The Art of Writing Product Descriptions: 5 Tips That Sell
Bad product descriptions can make or break a sale. In the age of Generative AI, there is really no excuse to not taking this seriously.
Product descriptions are one of the most important elements of an ecommerce store. They are the bridge between your customers and your products, and can make or break a sale. A well-crafted product description can make your customers feel confident in their purchase and convince them to hit that “Add to Cart” button. On the other hand, a poorly written one can confuse or even deter them from buying.
So, how do you write copy that sells? Here are a few tips:
- Know Your Audience
This sounds cliche but write to your ideal customer persona. Who are you writing for? What are their needs and desires? What are their pain points? Knowing your audience will help you tailor your copy to them and speak their language.
2. Highlight the Benefits, Not Just the Features
Footwear brands are some of worse at this. When writing a product description, it’s important to highlight the benefits of the product, not just its features. Benefits are what sell the product, so be sure to highlight them prominently in your copy.
3. Use Descriptive Words and Phrases
The words and phrases you use in your product descriptions can make a big difference in how they are perceived by customers. For example, instead of saying “This is a high-quality leather bag,” say “This luxurious leather bag is crafted from the finest materials for a look and feel that’s both elegant and practical.” This is important for SEO purposes as well.
4. Tell a Story
Use your product description to paint a picture in your customers’ minds of how the product will enhance their lives. Tell them about the inspiration behind the product, the materials used to make it, or the people who created it. A good story can make a product feel more personal and meaningful to customers.
5. Make it Easy to Scan
But let’s face it — nobody is going to take the time to read every single word. Make it easy for them to do so by using bullet points, bolded headings, and short paragraphs. This will help customers find the information they need quickly and efficiently.
In conclusion, writing effective product descriptions is both an art and a science. By knowing your audience, highlighting the benefits, using descriptive words and phrases, telling a story, making it easy to scan, and adding a call-to-action, you can write copy that sells. So, go forth and write great product descriptions, and watch your sales soar!
