I still remember the first product descriptions I ever wrote. They were for an e-commerce selling quilts. Straightforward stuff, right? Talk about the colours, tease out some lifestyle benefits and crank out some snappy bullets.
Well, not quite. I could only use 90–100 characters. And there were other restrictions: no slang, no humour and no repetition for the same product.
That’s right, I had to write alternate descriptions – sometimes up to four – for some of their designs.
As an early copywriting job, it was a good apprenticeship. There was no time for fluff, so I got down to brass tacks pretty quickly. Here’s a sample of what I wrote:
Make bedtimes fun with this fiesta of stars and stripes. Perfect for keeping little toes warm during the cooler months.
To be honest, the photos and specs did the heavy lifting, but I think I captured a mood (bedtime fun with a colourful quilt) and a benefit (keeping kids warm at night). Was it my best work? No. Did it meet the brief? Yes. In fact, the client liked my copy and engaged me for two more jobs.
I’d love to tell you that this bite-size copy helped drive sales, but I don’t really know (it was part of a larger strategy to drive sales). But writing 80 product descriptions in three days tested my mettle as a copywriter. Luckily, the next product descriptions I wrote were less restrictive, and I started to enjoy the process.
Since then, I’ve developed an obsession with product descriptions – particularly the ones that throw out the rule book and still convert (ooh, these are my favourites!).
Sadly, most product descriptions follow cookie-cutter formulas that rely on features rather than benefits. And while images and specs tell part of the story, it isn't always enough to get customers over the line.
So how do you write persuasive product descriptions that sell rather than tell? Here are a few guidelines:
1. Don’t get hung up on templates
There are no hard-and-fast templates for product copywriting. You can use bullets, paragraphs or a combination of both. You can make them long or short. It all depends on your product and audience.
You could even forgo separate landing pages and put all your products on the homepage, like Last Crumb does. When you browse their cookie range, the naughty product descriptions only appear when your cursor hovers over them.
On the other hand, if you want to drive more sales and you're a sucker for data, you could split-test a few product descriptions and see what works best for your products.
2. Solve a problem
Your product may have a tonne of great features, but if you can’t explain how they benefit the customer, you might as well close up shop. When writing copy, explain how the product is different, show what the customer will gain, and back this up with social proof.
For example, check out the Features tab on the product page for the Merry People Bobbi Gumboot. Each feature is transformed into a benefit, so we know this boot isn’t run of the mill. It’s got traction so you don’t slip. It’s waterproof, so your feet stay dry. And it’s made from a flexible lining that makes it easy to slip on and off.
And the social proof? More than 100 customer reviews that appear below the fold. This is a great way of showing prospects that other customers have already taken action. If they're wavering, proof like this can build trust and tip the balance.
3. Know your customer avatar
Always keep your customer avatars in mind when writing product descriptions. This can help you decide what to include and what to leave out. Are they buying the product for themselves or others? Where do they live? What are their interests? What's their burning need?
Also, scan testimonials and comments about your product to find out what customers are struggling with at the moment. Pay attention to the language they’re using and echo it in your copy, even if it breaks a few grammar rules. This can help you strike the right tone, tap into their pain points and build trust with your audience.
4. Stay true to your brand voice
I’m often surprised when product descriptions don’t align with a brand’s voice. If you’ve got a youth audience, lighten up the tone, use vernacular and keep it casual. If you’re selling high-end products, sophistication is key. And don’t forget to make your brand voice consistent across all channels. Don’t leave your prospects wondering if they clicked on the wrong link.
One brand that does this really well is Who Gives a Crap. Their About Us page sets the tone for their brand philosophy and humour. In fact, you’ll find playful puns and bum references all over their site, like ‘bamboo for your bum’ and ‘beyond the bottom line’.
This tone carries over into their product copy. In one description, they describe their bamboo toilet rolls as ‘soft and strong as a unicorn’s mane (minus the split ends) ... Fancy toilet rolls without the fancy price tag – how posh!’ Like the brand founders, their avatar is urban and socially conscious – without taking themselves too seriously.
5. Use stories
Telling a story can be a powerful way of forging a bond with your customer. If your grandmother’s flower garden inspired the design on your bags or the sandals you’re selling are handmade in El Salvador, let your customers know.
A vignette, memory or origin story allows your customers to connect emotionally with your product, instilling trust and moving them to take action.
6. Provide sensory detail
When you don't have a physical store, it’s hard for customers to interact with your product. Images don’t tell the full story, so you’ve got to use sensory language. For example, if you’re selling eucalyptus bed sheets, let them know what the fibre might feel like against their skin. Is it cool, satiny ... caressing? Or if it's soap, let us know if it's foamy or refreshing.
Beard Brand does a great job with this in their fragrance copy for Beard Oil. Instead of describing Old Money as a blend of ylang-ylang, lime and oak, they liken it to their customer's 'favorite worn leather armchair, a glass of whisky, and a cigar’. By engaging their senses and imagination, they're creating a feeling of what it would be like to use their product.
7. Make it scannable
Customers are time-poor, so bullets are a great way to convey ideas quickly. Just make sure you focus on what the customer can gain from your product. If you’re not sure how to do this, start by listing three or four features and tease out the benefits using the word ‘which’.
For example, you could say ‘it’s got a leather sole, which makes it durable’ or ‘it keeps your scalp hydrated, which prevents flaky scalp’. The specific wording you use can change later, but this simple structure can help customers see the value of your product at a glance, without having to wade through paragraphs of text.
Irresistible product descriptions: Wrapping it up
While product descriptions don't always follow a particular formula (unless you're writing for Amazon!), these tips and best practices will help you reach the right audience, get clicks and drive sales. So what kind of product descriptions float your boat? Long-form prose poems? Quick and dirty bullets? Let me know in the comments below.
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