Product Description Writing
August 26, 2019 Sanjay Dabhoya

A picture is undoubtedly worth 1000 words, but, it is just a picture. It needs additional support so that a customer can make that critical decision to purchase. You, therefore, need an excellent product description to communicate effectively. However, the process of writing a good descriptor can be a daunting task.

Imagine you have thousands of items in your store and need to find the proper way to describe them. If you are in this situation, do not fret, will make the process a bit easier for you.


Tips to Writing Excellent Product Descriptions

A good product description is essential because it will give the customers the impetus to buy. A good description should, therefore, communicate the following:

  • Why does the customer need the product
  • Who is the product for
  • What is the cost implication
  • What is unique about the product
  • What are the components or ingredients in the product

There are specific rules you need to have in mind when working on your product description.


1. Do You Have A Proper Target Profile

A Proper Target Profile

You cannot have any effective marketing without understanding your target audience. You need to have a proper description of the final consumer. You will need to come up with a profile that aptly describes the customer. Some of the things you need to look at include, but are not limited to:

  • The age of the consumer
  • Income bracket
  • Marital status
  • Where they shop
  • Geographical location
  • What channels they use to source for product information
  • What they do for fun
  • Do you have a good understanding of their point of need
  • How can your product answer those needs

You need to take the time to fully understand your consumer so that your product descriptor incorporates as much relevant information as possible.


2. Highlight The Benefits Of The Product

Here is a good tip, do not focus on describing the actual product; instead, focus on how it will make a change in the customer’s life.

Remember the typical customer is not very interested in knowing the technical aspects of what you are selling. It may surprise you that very few customers take the time to see every aspect of what they are using.

What would benefit the customer is to tell them how, where, when, and why they should use the product. Touch on aspects that have a positive impact on their lives. You could, for instance, talk about 100% natural product, which will resonate well with those who are leading healthy lifestyles. If you could show them how they will save by buying your product, they will flock to your store.


3. Connect Emotionally

Connect Emotionally

When talking about a product, try and connect emotionally with customers. It is all good to talk about the benefits, but you need to be careful about coming through as salesy. The best way to connect is to show the clients that you understand that they’re not getting their needs fulfilled with what is available in the market. You, however, have the right product for them.

If you can, weave a little story into the descriptor; it will require that you have some storytelling abilities. If you are talking about a supplement, focus of the key attributes such as the natural ingredients. You should also expound on the benefits such as its ability to rejuvenate depleted energy, help with better sleep, and improve your sex life, among others.

If you’re targeting an older demographic, you can even bring in the historical aspects of the product.


4. Think About Your Language And Tone

Target Audience

Put yourself in the customer’s shoes, and think about the language that resonates well with you. It can be a turn-off to read technical, condescending, hard pitch text. You are more likely to gravitate towards conversational language, which informs while keeping you entertained. That is why we keep insisting that you should understand your target audience well.

The language you use to sell to a younger demographic is not the same as the one you will use to sell to an older audience.

Take your time to research power words. Such words will elicit an emotional connection or some level of excitement.  Think about using words like mind-blowing, jaw-dropping, uplifting, breathtaking among others.

Here is a good tip, approach it from the angle of your friend describing the product to you. Think about the excitement with which he or she would be describing the product, and how they would be trying to convince you to try it out.

Be careful about using generic terms.  Also, avoid the marketing temptation of using words that you cannot back up. The use of words like ‘perfect, number one, unmatched; to name a few are mere claims that add no absolute value to the product. Such words could also have the negative effect of putting off the customers. The customer knows what they’re looking for, and has no time for braggadocio.

Also Read: Why Your Business Needs Content Marketing Strategy? (Beginner’s Guide)


5. Slang And Jargon

Some people may think that because of the product and target customer, they should only use language that resonates with that particular audience. You may, therefore, find product descriptions that are full of slang and jargon.  We cannot say 100% that it is wrong, but you need to be careful not to overdo it.

In the case of slang, what you will do is lock yourself to a particular audience. It may, in the long run, work against you, especially if you want to expand your product footprint. The same goes for business jargon; some people may not get it. In other cases, it may look like you’re trying to impress a particular segment. You are better off using language that everyone can understand.


6. Make Your Description Scannable

Catchy product descriptions

Always have it in mind that no one has the time for mind-boggling text.

The attention span of people is minimal, and research shows that they will only read about 16% of what you have.

You, therefore, need to pack as much information as you possibly can into that short product description.

It is therefore essential that you make your description scannable. It will require that you use bullet points, short sentences, and short paragraphs. Pay attention to the font size and type. Some font types are best left to academic papers, while others will work very well for advertising material.

