4 Easy Rules to Write Product Descriptions That Sell (With Examples)

4 Easy Rules to Write Product Descriptions That Sell (With Examples)

The consumer is currently in your web page, searching for the perfect product which fits his/her need.

Ab muscles final action is persuading the client to click on the “add to cart button that is.

Which means – this product description is one of the most essential areas of your shop that is online when comes to transformation.

Though it holds amazing energy, good item content could be difficult to compose.

It may be specially mind-numbing when you have a long range of things on your product or service web web page be effective through.

We’ve broken it on to 8 easy-to-follow guidelines about product description writing that can help you create item copy that sells.

Click on the links to leap to sections

1. Understand Whom Your Potential Audience is

The first rung on the ladder to composing item information would be to determine your potential audience.

You intend to manage to define which features could be of interest that is most to your potential customers.

This starts with understanding your customer persona , a rest down of this traits of one’s prospective customers. Your buyer persona will allow you to understand which features would be most effective to your web visitors.

When you are composing your product or service description, keep these relevant questions at heart:

  • Exactly just How did this person arrive to your web page?
  • Exactly what are his / her passions, generally speaking?
  • Why would this person be thinking about your Shopify shop, particularly?
  • exactly exactly How would this person explain the item to a pal?
  • Just exactly What features or benefits would attract this individual the essential?

By continuing to keep these questions at heart you will be better able to write a product description that sells as you write your product copy.

As an example, have a look at the product because of The Salt Lady .

The customer persona is not only any one who is searching for a lamp.

Alternatively, the client persona is probably thinking about natural treatments for the house, particularly when it comes down to allergies. The potential buyer would likely be interested in learning about these remedies in the product description in this case.

As opposed to concentrate on the ornamental attributes of the lamp, like the majority of other product information for lights, The Salt Lady centers on the features that could interest her customer persona the essential.

This leads completely into guideline #2 for composing product explanations.

2. Concentrate on the Product Benefits

Being company owner, you may be understandably excited to generally share most of the characteristics of the services and products. You wish to show that the item gets the most readily useful features and a lot of specs that are unique.

The client, nevertheless, just isn’t necessarily enthusiastic about the mundane popular features of the item. Alternatively, they would like to discover how it will help them.

An item function is really a factual statement concerning the item that provides information that is technical. An item advantage, having said that, informs the way the product can improve the buyer’s life.

We can see the key features of the product as well as the benefits if we take a closer look at the product description of the very unique item from above.

In the product description, the item features consist of 100% pure Himalayan sodium, a fat of 4-6 lbs., plus an on/off cable and bulb set.

The item advantages include paid down EMF air pollution, purified atmosphere, and paid off the signs of allergies, asthma, and headaches.

Another instance are located in the merchandise description during the Yankee Candle business with their sample-size candle that is votive.

Just what exactly makes this candle therefore unique? Well, the clear answer is based on the direct advantages that it provides towards the customer.

They obviously outline the advantages of purchasing essay writers this tiny candle, nearly all of which center around convenience. In place of pressing the generic fragrance if not the part of the candle in the house, they have been showcasing the advantage of having this particular test size candle.

The primary advantages that clients can get with this candle are:

  • You’ll sample this fragrance without buying a more impressive, more candle that is expensive.
  • It’s the perfect size for little moments each day.
  • It really is an addition that is great a larger center point, such as for instance a centerpiece at supper events.
  • Its safe and simple to utilize. You’ll really light the candle and disappear.

The information of the item description should persuade the possibility purchasers so it will enhance their everyday lives in apparent, quantifiable methods .

Before starting composing your product descriptions, make an overview associated with the features and advantages of your item. Consider the way the item either increases pleasure or decreases a discomfort point.


For almost any function that you list, work out how this may straight benefit the customer.

In the event that function is 100% Himalayan salt, then your benefit is paid down allergies.

The benefit is that it can be used in small spaces, such as a nightstand, a bathroom, or an end table if the feature is a 1.75 ounce candle.

Translating features into advantages such as this will allow you to compose more product that is persuasive and much more quickly.

3. Inform the total Tale

A great item description should provide all appropriate details, convince the client of its advantages, and pack a psychological punch .

thoughts influence customer behavior , so that your product description may be the perfect spot to generate thoughts.

How can you do that?

By filling out any gaps that audience might have concerning the item.

Sivana Spirit does a fantastic work with this inside their item description due to their Amethyst that is natural Ring.

The merchandise description includes features, yes, however it goes further to the tale associated with the feature that is key the amethyst.

It can this by centering on the original religious great things about amethyst. It concentrates particularly in the real ways it can be utilized, which makes it simple for the client to assume having this band in the or her life.

Another exemplory instance of storytelling within the item description are available at Teema Teas .

When you look at the item description for the “Immortality Tea”, we find out about the historic need for this style of tea in addition to its advantages.

By like the tale about its old-fashioned uses, your reader immediately envisions the tea being carefully developed centuries ago and shared one of the individuals in rural Asia.

It allows one to imagine a full life with this particular tea. It sorts of makes you wish to have this tea in your lifetime, also.

By telling a mini-story in regards to the item, you might be more likely to get in touch with all the potential customers on a psychological degree instead than a transactional one. This is certainly key to transforming your potential customers into real purchasers.

With regards to telling story in your item description, attempt to respond to these concerns

  • Whom originally made the product?
  • Just exactly just What inspired them which will make this system?
  • The thing that was the journey of creating this system?
  • Just just just How would the product try looking in the buyer’s life that is day-to-day?

Establishing the scene similar to this may help the client envision this system in a fashion that features and specifications could never ever do. Whenever you can get the customer to imagine the merchandise as an psychological conquest or friend, chances are they will probably forget they are on the market to.

4. Use Natural Language and Tone

That you would have with your friend if you read your description aloud, does it sound like a real conversation?

Or does it appear to be a string that is computer-generated of?

Then it’s time to inject a little life into them if your product description isn’t something that you would say to your friend about the product.

Bringing this natural tone–one that you’d used in an actual conversation–will assist your customer relate to your brand name.

Nasty Gal performs this extremely well, utilizing the tone of “fun loving gf” throughout the entire web web web site, even yet in this product games.

As an example, in place of selling regular high-heel footwear, these are generally attempting to sell sassy footwear that certain woman that is young recommend to a different.

This gf tone is carried for the internet site, through the item games, item information, color scheme, down seriously to the name that is very of business.

Another example could be see with Mrs. Meyer’s natural meal detergent.

The item description utilizes normal language that you could use within a genuine discussion along with your buddy. There are not any empty adjectives or sweeping claims. It’s simply a description that is helpful of product which highlights its advantages.

The tone appears natural and it is on the basis of the basic tone for the brand, overall.

making use of a consistent tone that fits the brand name develops trust aided by the clients and makes particular e-commerce brands a lot more unforgettable as compared to a large number of other people presently attempting to sell items on Shopify.

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