4 Tips For Creating Compelling Product Descriptions That Get The Sale

by Elizabeth McGee on August 2, 2012 · 1 comment

Do you ever get stuck when creating product descriptions?  It’s not always easy to write descriptions that are compelling enough to encourage the sale?

Here are 4 tips that can help you write product descriptions that will differentiate your products from the rest and move your prospect from casual browser to actually making a purchase.

1. Compelling Product Descriptions Begin with your Best Product Features

What are your product’s most impressive features?  If you’re selling a treadmill for instance, what makes it stand out from the rest? Is it super quiet? How sturdy is the belt? Does it absorb shock under your feet? What features are on the display panel? What’s the incline and speed compared to other treadmills?

To know what features to highlight, conduct a simple survey.  Ask users of similar products what they value or don’t value in the product.  Another great way to find out is to spend time on product forums and see what things people talk about the most as being features they look for and appreciate.

2. Combine Features with Benefits

Features are a lot more impressive if you can link them to a benefit.

For example, leather seats are a nice feature, but why?  When writing your description, leather seats would best be described as ‘Easy to clean leather seats’.

Comfortable shoes will get more of a reaction if you describe them as ‘Comfortable shoes that keep you walking longer’.

A moisturizing, anti-aging skin cream could be described as “The all-in-one anti-aging skin cream that saves you time and money.

3. Describe Your Items Using Colorful Phrases

When you’re describing an item or a service, it should strike the reader in some way. Using descriptive phrases that demonstrate color, texture, size, fragrance, taste, or sound are all things that can help you achieve this.

If you were selling a crystal necklace, sensory words like sparkling, glimmering, bright, delicate, or shiny might come to mind.

But if you were selling something a little more difficult to describe like a carpet cleaning service for example, descriptive phrases like convenient carpet cleaning schedules, all inclusive pricing, custom care, powerful deep cleaning, fabulous fresh smell, would all be things that would excite a buyer.

Think about the obvious attributes of the items or services for engaging the reader, then use colorful, highly descriptive words to describe them.

4. Create Your Product Description From the Shopper’s Point of View

You, as the seller, might see a product or service very differently from a buyer. What interests you may not be what interests a buyer. That’s also why it’s important to really know your customer and what his or her wants and needs are when making a purchase.

For example, if I’m selling a sports car to a teenager I’d probably emphasize very different things than if I were selling the sports car to a parent buying it for his daughter.

A teenager will be impressed with things like the stereo, cool wheels, 4 wheel drive, color and speed. A father on the other hand, would be more interested in the safety features, price and warranty.

Mentioning the precise qualities of the product that will interest the buyer is what will differentiate you from your competitors.  In other words, always know what your customer expects and what they are looking for.

Compelling product descriptions require some thought, but if you know what makes your product stand out from the rest, and you emphasize the benefits, use descriptive phrases and think like your customer, your product descriptions will be in a much better position to compel your customers to make a purchase.

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{ 1 comment }

Derek August 17, 2012 at 7:49 pm

Hey Elizabeth,

Is it better to lead with your product’s best features or the biggest benefits? I’ve always heard you should focus the most on benefits, not features.

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