6 Tips on How to Write a Product Description That Sells

6 Tips on How to Write a Product Description That Sells

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Tips from Oberlo: How to write a product description that sells

A product description is a form of copywriting, which in itself is an art. It improves your conversion rate, makes people want to buy, and makes your online store profitable.

All the words you see and the script of actors that you hear on ads are all copywriting materials.

You can only write a product description that sells if you have copywriting skills.

But how do you write a product description that sells?

The tips are:

  • Know your target market
  • Focus on benefits, not features
  • Forget about clichés
  • Do not use supes
  • Make your customers hold it
  • Make your product description easy to read

A copywriting material is specifically designed to close a sale on print. As a dropshipper or a Shopify store owner, you cannot attempt to sell your products like you would in person.

Instead, you have to use copywriting techniques that I will discuss with you one by one. It took me years to be good at this, and I will share with you what I have learned in the last ten years.Let us get started with the tips. In the end, we will write a product description that sells with the tips you have learned.

Know your target market

Who are you selling to?

This is one reason why many Shopify dropshippers fail. They build a general store and they cannot write copy that targets a specific audience. While this may not be a problem for some, writing a good copy for each niche can be a challenging task.

To write a product description that sells, you need to know the people interested in your product. You must address their needs like as if you are a friend giving them advice.

To know your audience, you must know their:

  • problems
  • age range
  • interests
  • budget

If you are selling a drone with high-end cameras, who is your ideal buyer?

Your ideal buyer is someone who takes aerial photography, 25 years old and above. His problem is he needs a dependable drone that can take aerial shots with such a powerful resolution that it can take vivid shots from 100 feet above ground.

Write a product description that sells: Focus on benefits, not features

While a camera with 30 megapixels is great to have, what exactly does that do?

And while we’re at it, it certainly is great to have a lithium battery. But what does it do?

This is where many product descriptions fail. The writer focuses on the features, but not the benefits.Take a look at the difference:

  • A feature is a property of the product.
  • A benefit is something that helps a person.

Put yourself in the buyer’s shoes and ask yourself: what’s in it for me?

Features and specs are important. Yes, that is a basic requirement of writing a product description because consumers have the right to know what they are paying for.

But more importantly, what value do they get?

  • Here is a feature: lotion made with vitamin E.
  • Here is the benefit: get softer and glowing skin

See the difference that it makes?

When you write about the benefits, think about the following things from a consumer’s perspective:

  • Happiness
  • Health
  • Productivity

Also, think about the actual problem that you are solving. To make a product description that sells, always think about the experience, not the product.

Forget about clichés

A cliché is a statement that people have gotten tired with over the years. For example, it is not unusual for writers to say, “high-quality.” People are tired of hearing this.

On another note, what kind of marketer would say that the product is of low quality? None. Anyone who sells a product or an item is going to claim that his offer is the best.

You can work around this problem not by touting that your product is the best or that it is of high-quality. Instead, focus on the materials used, along with the features, and the benefits.

Here is an example for a t-shirt product description example:

  • Made with high-grade cotton with design that wraps tightly around the body
  • Hand-sewn seams for durable comfort
  • Made with water- and heat-resistant ink—guaranteed not to fade in many years
  • Molded cushion around the neck for comfort and style

See? Nowhere in that product description did it write “high quality.” I focused on the materials, the features, and the benefits of the product.

Also, the description makes a person think that this shirt is of high-quality, not because that word was mentioned but because of contextual clues like:

  • Hand-sewn
  • Molded
  • Water- and hear resistant
  • High-grade cotton

And as for experience, the keywords there are:

  • Durability
  • Comfort
  • Will not fade

Let us move on to the next.

Do not use supes

What does this mean? If you are not a big company, do not use superlative words like best, ultimate, most advanced, etc.

Unless you are a big company, there is really no way you can justify your claim, unless if you are dropshipping or selling branded products.

If you are selling Cannon, Nikon, and other branded cameras, then by all means, use superlatives. After all, your claims are backed up by facts.

Make your customers hold it

This is where your ability to appeal to your consumers’ emotions will be put to the test. Research suggests that consumers who hold the product in their hands are more likely to buy it than those ware just merely seeing it.

This is why displays of expensive products in stores, even if they are in glass shelves, are given to customers so they can touch it.

So here is your problem: you are selling online, how will the customers feel the products?

This is why I hate product description software tools that merely regurgitate words. You should never use article spinners. Too bad if you become a victim of freelancers from freelance sites who offer cheap services. Most of these people only use product description generators.

Now, to the solution.

Use words that trick the mind. Use adjectives that describe how the product feels. A good example of this is cellphone products that have “ridged side panels to prevent slippage from your hands.”

See what they did there? You cannot hold the phone, but you know there are ridges on the edge.

How about the smell of charring meat while you sear a one-pounder one lazy afternoon?

Now, that sounds a great ad for a barbecue grill.

To make a customer feel your product, close your eyes and think about how it feels. Your goal is to make a customer imagine how the product would feel on his hands or body.

The same principle applies to food. Use words like crunchy, chewy, smooth, crisp, and so much more. These things are called sensory adjectives.

In school, we were taught not to use adjectives because they usually do not add value to what you have to say.

In copywriting, you need to take a 180-degree turn and use adjectives. But do not overdo it. An overkill is an overkill.

Make your product description easy to read

Avoid blocks of text when writing a product description. If possible, write one to two paragraphs to describe the product with sensory adjectives, then immediately move forward to bullet points that have sensory adjectives, features, and benefits.

Let us go back to this example:

  • Made with high-grade cotton with design that wraps tightly around the body
  • Hand-sewn seams for durable comfort
  • Made with water- and heat-resistant ink—guaranteed not to fade in many years
  • Molded cushion around the neck for comfort and style

This product description is scannable. It is easy to read because of the bullet points.

Then, wrap it up with a call to action.

Example of a Product Description That Sells

As promised earlier, we will use the drone to give you an example. Here it is:

Take a flight and see the ground from the eyes of a bird with the X Drone 3000! Equipped with high-sensor cameras, take your aerial photography to the pro level and take vivid shots of your target!

Features and Benefits:

  • 30 MP anti-shake front camera – capture the sights as the drone flies fast without the shaking
  • 30 MP underside rotating camera – capture objects as little as snails from 50 feet off the ground; rotate the camera at 180-dgree angle while in flight
  • Lithium Ion Battery – lightweight battery that lasts for eight hours
  • Titanium body – highly lightweight but durable body that can withstand harsh conditions

Get yours now in as short as three days! Enjoy free shipping for purchases above $100!

Now, let us take a look at how we applied these product description tips.

  • Know your target market – we appeal to people who like photography
  • Focus on benefits, not features – each line of product description offered a benefit (long battery, durable in harsh terrains, camera shots that do not shake, etc.)
  • Forget about clichés – we did not use cliché and superlatives
  • Make your customers hold it – body is titanium with two cameras
  • Make your product description easy to read – one snort paragraph and four bullet points

Summary

Copywriting is the kind of service you need to produce product descriptions that sell. There are too many dropshippers out there who will simply copy and paste the supplier’ product description, and these things will not work no matter how many times they advertise on Facebook.  

Set yourself apart by creating product descriptions that improve your conversion rate. It may take time to learn it, and certainly take time to write a decent one, but it does pay off.

Your other option is to hire a copywriter who will write your product descriptions and ad copy while you focus in fulfilling orders and doing customer service.

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