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How To Write Product Descriptions That Sell

Updated: Apr 11

Ever found yourself marveling at a product in-store, turning it this way and that, feeling its heft, admiring its craftsmanship? And thinking to yourself, I must have this now!?

Does that sound like you? What was it about the product? The product features? One of the many compelling product descriptions that you may have found at different places on the packaging?

Or maybe it was an ad on social media?

Whatever the case is, when you're shopping in a brick-and-mortar business versus an online store, it’s a tactile shopping experience that's hard to replicate online. Yet, in today's digital-gotta-have-it-now, I saw it on social media world, we rely on product descriptions and the chorus of past customers' reviews to guide us. Astonishingly, a whopping 87% of potential customers lean heavily on this digital prose to make their buying decisions.

is there really a product description template for your ecommerce site?

Here’s the catch—too many businesses fall into the trap of crafting product description writing that does just that: describe. They list off features, specs, and the nuts and bolts, but forget to tell the shopper why their heartbeat should quicken.

Sure, it’s vital to talk about what your product does, but where’s the pizzazz, the oomph, the sizzle that makes a consumer think, “I need this, and I need it now”?

If you have a product description that is currently just a dry rundown of what the product is, you’re not just leaving money on the table... you’re practically pushing potential customers toward the door.

But fear not! With a sprinkle of our secret sauce, transforming your product blurbs from mundane to must-have is within reach. We're going to teach you how to write a product description that sells that your ideal customers can't get enough of.

Let’s peel back the curtain on crafting descriptions that don’t just inform but enchant, turning browsers into eager buyers before they can say, “Add to cart.”

What Do The Best Product Descriptions Look Like?

At its core, a product description should do a neat little pirouette, showing off what your product is and the magic it performs. That means yes, do include the specs, features, product benefits, and how-to-use details.

But here’s where the plot thickens: your description needs to leap off the page, grabbing your reader by the imagination and painting a picture of a life enhanced by your product. If you can do that, that's what makes good product descriptions great.

Take that designer watch. It’s not merely a device to tell time. It’s a statement, a legacy, whispering tales of elegance and endurance.

Or consider the fixed-rate savings account—it’s less about stashing cash and more a promise of future dreams fulfilled, of educational doors flung wide open for your children.

So, what's the secret formula to writing product descriptions that sell?

Your descriptions should:

  • Solve a problem: How does this make your customer’s life easier, brighter, or more fulfilling?

  • Deliver benefits: Beyond the specs, how does this product enrich lives?

  • Outshine the competition: What makes your offering the jewel among stones?

  • Capture the essence: What’s the heart, the soul, the je ne sais quoi of your product?

  • Time it right: When’s the moment your product goes from nice-to-have to can’t-live-without?

Crafting product stories that sell isn’t just about boosting figures. It’s about building connections and drawing your customers into a narrative where they’re the protagonists, and your product is the trusted sidekick. Great ones elevate your brand to legendary status by showcasing the transformative power of your products.

What happens when you can create effective product descriptions? Every one of them doesn't just tick boxes; they ignite desires and drive sales.

product features, product images, and your target audience make good for search engines.

Why Should You Be Writing Product Descriptions That Sell?

When you buy a product from a brick-and-mortar store, you can get a good impression of its quality and usefulness by handling it yourself. But online, all you have to go on is the product description and reviews left by previous customers. That’s why a massive 87% of consumers consider product content hugely important in making a purchasing decision.

The problem is that many businesses write product descriptions that just, well, describe the product. While this is great for conveying information, it does very little to convince shoppers that your products are actually worth buying.

If your product descriptions simply offer specs, facts, and figures, chances are you’re missing out on a vast wealth of sales potential.

The right product description comes with high quality product images.

How To Write Descriptions That Sell

1) Focus On One Ideal Buyer Persona

In the vast bazaar of the online marketplace, your product description shouldn’t be a shout into the void but a chat with your ideal customer. Think about who’s clicking 'buy.' What’s their day like? What problem will your product solve for them? Craft your words to meet them where they are.

Speak directly to them. Yes, “you” – it's a powerful word. Use it. Talk like they do, ditch the stiff corporate lingo, and keep it real. Whether they're into a clever joke or straight facts, match their tone.

Connect with them. Tell them how this product fits into their life, how it turns their 'everyday' into an 'aha' moment. Your product isn’t just an item. It’s a key to a better version of their everyday routine. And the story makes all the difference as a product description writer.

2) Features Tell, Benefits Sell

Dive into what your customer really cares about – the key benefits. Yes, the specs matter, but they’re the chorus, not the headliner.

