11 Keys To Writing Product Descriptions That Sell

11 Keys To Writing Product Descriptions That Sell

If you are an ecommerce business owner, there is a good chance that one of the most important tasks on your plate is writing product descriptions. Many people think this task can be left to anyone in marketing or customer service. However, if you want to increase sales and make more money, it’s time to take control of the process by doing it yourself! This blog post will show you 11 keys for writing product descriptions that don’t suck.

1. Get inside the customer’s head

The very first thing you should do before writing any kind of product description is try to understand what your target customer wants in a product. What are they looking for? What are their biggest pain points or concerns? What keeps them up at night, because it might be something that they have to fix with the product you are writing about?

2. Include keywords that people are looking for

When reading over your description, there should be no doubt to the visitor what your product is meant to do. Make sure that you include all relevant keywords in order to help send more traffic and convert better with search engine optimization (SEO). If someone is searching for a product that you are selling, they shouldn’t have to guess or figure out what it is.

3. Don’t write about features, write about benefits

As humans, we naturally want to focus on the positive aspects of a product and not what could go wrong with it. For example, if you write about how your new television has an amazing high definition picture quality, someone might think that they have to replace all of their DVD’s or Blu-Ray discs because they aren’t in high definition. Instead, you could write about how the television is great for watching sports and your favorite movies in full 1080p quality. That way, someone could still enjoy all of the DVDs and Blu-Ray discs they already own but in a higher resolution.

4. People don’t buy products to own them; they buy them to solve problems

Every product that someone buys solves a problem that they currently have. Maybe it is too large and doesn’t fit in their current bag while traveling, which makes it hard for them to take their daily vitamins while on the road. Maybe it isn’t loud enough and disturbs other commuters on the train every morning when they get their daily caffeine fix. Do your best to figure out what the biggest problem with the product is that you are selling before you start writing copy, and be sure to position it that way when talking about its features.

5. Give as much information as possible

This tip might seem a little obvious, but people can sometimes struggle with how much information they should give about different products. Some want to describe everything possible, while others want to keep it short and sweet. Make sure you check out the competition by searching online for other product descriptions about similar items. If they are selling well or getting great search engine traffic, make sure that your item contains the same information (or even more) than your competition.

6. Be clear with any disclaimers or policies on returns

For most products, you should probably include a disclaimer that indicates the return policy of your business if the item is defective or doesn’t work as expected. Make sure not to contradict this with other parts of your product description either by saying something like “if this product doesn’t work as expected, we will exchange it.” If this is the case, your visitors might think that they can’t return defective items to you and create a bad customer experience because of it.

7. Use bullet points in order to list the product’s features

Bullet points are great for summarizing key features of a product. If you are writing copy for an ecommerce website, make the bullet points about how it is great for fulfilling your customers’ needs – not what your business would like to see happen with the sale of the product.

8. Don’t write like a robot

People generally don’t want to read through obnoxiously long paragraphs that sound as if they were written by a machine or foreign translator. By using as many short sentences as possible and only including the most important information about your product, you can create copy that is easy for both human and search engine crawlers to digest.

9. Write a quality title

Don’t be afraid to get creative with your product titles when writing copy, but make sure that you double check them before sending it over to the web developers to upload onto your website. A good place to start is by checking out what kind of keywords and keyphrases people use when searching for similar products. If it sounds like something that your target audience would search for, use the words in your title when writing copy about what makes this product great.

10. Keep it simple

Even though you might have a ton of information to include in your copy, resist the temptation to write paragraphs upon paragraphs describing every little feature and detail. Unless you are selling an extremely high-tech product, the majority of your visitors probably don’t care about all of the minute details that you could include.

11. Consider including testimonials

Consider including one or two customer testimonials about how the product worked when they purchased it. If you are selling a health or beauty product, include before and after photos of people who have used your item in order to get the benefits that are being promised.

Is there a particular tone that I should write my product descriptions in?

There is no one right answer when it comes to writing copy for your business, but you should probably be conversational and friendly so that people feel like they know you and your business well. Of course, if you sell high-end designer handbags, the tone of your copy would be different compared to a startup ecommerce business selling cheap consumer goods.

How will I know if my copy is good enough?

If you are happy with what you wrote, then it probably means you did a great job! However, if you ever feel like something needs to be changed or improved upon, just save the document in a safe place and delete the copy. Then, go back to step one and start writing it all over again until you create something that will help improve your SEO strategy as well as drive more of your target customers into making purchases online.

What if I can’t include everything about my product in my copy?

Sometimes, you might not have enough space on your website to write a detailed description of your product. In such cases, just be sure to link to an external page that has more information about it and use the same keywords and keyphrases in your copy so that search engines can find it online.

How much detail should I include in my copy?

The amount of information you provide will depend on the type of product that you are selling. For physical products, it is usually a good idea to include some photos as well as short descriptions about the benefits and features of your product. However, if you sell digital goods or services, you probably won’t have to include so much detail because more explanation usually means less conversions for this type of customer.

How should I sell the features of this product?

The main function of your product description is probably going to include information about why someone should buy it and how great it is, but make sure you tell a good story about how it came to be or what kind of problems it is solving in the world. People want to know about the “backstory” that led to this product being made because it makes them feel connected with your brand.

All Things Considered

That’s it for this blog post. Hopefully you learned some new tricks to help you sell more of your products or services online! As always, feel free to comment below and share any thoughts on what we discussed today. We love hearing from our readers so don’t be shy about sharing anything that comes to mind!

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