Use Short Descriptions to list the main selling features.
This shows up next to the product photo and add to cart button. This should be a short paragraph or two that will best sell the product.
Add longer descriptions in the main description area.
This area should contain extra information that helps to sell the product.
1. Think about the who, what, where, when, why and how before writing.
- Who is this product for? The target audience can be a gender (women or men), an age group (college kids, retirees), a lifestyle demographic (new mothers, car enthusiasts) or some other defined group of people.
- What are the product’s basic details? This includes attributes such as dimensions, materials, product features and functions.
- Where would someone use this product? Is it meant for indoor or outdoor use, for your car or your home?
- When should someone use the product? Is it meant to be used during a certain time of day, seasonally or for a specific type of occasion? Just as important is pointing out if a product can or should be used every day or year-round, as that will speak to its long-term value.
- Why is this product useful or better than its competitors? This can be anything from quality to value to features — really think about the benefits that will speak to customers. Also consider how images can complement your product copy.
- How does the product work? This may not be necessary for every product, but if you are selling anything with moving parts or electronics, it’s a must-have.
These questions are great to use as your product description template when you want to accurately describe your best items.
2. Make your product description copy short and sweet.
Below is a great example of just how well the basic formula can work. Their layout combines conversational paragraph-long descriptions that engage their fans, as well as quick bullet-points on need-to-know specs for any shoppers just scanning the page. This sample of product description bullets is an excellent demonstration of how to concisely convey the most important information:
3. Use storytelling to your advantage.
Does your product have a backstory that’s particularly special to you? Chances are it will be particularly special and endearing to your audience, too. Use that story in your product description to add more character to your item, engage your audience and win hearts and minds.
Tell a better story in your short product description paragraph by including tidbits of detail that prove why your product is better than rest.