How to Write a Product Description that does the Selling for You

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Writing a product description can well be described as one of the biggest challenges for

eCommerce and online store owners.

How much do you write?

How much is too much?

Or too little?

Should you include all the features and benefits or only the main ones?

How can you best describe products so that a browser can actually “experience” the product

without holding it in their hands, feeling it, tasting it or smelling it?

So, yes, the struggle is real.

While I share a full-blown module on writing a product description that help your store to stand

out in Your Ultimate Online Store, I wanted to share some of the key pointers that you must

keep in mind when crafting descriptions that can actually do the selling for you and work as the

{online} salesperson for your store.

Why Product Descriptions Matter So MuchWhy Product Descriptions Matter So MuchWhy Product Descriptions Matter So MuchWhy Product Descriptions Matter So Much Your product description is a key component of every online store.

Whether you’re selling t-shirts, yoga gear, handmade soaps or baby toys, your product

descriptions are what engage readers and turn a browser into a buyer, with ease.

A product description is important

because: They increase conversions. More conversions = more sales = higher profits. Simple.

They increase the time a user spends on your site. Engaging descriptions are so much more fun

to read than a dry fact sheet, right?

They improve your site’s SEO. Search engines, like Google, love original, engaging and well-

optimized content.

Spending time to craft descriptions that are optimized yet interesting will give you a huge

advantage over retailers who simply copy-paste descriptions from the distributor’s site or just

slap on product features with no thought to emotional appeal and psychological triggers.

How to Write A Product Description That

Sells So, do you need to be a trained copywriter with tons of experience to craft descriptions that can

take a casual visitor and turn him into a loyal customer?

Yes and no.

While writing product descriptions is quite an art and science, in itself, and there are many

talented copywriters who do a fabulous job of it, there are certain elements that you, the

regular online store owner, can implement to ensure that your descriptions do justice to the

gorgeous products you create.

So, yes, you can write your own product descriptions armed with our handy guide and a sweet

downloadable PDF worksheet too.

1. Write it for ONE Person That’s right. You need to write your product descriptions for your ideal customer. Who is that

ONE person who would benefit the most from what you’re offering?

How will your product resolve what they’re struggling with?

What will they love the most about what your product has to offer?

Whether you’re just starting out or have been an online store owner for years, crafting your

product descriptions keeping this ONE person in mind while be very useful when you’re sharing

benefits and highlighting the emotional appeal of the product.

2. Share What’s In It for Them Once you know who you’re writing for, you need to pull out the stops and share what’s in it for

them.

How will they benefit when they order that custom wall art?

What experiences will they get savor when they buy your artisan chopping boards?

How will their life be easier when they get a stash of your cloth diapers?

Sharing the WIIFM or “what’s in it for me” will help you connect with your audience on an

emotional level and showcase the benefits.

BONUS TIP: When writing descriptions, using the words “you” and “your” have greater impact

than “our” and “us”.

3. Be Catchy and Clever But Also Clear When naming your handmade products for your online store, aim to go for names that are

catchy, clever and connect with your brand. However, they must be clear and easy-to-

understand as well.

BONUS TIP: An upscale or luxurious

Here are some great examples of beautifully branded yet clear product names:

4. Showcase Results Rather Than Detail

and Features What results do your products achieve? Here we circle back to the “What’s In it for Them” step.

And dig deeper into it.

It’s all about evoking an emotional response and having them go “Gosh! I need this! This is SO

me!!”

Does it relieve an overwhelmed mom of the stress of keeping up with the kids’ schedules?

Does it help an exhausted executive sleep better?

Does it make traveling solo easier? Or safer?

BONUS TIP: An upscale or luxurious-sounding name can help you upscale your prices too!

Here are some great examples of beautifully branded yet clear product names:

4. Showcase Results Rather Than Detail

What results do your products achieve? Here we circle back to the “What’s In it for Them” step.

It’s all about evoking an emotional response and having them go “Gosh! I need this! This is SO

verwhelmed mom of the stress of keeping up with the kids’ schedules?

Does it help an exhausted executive sleep better?

Does it make traveling solo easier? Or safer?

sounding name can help you upscale your prices too!

