[Tips+Examples] How To Write Attractive Product Descriptions

1. Get to know your customers.

Research is the foundation for crafting effective product descriptions. The rationale is simple: you’ll know what they’re searching for if you know who you’re writing for.

A buyer persona is a representation of your ideal consumer that is used to do customer research. It includes information such as demographics, interests, needs, and objectives.

This information is useful for:

• Language tone and style
• Customer objectives for the product Potential problems that the product could solve
• Customers’ intended uses for the product
• Customers are mainly interested in the following features:

2. Highlight the advantages

Nobody wants a fridge; all they want is for their milk to stay fresh. The refrigerator is merely a means to a goal.

Have you noticed what I did there?

A better technique to sell is to focus on the benefits rather than the product itself. It’s simple: the benefits demonstrate how the product can make customers healthier, happier, and more productive, among other things.

3. Use a conversational tone and language.

Simple words, brief sentences, and a conversational tone—the way people actually speak to one another—are all examples of casual language.

The following are the benefits of writing strong product descriptions in conversational language:

Improves understanding
Customer relations are improved.
It’s now easy to add interesting stories.

Take note of how brief those sentences are—each is under 15 words. This makes it easier to read the description. There’s also no need to utilise whole words when contractions work just as well.

Writing a comparable product description:

• Select basic words.
• Make use of slang.
• Shorten your sentences.
• Directly address readers (“you” and “your”)
• Employ contractions.You may make your content more interesting and memorable by routinely writing product descriptions in casual language.

4. Add some levity

Humor is a great way to come up with unique product descriptions.

Many customers enjoy unique and humorous content—a it’s breath of fresh air, especially when we’re bombarded with boilerplate marketing every day.

As a result, more brands are opting for humorous, engaging identities. One of the better examples is Chubbies, which writes extremely amusing product descriptions.

5. Make use of sensory words.

Citrusy, floral, aromatic, fruity, minty…

By planting a seed in the reader’s imagination, sensory words allow them to “experience” product descriptions. According to science, sensory experience is more emotional and stimulates our brain, therefore we will undoubtedly react to them.

Using sensory language to describe how your product feels, tastes, smells, or looks is a simple method to improve engagement.

This little sentence has a lovely smelling punch because to sensory terms. Customers’ senses are activated just by reading this product description.

So, while writing product descriptions, use sensory words to describe how your things look, feel, taste, and smell in real life.

6. Make up a story

Let’s go a little further into your clients’ emotions.

This time, we’ll use a powerful technique: narrative. Because stories transmit principles that can engage and connect us, science refers to them as “human universals.”

Stories can aid in product descriptions by:

• Make your company stand out.
• Make your mission and ideals clear.
• Empathize with your target audience.

Let’s take a look at how businesses are employing this strategy.

There are many good product descriptions with stories.

Why? Because writing fantastic product descriptions does not necessitate being a skilled storyteller. It may be done by anyone.

You can receive story ideas in a variety of ways:

• From the beginning of your business,
• Your items’ source of inspiration
• Your dedication to brand principles is admirable.
• Product manufacturing techniques that are unique
• Challenges you overcome to get to this point

The end result: stories can help consumers connect with and like your brand, which is something to aspire for.

7. Include visuals

This is an obvious choice.

According to the findings of the eMarketer survey mentioned earlier, 83 percent of customers require product photos, even more than descriptions.

That’s why high-converting product pages combine text and images to provide visitors the greatest possible experience.

8. Create scannable descriptions

Product descriptions that can be scanned are brief, sweet, and to the point.

Because many individuals prefer to scan websites rather than read them, it makes logical to create product descriptions in this format.

Let’s look at some samples to see how it works.

9. Discuss production methods

People are increasingly voting with their dollars, favouring sustainable, environmentally friendly goods over firms that use unethical production practises. More than 70% of clients prefer environmentally friendly products over others.

That’s why, if at all possible, I recommend mentioning your manufacturing processes in product descriptions. Of course, this only works if your procedures are in line with the norms and expectations of your customers.

10. Update FAQs with replies

Including FAQs is an easy method to provide additional information about products.

Any product or service can benefit from FAQs. Having them on a product page can help shoppers feel more confidence about purchasing it. They won’t have to leave the page to look for answers on your website, either.