How to Write a Good Product Description
If you sell products on your website, on social media or on a platform like eBay or Etsy, then writing a compelling product description is essential for effectively marketing your product and encouraging potential customers to click ‘add to basket’. Below are 8 things to consider that will help you write a better product description for the products you sell.
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1. Understand Your Audience
Before writing a product listing, it's essential to understand your target audience. Who are you hoping will buy this product? What are their needs, preferences and pain points? Once you have a customer in mind, tailor your description to address them.
2. Highlight Key Features - and Their Benefits
Whilst it’s important to include the main features of your product, remember to explain how these features benefit the customer. Focus on how the product solves a problem or improves the customer's life. Why should they buy it now?
3. Use Descriptive Words
Use descriptive language that paints a picture of the product in the customer's mind. Get them to visualise having your product in their life and use words that convey emotion and create excitement about the product. However, don’t just raid the thesaurus!
4. Keep it Concise
While it's important to provide detailed information in your product listings, avoid overwhelming the customer with too much text. Keep your sentences and paragraphs short and to the point. Bullet points of the key features are effective.
5. Remember Your SEO
You can incorporate relevant keywords and phrases into your product descriptions to improve their search engine visibility. This will help potential customers find your product when searching for it, or similar items, online.
6. Tell a Story
A product description can engage the audience by telling a story about the product. For example, share its origins, how it was developed or how it has helped other customers. Doing this can make your products seem more authentic to potential customers.
7. Include Social Media Snippets
Incorporate customer reviews, testimonials or star ratings to provide ‘evidence’ of how great your products are and to validate the quality of your products. Including independent customer reviews can help reassure people and encourage them to make a purchase.
8. Provide a Clear Call to Action
At the end of each product listing, remember to clearly tell the reader what they should do next. This is usually something along the lines of ‘add to basket’ or ‘buy now’, but it could also be ‘find out more’ or ‘get in touch’.
