Writing Compelling Product Descriptions That Sell

On your e-commerce product page, your photos grab the attention, but your product description does the selling. It's your opportunity to speak directly to your potential customer, to answer their questions, to overcome their objections, and to convince them that your product is the right choice for them.

A generic, boring product description that just lists the features will not inspire a purchase. A compelling product description, on the other hand, can be a powerful tool for increasing your conversion rate.

Here's how to write product descriptions that sell.

1. Know Your Target Audience

Before you write anything, you need to know who you are writing for.

• Create a customer persona.
• What is their personality? Are they formal or casual?
• What is their level of expertise? Do you need to explain technical terms, or are they already an expert?
• What are their pain points and their desires?

Your product description should be written in a tone of voice and a language that resonates with your ideal customer.

2. Focus on the Benefits, Not Just the Features

This is the golden rule of all copywriting.

• A feature is a factual statement about what your product is or does. (e.g., "This backpack is made of waterproof canvas.")
• A benefit is the positive outcome that the feature provides for the customer. (e.g., "This backpack will keep your laptop and your books safe and dry, even in a downpour.")

Your customers are not buying features; they are buying a better version of themselves. Your description should be focused on explaining how your product will improve their life.

A good exercise: For every feature you list, ask yourself, "so what?" The answer to that question is the benefit.

3. Tell a Mini-Story

A story can make your product more memorable and can create an emotional connection.

• Paint a picture. Instead of just describing the product, describe the experience of using the product.
• Example: For a coffee mug, you could write: "Imagine wrapping your hands around this sturdy ceramic mug on a chilly morning, the warm steam of your favorite coffee rising to meet you. It's the perfect start to any day."

4. Use Vivid, Sensory Language

Use words that appeal to the senses.

• How does the product feel, smell, or sound?
• Using sensory adjectives can help the customer to imagine what it would be like to own and to use your product.
• Example: Instead of "a nice-smelling candle," try "a candle with the warm, comforting scent of vanilla and cinnamon."

5. Make it Scannable and Easy to Read

Most people will not read a long, dense paragraph online. You need to make your description easy to scan.

• Use short, punchy paragraphs.
• Use bullet points to highlight your key features and benefits. This is one of the most effective formats for a product description.
• Use bold text to emphasize key phrases.

6. Answer Key Questions and Overcome Objections

Anticipate the questions and the hesitations your customer might have.

• What is it made of?
• How do I care for it?
• What size is it?
• What is your return policy?

Including this information directly in your product description can help to build confidence and to reduce the friction in the purchase decision.

7. Optimize for SEO

• Include your target keywords naturally in your product title and your description.
• Think about the words a customer would use to search for your product.

Conclusion

A compelling product description is a powerful sales tool. It's your chance to have a one-on-one conversation with your customer. By focusing on the benefits, by telling a story, and by making your copy easy to read, you can create a persuasive and effective product description that will turn your browsers into buyers.