Sometimes even the best products won’t sell without a little push. This is because, it’s often how you showcase your items that counts.
Creating product descriptions that sell involves a mix of storytelling, SEO, and addressing customer needs. Here’s a step-by-step guide to help you craft descriptions that attract attention and encourage purchases:
1. Know your audience
- Understand who you’re selling to. Think about their preferences, pain points, and why they’d be interested in your product. This will help you tailor your language and focus on features that matter most to them.
2. Focus on benefits, not just features
- While features describe the product, benefits show customers how the product can improve their lives. For example, instead of saying “Water-resistant coating,” say “Stay dry and comfortable in any weather with our water-resistant coating.”
3. Use a consistent tone of voice
- Match the tone of your product description with your brand’s voice. A playful, friendly tone works well for a fun clothing brand, while a formal, authoritative voice is more suited for tech or luxury products.
4. Tell a story
- Bring your product to life by telling a mini-story about how it could fit into the customer’s life. For instance, “Picture yourself walking through the rain without a care, thanks to this jacket’s weatherproof design.”
5. Incorporate keywords for SEO
- Use relevant keywords naturally throughout your description to make it easier for customers to find your product in search engines. Start with a main keyword (e.g., “waterproof jacket”) and add secondary keywords that people might search for.
6. Highlight unique selling points (USPs)
- Emphasise what makes your product stand out, such as eco-friendly materials, a lifetime guarantee, or handcrafted details. USPs help customers remember your product and see its value.
7. Use clear and scannable formatting
- Break up the description with bullet points, short paragraphs, and headers to make it easy to read. This is especially important for mobile shoppers.
8. Incorporate social proof
- If applicable, mention awards, certifications, or “bestselling” status. If you have customer reviews or testimonials, highlight a short quote or rating to build credibility.
9. Use power words and sensory language
- Words like “luxurious,” “effortless,” “soothing,” or “game-changing” evoke emotions and create a connection with the customer. Use sensory language to help customers imagine how the product looks, feels, or smells.
10. Include a call to action (CTA)
- End with a compelling CTA that prompts the customer to take the next step, like “Add to Cart,” “Get Yours Today,” or “Don’t Miss Out!”
Sample product description:
- Product: Premium Leather Tote Bag
- Description: “Upgrade your daily carry with our Premium Leather Tote Bag—a perfect blend of style and functionality. Handcrafted from high-quality, full-grain leather, this bag is designed to age beautifully, gaining character with every use. Featuring spacious compartments and a secure zip closure, it effortlessly holds everything from your laptop to your favourite book. Whether you’re headed to work, the gym, or a weekend getaway, this tote keeps you organised and looking sharp. Add to your collection today and experience the luxurious feel and durability that only genuine leather can offer!”
This structure will help you write product descriptions that not only inform, but also inspire customers to make a purchase.
