E-Commerce Seller Financing   •   February 10, 2020

Quality ads, stunning product images, and compelling prices are important to attract potential buyers. Yet, there’s one more step that’s needed to convince buyers to click the “Add to Cart” button and follow through with the payment.

That’s your product descriptions.

It is important to write compelling, high-quality product descriptions that convert potential buyers into paying customers. However, that’s easier said than done.

Even if you know your products in and out, writing high-performing product descriptions can be incredibly hard. Especially if you have a long list of products you need to write copy for.

We’ve compiled a list of tips to help you craft product descriptions that help you make sales.

How to Write Product Descriptions that Sell

1. Know Your Target Audience

The first step or selling a product is knowing whom you sell it to. You can do so by defining a customer or buyer persona. This will represent your ideal buyer, their problems and pain points, and, most importantly, it’ll help you define how your products can help them solve these problems. You can have one or various buyer personas.

To help you write product descriptions, think about answers to the following questions:

• How did this person find your store?
• Why are they interested in your products?
• How would they describe your products?
• What would they most like about your products, or what would they benefit most from?

Keep the questions above in mind as you write your product descriptions.

2. Highlight the Product Benefits

Your product likely has many beneficial features. Yet, your potential buyers may not necessarily need or want to know them. Instead, they need to know how they will benefit from these features and how they can improve their lives.

So, make a list of the features of your products, and next to them, list the benefits that your buyers will experience.

3. Write Product Descritions that Elicit Emotions

When you write product descriptions, try to elicit emotions which will encourage your potential customers to buy. In order to determine what emotions you need to elicit, you need to know who your buyers and what their needs are.

Think about what adjectives and adverbs you can add to your product descriptions in order to elicit these emotions.

4. Incorporate Relevant Keywords

To help potential buyers locate your products, incorporate relevant keywords. You can determine these keywords by using keyword research tools such as Google Keyword Planner, Moz Keyword Explorer, and others.

Having relevant keywords in your descriptions will also help you when you promote your product listings using paid advertising.

5. Converse with Your Buyers

Make sure your product descriptions do not just consist of keywords or are very technical or impersonal. Try wording them in a way that seems like a conversation with your potential buyers. Use language and vocabulary that your target customers also use.

6. Use Power Words that Help You Sell

Certain words and phrases can help you elicit an emotional response and convert your potential customers. Some of these power words are:

• Amazing
• Excited
• Eye-opening
• Happy
• High-quality
• Mind-blowing
• Surprising
• Triumph

Make sure not to use them sparingly. Overusing power words can be as bad as not using any at all.

7. Make Your Product Descriptions Easy to Scan

Even though product descriptions are important, many visitors will not read your entire product descriptions. Especially if you write long bulks of text.

To increase the chances of your potential buyers getting more information from your product descriptions, make them easy to read. Write product descriptions that consist of short sentences and short paragraphs. Include lists that are easy to scan, for instance, lists of benefits, features, and similar.

8. Use High-Quality Images

Product images can be equally or even more important than product descriptions. So, make sure to include plenty of high-quality images too.

If you are not a photographer, consider hiring a photographer or a 3D rendering professional to help you craft quality images. You can even include video representations, use tutorials, or reviews.

9. Seek Feedback and Improve Over Time

If you know someone who fits your buyer persona, ask them to read your product descriptions and report what they think about them. Do they seem natural? Do they include all the necessary details? Is something unnecessary?

As you make sales and gain more customers, listen to your buyers. Do they answer all their queries? Are there any details that you could include to write your product descriptions even better?