How To Write A Great Product Description

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Countless products compete for attention online. In 2024, it’s expected that over 20% of retail purchases will be made online, and by 2027, this is expected to grow to almost $8 trillion worldwide.

With so much competition, a well-crafted product description can mean the difference between a sale and a missed opportunity. This is your virtual storefront and digital handshake.

Writing a great product description isn’t about listing features. Instead, it’s about making your customers want (or feel the need) to buy what you’re selling. Here, we’ll guide you through the art (because it is art) of writing a great product description so that you stand out from the crowd.

It doesn’t matter what you sell; getting product description writing right is essential. This is your online equivalent of a retail storefront and salesperson rolled into one.

Understand your audience

Before you even begin putting pen to paper, you need to know who you’re speaking to. It’s unlikely your target audience is a broad demographic. The people who buy your products will be a nuanced group of individuals. They’ll have specific needs, requirements, and behaviors.

You should take time to try to understand who they are. Look at demographic data, market research, and psychographic insights. You should come up with an idea of their:

• Age
• Gender
• Location
• Income level

When you have an idea of your audience, you need to find out what makes them tick. For example, think about their pain points and aspirations.

What solutions do they need? How does your product fulfill their needs? Consider doing customer surveys and social media listening to gain insights.

When you understand your target audience inside out, you can weave this knowledge into your product descriptions.

Speak directly to their pain points and use language that resonates. You could use storytelling, empathy, or humor, for example. This would show your personality and connect with them on a deeper level.

Remember, it’s not just about selling a product but creating a meaningful connection.

Research and prepare

Before you start typing away—you’re not at that point yet—take some time to immerse yourself in your product and all it has to offer.

Think about its features, specifications, and benefits. Consider the experience customers will have when they purchase.

The more you know about your product, the better. With hands-on experience, it will be easier to communicate the product’s value clearly and convincingly.

What sets the product apart from its competition? What’s its unique selling point (USP)? Perhaps yours has superior quality, an innovative design, or unbeatable value. Whatever the USP, you need to know it before you write your product description.

Don’t be afraid to analyze the product descriptions of your competitors. See what they’re doing (whether it’s right or wrong).

Look for common themes, standout features, and persuasive language. We’re not advocating copying – that won’t work – but it can help you gain insights to inform your own strategy. You can differentiate your product accordingly when you understand what’s already there.

Don’t forget SEO

Your product descriptions also provide opportunities for you to rank on search engines. By optimizing your titles and descriptions for search engines, your items will be more likely to be seen.

Before going into Google Keyword Planner (or any other keyword tool), first consider what your potential customers will be searching for in relation to your product.

Then, do your keyword research to find words that are trending for your product and geographical area.

Create great headlines and introductions

First impressions matter for online shopping. Your headline will be the first thing potential customers see. So, this needs to pack a punch.

You need to get their attention straight away, give them the essential info, but make them want to know more.

So, how do you craft a headline that demands attention? Start by keeping it short and snappy. Aim for no more than ten words to ensure maximum impact. Include the most important pieces of information like the product type, its size, color, and brand.

Reel them in with your introduction once you’ve grabbed their attention with a killer headline. This is then your chance to build on the momentum of your headline. You can draw them deeper.

Firstly, address a pain point or problem your audience relates to. Then, you can tease the solution your product offers. Use vivid language, storytelling, or intriguing questions to create a sense of anticipation. The best introductions leave readers wanting to learn more.

You should try to include emotional words like ‘exclusive,’ ‘revolutionary,’ or ‘unforgettable.’ Incorporating numbers and statistics can add credibility. You can also test different variations to see what resonates best with your audience.

Highlight key features and benefits

Your product will have a key feature or several key features that can make or break a purchase decision. Other features might just be ‘nice to have.’

Look at your products and identify which features are unique. These are the ones you’ll need to highlight in your product description.

Mentioning features isn’t enough, though. You must also consider how each feature will improve the customer experience.

Does it save time? Money? Effort? Will they feel safer? Happier? More confident? By translating the features into benefits, your customers will realize the value of your product offering. You also need to leave no questions unanswered.

Using persuasive, descriptive, and vivid language

Since customers can’t physically touch or see the products, descriptive language is powerful. This helps bridge the gap and allows customers to see themselves using their product.

Painting a vivid picture evokes emotions and sparks imagination. It creates a sensory experience that resonates with your audience.

Sensory language is one of the most effective ways to make your product descriptions come alive. Use words that appeal to all the senses.

Describe how your product looks, feels, sounds, tastes, and smells in rich detail. This allows customers to imagine themselves experiencing it. Adjectives, metaphors, and similes add depth and texture.

Examples of descriptive language:

Here are some examples of descriptive language:

• Instead of saving ‘soft and comfortable,’ you can describe the texture of the fabric as “luxuriously plush, like wrapping yourself in a cozy cloud.”
• Rather than listing dimensions, you should paint a picture of size and scale by saying, “compact enough to fit in the palm of your hand, yet powerful enough to illuminate an entire room.”
• Use metaphorical language to convey the benefits. For example, “unlock the secret to radiant skin with our age-defying serum, a fountain of youth in a bottle.”

Incorporate social proof and testimonials

Nowadays, word of mouth takes place primarily online. This is in the form of reviews and testimonials.

Authentic voices carry significant weight with potential customers—they’re social proof of your product’s value and quality.

Social proof isn’t just about individual testimonials and reviews, however. It encompasses any form of validation from peers, experts, and influences who affirm the worthiness of your product. You can link these into your product descriptions or have them visible on the page.

Examples:

• Individual testimonials: I’m impressed with how comfortable these are, they exceeded my expectations.
• Expert endorsement: Rated 5 stars by TechFeat Magazine: A must-have for tech enthusiasts. Innovative features and top-notch quality.
• Influencer recommendation: As seen on Emily Frazer’s Lifestyle Blog: I’ve tested countless products, and this one stands out. It’s become a staple in my kitchen.
• Peer validation: Join thousands of satisfied customers who love our product! Read their reviews below.
• Aggregate ratings: “Average customer rating: 4.9/5 stairs based on 5000+ reviews.”

Edit and polish

If you’re struggling to find the right words to showcase your product’s benefits, consider reaching out to professional copywriters or marketing experts for assistance. Sometimes, outsourcing tasks like writing product descriptions can save time and ensure high-quality results.

However, always ensure that the content you receive aligns with your brand voice and values. If you’re in a time crunch or feeling overwhelmed, you might even consider exploring services that offer to write papers for me to alleviate some of the workload.

Conclusion

To summarize, to create a great product description, you must understand your audience, highlight key features and benefits, and take advantage of social proof.

Experiment with different techniques and listen to feedback to refine your approach. It takes time and practice to get it right, but it’s worth putting the effort in.