8 Ways to Write a “Product Description” That Sells

by 300cbt Team

Best Quality, Genuine Product, Fast Shipping...

Have you ever created a product description page using the words above? Are you unable to use good expressions even if you wanted to because you don't speak English? Then this post will be of great help to you.

What is a Product Description?

The product description is marketing copy that explains what the product is and why it is worth purchasing. The purpose of a product description is, of course, to sell. If sales are low even though you offer a certain level of traffic and competitive prices, you need to check the description. 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 photo below. The description is an important element that not only helps customers get information about the product but also encourages them to click on the search results page.

product description ▲ 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 with full images, so some overseas sellers use domestic product descriptions using images as is. This is completely unsuitable for the overseas marketing environment (web standards) and must be avoided. Be sure to include images in the images section and product descriptions in text.

1. Communicate in their language

Copy written to target a large number of buyers is bound to be mediocre. The ideal product description is written as if you were speaking to your core customer base in their language. Think Geek​, which sells enthusiast products, explains the LED flash light as follows.

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!

This copy, which begins with “Do you know what’s so bad about ordinary flashlights,” tells customers about the appeal of this product through its confidence and humor. ThinkGeek's core target is, of course, Geeks. To be more precise, they are cool geeks.

2. Deliver benefits when purchasing a product

Don't sell just a product, sell an experience.

If you were selling a product you made yourself, how much would you like to say about the product specifications or background? However, customers are not very interested in such specifications. To attract customers' attention, it is effective to appeal benefits such as "If you use this product, you can do this."

hand wash gel
▲ 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 cleaners are not only that they leave your hands soft and clean, but they also make your holidays more enjoyable. What are the benefits of your product to your customers?

3. Avoid Yeah, Yeah

Have you ever seen descriptions like “average quality” or “not bad material” in a product description? Usually, when you don't know the details about the product, you add information like "Best Quality." Expressions like these only make customers feel indifferent.

zappos ▲ Zappos product description

Zappos promotes 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 the most up-to-date, superlatives are going to be useless. But if you can prove it like Amazon Kindle, it's a different story.

amazon kindle

▲ Amazon Kindle product description

As a leading product in the e-book market, Amazon promotes the Kindle product's biggest advantage: reduction of eye fatigue and comfort on the eyes no matter where and when you read a book using Kindle. Along with their Kindle patents, of course.

5. Add a mini story

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

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.

Think again when writing your product description.

  • Who made this product?
  • What was your inspiration for creating this product?
  • What were the difficulties during the making process and how did you overcome them?
  • What testing process has this product gone through?

6. Use sensuous words

Choosing words that stimulate the senses, such as the sizzle in food advertising or ASMR, can have a big effect.

greenandblacks ▲ Product description of chocolate brand Green & Black

Green and Black's use of sensory adjectives conveys auditory and tactile sensations, such as crunchy and soft. Think about how you would apply words like velvety, smooth, crisp, and bright to your products.

7. How to insert Social Proof

The social proof referred to here is a concept that is distinct from testimonials or direct purchase reviews, and refers to the addition of content that has been introduced in professional product-related media, etc.

made.com ▲ As seen in contents of made.com

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

8. Product description design that is easy to understand at a glance

The basic colors of 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.

innocentdrinks ▲ Product description of Juice Company Innocent

English writing is always difficult for Korean sellers whose native language is not English. However, if you make a habit of consistently collecting good expressions through benchmarking and utilize them, you will definitely see good results.

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