What are the best ways to craft product descriptions that not only inform but also persuade potential customers to make a purchase?

To paraphrase America's greatest all-time salesman, you have to anticipate the reader's objections. There are general objections like, "I don't know this brand," or, "I can buy this later." There are also specific objections related to the product/service and - hopefully not - the copy itself. 

While following all the basic best practices like readability, features, benefits, tone, value proposition, social proof, etc etc etc... you have to see your copy from the reader's perspective and tell them that specific thing that will win them over. Of course, to do any of this, you have to know your reader. (All good copy starts with a thorough understanding of your audience.)

Sounds obvious, but most copywriters follow formulas and stale best practices that skip right over good ol' consumer psychology and sales philosophy. 

Happy Trails,

Faith

One of the most common misconceptions about product descriptions is that they are all about listing features, highlighting numbers, and offering a guarantee. If that were the case, then almost all active Amazon sellers (approximately 6,000,000 in 2024) would be multi-millionaires. 

However, that's not the case. 

Let's break down the essence behind a persuasive product description. 

1. Research is the keyword

Writing the description should be the easy part.

If you ask any professional athlete, breaking the World Record, scoring in an NBA game, or winning a Grand Slam in tennis is the easy part. The hard part is the years of practice, sweat, and tears.

That's where their success is built. 

You should follow the same mindset and adjust it to your writing process. Before even opening that blank document, you should spend hours, if not days, researching the target audience - their needs, desires, and inner motivations. That's the only way you can fully understand your product. 

Find blogs and online reviews, ask your friends, or try the product for yourself to see how it actually improves your life. 

2. Product descriptions are not about the product. 

Well, they are not JUST about the product. They are also about how the product fits into a customer's life. Product descriptions should answer the most important question a potential customer asks before reaching for a credit card. 

"What's In It For Me?" 

People generally do not buy things—they buy experiences and improvements to their lives. That's exactly why framing the product as something that will change their experience is the most crucial aspect of a successful product description. 

3. Say things that people WANT to hear

Emotional triggers play a huge role in the final decision-making process. A great product description plays on the client's desires, fears, and aspirations.

Phrases that evoke emotions (relief, excitement, confidence, exclusivity, etc.) help readers buy into that experience and visualize themselves using the product. 

4. Make it relatable 

Storytelling is the third pillar of a persuasive description. Although it's not 100% applicable to all product descriptions, including relatable scenarios can help you showcase your product's use or unique features.

That way readers can easily understand why your product stands out in an ocean of similar products. 

5. Write for humans, not algorithms

Yes, SEO is very important. However, the algorithm will not purchase your product or leave a review.

Humans will.

That's why writing sterile, jargon-heavy, keyword-packed descriptions will only get you so far. The only way to build trust in your product is by using conversational language that resonates with your target audience. 

By incorporating those strategies into your process, you can break free from the chains of "features" and step into the world of "benefits." 

And that's the best way to craft a compelling description. 

To write compelling product descriptions that not only inform customers but also persuade them to purchase, I focus on two things as a copywriter:

1.      understanding the product’s unique selling points and/or special features

2.      identifying the pain points, challenges and needs of the target audience

By explaining exactly HOW a product can solve a specific problem or improve the customer’s life in some way, I'm able to establish an emotional connection with the reader, making the product feel tangible, relatable and desirable. This is important because doing so positions the product as a valuable solution. 

I also like to use sensory language and vivid imagery in my descriptive writing to help potential buyers visualize themselves benefiting from the product. This might involve describing the experience of using the product or describing how it looks, feels or sounds. By doing this, I'm able to position the product as not just an item to purchase but as an experience to anticipate and look forward to. 

You want to give your audience a sensory experience. Make them really picture themselves using your product. Don't waste precious time going over technical details. That's what the manual is for.

Instead, bring to life what it would actually look like having your product in their hands. Selling marshmallow roasting sticks? Include imagery of a crackling fire and mouthwatering s'mores. That's just one example, but there are a million others for every kind of product out there. Compelling descriptions (written the right way) can make a shopper click the "add to cart" button in no time.