You’ve got loads of lovely products to flog. You’re excited about them and you know your customers will be too.
But if you’ve Googled, ‘How to write product descriptions‘ and you’re reading this, then your current ones are either not pulling their weight or you’ve never written them before and want to make sure you do a good job.
Before you even sit down to write them, I want to address a few concerns you might have.
Why is no one buying my products?
If your products aren’t selling, the issue isn’t the product itself, it’s how they’re written.
Here are the most common reasons why:
One. You’re listing features, not benefits
One of the biggest issues my clients have when they send me their current product descriptions is that they’re mostly lists of features, like “adjustable straps.” If you do mention it, mention the benefit, like this:
“A customised fit that doesn’t come loose and feels comfortable all day.”
Custom fit, doesn’t come loose and comfortable, three benefits in one sentence – BOOM!
Two. Your product descriptions are too vague or generic
Phrases like “high quality” or “perfect for everyone” mean bugger all to shoppers. It’s filler and will put people off.
Customers expect it to be high quality, so there’s no need to say it.
And nothing is perfect for everyone.
Your customers want to feel it’s just for them.
Saying it’s perfect for everyone takes away that intimate feel.
Three. You’re assuming customers already understand your value
Even if your product is superior, customers won’t know why unless you clearly explain it.
What makes it better than a competitor’s?
Four. Your descriptions are too long, messy or confusing
Shoppers skim. If your copy isn’t effortless to read, they won’t stick around. Product descriptions should be fairly short, but even if they’re a bit longer, they still need to be skimmable.
Five. Your copy isn’t building trust with your audience
A strong product description should feel confident, clear, and credible. Without that reassurance, people hesitate and click away.
Seven things your product descriptions need
Now we know what you are missing, you have to understand what they need.
So, here are eight product description tips for ecommerce businesses like you:
One. Clarity and simplicity
Make your paragraphs short, use bullet points and make them sound exciting, so your customers can skim them and get the gist without feeling like they’re reading the War & Peace of PDs.
Your reader should understand:
- What your product is
- What it does
- Why they need it
And they should know this within a few seconds.
Two. A benefit-first opening
Lead with the transformation, not the technical details.
Maybe you sell trainers that:
- Remove sweat from your feet and freshen your toes, so you never have smelly, clammy feet again
Even better, if there’s nothing like yours on the market, it’ll be totally original and exclusive.
So, tell them that!
Three. You need to tell a story
Having a running narrative helps shoppers visualise how to use your product.
It creates an emotional connection, which drives sales.
Check out my examples after this section to see how to do that or have a read of my article, The power of storytelling in toy product descriptions (don’t worry, it applies to any product or industry, not just toys).
Four. Include sensory and emotional words
Words are powerful enough to make us feel things. Think about how a song can make the hairs on your arm stand up. Sensory and emotional words do that, so when writing copy, think about how you can include words, like:
- Soft
- Refreshing
- Calming
- Crisp
- Effortless
- Warm
- Comforting
When you’re trying to figure out how to write product descriptions that connect with your buyers, this step is so important but often missed.
Five. Make it clear why your product is different
Is it:
- Longer lasting
- Made with natural ingredients
- Smarter design
- Locally made
Or whatever is different about yours.
Tell people!
Six. Include feedback and accreditations
These increase confidence in your products, especially if you’re a new or small brand people aren’t familiar. So, you can include stuff like:
- Certifications
- Feedback
- Awards
- Unique materials
- Sustainability facts
You can write these in, but also list them in the dedicated ‘Features‘ section.
Seven. Include a call to action
Never assume shoppers know what to do next, even though they’re on your shop page, reading your product description.
Make sure the PD tells them what to do, whether it’s to:
- Choose a size or colour that matches their eyes
- Buy it now to give their child fun, joy and excitement
- Pop it in their basket and check out to make sure they stay dry, comfortable and warm
Stuff like that that works with whatever you’re selling.
How to write product descriptions customers will love
Before you start yours, here’s a product description writing example that shows you a before and after a proper rewrite:
Swizzels Sweets
Original:
Personalised 970g Retro Premium Red Sweet Hamper
“This beautiful red and gold Swizzels hamper is almost overflowing with a fantastic assortment of retro sweet favourites.
For that extra special touch, you can personalise the label.
The dimensions of the hamper are: 8cm high x 25.5 cm wide x 15cm deep. Contents may vary.
Inappropriate or blank messages may be refused.“
After being rewritten:
Personalised Sweet Little Letterbox Gift Box
Imagine all your favourite Swizzels sweets landing on your doormat in a letterbox-sized hamper (not individually, the poor Postie would never forgive you!).
Well, dream no more because that’s exactly what you get with our Personalised Sweet Little Letterbox Gift Box.
What’s inside:
- Love Hearts: The little sweet with a big heart
- Fizzers: Pop one in your mouth and wait for your tongue to do the cha-cha-cha!
- Refreshers: Like a firework display for your taste buds, if fireworks tasted of lemon and strawberry
- Drumstick Squashies: Soft, squishy bites of scrummy fruit-flavoured goodness
- Parma Violets: The Marmite of sweets, but a lot tastier
- Drumstick Bars: The sticky, stretchy, delicious nemesis of dentists everywhere
And with the option of adding a personalised message to your little box of treats, they’re ideal as gifts for anyone who loves sweets (let’s be honest, that’s everyone, right?).
Small, mighty and stuffed with nostalgia.
That’s how to write a really great product description
The before doesn’t really sell the gift box.
The rewrite is full of personality, humour, tells a story and taps into nostalgia – all the things that you expect from Swizzels in their marketing.
And I know it works, because that rewrite is what I did for my rethinkIT series on social media, Swizzels saw it and hired me to rewrite eleven PDs for them.
Pretty cool.
Do I need a copywriter for my product descriptions?
That answer is up to you, but if you have a crack yourself, remember that writing effective product descriptions isn’t just about describing what something is.
It’s about helping your customers understand why it matters.
When your copy is clear, benefit-driven and emotionally engaging, your products sound a lot more like something they want to stick in their trolley.
Do them right and there’s much less chance of you pulling your hair out, screaming “Why does nobody buy my products!?” ever again!
If you need help writing product descriptions, work with a product description copywriter like me!
Get in touch and let’s chat about how I can make your PDs POP!
Until next time,
Matt