Show how your product plays the hero in their narrative. Does it save time, boost health, and dial up the pleasure? Narrative matters when it comes to making a purchase decision.

Garfinkel’s eight buying triggers are your guide. Paint a picture of ease, health, and happiness, then seal the deal with specs. Spark desire first. Justify it with details second.

Here are the eight main reasons that your ideal customer is going to buy your product:

  • Making money

  • Saving money

  • Saving time

  • Saving effort

  • Improving health

  • Reducing or eliminating pain

  • Increasing pleasure

  • Increasing prestige

3) Scan-Friendly Descriptions Win Customers

Turns out, our online reading habits are more skimming than deep-diving. Which makes sense when you think about it. A recent study by Dejan Marketing showed that people absorb online content word-by-word only 16% of the time they're online. Which means you have only a 16% chance of making a lasting impression.

Catch your customer’s eye with a product description copy that’s a cinch to scan and a breeze to understand. Here’s how to make your product pop:

  • Quick-Fire Benefits: Lead with bullet points of benefits, delivering instant “aha” moments.

  • FAQs to Seal the Deal: A brief FAQ section can tip those fence-sitters right into your cart.

  • Scan & Go Formatting:

  • Bold headers guide the journey

  • Concise bullets for key takeaways

  • Generous white space for easy reading

  • Fonts that don't strain the eyes

  • Crisp images that tell the story

The smoother the scan, the closer you are to a sale with potential buyers. Make every second count in your customer’s scroll.

bullet points for target customers with all the technical details

4) Speak In Details. Sell the Story

Vague praise like "high quality" is the static of the e-commerce world. Cut through the noise with specifics that showcase your product's true star power.

Here’s a snippet to transform blah to brilliant:

  • Detail the dazzle: "Crafted with heirloom-quality materials."

  • Highlight unique features: "Our patented stay-cool handle."

  • Show, don’t tell: "Join the ranks of chefs who choose us."

When you pinpoint the why and the wow, "best" becomes more than a boast—it becomes a story. Are you seeing a theme that goes through all product description copywriting?

5) Sell The Picture. Create Their Life.

Visualize your customer's life transformed by your product, because when they can see it, they can feel it. Our words must bridge the tactile gap, painting a picture so vivid they'll reach out to grab it. Use storytelling to spark desire, showing not just the product, but the lifestyle it promises—imagine the comfort, the ease, the newfound joy. This isn't just a purchase. It's a gateway to their better tomorrow.

In your e-commerce business, your website visitors can't run their fingers over a product, but words can bridge that gap. Crafting descriptions that evoke the sensation of ownership invites customers into an experience, connecting them to your product as if it's already theirs. Don't believe us? Check out this study from the Journal of Consumer Research.

6) Use Descriptive Words They Can Feel

Engage the senses, and you engage the heart. It’s about painting a picture so real that your customers can feel it—the crunch of fresh produce, the smooth glide of a silk scarf. Cut the fluff, but never skimp on the sensory.

It's the essence of experience. Use words that let your customers touch, taste, and see the splendor of your products through the screen. In a digital world, sensory language is your handshake, your smile—it's what makes your product linger in their minds.

How can you do this?

Remove non-essential adjectives and other adverbs from all of the product copy you use and instead replace it with sensory words.

ecommerce sites love a good product title with a product highlight.

7) Harness The Power of Social Proof

Let your happy customers do the talking. Their unabashed cheers and five-star stories do what your own words can't—instill trust. With each glowing testimonial, the value of your product multiplies, proving that others have not just bought it but loved it.

Sprinkle your page with this social proof and watch the skeptical turn into believers and browsers into buyers, boosting those conversion rates as only authentic customer love can. You can boost conversions as high as 345%!

how to write SEO product descriptions can be confusing. search engine optimization helps.

Choose Catalystory For Descriptions That Sell

Whether you're selling clothing, trying to reach different buyer personas, or what to address a specific pain point, learning how to write product descriptions for SEO that work isn't easy.

Mastering the art of product descriptions that resonate with customers is key to skyrocketing your e-commerce success. Yet, weaving the perfect blend of persuasive prose requires time, finesse, and a deep understanding of your brand's story—resources that are often in short supply.

This is where Catalystory steps in. Our adept storytellers are at the forefront, helping businesses across the spectrum craft magnetic product narratives that not only sell but also solidify brand loyalty. From blog writing services to copywriting for small business, we've got all your product pages covered.

Get your free consultation today! And find out how we can infuse every product description with the magic of a great story and watch your traffic and sales climb.

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