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Product descriptions: 8 ways to drive more conversions

Trilok Sonar
August 8, 2023
9 minutes

What is a product description?

It's basically a short blurb or paragraph that describes the features, benefits, and unique selling points of a product. In other words, it provides all the information and details of your product on your ecommerce site. 

The product information can be presented in various ways, such as a single headline, a brief paragraph, or bullet points. They can be serious, quirky or funny and can be placed anywhere near product titles and images.

Why are good product descriptions so important?

Well, let me tell you. Effective product descriptions can make or break a sale. Imagine this scenario: you're browsing an online store for a new pair of shoes. You stumble upon a listing that simply says, "Brown leather shoes." Boring, right? 

Now compare that to another listing that reads, "Step into style with these sleek brown leather shoes featuring handcrafted detailing and a cushioned sole for all-day comfort." Which one would you be more likely to click on?

Good product descriptions have the power to grab a customer's attention, create desire for the product, and ultimately convince them to click that Call-to-Action button "Add to Cart" .

So, how can you create compelling and engaging product descriptions that do all this? Let's dive in!

1. Know your target audience

Before you start writing, it's essential to understand who you're selling to. Are they young professionals looking for convenience? Fashion-forward trendsetters seeking unique styles? Tailor your language and tone accordingly. Remember, you're not just describing a product - you're speaking directly to your ideal customer.

Use Typetone’s buyer persona template to find your ideal customer

Use buyer personas to create better product descriptions

2. Highlight benefits, not just features

Sure, features are important, but what customers really want to know is how these features will improve their lives. Take the unique features of your product and transform them into valuable benefits. Focus on the benefits and show customers why your product is a must-have. 

By incorporating neuromarketing techniques, you can effectively highlight both the unique features and the benefits of your products. Will your new blender make their morning smoothie-making a breeze? Will your running shoes give them the speed they need for their next race? By highlighting both features and benefits, you'll effectively communicate how your product can truly help buyers.

Example product description of Weber Summit BBQ Grill on Coolblue

Product description example

This is how Coolblue turns features into benefits

Feature --> Benefit

Double-walled insulated steel construction --> Quick heating and long heat retention

Adjustable charcoal rack --> Customizable heat intensity for barbecuing or kamado cooking

Spacious grill rack --> Enough cooking space to serve up to 13 people

3. Create an emotional connection with your product text

We're all human beings driven by emotions. When it comes to product descriptions, tapping into these emotions can be a powerful tool for connecting with your audience. Instead of simply listing the features of your product, use descriptive words that evoke feelings and paint vivid pictures in the reader's mind.

Instead of saying "This jacket is warm," say "Wrap yourself in cozy warmth with our luxurious faux fur-lined jacket." By using words like "cozy" and "luxurious," you are not only informing the reader about the jacket's features but also creating an emotional connection. 

When crafting a product description, consider the following tips-

  1. Use sensory language: Appeal to the reader's senses by including descriptive words that engage their sense of touch, taste, smell, sight, or sound. For example, if you're selling a scented candle, describe the aroma as "captivating" or "invigorating."
  2. Create a visual image: Help the reader imagine themselves using or wearing your product by painting a vivid picture with your words. Instead of saying "This camera has a high-quality lens," try saying "Capture breathtaking moments with our state-of-the-art lens that brings every detail to life."
  3. Evoke emotions: Think about how your product will make people feel and incorporate those emotions into your description. If you're selling skincare products, use words like "rejuvenating" or "nourishing" to convey a sense of self-care and well-being.
  4. Show benefits instead of listing features: Instead of simply stating what your product does, focus on the benefits it provides to the customer. For example, if you're selling a blender, instead of saying "This blender has a powerful motor," say "Experience smooth and effortless blending with our powerful motor that can handle any ingredient."

Check out the description of this perfume on Clean Beauty

Product text of a perfume

4. Keep it clear and concise

When it comes to writing product descriptions, less is often more. Long paragraphs and technical jargon can overwhelm potential customers causing them to lose interest. To engage your audience and effectively communicate the key points of your product, it’s essential to keep your descriptions clear, concise, and easy to read.

One way to achieve this is by using bullet points or breaking up the text into smaller sections. Bullet points allow you to highlight the most important features or benefits of your product in a brief manner.

Another way to do this is by breaking up the text into smaller sections which can significantly improve readability. Use subheadings or numbered headings to divide your description into manageable chunks. 

Use Typetone’s short product template to keep text clear and concise

content template to create short product copy

5. Inject a bit of personality

Don't be afraid to let your brand's personality shine through! Remember, you're not just selling a product; you're building a relationship with your customers. In today's competitive market, it's important to stand out from the crowd and make a lasting impression on your customers. One way to do this is by injecting a bit of personality into your product descriptions.

Gone are the days of dry, boring descriptions. Instead, embrace your brand's unique personality and let it shine through in your writing. Whether you're using humor, telling a story, or adopting a playful tone, injecting personality into your product descriptions can help create an emotional connection with your audience.

