How To Write Powerful Product Descriptions That Sell?

by Cherry Chen
When you start a dropshipping business and open a store on Shopify or WooCommerce or other ecommerce platforms, you will add many products on your store, absolutely with the product description. The product description is the marketing copy that explains what a product is and why it’s worth purchasing to customers. And it is one of the most important aspects that will affect the product’s conversion. 87% of consumers rate product content extremely or very important when deciding to buy. If your product descriptions are both informative and persuasive, the customer will be encouraged to buy. Furthermore, Write powerful product descriptions is really high-return and low investment. The article will introduce 9 ways to write powerful product descriptions that sell.
1. Define Your Target Audiences
Define your target audiences because the best product descriptions address your target audience directly and personally. To define your target audiences, you need to understand your buyer persona, which will help you know the features that are most valuable to your customers. What’s more, the buyer persona can give you an indication of which words might sell better for your target audience. A buyer persona is a break down of the characteristics of your potential customers. And it is necessary for you to know some information about your target audiences, such as location, age, gender, interests, education level, income level, and language.
In addition, ask yourself the following questions to understand your target audiences.
  • Who are my target audiences? What’s their situation?
  • Why do they want to buy my product? What needs do product meet or pain points do product reduce?
  • Why would they prefer your products instead of your competitor’s products?
  • What features or benefits would interest this person the most?
  • Are there any words or phrases that they use to describe your products?
  • What objection would prevent them from buying your product?
Remember to target only 1 kind of audience with each product description in case you might fail to achieve some meaningful results.
2. Entice With Product Benefits
Different from product features, which are a factual statement about the product that provides technical information, product benefits show how the product can improve the buyer’s life. Buyers are interested in product benefits rather than product features. Thus you need to highlight the benefits of each feature on your product description to convince your target audiences that it will improve their lives in obvious, measurable ways. Be sure to list the features that will appeal to your target audiences. And for every feature that you list, figure out how this will directly benefit the buyers. This will help you write more persuasive product descriptions and more quickly.
3. Highlight The Experience Of Using The Product
The best way to sell any product to your target audiences is to make them imagine they’re already using it. This can elicit emotions and increase their desire to purchase the product. To let them imagine themselves already having and using your product successfully, you need to do the following things.
  • Use words like “imagine”, “picture yourself”.
  • Explain how the buyers will feel when using the product.
  • Use future and present tenses to let your buyers feel like they have bought your product already.
  • Let buyers imagine their current needs being met by using your product.
  • Use sensory language and words to integrate the five senses into the writing (sight, sound, taste, touch, and smell)
4. Define Your Tone
Your tone can differentiate you from your competitors. And it gives audiences a strong impression of your organization’s culture and personality. To define your tone, consider what you are and what you’re not. In addition, your product description should be something that you will say to your friend about the product. It is a good idea to use the natural tone that you will use in a real conversation help your target audiences connect with your brand. And use a consistent tone that matches the brand that builds trust with the target audiences and makes certain brands much more memorable than thousands of others on Shopify.
5. Make it Easy to Scan
Try to make it easy for customers to scan to reduce the possibility to lose a potential customer. They may have no time or patience to read everything carefully. In fact, they have short attention spans and read-only about 16% of what’s on the page. To make your product descriptions easy to scan, you can take advantage of bullet points, short paragraphs made up of just a few sentences each, lots of white space, and different size fonts. So writing your product descriptions, there are some things to focus on.
  • Entice your web visitor with headlines.
  • Use easy-to-scan bullet points.
  • Include plenty of white space.
  • Increase your font size to promote readability.
6. Use Powerful Words
Use power words that naturally elicit an emotional response in audiences and convince your target audiences to take the leap and make the purchase, thus increase sales. There is a list of powerful words in the image below. When you need descriptive words in your product descriptions, use these powerful words instead of words like “nice” or “high-quality”. Thus, you are subtly convincing your target audiences that your products are exciting, impressive, and worth the purchase.

7. Cut Through Rational Barriers With Mini-stories
Cut through rational barriers with mini-stories and your target audiences will forget that they are being sold to. Including mini-stories in your product descriptions can lower rational barriers against persuasion techniques.
When it comes to telling a story in your product description, try to ask yourself these questions:
  • Who originally made this product?
  • What inspired creating the product?
  • How was the product tested?
  • What obstacles did you need to overcome to develop the product?
  • How would this product look at the buyer’s day-to-day life?
8. Optimize for Search Engines
You should optimize your product descriptions for search engines. SEO is the easiest way to attract potential customers to your page and make your product easier to be found. Begin optimization with keywords. Keywords are usually the search term that customers use to find the product that they need. And place keywords in your product descriptions. For a better idea of keywords, you can also make use of keywords generator, such as Google Keyword Planner. In addition, you can optimize your product images by using your key phrase in the file name, image description, and alt tag.
9. Use Good Images
You need to have quality images to go with your product descriptions. Because 63% of customers think that a product image is more important than the description or even the reviews. Be sure to provide quality photos of your product. Quality photos will show the customer all of the key features and benefits of your product. They will also allow the customers to imagine having the products in their life.
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