Busy companies and startups don’t always have the full-stack team they need. You might have a marketing team of one (or none). And marketers often have to wear many hats. 

You might be the team’s copywriter, content creator, social media manager, and SEO all rolled into one. If you’re not the world’s savviest writer, you might find yourself struggling to flex your copywriting arm. 

So, here’s how to strengthen your copywriting skills with product descriptions that’ll actually help sell your stuff.

Why do product descriptions matter? 

Product descriptions do more than just spill the details about a specific item. These short snippets of info have the power to make or break a sale and even enhance customer trust. 

In addition to content marketing, targeted emails, and a strong social media presence, product descriptions tell the customer everything they need to know about your product and brand:

  • 90% of online shoppers say that product descriptions impact their buying decisions. 
  • About half of shoppers have returned an item that did not accurately match a product description. 
  • In the United States, 46% of customers won’t buy an item if they can’t find detailed product information online. 
  • And 9 out of 10 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 underneath your product images and videos. It tells them what your product is, what it does, how it will make them feel, and what value it will bring to their lives. 

If an item meets the customer’s expectations (that you set with a well-written product description), then you’re also developing a brand relationship built on trust. Think of it as another place where you can connect with customers more intimately about how your products will enhance their lives. 

3 must-haves for product descriptions 

Product descriptions describe the features and benefits of a product to customers browsing your pages. To write persuasive descriptions, marketers need to get inside their customers’ heads to provide them with the info they need. Hopefully, that product description copy will also compel them to “add to cart.”

If you don’t know how to write a product description, these elements provide customers with the answers they need to ensure that your product is the best choice for them:

  • What problem your product solves
  • What customers gain from using your product
  • What separates your product from others like yours 

By the time a customer has finished scanning a product description, you want them to know why they need it, how it will change their lives, and what’s so good about it. 

How to write a stellar product description 

Writing a product description that converts is not as hard as some make it out to be. However, there are a few steps to consider to make your product description pop. 

1. Decide on your main objectives

Are you just aiming to get customers to make any purchase? Or do you want to lead customers from one product to the next? Ask your team what your goals are and set objectives before you start writing product descriptions. 

2. Know your customers

In addition to identifying your target market, it’s also vital to know what kinds of people are becoming customers. What are their interests, and what issues matter to them? What content do they like the most? Hone in to find out how to choose the best messaging. 

3. List basic specs

Give them the boring info straight. Use a bulleted list to talk about things like materials, dimensions, or battery life. Find out what info your prospects need about your products and tell them without any fluff to cut through the noise. 

4. List the benefits

Next, differentiate your product from the rest by describing its benefits. You can be specific about the issues your product solves or create imagery about how it will make them feel. 

5. Use a template

Use the information that you gathered in the previous steps to put together a draft of your product review. You can wing it or use a product description template to keep you on track. The key to writing killer product descriptions is to find a template that you can use time and again for each new product listing. 

Do’s and don’ts 

Though their impact is pretty phenomenal, product descriptions do not need to be perfect. Many people spend quite a bit of time and effort learning how to write product descriptions, so don’t worry if you’re having difficulty digesting the details. 

Bookmark this page to keep it handy, and check out this list of do’s and don’ts to simplify your writing process:

Do — Choose the right words

In persuasive writing, some words just hit the spot for online shoppers. These words that sell trigger a feeling, a thought, or an impulse so that customers want to know more about your product or even buy it for themselves. Here are just a few examples of persuasive words to use in your product description copy:

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

Don’t — Post a wall of text

Most shoppers aren’t spending hours reading product descriptions. Typically, customers scan the description for trigger words and the basic details. Instead of an unsightly block of text, organize your product description copy using short paragraphs, bullet points, or headings to make the content easier to scan. 

Do — Split test your copy

Like with email marketing or any other advertising efforts, marketing teams should always conduct A/B testing with product description copy. Test different formats, choose different words, or come from a different angle, and then gather customer insights to discover what is the most effective for your target audience. 

Don’t — Forget about SEO

To generate organic leads directly to your products, optimize your copy. Use strategic keywords so that the right customers end up on your product pages. Leverage local SEO strategies to gain traction in your geographic location. And don’t forget to optimize your product titles as well. 

Do — Reflect your brand’s tone

A part of building a trusting relationship with your customers is consistent brand messaging. Customers will be confused if your social media page is full of humorous posts, but your product descriptions are too sophisticated. Match the tone of your brand across marketing channels, use an email customizer to create consistency, and reflect your brand’s tone in your product description copy. 

Don’t — Leave out images and other media

Just so we’re clear: a product description alone is not enough to sell a product. A picture is worth a thousand words. Plus, graphics and product videos give customers even more context about why they need what you’re selling. Choose clear photos with different angles and include an explainer video, size chart, or images of other customers using the product. 

3 standout product description examples 

1. Hubspot

Source

Hubspot’s product description for its content management software is short, sweet, to the point, and simple when it comes to visuals. It tells you who the product is for, what it does, and is tailored to a marketer that doesn’t have time to read about all the specs and just wants an effective system. 

2. Tula Beauty

Source 

Tula Beauty’s product description for their 24/7 Moisture Hydrating Day & Night Cream has a product title that tells you exactly what the product does. It contains the keywords “moisture,” “hydrating,” and “cream” so that customers who search are more likely to get here organically. 

3. Alo Yoga

Source

This product description example is all about dynamic visuals. When you look at the product page for the Warrior Mat by Alo Yoga, your eyes are drawn to the bright colors against a neutral background. They offer an action shot and a product video. Although they provide a lot of information about the specs, it is well organized and pleasing to look at.  

Follow this product description copywriting template

Now you have all the tools you need to write better product descriptions for your customers. Whether or not you are just beginning to learn how to craft effective copy, it’s helpful to have a consistent template that can be used to streamline your workflow. You can either create your own or find one online that meets your needs. 

Here is a simple product description copywriting template to help you get started:

1. Give your customers a compliment

Start by associating the customer with your product in a positive way. You’re trying to convince them that your product matches their energy. By giving them a compliment in a way that relates to what you’re selling, they already begin to develop a positive association with it and realize that it was made just for them.

2. Tell customers about a specific feature and how they can benefit from it

Next, mention one of the product’s features and the benefit that it will bring to the customer’s life. You want to tell customers why this product is perfect for them. Then they can begin to picture how much better off they will be after they buy your product. 

3. Make a recommendation

To cap off this simple three-step product description, end with a sentence that puts your product in context. For example, if you’re selling a new smartphone:

“You’re too savvy to settle for less. Our all-new drop-resistant glass means you’ll never crack a screen again. Pair your new smartphone with our waterproof case for a phone that goes as hard as you do.”

Using product videos to sell 

Sometimes words are not enough. That’s where product videos can help give your brand advantage. There are several different types of product videos that marketers can make to give customers the chance to experience an item more visually:

  • Demos are product videos that show the product in action.
  • Explainer videos tell customers how a product works. 
  • Tutorials typically give specific instructions about using a product’s features. 

Include details in your product videos, such as the product’s dimensions and social proof, as well as great photography, a call to action, and company branding. 

Recap 

Whew! That was a lot. Here’s a brief recap:

  • Product descriptions are just as important as your other content marketing efforts. 
  • Use a template for writing copy that includes elements such as benefits, features, and keywords and provides a checklist for images, product videos, links, and specs. 
  • When words fail, video prevails. Say a thousand words about your product with videos!

Make a wow-worthy product video (right now!)with Vimeo Create.