How to Write Better Product Descriptions?

25 Sep, 2023

For most e-commerce websites, product descriptions are like a low-hanging fruit, helping them make more sales. An excellent product description tells a story. The story of who this product is for and how it can help the person solve their problem. This is because when it comes to sales, it is less about what the product does and more about how the product can help the customer get what they want.

However, most businesses struggle to create great product descriptions, reducing the chances of selling their product. Their words leave the potential customer confused, which does not help. However, there is a way to not make this mistake again and ensure your product descriptions make the potential customer click the “buy now” button. Here is how to write better product descriptions.

Keep the Target Audience in Mind

Learning how to write great product descriptions requires putting yourself in the place of your target audience. If you write for everyone, it is more than likely that it won’t appeal to anyone. The best descriptions are known to address your ideal buyers directly. You write as if you are having a conversation with them. Begin by imagining your ideal buyer. What kind of humour do they prefer (if any)? or what words do they often use? Are there specific words they hate? What questions do they ask, and you should answer? Consider how you would talk to your buyer one-on-one in person when selling the product online. Next, integrate that into your writing.

Highlight the Benefits

As a business, you are likely to get excited about the specifications and features of your product. The issue here is your ideal buyer is not interested in such things. They want to learn what is in it for them and how the product will help them solve their problem swiftly. To write an exception product description, you must underline all the benefits the customers will get by using this product. How does your product make your customers happier, healthier, productive, etc? What problems can it help them solve? Instead of selling a product, sell an experience.

Utilise Power Words

There are some particular phrases and words that naturally evoke an emotional response in human beings. Fortunately for e-commerce businesses, they also help increase the chances of sale. By mindfully adding these words to your product descriptions, you will have an easier time convincing your potential customers to take the leap and buy the product. Here are some examples of power words:

Amazing
Blissful
Daring
Fearless
Sensational
Spectacular
Stunning
Conquer

There are plenty of such words. Use them to ensure you evoke an emotional response in your potential customers. This way, they are likely to go ahead with the purchase.

Ensure the Description is Easy to Scan

There is no doubt that people nowadays have short attention spans and read just about 16% of what is on the page. So, your product description needs to be on point. There should not be any unimportant words or sentences. Get to the point as quickly as possible. You can use short paragraphs and bullet points, lots of white space, etc., to make the description easy to scan. Write in a structured way to ensure you have the attention of potential buyers.

Wrapping Up

Product descriptions hold supreme importance if you want to sell your product. By avoiding some basic mistakes and using the tips mentioned in this article, you can easily write better product descriptions.