How to improve your product descriptions with these top tips

Product descriptions are designed to provide potential customers with more information about a product they might be interested in. You likely see product descriptions every day when shopping online. For example, when you visit JCPenney, Kohl’s, or Amazon, you’ll find additional information about products in the form of a product description.

What Is a Well-Written Product Description?
product descriptions

The purpose of a product description is to provide potential customers with information about what the product is and what it does. The goal is to persuade them to buy it. The items that sell the most often have the most detailed descriptions. However a product description should include information about the product’s features, benefits, and any other relevant details.

What Is the Purpose of the Product Description?

The purpose of a product description is to give potential customers more information about the product. A well-crafted description will convince the reader to buy the product immediately. A description that is lacking important details will result in the item not selling.

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How to Write a Product Description That Sells

Many sellers are unsure about what kind of information to include in their product descriptions to make them more appealing to potential customers. Here are some tips that may help you create a description that will sell your product:

Focus On Your Ideal Buyer: If your target market is too large, it can be difficult to figure out what information your buyer is most interested in. The product description should speak directly to your ideal buyer. Write to your ideal buyer as if you are having a direct conversation with them.

  • What type of language do they use?
  • What problems are they attempting to solve?
  • What details of a product are they most interested in?
Entice With Benefits
product descriptions

In order to interest and engage potential customers, it is important to include the benefits of the product in your marketing. Customers are not as interested in the mundane or boring facts about the product.

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Avoid Bland Statements

It may be tempting to use generic statements, however, doing so will likely cause your potential customer to tune out. Instead, focus on specific details that will grab their attention and keep them interested. This will increase the likelihood of them making a purchase. Don’t use dull phrases like “excellent quality.” Instead, give potential customers useful information like technical details and specific uses.

Justify Using Superlatives

Tempting as it may be to use superlatives when describing your products, unless you include information to back up these statements, potential customers are unlikely to believe you. Always back up your superlative remarks with statistics and concrete details. It’s also a good idea to include a quote from a consumer who gave the product a positive review.

Appeal to Your Reader’s Imagination
product descriptions

Buyers who purchase online are unable to grip and feel the products they are interested in. As a result, your product description should pique your reader’s interest. Allow the potential consumer to visualize themselves holding or using your product. Furthermore, the graphics and videos that accompany your products should be of excellent quality. Allow the reader to visualize themselves using your goods. Beginning your sentences with “imagine” will help you write visually appealing product descriptions.

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Seduce With Sensory Words

Sensory phrases can help a potential customer picture the goods, which can improve sales. Restaurants and food manufacturers frequently employ sensory phrases in their product descriptions. Sensory words can aid in the creation of clear and fluid product descriptions. Consider these to be strong words.

Tempt With Social Proof

The internet, as well as our capacity to connect socially, is a fantastic sales tool. With social evidence, you can entice buyers who are undecided. You can persuade a potential buyer to buy your goods by exhibiting its popularity and positive evaluations. Make use of strategies such as highlighting the most popular items in your inventory.

You can post your legal job on UpCounsel’s marketplace if you need help knowing what a product description is. Only the top 5% of lawyers are accepted onto UpCounsel. UpCounsel’s lawyers have graduated from Harvard Law School and Yale Law School, and have an average of 14 years of legal experience, including work with or on behalf of firms such as Google, Menlo Ventures, and Airbnb.

What is a product description?
product descriptions

A description of a product is a form of writing that outlines the key features and benefits that make the product appealing to a potential customer. This can include everything from essential information to narratives that make the product more enticing.

Product descriptions commonly include…
  • Physical product details and features
  • Styles
  • Colors
  • Weights
  • Dimensions
  • Images
  • Technical specifications
  • Product uses and benefits
  • Types of materials used in construction
  • Stories relating the product to the ideal buyer
  • How something’s produced (i.e., manufactured or handmade)
  • Where something’s made (or the sourcing in the production chain)
  • Sustainability details
  • Pricing details
  • Delivery details
The long and short of it

The length of a product description varies depending on the cost, complexity, or purchase frequency of the product. For example, more information is required when purchasing a car than when buying a pair of jeans.

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A general guide to product description  length:
  • Short Form (50 words or less)
  • Standard (100  words)
  • Long Form (250+ words)
What can product descriptions do for a business?
product descriptions

You should make sure that your descriptions are as detailed and informative as possible. Include your features such as quality, durability, and value. Most customers should be able to tell whether they like your product from reading the description alone.

Popular use-case examples for product descriptions

If you’re running a business and attempting to attract customers, you need to give them the information they need to make a purchase decision. You need to give them enough information to entice them to find out more.

Product descriptions get used:
  • To increase SEO for your product pages
  • To help consumers compare features and benefits
  • To build trust in your products and brand
  • To improve conversion by moving customers further down the purchase funnel
Business types:

Good product descriptions can help you stand out from your competitors by highlighting your most important features and benefits.

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