Here are a few tips to add personality to your product copy

1. Use humor

A good sense of humor can go a long way in capturing your audience's attention. Try adding some witty remarks or clever wordplay to make your description more entertaining. Just be sure that the humor aligns with your brand and target audience. No comedians were harmed in the making of this blog!

2. Tell a story

People love stories, so why not incorporate one into your product description? Share how the product came to be or highlight how it has made a difference in someone's life. By weaving a narrative around your product, you'll engage readers on an emotional level and make them feel more connected to what you're selling.

3. Adopt a playful tone of voice

If humor isn't quite right for your brand, consider adopting a playful tone instead. Use language that is light-hearted and fun to create an enjoyable reading experience for your customers. This approach works particularly well for products aimed at younger audiences or those in the entertainment industry.

Use Typetone’s Product text template and play with different tones of voice for your product copy

Use different tones of voice for your product description

6. Create a sense of urgency

When it comes to driving sales, one powerful strategy that businesses can use is creating a sense of urgency through their product descriptions. By incorporating elements such as limited-time offers, scarcity, or exclusive deals into their marketing messaging, companies can effectively capture the attention and interest of potential customers.

Picture this: you come across an online store with a banner that reads "Limited Stock Available - Act Now!" Suddenly, you feel a rush of excitement and curiosity. You don't want to miss out on the opportunity to own something unique or take advantage of a great deal. This is the power of creating a sense of urgency.

Use power words that create urgency to buy your products

Using phrases like "limited time offer" or "while supplies last" can ignite feelings of FOMO (fear of missing out) in customers. By emphasizing scarcity, businesses can create an atmosphere where customers are more likely to make quicker purchase decisions.

To further enhance the sense of urgency, it's important to have strong calls-to-action (CTAs) in your product descriptions. A well-crafted CTA should create a feeling of urgency and prompt customers to act immediately. For example, using phrases like "Buy now before it's too late!" or "Don't miss out - order today!" can encourage customers to take immediate action.

7. Tell a story

When it comes to product descriptions, there is a powerful tool that can make your offering stand out from the crowd: storytelling. By incorporating narratives into your product descriptions, you can create a more relatable and memorable experience for your customers.

By telling a story, you can capture your audience's attention and keep them engaged. Storytelling adds depth and relatability to your product text. Don't be afraid to get creative with your storytelling. Injecting a bit of narrative can help forge an emotional connection with potential buyers.

To showcase how storytelling can enhance a product description, let's look at AirBnB (even though it’s not exactly a tangible product, technically) started with a story, an idea, and an endless passion. What makes it even more compelling is its collection of user stories. They paint a picture of how their products can enrich people's lives. 

By incorporating stories into your product descriptions, you can create a more engaging experience for customers. A very good example of this would be the famous tech YouTuber MKBHD, where he talks about the new Nothing Phone 2 alongside the CEO Carl Pei. He uses storytelling to describe how the phone came into existence and how it differs from its competitors.

8. Proofread and edit 

When it comes to product descriptions, every word counts. Whether you're selling a physical product or promoting a service, the way you present your offering can make or break a sale. That's why proofreading your product text is crucial.

It helps to eliminate grammar and spelling errors. Nothing turns potential customers away faster than a description filled with mistakes. It creates an impression of unprofessionalism and lack of attention to detail. By taking the time to carefully review and correct any errors, you show that you care about your brand and the quality of your products.

To emphasize the importance of proofreading while keeping things light-hearted, consider this example: "Nobody wants to buy a 'prodict' unless they're looking for something that 'riks' their world!" Mistakes like these not only detract from the professionalism of your brand but also undermine customer confidence in your products.

Luckily, Typetone AI can help streamline the proofreading process. 

Use Typetone’s Improve language template and Paraphrase template to proofread and edit

How you can improve the language of your product text

In a nutshell

So, there you have it! With these tips and a sprinkle of creativity, you'll be well on your way to writing the best product descriptions in town. Remember, it's all about capturing your customer's attention, showcasing the value of your product, and persuading them to hit that "Buy Now" button. 

Curious to know more? Test our advanced templates to transform your content creation. Enhance productivity, save time, and effortlessly create captivating copy for your products. Don't pass up this game-changing chance! Sign up today to Typetone AI

Checklist to write the best product texts

So now that you know how to write a product text, and have probably written or generated a brand-new product description. Let’s have a look if it ticks all the boxes on our product description checklist!

Does your copy show that you...?

1. Know your target audience

2. Highlight the benefits, not just features

3. Create an emotional connection with your product text

4. Keep it clear and concise

5. Inject a bit of personality

6. Create a sense of urgency

7. Tell a story

8. Write without mistakes

Yes? Great! If there are still some mistakes in there or if you want to further improve it to increase conversions, have a look at our content templates. Or get in touch if you have any questions. We're happy to help.

Trilok Sonar

Trilok Sonar is our content marketeer and specializes in blogs about AI content.

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