How to write product descriptions that sell

I’ve written about Amazon product listings before. There’s a whole science behind writing Amazon product descriptions that sell – and today I want to talk about the things that apply no matter where you’re planning to list your product.

Here are my top tips for writing a product listing that sells!

Know who your customer is

You need to get a really clear idea of who you’re writing your product description for.  Who’s the person that will buy your product? What problems or concerns do they have, that your product can help with?   How will it improve their life?

Talk about benefits – not features

If you know who your customer is, and how your product can help them, it’s much easier to talk about the benefits.  For example, my bamboo hooded towels are bigger than most on the market and a really high quality. They last from newborn right up until 4-5 years of age. The advantage here is that Mum only has to buy one towel and it’ll last for years, can be handed down to other children, etc.

Rather than just stating the size, my description spells this out!  It tells my customers that I understand a problem they might have (buying things for their baby that just don’t last) and how my product solves this.

Don’t waffle

I would suggest somewhere between 400 – 600 words is enough to describe your product in detail – without waffling!

Ensure you lay it out in a way that makes it easy to scan.  Use headers and bullet points to break up the text.

Share a bit of yourself

If you’re a solopreneur, and you’ve created your own product, then it probably has some kind of meaning to you and a story behind it’s creation.  Whether it’s ‘I saw this gap in the market’ or ‘I had this problem and came up with this solution’ people want to hear your story.  Make sure you include it.

Tell your product’s story

If you don’t feel there’s a story about you (and we’ll have to disagree on this one, as I’m certain there is!) then tell a story about an aspect of your product.  Maybe it has an unusual ingredient or component. What it is that makes it special?

In my descriptions, for example, I talk a lot about the natural properties of bamboo.  This is a key element of both my products and my brand. I passionately believe it’s the best choice for babies and children and I want to share this.  It’s not only a selling point, it’s also interesting!

Include relevant keywords (but make sure this makes sense)

If you want your product description to be found, include relevant keywords. You can use tools such as Google Keyword Planner to work out what these are. When you use them in your listing, ensure you’re not just ‘keyword stuffing’ and that what you’re writing actually makes sense!

Get some great photos

Good text is great.  You also need some great images to go with it!  You can find more about hiring a professional photographer and taking your own product photography.

Does it sound like a person wrote it?

Read through your listing and, as well as checking for typos and spelling mistakes, check that it sounds natural and conversational.  (As opposed to dry and boring!) My top tip for this – read it aloud! (You can do it alone if it makes you feel better.) If it doesn’t sound natural, or you feel uncomfortable saying any of it, make some edits before you publish.

So, there you have it! If this all sounds extremely daunting, and you’d rather outsource this to a professional, please get in touch.