10 Ways You Can Create Appealing Product Descriptions That Sell 

No matter what you sell, you need to write excellent product descriptions that will compel your visitors to buy from you. It can feel like a difficult task, especially when you’re up against so much competition online. Here’s 10 tips that will help you write excellent product descriptions every time.


Know Your Audience

Before you even put fingers to keyboard, you need to know exactly who your audience is and what they need. This means you’ll need to ask yourself some questions about them, including: 

  • Who is my audience? What’s their situation? 
  • What problem does my product solve for them? 
  • Why would they prefer my product over the competitors?

Create Buyer Personas

Once you’ve worked out who your audience is, it’s time to make buyer personas. These are the different types of customer that you’ll be writing to when you create your product descriptions. For example, say you’re selling baby accessories. You’ll be targeting these items towards new parents. Think about who the typical new parent is, when browsing your site. You’ll now write for this persona, ensuring that you’re targeting your products towards their needs.


Focus On The Benefits

A product description that describes all the features of the product isn’t going to be a compelling read for most customers. Why? Because it doesn’t relate to them. Who cares if your coffee maker has a timer feature? What does that mean? 

Instead of listing features, you should talk about the benefits your customers will get from your products. For example, if your coffee maker has a timer, then you can write the following: ‘The automatic timer feature ensures that you can get fresh coffee every morning, without having to lift a finger.”

Avoid Clichés And Jargon

When writing your product descriptions, you’ve got to be careful about the language you use. What seems common sense to you will make no sense at all to the reader, and it will put them off. This is why clichés and jargon are to be avoided when you’re writing. 

“Jargon can put readers off as they don’t know what it means, and clichés are simply dull and tell the reader nothing,” says content writer David Foreman at Write My Paper. “This kind of language is going to turn them off your product and send them elsewhere.”


Create A Quick Scan Format

Your customers don’t want to spend time looking for the information they need. If they can’t find it in a couple of seconds in your description, they’re going to go elsewhere. That’s why you need a quick scan format, so they can find what they need quickly.  

This will be different for everyone, but try using short sentences, headings and bullet points in order to show the reader everything they need at a glance.


Use Helpful Tools

There are plenty of tools online that are designed to help you write better, no matter what you’re creating. Give some of these tools a try: 

  • Grammarix: Paste your text into this tool for a quick, free grammar check. 
  • OxEssays: This service can proofread your work for you, and come recommended by the Huffington Post in ‘Dissertation Writing Help feature. 
  • AcademAdvisor: Visit this site for helpful writing guides if you need assistance. 
  • Essay Roo: This site can put you in touch with a good editor, should you need them. 
  • Studydemic: This blog is full of ideas you can put to use in your own writing. 
  • Easy Word Count: Keep to the right word count by using this tool to check your writing. 
  • My Writing Way: An online writing blog that revolves around providing you with information about all things relating to grammar.

Remember Your SEO

Your product descriptions will be picked up by search engine crawlers, so you want them to be correct, descriptive, and accurate to the product. This is also why it’s important to have differing product descriptions for every product you sell. The more accurate you make your description, the more likely it is that someone will buy the product after coming across it via a search engine.


Avoid Superlatives

Superlatives are words and phrases like ‘the best’, ‘most powerful’, ‘popular’, and so on. On their own, these words don’t mean anything. You need to tell the reader just why your product is the best. 

For example, if you’re selling an e-reader, you can talk about how the features compare to other e-readers out there, letting the figures speak for themselves.


Use Customer Copy

Of course, you don’t have to do all the writing yourself. If you use reviews from your customers, it helps you show that you already have satisfied customers that love your product. Potential customers are more likely to trust their reviews, so put them to use. 

You can get these reviews either by emailing customers and asking them to send reviews to you, or using reviews directly from the site itself.


Always Proofread

Finally, ensure that you’re always proofreading your descriptions. Even simple errors can stand out like a sore thumb online, and you don’t want to give the impression that you don’t care about your copy. Get help if needed, and check that text before you publish it. 

These tips will now give you the tools you need to create excellent product descriptions, every time. You’ll see that you’ll get more sales, thanks to your targeted copy. 

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Mary Walton is a CV proofreader at Resume Writing Service. She also tutors at Grade On Fire, educational website and proofreads content for Revieweal, a service that reviews online writing communities.