E-Commerce Copywriting: How to Write Product Descriptions That Sells

By: Gladys Tan

Copywriting eCommerce

17 Jul 2020

E-Commerce copywriting: How to write product descriptions that sell

Everyone can become an online entrepreneur nowadays. Yet, what differentiates a stellar website from a mediocre one could be your strategy in defining the tone of your product description in your eCommerce website.

Also known as your marketing copy, the product description is one of the first few things your customers see.

Want to know how to write a great product description? Here, we can take a look at some ways to write killer product descriptions that sell.

5 Tips to Write Product Descriptions for Conversions

1. Know your consumer

know your consumer when you write product descriptions

Customers want to know that you are directly speaking to them. Knowing the persona of your ideal buyer helps you create content that is relatable. Understanding who your audience is would then determine your tone and rhythm in your copywriting.

Take Net-a-Porter for example. It’s a leading luxury site that sells designer clothes to women. A master of their own storytelling, their copywriters would imagine speaking to a fashionable woman who’s sophisticated, affluent and looking to stand out.

Cecilie Bahnsen’s Spring ’20 runway show was held on a long pier near Copenhagen’s Teglholmen harbour – we love how the voluminous shapes caught the soft breeze off the water, really highlighting the gentle movement and romantic feel of each piece. This ‘Ammi’ dress is cut from pastel-pink cloqué and has a wrap bodice, puffed sleeves and tiered skirt that falls to a ruffled hem. Showcase the skin-baring open back with a loose ponytail.

Net-a-Porter uses words like “gentle” and “romantic” to capture the feminine imagination. Plus, outlining the beauty of the apparel with accurate terminology speaks to the knowledge of a fashionable customer. It makes her feel like she’s purchasing something intricately made and at a premium price.

Always keep in mind who you’re talking to, and employ the type of jargon that would cater specifically to them.

2. State what your audience will get in return

state what your audience will get in return

A feature refers to the physical aspects of your product. A benefit shows you the advantage of buying the product, answering the customer’s question of “what’s in it for me?”. Think about how your product enhances the life or experience of your buyer, and write it down.

David Ogilvy also once said: Consumers don’t buy products, they buy product benefits.

One of Shark Tank’s most successful products to date is the Grypmat – a silicone tray that sticks to any surface. Take a look at how it sells:

Insane Grip: Arguably its most defining aspect, the Grypmat is built to stay. Its unique chemistry enables it to grip on to whatever surface it is placed on without sliding or falling, while still allowing for easy placement and removal.

Surface Protection: Using the Grypmat prevents scratches and dents on your beautiful paint job.

Tool Accessibility: Any tool, any time, any place. The Grypmat is so versatile that you can have your tools where you need them when you need them.

In summary:

It is obvious now, Grypmat makes using tools a lot easier. The product tackles every pain point of using regular toolboxes and entices the customer with its own benefits.

Remember, don’t just stop at the features of your products. Go further and consider: how would my product make my customer happier? What problem does it solve? Answering these questions ensures you’ll have a solid product description.

3. Outline a favourable experience

outline a favourable experience when you write product descriptions

Every customer wants to imagine how they would use a product. Your product description can paint a scenario, tapping on your customer’s vivid imagination.

For example, you might be selling a glass water dispenser. Create an event around it.

ABC’s Glass Water Dispenser makes the perfect party essential. Whether its soda, punch or even a refreshing cocktail, this see-through product will help quench the thirst of every guest at home, while allowing you to prepare for the next refill.

Here, you can assume that a customer looking at water dispensers, loves entertaining guests in his home. You want to help him visualise a happy occasion of doing so with your water dispenser. By associating positive experiences and feelings with the product through your copywriting, it is more likely that your product will sell.

4. Use bullet points as indicators

use bullet points as indicators when you write product descriptions

Most effective product descriptions consist of bullet points that highlight key features and benefits of your product. Bullet points make your content skimmable, allowing a busy person to get a sense of what your item is within a few seconds.

A typical product description makes use of a few lines of complete sentences, followed by bullet points of the product highlights. Using the same example above, this is what you can do:

ABC’s Glass Water Dispenser makes the perfect party essential. Whether its soda, punch or even a refreshing cocktail, this see-through product will help quench the thirst of every guest at home, while allowing you to prepare for the next refill.

  • 4L capacity which lasts the whole day
  • Clear glass lid to easily observe content
  • Stainless steel valve that’s easy to clean
  • Lightweight and portable for any gatherings

Bullet points draw your customer’s attention to the benefits of your product. Keep them clear and concise without sacrificing key technical details.

Also read: How to Write Website Content that Sells by Gotafflair

5. Convey it with passion

convey it with passion

Show that your product is special. Use adjectives or superlatives that convince your customer how good your product is. Consider some of Apple’s iPad product descriptions here:

“It’s a magical piece of glass.”

“The edge-to-edge Liquid Retina display is not only gorgeous and immersive but also features incredibly advanced technologies.”

“Quite simply, this combination of features makes it the world’s most advanced mobile display.”

Quite certainly, Apple believes in their products and their superiority. You must show it too in your copywriting. Don’t be afraid to declare that your product is the best at something if it is.

In conclusion, copywriting great product descriptions requires you to know your customer, state benefits, outline favourable experiences, use bullet points and deliver passion. Make a good impression on your customers, and they’ll come back for more.

At Verz, our copywriting services in Singapore are dedicated to providing the best content for your website. Let us help you bring your business to the next level.

Get in touch with us by calling at 6841 1680 or email us at [email protected] for a free consultation!

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