Business owners frequently wonder if customers read product descriptions or if they are so important that they must be written.
This mindset leads to a dull product description that only shows features—a flawed approach.
The truth is that 82% of shoppers read product descriptions, and it influences their purchasing decision.
Knowing this, however, will not make it any easier for you to write a product description, as writing copy that resonates and generates sales can be difficult if you are not a copywriter by trade.
Fortunately, if you want to avoid writing a boring description that most visitors will ignore, this guide will assist you in determining the purpose and process behind compelling product copy.
This article will go over:
- What your product description is for and why it is important
- The six essential components of an effective product description
- A method for consistently writing excellent product descriptions
- Five product description examples from which you should learn
- So, if you want to learn how to write a product description that sells, keep reading.
What Is the Purpose of Your Product Description and Why Is It Necessary?
Your product page’s goal is to convert interested prospects into paying customers.
Contrary to popular belief, the role of your product description on the product page is not simply to display features. It is to address your customers’ objections until there is no reason for them not to buy.
You see, it’s the objections of interested customers that prevent them from purchasing your product.
They’re constantly wondering if your product is genuine, completely secure, a genuine solution to their problem, will do what they intend, or if there’s a better deal in another store.
Your description should address all of these mental barriers with copy that demonstrates why your product is a good fit.
The difficult part is determining what those objections are.
6 Crucial Elements of a Vibrant Product Description
There are numerous components that go into creating an effective product description.
We’ll go over six of them and show you how to use them in your copy.
A Problem to Solve
A customer’s pain point is a specific problem, desire, or goal. Great copy uses it to elicit a strong emotional response from the reader.
Addressing pain points is how you pique your prospect’s interest and motivate them to read your copy.
To understand your customers’ pain points, conduct extensive customer research to uncover the real problems, hassles, and desires that your target audience is dealing with right now.
As a result, you’ll be able to write a product description that appeals to customers and encourages them to buy.
You can include pain points, for example, in places where your potential customer is more likely to read first, such as:
- Headers for bullet points
- The very first sentence
- Prior to a call-to-action
- This is done to elicit an emotional response and make prospects more likely to consider your product. So make your research worthwhile by including pain points in places where any skimmer will see them.