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How to write product descriptions

by Faith Lisondra and Rebecca H

July 8, 2019

Tutorials 5 min read

Write Bite-Sized Product Descriptions That Sell + Four Examples to Inspire You

For small business owners, writing product descriptions can be a challenge. You want your descriptions to catch the attention of potential customers while keeping them as concise as possible.

Some ecommerce platforms allow you to write product descriptions to your heart’s content; some — like many online marketplaces — not as much.

This word count constraint crushes your creativity and limits your selling power. Or, at least, that’s what most people think.

We're going to outline how you can create bite-sized product descriptions that sell — including a few great examples to help you get started.

Four Tips to Writing Effective Product Descriptions

A product description is a marketing copy that describes the value of a certain product to potential customers.

Typically, it shows a product’s uses, features, and other benefits that may help generate a sale. At the end of the day, it helps people to decide whether or not they want to buy that product or not.

A good product description should be eye-catching, easy to read, and engaging for your customers. Let's take a look at four tips and examples of effective product descriptions that will inspire your own creative genius.

Tip One: Target Your Ideal Buyer

Source: Lush

The best product descriptions are ones that target a specific audience. When you know who you’re selling to, it’s easier to come up with a product copy that appeals to them. People are more interested to read something that speaks to them on a personal level.

A pro-tip when writing product descriptions is to use the word "you" when addressing potential buyers. This makes your copy more personal and conversational.

Think Geek does a fantastic job of selling their products, like what it did with this Game of Thrones ceramic stein.

Tip Two: Back Up Your Superlatives

Source: Amazon

Using superlatives in your product descriptions may do you more harm than good.

While you want people to buy your products, making exaggerations may come across as insincere — unless you have the data to back them up.

Have a look at Amazon’s take in showcasing their new Kindle Paperwhite.

Notice Amazon’s claims of having the “thinnest” and “lightest” Kindle Paperwhite yet — which it backs up by displaying the dimensions and weight of the product. The word “patented” is also used, adding more credibility to the e-reader that they’re selling. Amazon clearly explains why the Kindle Paperwhite is ahead of its competition.

Tip Three: Appeal to Your Customers’ Imagination

Source: Royal Selangor

Merely touching a certain product can spike one’s interest in buying it.

Since this is not possible in ecommerce, the least you can do is to write your product descriptions in great detail. Describe how your customers would feel if they were actually holding the product in their hands. Is it soft? Is it rough? How are they going to use it? While photos will give them an idea of what your products look like, your words will whir their imaginations to life.

As an example, Royal Selangor effortlessly tells the story behind this Cloud Charm pendant.

Tip Four: Tap into the Senses

Source: Green and Black

Say you’re ordering food online from a restaurant that you barely know — would you choose an unfamiliar dish if you don’t know how it tastes like? Chances are you’d move on to the more popular choices to be safe. When customers have no idea what a certain product tastes, feels, or sounds like, they won’t risk buying it.

Going back to a seller’s POV, product descriptions are more enticing when they tap into the reader’s senses. If possible, use sensory adjectives to help describe your product better.

As an example, Green&Black’s incorporates taste, sound, and touch in describing its wide range of chocolates. With words like silky, velvety, bright, and crisp, Green&Black’s takes its customers through a gustatory experience with the help of words alone.

Use Sitebeat to Create Your Product Descriptions

You’re ready to start writing product descriptions that sell! Now, the question is — where to start?

With Sitebeat, you can create your own ecommerce store and start marketing your products. This step-by-step guide will help you get started on this platform in a breeze.

Step One: Start Your eCommerce Trial

When you log in to your Sitebeat account, you’re directed to your dashboard.

Once there, you will see a message within the Overview section of the page prompting you to get your free eCommerce trial. To begin, click on Activate Now. The 15-day trial period will give you enough time to explore Sitebeat’s eCommerce features.

Step Two: Pick a Template

It’s time to start creating your website! Choose from the different templates by clicking on the Templates tab just below the Dashboard tab. You can design your page from scratch or choose a finished template to customise.

View the Template and click on Create This Site on the upper right corner. This directs you to the Editor where you can start building your website.

Step Three: Customise Your Store

Click on the Store button and then Get Started to start customising your Online Store.

Step Four: Update Your Products

Clicking on the Products option will allow you to view, add, and manage all your products and their categories.

To begin filling in your product descriptions, choose a Sample Product from the list provided.

Here, you can edit the Name, Category, SKU, and Description of your product. You can also add variants, photos, and other files that will best market your offerings. Once you’re done, click Save. Add more products by repeating the same steps.

Step Five: Publish Your Site

Once you’ve uploaded all your products to your website, hit Publish — and you’re good to go!

Let Your Words Do the Talking

Selling your products and services online is no easy feat — but saying the right words to your audience should boost your marketing a thousandfold. Now that you know the tips and tricks, let your product descriptions do their magic and start selling like hotcakes!

Skip to section

Tip One: Target Your Ideal Buyer
Tip Two: Back Up Your Superlatives
Tip Three: Appeal to Your Customers’ Imagination
Tip Four: Tap into the Senses
Step One: Start Your eCommerce Trial
Step Two: Pick a Template
Step Three: Customise Your Store
Step Four: Update Your Products