How you present the material should invite the customer to take a look. The audience should get the information at a glance, without having to go into too much reading detail.


7. Keep It Short

We cannot emphasize this enough; no one has the time to read the long-winding text. If you cannot communicate what you want within the first two paragraphs, then you need to go back to the drawing board.


8. Search Engine Optimization


The buzzword concerning online marketing has become Search Engine Optimization (SEO). You have to make it easy for the search engines to find you, and that is why you need to have the right keywords. SEO will improve your ranking on the search engines.

If you are, for example, selling female clothes, your keywords could be something like ‘women’s pantsuits.’ Go a step further and say ‘plus size women’s pantsuits.’ describe what you’re selling in as few words as possible so that anyone typing in a particular requirement will land on your website.

Ensure that your keyword appears in the title of the page, the Meta description, the image tags, and the overall product description. You do not need to sit down for hours racking your brain on the best words to use. You will find tools online that can help you generate relevant keywords.


9. Pay Attention To Your Images

High-Quality Images

The use of images is vital, especially if you’re selling items related to fashion, cars, and home decor items, among others. Images attract people to what you are selling.

Research indicates as many as 63% of consumers will pay more attention to the image, than the actual product description.

Invest in high-resolution pictures; no one has the time to look at blurry or grainy images. You will lose interest fast if your picture qualities are poor. Getting excellent pictures is an investment worth making. Have the following in mind when you are taking product pictures:

  • Make sure the background is white so that you focus on the product. Avoid shadows and any distractions on the page. The eyes of the customer should go straight to what you are selling.
  • High-resolution pictures are essential. Your customers will be able to zoom in and get all the relevant details without pixelation or blurring of the images.
  • The lighting will determine the quality and outcome of the pictures.
  • Optimize for mobile, the images should look the same on mobile, smart apps and laptop.

10. Incorporate The Use Of Videos

Create Video

We have talked about the importance of high-quality images; the same goes for videos. Videos allow you to communicate relevant product information engagingly. You can use them for tutorials and video reviews, among others. The main advantage is that you can use more words to communicate, something you will not be able to achieve with text.

People are more willing to listen than to read.  You, of course, have the onus of making sure that your content is interesting enough to keep the attention of whoever is watching.  Customers also like to see the product in use, so how-to videos will go a long way in increasing your sales. Sometimes, the customer will not buy something because they’re not quite sure that they fully understand how to use it.

Think about the customer, where they live, where they may use the product, and come up with engaging videos that educate and inform.


11. Testimonials And Reviews

Testimonials And Reviews

A third-party endorsement is more impactful than any advertising you will ever do. A happy customer extolling the virtues of the product will connect better than the best advertising language. Getting testimonials and reviews from satisfied customers is there for a great marketing tool. If possible, ask for video feedback because it is more meaningful than a written report.


12. Get Feedback


The best way to know if your product description is relevant and informative is to get feedback. Even if you’re using a template, you need to get a few people to test it out. Have a guideline so that you get to know if your product description answers things like:

  • Is it communicating the key benefits
  • Is the language convincing without  being pushy
  • Do the words resonate well with the consumer
  • What do they think of the images
  • Is the design appealing, among others

Feedback is essential because it will allow you to tweak any areas that you may have overlooked. The input will also allow you to edit the product description before sending it out. When you have been working on something for too long, you can overlook grammatical errors. You will end up looking unprofessional and customers may doubt your products.

Be especially careful if you are translating your product description into other languages. Make sure you have someone with a good understanding of that particular language to do the translation for you. Do not depend solely on the internet translation services.


13. Measure The Outcome

Writing a product description is an ongoing process because you will keep making changes as you go along. It is, however, vital that you measure the outcome of whatever you put out. It may require that you try out different versions of the product descriptors to see which has the most impact. You can also use the online tools to test how good your descriptor is.

One great way of knowing whether your product description is good is through direct feedback from the clients. It could be:

  • Checking how long they take on your online store
  • Whether they call back or seek more information
  • Are you are converting more leads into sales
  • Do you have cart abandonment issues
  • Do you rank better on the search engines, among others

Final Thoughts

Excellent product descriptions will help you increase your sales. Use our tips above to come up with an excellent descriptor. It may take time, but whatever you put out has to inform you customers in the fewest words possible.

Related Read: 15 Actionable Ecommerce Marketing Strategies To Increase Your Online Sales


Categories : Content Management System, Web Development

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Anupam Bhagat


Anupam Bhagat is an SEO executive at Solwin Infotech. He likes to share his best practical knowledge about SEO, SMO techniques and strategies that generates result oriented leads, traffic and sales for business websites. In his spare time he loves to read about WordPress, SEO, and social.

Read more posts by Anupam Bhagat

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