Posted on: July 15, 2021 Posted by: Harold Jones Comments: 0

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.


For a product description to get results, it should go further to describe the value and benefits that the particular product can offer potential buyers as well. Not only can this format help to distinguish your products from one another, but it can also set your online store apart from your competition. You can also get help from Udemy to get admission for this course with discounted fees.


So, here are ten simple rules for crafting product descriptions and a few examples of how you can include these tips.


 1. Identify Your Ideal Customers:

You first need to identify your target audience just to know which product particulars you should embrace and which information you can securely exclude. Also, be confident about your content that speaks better to specific target audiences. There is a possibility that the customers you are targeting will enjoy reading longer product descriptions, or maybe they value a good sense of humor. Whatever the case, you should get an idea about writing a product description with the help of guidance provided by your target audience. Here are some other key qualities that you can focus on:

  • Demographics
  • Age
  • Location
  • Gender
  • Hobbies
  • Education

Strive to write your descriptions in such a particular way that they address your potential buyers straight. The specific words and style that you follow should be the same as if you were to sell the product to them in person. Eventually, if you craft your product descriptions with the endeavor of appealing to the masses, you will achieve the very opposite.

  1. Get to know a Format and Stick to It:

The use of bullet points is always appreciable. Like if you want to list the dimensions and features, a list of bullets is the tool to make the job easy. They assure you that your website copy is simple to understand, although you should not just rely on bullet points.

To describe your product and brand, you will need to write a small number of short paragraphs. Take a guideline from your brand voice for this part and focus on improvement in your customers’ lives by this product. This approach might be time taken, but the result is more attractive content that would also be recognized and rewarded by search engines.

  1. Storytelling:

The most effective marketing strategy is storytelling. If there is any background or history behind the production of your brand or product, you better take benefit of it. You can also highlight it in your product descriptions. Mention the inspiration behind the product, it often works. These sorts of descriptions not only enhance the interest of consumers but also add more personality to your products, probably, your visitors will forget for a brief moment that you are trying to sell this product to them.

  1. High-quality Images and Videos:

As mentioned above, the magical formula for writing a product description is the utilization of short paragraphs and a list of bullets. However, there is still a thing left that can improve the standard of PD; it is an image. High-quality product images should always be there to show the important features. Images play a significant role when a description is getting too long-winded, and despite that, the description remains easy to read and understand.

As a matter of fact, in many cases, videos have become ideal as per requirement. It’s a simple technique to show exactly how to use a specific product (particularly when it is a bit more technical). Plus, it’s the type of content that has been liked by most consumers.

  1. Focus on the Advantages:

In your product description, you are also required to ensure that you focus on the advantages of the several features. For instance, if your product is a floating shelf, instead of just listing the dimensions of the shelf, the focus should also be towards how it will be helpful to your customer by adding extra storage space.

  1. Generic Words and Superlatives should be avoided:

Try to avoid the use of unspecific words, as their use can make your description less convincing and effective. Instead, you should be specific by focusing on a feature and an advantage that is offered.

Also, avoid making claims; if you cannot prove the reason for your product’s popularity, like its affordability or its durability. The use of superlatives is considered exaggerated. Though, if you can prove why your product is, for instance, the most popular in its category, by all means, include it in your copy.

  1. The Use of Sensory Words:

Words that tell about our taste, sound, and touch senses are powerful and engaging. By using words such as crispy, smooth, fluffy, zesty, and tantalizing, your descriptions become a lot more stunning. Assists in convincing potential buyers to imagine the experience that you are selling, including the actual product.

  1. Be confident in Getting Technical:

Technical products like touch mouse by Microsoft or more unique products like vegan-friendly make-up will need more information. If your visitors still have some queries about a product after they have gone through its description, the product description needs more work.

Customers usually do not ask for details. So, gather knowledge about your product if you are selling more technical products, include all the information that your customers might require.

  1. Embrace Social Proof:

The benefit of social proof is that it convinces your target audience to take action by showing those that other consumers have already taken those actions. Consumers put popular products on a prior basis. So, further, by including reviews about your products, you can also identify which products are your top sellers or customer favorites.

  1. Optimize Descriptions for Search Engines:

Optimize all your content for search engines. This also holds accurate for your product descriptions. So, be confident to identify keywords (and variations of the keyword) that your target audience will most likely search for and add these in your copy (in particular in the product titles). You can also contain it in your page titles, meta descriptions, and ALT tags.