How do you write descriptions of products, plus examples

Apr 28, 2022

Smaller companies or startups may not necessarily have the entire team that they require. You might have a marketing team of one (or one or none). And marketers often have to wear many hats.

So, here's how to enhance your copywriting abilities by writing product descriptions that actually you sell your product.

What we'll cover

  1.    Why do product descriptions matter?
  2.    3 essentials to have in description of products
  3.    How do you write a great product description
  4.    Do's and don'ts
  5.    3 standout product description examples
  6.    Please refer to this description for the product copywriting template
  7.    Making use of product videos in order to promote sales
  8.    Recap

Why do product descriptions matter?

Product descriptions do more than just spill the details about an item. These short snippets of info are able to change the outcome of a transaction and even enhance customer trust.

In addition to email marketing with content, targeted messages along with a solid social media presence, product description pages provide customers with all the information they want to learn about the item and your brand

  • 90 percent of shoppers online believe that the product's descriptions impact their buying decisions.
  • A majority of customers have returned products that didn't accurately correspond to an item's description.
  • The United States, 46% of buyers won't purchase something if they are unable to locate the exact information about the item online.
  • In fact, 9 percent of people check online reviews before making a purchase.

As you can see, customers like product descriptions. You can guarantee that they will read whatever you write beneath your product pictures as well as videos. It tells them what your product is and what it can do to make their feel, and the significance it brings to their lives.

If the product you sell meets customers' expectations (that you've set by providing the right product descriptions) You're building a relationship that is built by confidence. Think of it as another location where you're able to connect with customers more intimately about the ways your product will improve their lives.

Three must-haves in product descriptions

Descriptions of products describe the characteristics and benefits of a product that customers can find on your site. In order to write convincing descriptions, marketing professionals must get inside their customers and provide their with the details they require. It is hoped that the description copy will also compel the buyer to "add to the cart."

If you're not sure of how to create a product description, these aspects provide customers with the answers they'll need to determine if your product is the best solution for them.

  • What is the problem that your product addresses
  • What customers gain from using your product
  • What separates your product from others like yours

When a potential customer has finished scanning a product description, you want the customer to understand what they're looking for, how it will change their lives and why it's great about the product.

How can you create a stunning description of the product

1. Set your goals for the year.

Are you only trying to convince customers to purchase any purchase? Do you wish to lead customers between one item to the next? Discuss with your team members what your goals are and set objectives prior to creating product descriptions.

2. Be aware of your clients

Apart from the identification of your ideal market, it's also vital to be aware of the types of people who are becoming your customers. What interests do they have and the issues that matter to them? What kind of content do they enjoy the most? Hone into finding out which is the best messages.

3. The basic specifications of the list

Don't give them boring information plainly. Use a bulleted list to address things such as dimensions, materials, or the battery's time. Learn what information potential customers require about your products and tell that information without fluff, to cut through the noise.

4. Write down the advantages

The next step is to differentiate your product from the rest by providing a description of its strengths. Be specific with what your product can solve or make images of what it can do to make people feel.

5. Make use of an example

Use the information that you gathered in the previous actions to write an initial draft of your review. You can wing it or utilize a description of the product template to keep you focused. One of the most important aspects to write killer product descriptions is to find a template that you can reuse to create a new listing for your product.

Do's and don'ts

While their effects are amazing, descriptions of products do not need to be flawless. Many people spend lots of time and energy learning to write product descriptions So don't fret when you're struggling to comprehend the specifics.

Save this page for future reference. Keep the information handy. Also, check out this list of rules and guidelines to help you write more efficiently:

Do -- Pick the correct phrases

When writing persuasively, certain phrases are perfect for online shoppers. They are words that sell create a sensation, a thought, or an urge, which makes consumers want to know more about the product, or purchase it. These are just several examples of powerful words to use in your product description copy:

  • You
  • Value
  • Imagine
  • Because
  • Results
  • Exclusive

Do not -- create an entire wall with text

Most shoppers aren't spending hours reading product descriptions. Most customers glance through the description for trigger words as well as the essential information. Instead of an unsightly paragraph of text, arrange your product description copy with short paragraphs, bullet points or headings to make the content easier to scan.

Do: Split-test your copy

Do not forget about SEO

For organic leads that lead that directly lead to your product improve your copywriting. Use strategic keywords so that the right customers end up at your site's pages for your products. Make use of local SEO methods to get traction for your location. Also, don't forget to enhance the titles of your products as well.

Do -- reflect your brand's tone

One of the most important aspects to build the trust of your customers is consistency in your brand's messaging. Customers will be confused if your Facebook page is full of humorous posts, while your product descriptions are far too formal. Make sure you match the tone of your brand across marketing channels, use an email customizer to achieve consistency and reflect your brand's tone within your description of the product.

Don't -Remove images or other forms of media

Just so we're clear that a description of the product does not suffice to market the product. Pictures are worth more than a thousand words. Additionally, product videos give customers even more context about the reasons they should buy what you're selling. Choose clear photos with different angles and include an explainer video, size charts, or pictures of customers making use of the product.

3 standout product description examples

1. Hubspot

 Source

Hubspot's description of its Content Management Software is brief and sweet. It's clear and easy in terms of visuals. It tells you which customers the product caters to and what it can do and it is designed for those who do not have time to read about the specifications and wants an effective system.

2. Tula Beauty

Source

Tula Beauty's product description for their 24-hour Moisture Hydrating Day & Night Cream includes a description of the product which spells out precisely what it does. The description includes the words "moisture," "hydrating," as well as "cream" so that customers searching for the product will be more likely to come here naturally.

3. Alo Yoga

 Source

This example of a product description features dynamic images. As you browse the page of the Warrior Mat by Alo Yoga Your eyes are drawn to the bright colors against a neutral background. There is an action-oriented video as well as a video about the product. Although they provide a lot of information about the specs they are well-organized and enjoyable to view.

Follow this product description copywriting template

You now have the necessary tools to write better product descriptions for your customers. No matter if you're just beginning to learn how to write efficient copy, it's beneficial to have a standard template you can use to improve your workflow. You can either create your own or find an online template that will meet your needs.

Here's a basic product description copywriting template to help you get started:

1. Make sure you give your customers a warm welcome.

Begin by making the customer feel connected with your product in the positive manner. It's your job to show them that your product matches their energy. By giving them a compliment by relating it to the product you're selling they already begin to develop an impression of it , and they realize it was made just for their needs.

2. Inform customers about a particular product and explain how they could gain from it.

Then, you should mention its features, and then its benefits it can bring to the customer's life. It is important to explain to your customers why the item is the best for them. They can then begin to picture the benefits they will be after they buy the item.

3. Make a recommendation

In the end, to conclude this basic three-step explanation of the product, close with a phrase that places the product's value in its proper its context. For example, if you're selling a brand new smartphone:

"You're smart enough to not give up on lesser. With our brand-new, drop-resistant glass that you'll never scratch your screen again. Make sure to pair your phone with our waterproof case for the phone to work the same way as you do."   -

Using product videos to sell

  • Demos are videos of the product that show the product in action.

Include information in the videos of your products including dimensions of the product, and social proof, as well as great photography, a call to action and branding of the company.

Recap

Whew! It was quite a bit. Let me summarize:

  • Product descriptions are just as crucial as other content marketing efforts.
  • Create a template to write content that incorporates elements such as benefits, features, and keywords and provides a checklist for images, product videos hyperlinks, specifications, and links.
  • In the event that words don't work and video wins. Say a thousand words about your business using videos!