The Art of Product Description Writing: Tips for Creating Compelling Sales Copy

If your online store is struggling with retaining or increasing conversions, chances are there's something wrong with your product description. As opposed to common belief, writing a product description is not just about describing your item's specifications and calling it a day. It's a holy grail for the marketing of your offerings!

Think of it from a customer's perspective. Do you make an online purchase simply because you were impressed with the product photography? Or is knowing about the item's dimensions enough to convince you to buy it? Definitely not.

What you seek is a reason to spend your hard-earned money on something you have never used before. That's what product descriptions do! They mark your sale by convincing the audience that this product is what they have been searching for all along – even if they don't really need it!

Sounds challenging? Well, it's not. It's only a bit tricky, but once you learn the art of product description writing, you will no longer find difficulty in composing a copy that sells. Let's check out some tips for drafting impactful product descriptions that will boost your conversions:

7 Simple Tips To Master The Art Of Writing Product Descriptions

Focus On Your Ideal Customer

Let's use an example to make it simpler to understand. Imagine you're managing a men's clothing brand. Although you may receive orders from women who wish to gift your products, they aren't your ideal customers. Your true ideal customers are the men who will be wearing those outfits!

So, it's crucial to make your product descriptions revolve around your ideal customer. While it might seem tempting to target a broader audience with generic copy, the key lies in connecting with your targeted customers. Talk about their pain points, offer solutions, and make them feel that you get them! If your description fails to resonate with them, it will lead to zero sales. Getting the point?

Highlight Your Product's Benefits

Forget about specifications – that's what the customers are least interested in! They are reading the product description to find ways the purchase can benefit them. And to be fair, you know you are not the only one in the market selling that product.

So, you want to give the customer something to convince them that buying from you is their best bet. To do this, your product description must highlight the product's benefits, unique selling points, and how this product can change the buyer's life.

It can be challenging to get hold of it so soon. Hence, we suggest hiring product description writing services UK to get you started while you learn the skill yourself.

Build A Connection

Product descriptions play the role of salespeople at your online store. Ever wondered why it's easier to score sales in person? That's because salespeople are able to instantly build a connection with a potential client and persuade them to make the purchase.

You can craft your product descriptions the same way. Granted, it's quite difficult, considering you cannot see the customer. But the trick is to write your product copy while thinking of the answer to one question: why does this client want to purchase my product?

This is the part where knowing your product and your ideal clients finally pays off. If you've done adequate research at your end, you will easily anticipate the queries/concerns of the customer and answer them in your product description.

Keep It Simple And Interesting

Unless you are selling something technical or professional, you need to keep your product description simple. Rather than reading blocks of text, customers typically only scan through the copy. Hence, make sure that understanding your product description shouldn't be a task.

To do so, use simple terms and an engaging tone to hook the reader. If they can go through your product copy without losing interest, you can then claim you have mastered the art of product description writing!

Use Power Words

Certain words and phrases can elicit emotions within us. It's essential to understand how to use them to your advantage. For example, words like "unique," "best-selling," "extra," and "proven" can ignite curiosity in your audience and encourage them to learn more about your product.

However, remember not to go overboard. Keep your approach natural yet attention-grabbing! You can get inspiration by reading blogs and articles and observing how a blog writer skillfully inserts power words into headlines and subtitles to spark interest.

By incorporating these influential words into your product descriptions, you can engage your audience and motivate them to take action.

Use Social Proof

It's no surprise that customers need more than just your word to make a purchase. If you don't promote your products, who else will? The secret to convincing them lies in incorporating social proof into your product description.

You can include a snippet of your ratings, reviews, or testimonials. This will provide evidence that your claims are backed by real experiences from satisfied customers. By showcasing positive feedback, potential buyers will find it easier to trust your brand, and it will significantly boost their chances of making a purchase!

Split Test It

Split testing, or A/B testing, is a really useful technique to understand how your marketing efforts are received by your audience. With this method, you can create two different versions of a product description and see which one connects better with your audience.

No matter how experienced you are, you can't always predict customer preferences accurately. That's where split testing comes to the rescue, offering you an opportunity to experiment with various layouts, text, and elements. By comparing the results, you can determine which version performs better and make informed decisions to optimize your product description.

Key Takeaway

Product descriptions play a crucial role in online sales, as they serve as the salespersons who help your clients navigate their requirements and the products. Since there isn't a physical salesperson to assist them, consumers rely on product copies and images to get a satisfactory experience.

Mastering the art of product description is vital for driving sales, so it's essential to get it right. By incorporating these tips into your product descriptions, you'll likely see a significant increase in your conversion rate. Trust us, and you'll thank us later!