Writing Captivating Product Descriptions that Sell



Who gives a hoot about product descriptions? With a million things to do, why bother about something as mundane as describing your product? Your customers can clearly see what you are selling and decide if they want to get it or not. Right? Wrong.

In a lot of cases, product descriptions are the deciding factor for your customers. A customer may decide to buy your product not because they need it but because your product description appealed to them. Think of your product description as the icing on a cake. Your cake (product) may be tasty, soft and moist but if it looks bland, no one will be attracted to it. That’s why you need to make it look as appealing as possible.

Still not sure about the effectiveness of a good product description? Let me share a little story about my friend, Jade and her printed T-shirt business. You see, Jade had an online store where she sold her t-shirts and the description was simply “cool customized t-shirts”.

Now, here’s the problem: Jade was selling only about three t-shirts every week, which was way below her expected sales output. So here’s what she did.

She changed her t-shirt description to read thus:

“Some days, you just want to feel badass and let the world know what you think. This solid tee gives you that perfect chic look, with any inscription of your choice. With this 100% cotton t-shirt, you can say what you want without uttering a word”.

All Jade had to do was change her product description and voila! She went from selling just three t-shirts a week to selling up to twenty t-shirts every week.

Now that you see how beneficial it can be to write a captivating product description, let’s get down to the tricks of writing product descriptions that sell.

How to Write Captivating Product Descriptions that Sell

So you want to convert sales with your product descriptions? Let’s go through the basic steps:

1. Create a Buyer Persona

At this point, you probably already know that the buyer is the focal point of your product/service. So, before you hop right into creating a product description, you need to create a buyer persona. A buyer persona is basically an embodiment of all the attributes of your average/ideal customer. In essence, it is the kind of person whom you created the product for.

To create a buyer persona, you need to fully know and understand your target audience. What do they like? What do they dislike? What are their habits? What routine influences their buying habits?

You have to be armed with an in-depth knowledge of your target audience’s tastes, wants, likes and dislikes in order to create the perfect buyer persona. This will help you to write your product description in a way that would appeal to them.

2. Use Storytelling

The importance of storytelling when it comes to branding and marketing your products can not be overemphasized. When it comes to writing a product description, you can always use a story to win the heart of your audience and get them to buy what you are selling.

Using a story will make your customers imagine the experience that comes with using your product. Even if you have several competitors, your story might just be enough to set your product apart and make it stand out.

3. Highlight the Benefits

When customers come across your product, they are looking for one thing: its benefits. What can this product do for them? Why is it better than other similar products out there? The more benefits you offer, the more likely they are to buy what you are selling.

4. Get Rid of Buyer’s Guilt

We are all too familiar with the feeling of guilt that comes every time we buy something off the internet. Sometimes, this feeling could stop a potential customer from actually buying your product. That’s why you need to get rid of buyer’s guilt when writing your product descriptions.

You can do this by making your product sound exclusive or making it seem like it’s a one-time offer. This way, customers will feel like they are saving a huge load of money by buying your product.

5. Be brief and Concise

Make your product description as short as possible. No one wants to read a 3-page essay on how your t-shirt was crafted with love and kindness. It’s a great story, yes. But make it brief. This way, buyers can easily get the gist of the product and decide if they want to buy it or not.



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