A 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.
How to write product descriptions that sell
1. Focus on your ideal buyer
When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all.
The best product descriptions address your target audience directly and personally. You ask and answer questions as if you’re having a conversation with them. You choose the words your ideal buyer uses. You use the word you.
2. Entice with benefits
When we sell our own products, we get excited about individual product features and specifications. We live and breathe our company, our website, and our products.
The problem is our potential buyers are not as interested in mundane features and specs. They want to know what’s in it for them—how it will address their biggest pain points. That’s why you need to highlight the benefits of each feature.
3. Avoid yeah, yeah phrases
When we’re stuck for words and don’t know what else to add to our product description, we often add something bland like "excellent product quality".
That’s a yeah, yeah phrase. As soon as a potential buyer reads excellent product quality he thinks, yeah, yeah, of course; that’s what everyone says. Ever heard someone describe their product quality as average, not-so-good, or even bad?