How to write a killer product description

Apr 21, 2014

Do you have an online store? Are you thinking about opening one? Whether you have a large online store or a small Etsy shop, the way you list your products can have a dramatic effect on your sales.

Here are some basic tips for writing a great product description:

Emphasize the most important selling points.

When you write a product description, use adjectives that describe the object as though there are no pictures. Your description doesn’t have to be long, but at a minimum it should include all of the relevant specifications, convey a little personality, and explain the most important features. If the item is particularly tactile, such as a soft knitted baby’s hat, don’t forget to describe how it feels to touch.

Also, don’t bury enticing information about your product in the bottom of your description. If you’re selling a T-shirt made with special glow-in-the-dark ink, your reader needs to know that right away. If you’re selling a plate with beautifully hand-painted illustrations, make sure your description states that it’s one-of-a-kind.

Write the description for the person who wants the product.

A product description is more than just a list of details, it’s an opportunity to tell your object’s story and highlight what your business is all about. Do you create artisanal food products using locally sourced ingredients? Emphasize your commitment to the farm-to-table movement. Are you a designer with an edgy, humorous style? Don’t be afraid to be funny or weird. Chances are, someone will choose to buy your items for that very reason!

If you’re stuck on what to write, you can always create a scenario for your reader by describing the situations they might use the item in. For clothes, customers like to imagine the accessories the item would pair well with. This tactic also works with home décor items, as some customers like to know what colors or types of rooms the pieces will work with. Do you think your item would make a great gift? Say so!

Make sure you use high quality photos.

Product photography should be clear, concise, and well-lit. Buyers can’t look at your products in person, so you have to make them feel as though they’re getting an accurate representation. Having multiple images is best, and you might want to consider including something else in a photo (a cell phone, macbook, or cereal box…anything really) that helps to convey the product’s size.

Don’t forget specific details, such as measurements.

If a buyer is trying to choose between two products or needs something very specific, they’ll want all of the relevant specifications. It’s helpful to include a separate section for dimensions and factual details such as, “Made in Kentucky”, “Requires 2 AA batteries”, “Holds 2.5 oz.”, etc. Make sure that your buyers have all of the relevant information necessary, so that when the package arrives, there are no surprises.

Proofread before you post.

It may sound like common sense, but mistakes can make you seem unorganized, inexperienced, and careless. Double-check all of the factual details about your products and ask a friend to read over the descriptions for spelling and grammar.

Freelancers, do you have any tips for creating successful product listings?