Because product descriptions need to sell your products, you should write copy that clearly communicates their value rather than simply listing what they are.
Let’s look at nine simple ways to persuade your visitors with compelling product descriptions.
1. Focus on your ideal buyer
The best product description speaks directly and personally to your ideal buyer. You ask and answer their questions as if you were having a real conversation. When writing product descriptions, use the exact words your ideal buyer uses. Choosing those words is up to you. What kind of humor do they appreciate? Which words do they love? Which words do they dislike? What questions do they expect you to answer?
Think about how you would speak to your buyer if you were selling your product face-to-face in a store. Reflect that tone on your website so you become an approachable, conversational seller.
2. Start with the benefits
When selling products we make ourselves, we naturally get excited talking about features and technical specs. We live and breathe our company, website, and products.
The problem is that potential buyers are not interested in plain features and specs alone. They want to know what is in it for them. That is why you need to highlight the benefits behind every feature.
Below is an example description for a “Hand Wash Gel Soap”:
“Its scent will lift your holiday spirit. This naturally derived gel provides the softness and cleanliness your hands need with an array of festive fragrances.”
Notice that the soap’s benefit isn’t just keeping hands soft and clean; it actually makes their holiday spirit more enjoyable .
Think about the benefit behind each feature. Your product should make your customer feel happier, healthier, or more productive. What problems and pain points does your product help solve?
Don’t just sell a product—sell an experience.
3. Avoid generic claims
When we get stuck and do not know what else to add to a product description, we often resort to vague phrases like “excellent product quality.” Be as specific as possible. For example, instead of describing a pair of shoes as having “excellent quality,” explain technical details and benefits with specifics like “genuine handcrafted leather, durable, and comfortable.”
4. Justify superlatives
Unless you prove why a product is the best, easiest, or most advanced, your copy can come across as insincere.
If your product truly is the best, offer specific proof showing why. You can quote a customer who calls it the best product they have ever used.
5. Appeal to your reader’s imagination
Scientific research proves that holding a product in hand increases a person’s desire to own it.
When selling online, your website visitors cannot touch or hold your products. Large, crystal-clear photos or videos help, but copywriting is what truly builds desire. Help your readers imagine what it feels like to own your product.
6. Overcome rational barriers with mini stories
Including mini stories in your product descriptions lowers rational barriers against sales pitches. In other words, readers forget they are being sold to.
For example, wine sellers often share short stories about the winemakers.
If you want to tell stories about your products, ask yourself:
- Who makes the product?
- What inspired the creation of the product?
- What obstacles did you overcome to develop the product?
- How was the product tested?
7. Seduce with sensory words
Chocolatiers have known this for a long time: sensory words increase sales because they engage more processing power in the brain.
Grab your readers’ attention with vivid product descriptions. velvety , smooth , crisp and bright are good examples to consider.
8. Social proof
When website visitors are unsure which product to choose, they look for recommendations. They are more inclined to purchase a product with numerous positive reviews. Most buyers prefer buying items that are already popular. Highlight customer favorites on your website.
9. Make your descriptions readable
Does your web design encourage visitors to read your product descriptions?
Your product descriptions can attract far more attention with a clean, readable layout. Here are key design areas to focus on:
- Tell stories with headlines
- Pay attention to punctuation
- Include plenty of white space
- Increase font size to boost readability;
