descriptions in a superlative, cliched language like “best product,” “nice “and” great value.” Instead, provide all the details that support your claim about the product’s quality and value.
Deuter’s product description for its sleeping bag is a great example of informative marketing copy that sells. It conveys all the information about the product that a potential customer needs to know, such as its materials, its benefits, and its USP.
Another important point to include is the measurements and dimensions of the product. This is especially important if you are selling a product with multiple sizes and weight options, such as clothing and furniture.
4. Don’t Emphasize Features: Focus on Benefits and Evoke Emotion
Although the features of the product are necessary, it will be more impactful if you focus on the benefits.
You can combine features and benefits into one powerful text or separate them. In this way, customers will be able to judge for themselves if it is a product they need.
Also, it allows you to evoke emotions in people and create demand for your product. This can be done by appealing to their problems and how your product can solve them.
That said, tech specs may still be the way to go if you’re targeting a highly technical audience.
Fender does this by including the technical aspects of its products and aesthetic appeal, as the company caters to artists who care about aesthetics and functionality.
5. Write a clear outline
Remember that you should make the description of a product as concise as possible. Visitors don’t have time to read long product details, so make sure it’s easy to skim without detracting from your product.
Using bullet points can be a good way to write a product description so that it is easy to read. You can also play with the layout and elements of the website to present a thoughtful product description. After all, it doesn’t have to be a vertical bullet list.
If you have much information to present, consider dividing the information into multiple sections and using graphics for a sleek visual look. This way you avoid creating a wall of text that makes your product description look unattractive.
Garmin, for example, incorporates icons to improve the description of its products. By dividing information based on product features, the company improves readability and highlights benefits at the same time.
6. Do not distract your buyer with unnecessary texts
The goal of product descriptions is to educate potential customers about a product. Therefore, you should omit any other information that has nothing to do with your product or that is not worth reading.
Be sure to position yourself as a customer when creating a product description. Avoid using filler words and obvious information that you don’t want or have time to read. For example, saying that a clock shows the time accurately is simply redundant.
Remember that it is always better to explain the advantages of the product. If you start writing empty filler cliches, back off and re-evaluate the features and benefits to get back on track.
7. Convey urgency and FOMO (Fear of Missing Out)
Use words that create a sense of urgency to buy the product. Some of the most common words are “new”, “limited” and “now”. Incorporating these words into your product descriptions can influence your visitors’ purchasing decisions.
Tissot puts this into practice by announcing its line of limited products. The product description contains phrases like “limited production” and “only 4,999 pieces available” to allude to the scarcity of the product, which encourages people to make a purchase then and now.
8. Write a compelling call to action
The final piece to add to your product descriptions is an engaging call to action (CTA). CTAs like “start now” “learn more” and “get yours now” motivate visitors to buy your product.
Once you have a strong starting CTA, accompany it with words that provoke. This goes hand-in-hand with your goal of conveying urgency and FOMO, for example, “while stock is available”. You can also use the advantages of the product to create an attractive call to action.