A step-by-step guide to writing product descriptions
First and foremost, what is a product description and what purpose does it serve?
A product description is a marketing text that describes a product and why it is worth buying. The goal of a product description is to give customers enough information about the product’s characteristics and benefits to make them want to buy it.
Your product pages will become considerably more interesting if you use innovative product descriptions.
1 Make a clean sweep
Because the bulk of existing descriptions and names for commodities on marketplaces such as AliExpress are extensive and ambiguous, as a business owner, you must first find a way to simplify the wording so that information is easily understood.
For example, the product title for the octopus plush could be modified to something more digestible, such as Reversible Octopus Plush.
In comparison, the original “18 Colors Plush Toys Double-sided Flip Octopus Doll Soft Reversible Stuffed Animals Toys Creative Christmas Gift Home Decoration” was “18 Colors Plush Toys Double-sided Flip Octopus Doll Soft Reversible Stuffed Animals Toys Creative Christmas Gift Home Decoration.” Isn’t that a lot less of a mouthful?
Reducing the amount of copy also aids our following point.
2 Keep SEO in mind
It’s critical to optimise your product page so that Google’s algorithm can recognise it in search results. This increases your website’s overall visibility and traffic.
To find out what terms people are using for an item, use Google Trends and product research on Amazon, eBay, or Google Shopping. This will assist you in determining a keyword to target for your product and its page – SEMRush is a terrific, free tool for producing keyword ideas.
3 Prioritize advantages above features.
One of our initial recommendations for improving product descriptions is to focus on advantages rather than features. This isn’t to suggest that describing the attributes of an item isn’t vital (it is!). Even yet, showing a potential customer how an item might make his or her life better or easier will appeal to them much more.
Begin with the title.
So, instead of a physical descriptor, we could have a little fun with the headline with this octopus, only based on the heading of the description:
Just not in the mood today? Don’t say anything else (this reversible octopus plush will do all the talking for you).
See how that grabs someone’s attention right away? Instead of focusing on the plush’s colours or the circumstances for which it would be appropriate as a present, this new label focuses on the buyer’s potential feelings.
When you compare that heading to the original, you’ll notice:
Plush Toys in 31 Different Colors Soft Reversible Stuffed Animals Toys Double-sided Flip Octopus Doll Creative Christmas Gift Home Decoration
Take a look at how different that is. With appropriate grammar, it’s also easier to read.
Recite the description again!
We’d edit the copy for the actual description to something like this (assuming the target audience is young women):
There’s no reason to give your partner or pal your hand when you’re just not in the mood to converse. To let someone know you’re not in a good mood, simply flip the smile on our Reversible Octopus Plush. This octopus plushie features a cheerful face and a frown to indicate two polar-opposite emotions, as seen on TikTok. It’s the ideal present for ladies who want something to embrace while also being beneficial in getting through those oh-so-frustrating days. Simply don’t say anything to me, you know? When you’re feeling better, change your frown to a smile to let everyone know everything is fine.
From good hair days to horrible period days, let this Reversible Octopus Plush communicate your emotions for you. Choose from eight different colours, ranging from super-cool blue to gleaming yellow.
All plushies are machine washable and constructed of durable, plush PP cotton.
It’s 10cm tall and 19-20cm wide.
The copy is substantially condensed while delivering primarily the target audience’s benefits. However, the physical characteristics are also provided for a thorough product description that is SEO-friendly.
4 Put yourself in the shoes of the customer
It also helps to see your product through the eyes of your target buyer, as we mentioned earlier. Consider how your item could benefit them, as not all goods have the same benefits for everyone.
Consider our octopus plush, for example. It’s gone viral because it’s a way for girls to let their partners know they’re upset. However, how would the toy appeal to a woman shopping for a baby or child? Assume the toy is available on an internet store that sells products for children and newborns.
One first benefit that comes to mind is that young children utilise their faces to understand emotions and expressions. As a result, the reversibility of the octopus plush can assist a baby in distinguishing between joyful and sad or angry states. As a result, if you’re targeting women with young children, your product copy should reflect this.
And, hey, it’s possible that your website caters to a demographic with whom you’re unfamiliar. However, conducting research will assist you in becoming acquainted with that audience. To learn more about that audience’s requirements and desires, go into Facebook groups, Instagram profiles, internet forums, and more.
You’ll be able to develop stronger product descriptions that are benefit-driven content to lure your target buyer after you understand your audience.
5 Be approachable.
It is not necessary for all descriptions to be dry and uninteresting. You can use different characters in your text depending on your brand voice. Sure, not every website’s content will be particularly bright and happy (and you don’t have to go this path), but being more personal is a wonderful way to improve your product descriptions.
As though you were conversing to a buddy, approach your copy. There are various ways to do this, but transforming your writer’s mindset into that of a friendly, approachable salesperson is a popular marketing method for attracting customers.