Many entrepreneurs and people running eCommerce sites overlook the importance of written product descriptions, as this is a vital marketing tool for converting potential buyers to customers. It provides important information about the product's features and benefits, so customers will be persuaded to buy it. A product description describes the product and why it's worthwhile purchasing. 

Marketing and entrepreneurship alike fall into the mistake of simply describing products in their product descriptions. Rather than acting as back-of-the-box information for search engines, a great product description must make your product pages concise and appealing for the end customers to drive conversion. There are many tools that help companies to write effective product catalog descriptions and one such widely accepted tool is CatalogsBuilder, you can get started with it for free. Below we are also mentioning the 9 important tips to write effective product descriptions. The following nine tips will help you write product descriptions that will make visitors purchase from your online store:

1. Focus on your ideal buyer

Your target audience should be addressed directly and personally to avoid vague and wishy-washy descriptions.  

Think about your ideal buyer when writing your product descriptions. In search of your product, what words would your buyer use? In their opinion, which words are unprofessional? Do you have any questions that they want you to answer? If your ideal buyer were purchasing in-store directly, it may also be helpful to consider how you would speak to them. Your eCommerce product descriptions should incorporate that language so they resonate more with customers. It is therefore essential to understand what a product or service description is before writing one.

2. Entice with benefits

The features and specifications of individual products are not of interest to potential buyers. The customer wants to know how your product will alleviate stress or improve the quality of their lives. 

Describe the benefits of each feature of the product. For example, how it will improve the quality of life, the health of your customers, and the productivity of your employees. In what ways will it solve problems and hassles?     

A hand soap company, for example, may state that their soap cleans hands, eliminates bacteria, and provides a scent that evokes nostalgia. Don't just sell the product, sell the experience. 

3. Avoid yeah, yeah phrases

Avoid filler phrases, like "excellent product quality". A customer reads something like this and thinks, "Yeah, yeah, that's what everyone says.". 

Product descriptions that use yeah, yeah phrases are less persuasive. It is important to be specific if you want to avoid this reaction. Information about the product adds credibility and information about specific and technical aspects of the product sells it.  A technical detail such as "the upper and sole are heat-sealed and sewn together, rather than merely glued together" indicates the high quality of the boots. 

4. Justify using superlatives

When you don't clearly illustrate your product's advantages, superlatives can sound insincere. 

Your potential buyer can be convinced that your product is the right fit by using statistics and comparisons. It can be easy to prove that your product is the best you have ever used if you receive a quote from a customer who tells you that it is the best you have ever used.

5. Appeal to your readers’ imagination

People are more likely to want to own a product if they sense it in their hands. A potential buyer will not be able to hold your product until it arrives on e-commerce platforms. Store owners can help manage product specifications, additional descriptions, warranties, high-quality images, and page speed loading with our CatalogsBuilder tool.

You can increase the desire of your potential buyers by appealing to their imagination. Consider writing your product description as a creative assignment. Imagine how your customer will feel when he or she owns and uses the product by setting up a scene and trying to place them within it. 

6. Cut through rational barriers with mini-stories

The language of stories transcends cultural boundaries. Including mini-stories in your product descriptions can help you overcome the 'rational barriers' that customers build up (the fact that they are being sold to).

Considering the maker, why it was created, as well as how it was tested can help you compose a mini-narrative for your product description. 

7. Seduce with sensory words

With words like "velvety", "smooth", "crisp", and "bright", restaurants can boost sales through sensory language and engage their customers. 

Adjectives evoke more than just sight, so sensory adjectives are something you must include. Feel, taste, and sound the product you are designing. The use of adjectives can be challenging - if the adjectives aren't adding any meaning to your product description, you should better remove them.

8. Tempt with social proof

It is common for potential buyers to read reviews from other customers if they are unsure about purchasing your product. It's much more likely you'll buy a product if you hear of it from a friend or if it has a great review. 

Another great copywriting trick is to incorporate social proof into your product descriptions. If an online company makes a personable and approachable, including an image of them alongside their quote would highly benefit them.  In general, it is more likely that buyers will purchase something that is popular among their peers. Therefore, you should highlight products that your customers consider favorites. 

9. Make your description scannable

Your product descriptions should also be organized so that potential customers can find them. Structurally unsound and confusing text is not what anyone wants to scroll through. 

Be sure to think about how your customers will read your product descriptions. Do you have clear, high-resolution images? Does your product information have headlines? How much white space is there in the document? 

It will always pay off to write detailed and compelling product descriptions. Tell stories, explain the small details, and share your knowledge about the product. Be creative with your sensory descriptions and don't be boring. 

Conclusion

Consumer research shows that these nine rules increase sales significantly. In summary, your product descriptions should not push your product but instead, explain how it will benefit your customers. You can increase sales if you convince your customers. 

Share your product knowledge. Describe every detail in detail and tell stories. Your website visitors will be delighted if you provide them with a seductive description instead of a boring one. Your passion for your products will come through in your writing, so write with enthusiasm.  It's a marketing copy explaining what a product is and why it's worth buying. A product description should inform buyers about its features and benefits so that they'll purchase it.