Tips for Writing Killer Product Descriptions

A product description is copy that describes the features and benefits of a product. The goal is to provide the customer with enough information to confidently buy the product.  Here’s three tips for writing product descriptions that DON’T SUCK!

1.        Know your customer and ask questions - Knowing your customer is essential to writing effective product descriptions. 

• What are their motivations?

• What is their worldview?

• How can you solve their pain points?

Once you embody the essence of your customer, consider the problem your product solves. The product description should quickly and clearly answer these questions.

• What does the customer gain from using the product? 

• What separates your product from the others on the market? 

2.    Optimize Product Descriptions - Having optimized product descriptions improves search engine optimization (SEO).  By optimizing product descriptions to include specific keywords, the product’s Google ranking increases and customers are more likely to find the product.

3.    Tell a Story - Use your product description to tell a story. It could be the story of why your customer needs this product to solve their problem.  Or a story of the benefits.  Or just an entertaining story about the product that thrills and delights.

Product descriptions should be easy to read with a mix of paragraph content and several bullet points, allowing the customer to receive the information quickly and purchase immediately. It’s important to offer up ALL the details so the customer is informed to make a purchase.