5 Ways to Write Product Descriptions that Persuade Your Customers
Updated: Dec 13, 2019
Writing product description is an essential skill if you wanna make it in this industry.
Imagine a random woman is surfing Facebook and sees your ad. When she clicked in – holy molly the product description is a total disaster. It's like some product descriptions is simply being copied over directly from AliExpress.
A product description is the marketing copy that explains what a product is and why it’s worth purchasing. The purpose of a product description is to supply customers with important information about the features and benefits of the product so they’re compelled to buy.
However, many dropshippers often fell to this common mistake that comes up when writing product descriptions. Trust me, even professional copywriters make it sometimes: writing product descriptions that simply describe your products.
I mean, isn't that the purpose of product description? So why is it wrong?
Because great product descriptions need to further elevate your product pages by selling your products to real people, not just simply an product information for people to see.
Let’s have a look at nine simple ways to persuade visitors to your online store with product descriptions that sell.
#1 Focus on your ideal buyer
When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all.
The best product descriptions address your target audience directly and personally. You ask and answer questions as if you’re having a conversation with them. You choose the words your ideal buyer uses. You use the word you.
Sometime back I came across a shopify store that was selling this famous wireless charger in a magical style.
Here's an example of how the product description is written for the wireless charger.
"Japanese company’s gadget for summoning life force for your devices is awesome…but maybe too awesome to be real.
According to electrical engineers, cordless charging fills up your mobile device’s battery by utilizing electromagnetic fields. But let’s be honest, here. That can’t possibly be true, can it?
Clearly, the only way to transfer electricity from one place to another without the use of wires is to rely on the time-tested method for manipulating elemental forces: magic. Do you want to know how it is done? Just take a look at this video."
When it comes to writing your own product descriptions, you can start by imagining your ideal buyer.
Consider how you would speak to your ideal buyer if you were selling your product in store, face-to-face. Now try and incorporate that language into your shopify store so you can have a similar conversation online that resonates more deeply.
#2 Entice with benefits
One thing I notice is that when people list their own products into their shopify store, they tend to focus more on the individual product features and specifications in their product description.
The problem is – your potential buyers are not as interested in mundane features and specs.
They want to know what’s in it for them.
How it will address their biggest pain points.
How your products will benefit them.
That’s why you need to highlight the benefits of each feature.
Here is an example of a good product description from one of the shopify store that I happened to encounter.
Notice that the benefit of their soap is not just that your hands become soft and clean, but that the soap actually rouses your holiday spirit making the holidays more festive and therefore more enjoyable.
I know, it's a little cliche but that's how it is.
Consider the benefit of each of your features. How does your product make your customers feel happier, healthier, or more productive? Which problems, glitches, and hassle does your product help solve?
Don’t sell just a product, sell an experience.
#3 Appeal to your readers’ imagination
Scientific research has proven that if people hold a product in their hands, their desire to own it increases.
Unfortunately, you’re selling online – so your web visitors can’t hold your products. Large, crystal clear pictures or even better, videos can help. But there’s also a copywriting trick to increase desire:
"To let your reader imagine what it would be like to own your product."
Here’s an example of how to stir your imagination with an description of their grilling multi tool:
🎯 There is a person who is the hero of every BBQ or family cookout and that is the Grill Master. We always looked up to our Mom or Dad as they tended the grill and looked forward to the day when we could be in charge of charring the meatstuff and searing delicious slices of fresh pineapple. Now that we're adults, it's finally our turn and technology has smiled upon us, giving us a tool that is destined to impress.
One tip to practice this copywriting technique start a sentence with the word imagine, and finish your sentence (or paragraph) by explaining how your reader will feel when owning and using your product.
#4 Seduce with sensory words
Food & Beverage businesses have known it for a long time: sensory words increase sales, because they engage more brain processing power. Here’s an example of Royce, a Japanese chocolate manufacturing company.
Royce’s sensory adjectives refers to it's touch and taste: delicate and melt-in-your-mouth flavour, fragrance of Champagne Pierre Mignon.
Adjectives are tricky words. Often they don’t add meaning to your sentences, and you’re better off deleting them. However, sensory adjectives are power words because they make your reader experience your copy while reading.
Dazzle your readers with vivid product descriptions. Think about words like crunchy, smooth, silky, and bright etc.
#5. Tempt with social proof
The last point, and it's also the most important one. When your potential buyers are unsure about which product to purchase, they look for suggestions what to buy.
More than often, they’re often swayed to buy a product with the highest number of positive reviews. But there are other ways to sneak social proof into your product descriptions.
Here's an example:
Including an image of a person adds credibility to a quote. It also makes an online store more personal and approachable, encouraging customers to have a piece of mind that your product is a real deal.
The example above carries extra impact because it describes the product as popular and legitimate. The popularity claim is further supported with a product review.
Most buyers are attracted to buying something that's popular. When it comes to your shopify store, highlight the products that are customer favourites.
Remember, a compelling product description will always pay you back.
Share your knowledge about your product. Tell stories and explain even the tiniest details.
Make an effort not to be boring and instead delight your web visitors with seductive descriptions. Most of all, write with enthusiasm because what you are trying to bring across is what your potential buyers are going to see.