Content Marketing

The Importance of Writing Great Product Descriptions

Don't be the cause of someone else experiencing this type of disappointment with your (or your clients') products. Always make sure you have effective, dynamic product descriptions to engage customers and make them more likely to buy your product. The description should not just inform the customer; it should pique interests and cause clicks all the way through to the checkout form.

Examples of Great Product Descriptions

Modcloth.com intrigues customers with their beautiful, vintage inspired clothing, but what truly sells their products are the product descriptions.

Modcloth Product Description

The marketers at Modcloth know how to sell a dress with rich product descriptions.

The marketing department at Modcloth is not selling customers this dress; they are selling customers the experience of wearing this dress. This is what product descriptions should achieve. Of course, they do not have to be as imaginative as this, but they need to follow the same method: present the customers with how their life will improve with your product.

Sometimes customers do not know that your product will change their lives until they read your product descriptions. Take Dyson for example. Everyone knows they need a vacuum, but not everyone knows that they need a Dyson. That is, until they read their website.

Dyson Vacuum Product Description

Dyson calls out the technology that makes their vacuums unique.

Dyson uses superlative language to put their product above all of their competitors, explaining the benefits of the product's features. Before reading this, customers think that their vacuums are doing an okay job. After reading this, vacuums are flying out of windows because angry housewives are fed up with their vacuums not containing Tangle-free Turbine tools or having superior performance on hardwood floors. They do not just describe their product - they make you need their product to the point of not being happy without it.

No matter the product, the idea behind writing product descriptions is to sell the product. Whether that means writing imaginative scenes or listing specifications, the customers should feel like they need that product once they are done reading.

Some general guidelines for writing product descriptions:

  • Know and speak to your target audience
  • Explain how the product's features will benefit the customer
  • Engage senses with rich verbs and adjectives
  • Maximize readability with lists and short sentences
  • Sell the product!

Knowing how to write a product description is great and all, but what if you're trying to write a description for a product you don't know much about? Not to worry. As with anything you want to learn about, all you have to do is perform a little research.

Writing Descriptions for Products Requires Research 

Let's say you're writing product descriptions for a product unlike any others on the market - there's not really even a close competitor. This is both a blessing and a curse. The lack of competition narrows down the available information on the product, but it also provides more room for you to convince your customers they need it. After all, there's simply nothing else like it!

Work with your clients to glean as much information as possible about the products to make sure you're able to write accurate descriptions. Nothing is going to make a client - or a customer - more unhappy than a description that does not accurately represent their product.

Improving our Clients’ Product Descriptions

Before I had ever written product descriptions, I was able to research examples of great product descriptions from our own client base. Some of the most helpful product descriptions came from Montana Decoy. They were short and to the point, but they also engaged customers with creative writing. Much of this was achieved because the writer knew the type of customer this product targets, and used language to intrigue that specific audience. This gave me the foundation I needed to start writing product descriptions of my own.

I recently worked on rewriting product descriptions for a product I knew very little about. Luckily, the client had provided enough information that I was able to determine what was appropriate for the product description and what was not. Caddis also did market research, and I had plenty of brand voice, personas and analytic documents to reference. This was my first dip into this type of writing, and I hope it will have a positive impact on the success of the company.

Product descriptions allow for a lot of creativity and imagination, so have fun with them if the brand supports it. Imagine you are the customer--what would make you buy this item? What would cause you not to buy this item? You are the traveling salesman, so turn on the charm and come up with some creative and dynamic descriptions!