Have you ever created a product description page using words like the above? You can't use good expressions because you don't speak English well? Then this post will be of great help to you.

Product Description Page Content

The product description is a marketing copy that explains what the product is and why it is worth buying. The purpose of the product description is, of course, to sell. If you have a certain level of traffic and competitive prices but your sales are low, you need to check the description. The product descriptions you write on marketplaces such as eBay and Amazon and e-commerce platforms such as Shopify are displayed on Google as shown in the image below. The description is an important element that not only provides information about the product to customers, but also induces clicks on the search results page.

▲ Product description displayed on Google

* Please note that the product title should not exceed 70 characters, and the length of the product description may vary depending on the product, so there is no limit, but it is usually displayed up to 160 characters in the Google search results window. (English standard)

* Product descriptions must be written in text . In Korea, product descriptions are often made entirely of images, so some overseas sellers may use images as domestic product descriptions. This is completely unsuitable for overseas marketing environments (web standards), and must be avoided. Images should be written in the image section, and product descriptions must be written in text.

1. Communicate in the customer’s language

Copy written for mass buyers is bound to be mediocre. The ideal product description is written as if you are talking to your core customer base in their language. Think Geek , which sells enthusiast products, describes its LED flashlight like this:

"You know what's sucky about regular flashlights? They only come in two colors: white or that yellowish-white that reminds us of the teeth of an avid coffee drinker. What fun is that kind of flashlight? We'll answer that: NO FUN AT ALL. You know what is fun? Using the Multi-Color LED Flashlight to cast a sickly green glow over your face while telling a zombie story around a campfire. No campfire? Make a fake one with the orange light!"

"You know what's bad about an ordinary flashlight?" This copy starts by telling customers about the appeal of this product through the product's confidence and humor. ThinkGeek's core target is, as the name suggests, geeks. More precisely, cool geeks.

2. Deliver product benefits

“Don’t sell just a product, sell an experience.”

If you sell a product that you made yourself, how much would you want to say about the product specifications or background? However, customers are not that interested in such specifications. To attract customers' attention, it is effective to say something like, "If you use this product, this is what you can do."

• Method Home Hand Wash Gel Product Description

▲ Product description of hand wash gel

" Sometimes the scent of seasonal hand wash is all we need to rouse our holiday spirits. Available in an array of festive fragrances, our naturally derived gel hand wash will leave your hands soft, clean and ready to be tucked into a pair of fair isle mittens. It really is the most wonderful time of the year."

The benefits of Method Home detergents are not only that they leave hands feeling soft and clean, but also that they make the holidays more enjoyable. What benefits does your product provide to your customers?

3. Avoid Yeah, Yeah

Have you ever seen descriptions like "average quality" or "not bad material" in product descriptions? Usually, when you don't know much about a product, you add things like "Best Quality". Such expressions only make customers indifferent.

• Product Description from Zappos

▲ Zappos product description

Zappos seeks confidence in quality.

4. If you want to use a superlative expression, prove it.

If you can't prove why your product is the best, easiest to use, or newest, then superlatives are just redundant. But if you can prove it, like the Amazon Kindle, then it's a different story.

▲ Amazon Kindle Product Description

Amazon is a leader in the e-book market and is pushing the biggest advantage of Kindle products: reduced eye fatigue and the ability to read books comfortably on the eyes, wherever and whenever you want. Along with the Kindle patents, of course.

5. Add a mini story

You can increase your conversion rate by conveying the history of the product or the brand that created it, the story of the craftsman, etc.

The brand story of Laithwaites, a wine cellar located in the UK

" The Dauré family own one of the Roussillon's top properties, the Château de Jau. Around the dinner table one Christmas they agreed it was time to spread their wings and look to new wine horizons. The womenfolk (Las Niñas) fancied Chile and won out in the end, achieving their dream when they established an estate in the Apalta Valley of Colchagua. The terroir is excellent and close neighbors of the Chilean star Montes winery."

Let's think again when writing product descriptions.

• Who made this product?
• What inspired you to create this product?
• What were some difficulties you encountered during the creation process and how did you overcome them?
• What testing process did this product undergo?

6. Use sensory words

If you choose words that stimulate the senses, like the sizzle of food advertising or ASMR, you can see a big effect.

• British chocolate brand Green and Black

▲ Product description of chocolate brand Green & Black

Green and Black’s use of sensory adjectives conveys both auditory and tactile sensations: crisp and soft. Think about how words like velvety, smooth, crisp, and bright could be applied to your product.

7. Insert Social Proof

The social proof discussed here is a concept distinct from testimonials or direct purchase reviews, and refers to adding content that has been introduced in specialized product media.

• Online furniture store Made.com

▲ As seen in content from made.com

When citing a professional media outlet, you can add credibility by attaching a photo or media logo.

8. Product description design that catches the eye at a glance

The basic colors for web design are black and white. If you run a shopping mall, you can use tags such as H1 and H2 in addition to black and white to express product descriptions in a simpler and more eye-catching way.

• Juice Company Innocent Drinks

▲ Product description of Juice Company Innocent

_
For Korean sellers whose native language is not English, writing in English is always difficult. However, if you consistently collect good expressions through benchmarking and use them, you will definitely see good results.