Product descriptions: How to write them quickly and with impact

Product descriptions blog - Two brown paper bags on a red background

Let’s face it, knowing how to sell your stuff online can be a massive pain, especially when it comes to writing product descriptions.

You might have just a handful of products on your website. Or maybe you have several hundreds of items on offer. Either way, there’s only so much a photo of what you’re selling can do to convince your customer to take the leap and buy.

So, to help you spend less time hassling over what to write for each individual product, I’ve put together a cheat sheet so you can get words on the page and start selling.

Top Tips for Writing Product Descriptions:

1. Forget about yourself

Right, this might sound a bit like tough love, but with sales writing you need to be intimately aware of the fact that you don’t matter. So if you find yourself writing with yourself in mind, you need to throw it out the window and start again.

Pick a person that is going to be your customer, and write your product descriptions exclusively for them. Refer to them in person by using ‘you’, and cut down on your use of ‘we’ and ‘our’. Make it sound like a conversation.

At the end of this post I’ll give you a simple template to help you to keep your product descriptions consistent and tight.

Here’s an example:

Not like this: Our premium dog collars provide stylish comfort for a range of dog breeds.

Like this:  Your dog has a nose for quality. So big or small, our collars give them the comfort and style you know they deserve.


2. Keep your product descriptions short and simple

Look, when you’re looking to buy something online and you’re confronted by a wall of text, how likely are you to read the whole thing? Or are you more likely to skim the text, and then get the product information you need from the bullet points? Keep this in mind when you’re writing your own.

Your customers don’t have time to trawl through three paragraphs, so just stick to one and only include the most important information. About 150-200 words and a list of key features is plenty.


3. Identify a problem and fix it

This bit is crucial. As human beings, we’re an emotional bunch – so much so, that 95% of our decision making takes place in the emotional part of our brain. Which means that nine times out of ten, we tend to make choices not simply on logic and value, but whether something speaks to us personally.

This is where you need your product to exist. Instead of just offering your services blindly, use your product description space to show your customer that you understand their struggles and concerns, and then explain exactly why your product is the fix.



4. Nail down the key features

This is where a solid set of bullet points can really close the deal. With each of your products, you need to know what sets them apart like the back of your hand. Aim to have five in your arsenal – any fewer and the list can look a little sparse, and any more then the features can become watered down.

Even with nice, concise product descriptions, your customers are pre-wired to locate the most important information on the page as quickly as possible. With a list of short, snappy features, you’re giving even the most impatient reader the chance to hone in on your product’s strengths, and make a decision then and there.



5. Come up with a product description template

Right, so now that you’re in the right frame of mind to write a fantastic product description, you should have a plan for its layout. This is something you can apply to the rest of your products, which comes with two major benefits: making the writing process much quicker for you, and giving your website a lovely bit of structure for your customers.

You’re free to come up with your own template, but my suggestion would always be to break up the sections with headlines. Not only is this good for SEO, but it gives your reader a clear understanding of what’s on the page.

Here’s an example of what I might go with:

  1. Problem.

  2. Solution.

  3. Best two features in action.

  4. Proof for how/why it works.

  5. Bullet list.

  6. What it can achieve for you.

  7. Call to action.


Now all you need to do is put it into action. After all, you know your products better than anyone else.

And if you’re still figuring out your brand, here’s my guide to building your brand identity.


Still need a bit of help with your product descriptions?

If you’re still finding yourself short on time or struggling to put words on the page, why not hire a professional to take it off your hands? I can take all of the best things about you, your business and your products, and turn them into words that actually sell. I’m always up for a chat.