How to Write Product Description Like a Professional Copywriter

2. Importance of a Good Production Description • Did you know that 87% of potential customers read the product description before making a purchase decision? It means that product descriptions are a deciding factor when it comes to buying something. Thus, you need to create easy-to-read product descriptions with complete product details, product features and bullet points to attract the ideal customers. [1]

3. How to Write Product Description That Sells • Here are some great tips to help you write effective product descriptions for your online store: • Understand Your Target Audience and Buyer Personas • Identify your target audience and consider what your ideal customers will like to see in your product. Instead of defining all product features, you need to focus on highlighting product features that are most beneficial to your target audience. While writing product descriptions for your ideal buyer personas, keep these questions in mind to maintain a good flow: • How are your potential customers reaching your page?  • What type of interests, likes, and behaviours do they have? • What will be the most interesting thing in your online store for these visitors? • How will they explain your product to their friends? • What product features will be most beneficial to your target audience? • These questions will help you write product descriptions better than generic product copies.

4. Focus on the Product Benefits (Not Just Product Features) • One of the most common mistakes writers make during product description writing is to place their whole focus on product features. While it is important to convey product features to your audience, it is much more important to highlight product benefits to potential customers.  • Consider how the product will solve a problem or how the product or service will improve your customer’s life. Highlight the main selling points in conjunction with their benefits at the start of the product description. You can also adopt the same strategy while writing product bullet points. • Adopt a Storytelling Style • People love to read a good story, especially when it relates to their life. Once you have laid out all product benefits, weave them into an interesting story for your potential customers. Most modern buyers are emotional decision-makers, so you can use emotions in your favour.  • Set a scene about product history, traditional importance, how it came into being and how it aspired to improve your potential customer’s life. Portray your product or service offering as the hero of your story. 

5. Write Natural Language With Conversational Tone • Formal language is dry and gets boring in seconds! The 5-second rule applies to getting your potential customer’s attention for your product as well. Once you have a draft of your product description, read it out loud and see how it sounds to others. It shall sound like you are having a conversation with your friends. Avoid using too many complex terms and industry jargon to engage your audience successfully. A natural writing style coupled with a conversational tone will help you in grabbing the attention of your readers and engaging them in your offering. • Include Power Words That Sell • Power words are a game changer when it comes to emotional purchase decision-making. Power words can boost your sales more than you ever imagined. Pull out a list of power words from the internet and incorporate them into your product subtitles, introduction, bullet points and Call to action. Power words not only help in creating a sensation but also subtly convince your audience to take an action and buy your product. 

6. Optimize for Search Engines • Great product descriptions still need to face throat-cutting competition from other companies. In such cases, SEO is your best bet to beat your competitors. It is recommended that you update your product description with correct keywords and SEO practices to optimize for Search engines. Start by researching keywords and include them in your product description copy in the right places. Make sure that the following elements of your product description are optimized for search engines: • Page Title • Meta Description • Image Alt Tags • Subheadings • Product Description Copy

7. Finalize and Test Your Unique Product Description Template • There is no one-size-fits-all approach to writing product descriptions using a template. In fact, with time and practice, you will be able to develop your own version of the description template that suits your offering. Test your description by making a few different variations in the content. • Here is a Quick Product Description Template Checklist to help your track your product’s performance: • Is the description solution-focused? • Have you included power words? • Does the content follow a storytelling style? • Is the content conversational? • Is your text supported by correct product visuals? • Have you included a Call to Action? • Is the content optimized for search engines?

8. How to Write Product Description FAQs • How to write a product description using a format? • There is no hard and fast rule when it comes to following a product description format. However, the ingredients of a good product description include a striking title, compelling description, some bullet points explaining product benefits and a Call to Action.  • What should be included in a product description? • A product description should clearly reflect the purpose of the product, how it is useful and how the buyers will benefit from it. It shall have clear sections indicating the benefits, specifications and features of the product. It shall also include any precautions or cautions that the product buyers shall be made aware of.