Here are some great examples of beautifully branded yet clear product names:

4. Showcase Results Rather Than Details

What results do your products achieve? Here we circle back to the “What’s In it for Them” step.

It’s all about evoking an emotional response and having them go “Gosh! I need this! This is SO

verwhelmed mom of the stress of keeping up with the kids’ schedules?

Does it add a uniquely special touch to a home’s décor?

Does it soften the hands and soothe

What are the results your ideal customer would experience when they’ve used your product?

We love how Passion Planner shares the results that their customers can expect in their

descriptions. So, you know what the annual goal setting will

check-in reflection questions will help you move forward and how recording the Good Things

can encourage you and keep you focused and more!

Details and features are important, sure. But what will help sell you more and with ease will be

the results that customers can get.

Does it add a uniquely special touch to a home’s décor?

Does it soften the hands and soothe irritated skin?

What are the results your ideal customer would experience when they’ve used your product?

We love how Passion Planner shares the results that their customers can expect in their

descriptions. So, you know what the annual goal setting will help you do, why the monthly

in reflection questions will help you move forward and how recording the Good Things

can encourage you and keep you focused and more!

Details and features are important, sure. But what will help sell you more and with ease will be

the results that customers can get.

What are the results your ideal customer would experience when they’ve used your product?

We love how Passion Planner shares the results that their customers can expect in their

help you do, why the monthly

in reflection questions will help you move forward and how recording the Good Things

Details and features are important, sure. But what will help sell you more and with ease will be

5. Show Off Your Product with the PhotosYou product description cannot be complete with product photos. In fact, I’d go so far as to say,

that product photos play an equally important role as the text of the description.

Photos offer visual delight, eye candy, the “see it and believe it” factor.

As I mention in the Your Ultimate Online Store

product first before reading the description. That’s right. So, if the image doesn’t hook

chances are you’ve lost them already.

Your product photos must be clear, well

That is one of the reasons, why “lifestyle shots” of a product do so well.

They engage the customer and show them how

Love how Skip Hop shows how their diaper bags fit into the busy lifestyle of a mom and make

things easier! Also, bonus points to them for their cool product names as well!

5. Show Off Your Product with the PhotosYou product description cannot be complete with product photos. In fact, I’d go so far as to say,

that product photos play an equally important role as the text of the description.

Photos offer visual delight, eye candy, the “see it and believe it” factor.

Your Ultimate Online Store course, prospective buyers will often “look” at a

product first before reading the description. That’s right. So, if the image doesn’t hook

chances are you’ve lost them already.

Your product photos must be clear, well-shot and highlight your product on a sensory level.

That is one of the reasons, why “lifestyle shots” of a product do so well.

They engage the customer and show them how that product would fit into their life.

Love how Skip Hop shows how their diaper bags fit into the busy lifestyle of a mom and make

things easier! Also, bonus points to them for their cool product names as well!

5. Show Off Your Product with the Photos You product description cannot be complete with product photos. In fact, I’d go so far as to say,

that product photos play an equally important role as the text of the description.

course, prospective buyers will often “look” at a

product first before reading the description. That’s right. So, if the image doesn’t hook them in,

shot and highlight your product on a sensory level.

that product would fit into their life.

Love how Skip Hop shows how their diaper bags fit into the busy lifestyle of a mom and make

6. Go An Extra Mile {or Sale!} with Videos The increasingly visual nature of the online world thrives with videos. If product photos can

engage a customer, a video can make them live that reality.

When thinking about your product descriptions and working on them, consider if you can add a

short video element too.

It’s great to see product in action and how they‘re actually used and a product video can do just

that.

So, there you are… product descriptions that sell

have 6 key elements: 1.They speak to ONE person.

2.They showcase what’s in it for them.

3.They are catchy, clever and even cute but most importantly, they’re clear.

4.They showcase results and benefits rather than features and details.

5.They use photos to create a visual connection.

6.They use videos to help the customer experience the product virtually.

Ready to create product descriptions that sell?

Download our handy product description worksheet below to get everything you need to craft

the best descriptions for your products with ease!