How to Write Product Descriptions That Sell

So, you wanted to start your online business. You did your market research, decided on the product(s) that you’d carry and created an online store with Dukaan.

Now you advance to the next step, which is listing the products in your store.

Instead of simply listing your products, you can make sure your products appear in the Google search by putting in a little effort.

There’s a simple process that you need to follow when it comes to writing your product descriptions.

What is Product Description?

A product description is the marketing copy that explains what a product is and why someone should buy it.

It is a term that includes everything that you need to show & tell your customer to convince them to choose your product out of all the other options available in the market (both online and offline).

Think of it as everything that you would show & tell your customers to persuade them to buy your product if they came to your shop.

It is a marketing copy that describes your product comprehensively to your customer.

Much like everything else, there are product description generator tools on the internet that can do your work for you, but here is a guide to follow in case you want to write your own.

What Does Product Description Comprise Of?

Product description should include all the aspects of your product, in an easy language, which connects with your target customer.

It is an essential part of your marketing and sales strategy. Let us tell you how:

Copy – Your product description includes a great copy, first and foremost, which is a perfect balance between being SEO optimised and quirky, to grab your customers’ attention.

Images – A good product copy seamlessly merges with the images of the product. Images help the customers with visually portraying the product.

This is the closest your customers will get to watching or holding the product, so it is an essential part of your product description.

Have a look at the amazing images of Bollywood Mafia Card Game that we have at one of our Dukaan stores.

Videos – Sometimes, images don’t do justice to your product, and that’s where videos can help.

They are a great tool to show your product in use and even for a quick tutorial, apart from showing the product in 360°.

User-generated content – This is any content that has been submitted by users of the product and can be used by the brand for its promotion.

User-generated content, however, is different from user reviews. To understand this, let’s take the example of Vedix, or Starbucks. These brands have extensively used user-generated content to curate advertisements and for publicity.

It is the most cost-effective way to promote your product, as most content is provided by unpaid sources, and is more credible than tooting your own horn.

Reviews – Another credible source of information about your product is your customer reviews. Don’t forget to add these to your product description to gain potential customers’ confidence.

All you have to do is go to Dukaan’s product description generator tool, enter your product name, and voila!

The generator comes up with a custom description, just for you.

Now you can copy it, edit it or take inspiration from it, and you have your very own product description with the least amount of effort and time!

Why is Product Description Important?

A good product description serves three main purposes, the most important role of them being that it connects with the customer. It speaks their language, tugs at an emotional string and persuades them to buy your product.

Here are some reasons why you should write better product descriptions.

• The product description introduces your product to the market. It announces to the customers that there is a new product which solves these problems or has these benefits for them.
• It shows customers what the product can do. Customers want to know how a certain product can be of use to them. That is the main reason why they buy (or don’t) a certain product.
• The product description shows the customers how your product is unique and how it stands out from its competition in the market.
• The product description of your product substitutes the look and feel of a real-life shopping experience where customers can see, touch, and even try items before purchasing them. It is literally as close as a shopper can come to check the product before they buy it.

These reasons make product description an integral part of online marketing strategies.

How to Write an Appropriate Product Description?

By now you know what product description is, and why it is so important in online marketing.

You must be thinking, why go through all the trouble of this extensive process when you can just create a description with a tool?

The answer is simple.

No computer algorithm can ever beat a human brain. The tool doesn’t know your product as well as you do, and it cannot establish a connection with others. You can do all that, and more.

If possible, it is better to write the product description yourself.

Having said that, let’s dive into the steps to write a product description that sells.

We have divided this process into 3 parts:

1. Pre-writing

This is the part where you do a little more streamlined research and equip yourself with the best way to move forward. Some of the things you need to do before you write your product description are:

Identify target customers – You should gain knowledge about the target customers of the particular product you are selling.

Needless to say, every product has a type of customer who is attracted to it and buys it the most. Identify that group and focus on connecting with them with the description.

Research on the type of product – Find out everything you can about your product. There are multiple sources of information available on the internet which you can use to educate yourself about the product.

While you’re on this, don’t forget to visit a few competitors’ websites and gauge the kind of information they are including in their product description.

This will help you get a better understanding of your product and all the competition in the market as well.

Research on keywords used for the product – SEO has become an innate part of all content marketing online and has found its way into product descriptions as well.

You should research which words to use, and decide the density of those keywords. Too many words and it looks forced, too little, and google fails to pick up your product when people search for it.

Set a goal – You should set a goal for your product description regarding its tone, intent, and purpose.

This helps streamline everything and give a direction to the description.

Decide the length – The next thing to do is to decide how long or short your description should be.

For example, descriptions for competitive products like mobile phones need longer and detailed descriptions, whereas a t-shirt should have a short and crisp description with multiple reviews.

Write an outline – Write an outline to guide you before you create the final draft.

2. Writing

Now comes the actual writing part.

You have everything you need and now it is time to write the best product description to sell your product.

Use the right language – In order to connect with your customers, you need to use the right language. This sets the tone of your product and is a deciding factor for customers to buy your product.

Mention features and benefits – Mention all the features of the product and connect them to what benefits they provide to your customer.

Listing the benefits your customer can reap from investing in your product drives them into buying your product.

For instance, the nonsense store has listed details of their card game in a beautiful, concise manner highlighting their unique features.

Focus on more than just keywords – Yes, SEO is important, and it affects your visibility in Google search, but your description should contain more than just keywords and the keywords should fit in with the rest of the description effortlessly.

Weave a tale – This is another great way to form a connection with your customers. You should spin a yarn about your product every chance you get.

Keep in mind that this is not necessary or practical for every type of product.

Add sensory imagery – Why not paint an image in the minds of your customers?

Sensory imagery is the way to engage all of your customers’ senses and let them know how the product smells, feels, tastes, sounds or looks.

This gives you and your customers the perfect description of your products.

Add descriptive words – The descriptive words you choose are a little different from sensory imagery because they target your customers more than they describe your product.

You should keep this in mind when adding descriptive words, that different kinds of words resonate with different sets of people.

Words like elegant, delicate, rough, and resistant all cater to different niches of customers.

Know your customer base and add words that cater to them.

Get technical – Create an aura of authenticity and authority with your technical knowledge of your products.

Now, this again, depends on the type of product you’re selling up to a certain extent.

Nonetheless, it doesn’t hurt to be an expert about your product. Add technical details to your product description.

Add reviews – Last but not the least, add customer reviews, to add credibility to your product.

Customer reviews are incredibly important to build the trust of new customers and existing customers as well.

They feel heard if you address their reviews, especially the negative ones.

3. Post-writing

Revise regularly – You’d think once you’ve written your product description, it is done once and for all, but you’re mistaken.

You should revise it regularly to include any improvements or changes, or just to keep it updated.

Final Thoughts

To sum up, product descriptions are integral parts of any product listing, no matter what kind of product or service you provide in your online store.

They have to be carefully curated and should include every important detail.

There are description generators online and they can do the job for you, but the best product descriptions can be written by you and you alone.

Follow this guide and you should be ready to create the best product description for your product or service.