What Is a Product Description?
Think of a product description as your personal sales pitch—it tells YOUR potential customers what the product is, why it matters, & why they NEED it! But here’s the kicker—it's not just about listing features. It’s all about creating a STORY that resonates with your audience. The aim? To PERSUADE customers to hit that shiny “Add to Cart” button!
Good product descriptions blend information with the emotional triggers that motivate people to buy. They also showcase the product’s VALUE proposition—not just what it does, but what it means to the customer.
Elements of a Good Product Description
Not sure where to begin? Here are some elements you definitely want to include in every product description:
1. Speak to Your Ideal Customer
Identify who will be using the product. Speak their LANGUAGE! Garnish your pitch with terms & phrases that cater to their interests. For example,
The Oodie does a fantastic job with its “I Love Plants Oodie” description:
“Can’t stop buying plants? Unbeleafable. Don’t worry—us too! Cover yourself favorite obsession NEW Love Plants Oodie! Every Oodie sold, one tree planted across the world.”
This tone makes the reader feel understood & connected. Whenever you write your descriptions, think about what your target audience values!
2. Highlight Benefits, Not Features
Features are what the product is, benefits are what the product does for the customer.
Instead of saying, "This is a 10-inch blender with a powerful motor," you could say, "Whip up smoothies like a pro! Enjoy quick, hassle-free blends that ensure you spend less time waiting & more time enjoying your favorite drinks."
Highlight the emotional benefits that the product provides. For instance, with beauty products, it’s all about how they make users feel gorgeous & confident!
3. Avoid Clichés & Generic Phrases
Nobody likes reading phrases like “high-quality” or “best on the market”—they’re IMPACTLESS! Instead of throwing in random terms that have lost their punch, be SPECIFIC!
Beardbrand goes deep into specifics:
“A do-it-all beard wash, hair shampoo, face wash, body wash massive 14 oz. bottle…gentle enough for beard yet strong enough to wash everywhere else.”
Now that’s how you do it!
4. Support Superlatives with Facts
If you’re going to say your product is the
best or the
easiest, show them WHY! Just like
Casper backs up their claims with specifics:
“Our supportive mattress paired with Snow Technology keeps you 6° cooler all night long.”
If you make a grand claim, back it up with evidence. Otherwise, it's just fluff.
5. Feed Customers’ Imagination
Imagine this scenario: Customers can’t touch or feel your product, so how do you make them envision it? Use HIGH-QUALITY imagery, but don’t forget to accompany images with COPY that lets them visualize its use!
Start your product description with “Imagine...” to draw readers in. For example, if you’re selling a luxurious espresso machine:
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“Imagine stepping into your kitchen, the sun peeking through the windows, and pulling the perfect cup of coffee with our Barista Pro—a rich aroma wafting through the air, filling your home with warmth and comfort!”
This stimulates the senses & allows potential buyers to picture themselves enjoying the product!
Best Practices for Your Product Descriptions
Now that we’ve got some core principles in mind, let’s break down some BEST PRACTICES that will help you refine your product descriptions:
6. Tell a Story
Every product has its own story to tell. Craft a narrative that connects your product to the customer’s lifestyle. This can include the inspiration behind the product, its journey to production, or even testimonials from real customers who’ve used it. A compelling story engages customers on an emotional level.
7. Use Sensory Language
Sensory language enhances engagement, so make your reader feel something! Words that describe texture, smell, taste, or sound can transform a basic product description into one that captivates readers. For example:
“Our organic lavender lotion soothes the skin with its velvety texture while enveloping you in calming floral scents.”
8. Add Social Proof
Potential buyers often seek reassurance when making decisions. Incorporate customer reviews, testimonials, or ratings to build trust and lend credibility to your offerings.
Gymshark showcases detailed reviews & user experiences on its pages, which not only helps reinforce confidence but encourages new customers to buy!
9. Make it Scannable
Most shoppers skim product pages. So make your descriptions user-friendly! Use bullet points, headers, or short paragraphs, allowing customers to easily locate necessary information without hunting for it.
10. Measure KPIs and Iterate
Just because you’re comfortable with your lavish descriptions doesn’t mean they’re optimized! Keep an eye on key performance indicators (KPIs) like conversion rates & cart abandonment rates. Collect data, A/B test different descriptions, & go back to the drawing board if things look off.