Ever wondered how top entrepreneurs create product descriptions that not only catch the eye but drive sales? In this article, industry-leading insights from a founder and a Marketing Content Strategist shed light on the secrets to crafting compelling product descriptions. The first tip focuses on engaging the senses and emotions, while the final insight emphasizes demonstrating how the product solves customer problems, with a total of five expert tips shared. Discover these strategies and more to boost your product’s conversion rates.
- Focus on Senses and Emotions
- Highlight Benefits Over Features
- Emphasize Customer Emotions and Value
- Solve Customer Pain Points
- Show How Product Solves Problems
Focus on Senses and Emotions
When writing product descriptions, my top tip is to focus on the senses and emotions your product evokes, rather than just its physical attributes. For example, one description I wrote for a “Sunset Bouquet” didn’t simply list the flowers; it painted a picture of the bouquet capturing the colors of a warm sunset with rich oranges, deep reds, and hints of golden yellow. I emphasized how it could add a “touch of warmth and elegance” to a room or how it was perfect for “making someone’s day extra special.”
This approach works because it helps customers visualize the experience of having or gifting the bouquet, sparking an emotional response. For us, it led to more sales, as customers felt they were buying an experience rather than just flowers. In my experience, adding that personal, sensory touch is key to making descriptions that truly convert.
Sophie Marasco, Founder, Thanks A Bunch Florist
Highlight Benefits Over Features
As an SEO expert and owner of an SEO agency, my top tip for writing product descriptions that convert is to focus on benefits over features. People aren’t just buying a product; they’re investing in how it will improve their life. Highlight the problem your product solves or the emotions it evokes. Use sensory and emotive language to create an experience that helps customers visualize owning or using the product.
For example, I once wrote a product description for a luxury candle brand. Instead of saying, “Made with soy wax and essential oils,” I wrote: “Transform your evenings into a tranquil escape with our hand-poured soy candle. Infused with calming lavender and refreshing citrus, it’s your perfect companion for unwinding after a long day.” This approach focuses on the customer’s emotions and the product’s impact, which led to a noticeable increase in sales conversions.
Greg Walters, Co-Founder, SEO Modify
Emphasize Customer Emotions and Value
Focus on the customer’s emotions and the value they will gain from the product. For our wedding packages, this means painting a vivid picture of the experience, highlighting unique features, and addressing pain points. Couples planning a destination wedding want reassurance that their event will be stress-free and unforgettable. Incorporate sensory details, emphasize convenience, and use aspirational language that helps them envision their dream day.
For Luxury All-Inclusive Cancun Wedding Packages, we wrote: “Say ‘I do’ with the turquoise waves of Cancun as your backdrop. This all-inclusive wedding package takes care of every detail-from breathtaking beachfront ceremony setups to gourmet dining and an open bar for your guests. Designed to be as stress-free as it is stunning, this package includes a dedicated on-site coordinator to make your dream day effortless.”
This description resonates because it addresses the couple’s desire for beauty, simplicity, and a meaningful experience, resulting in strong engagement and conversions.
Garrett Nutgrass, Marketing Content Strategist, Destify
Solve Customer Pain Points
Often stores are great at listing the features of a product but forget one crucial aspect: fixing pain points! One guaranteed way to increase your product’s conversion rate is by writing a description that is set up to solve your customer’s pain point. By thinking about what your customer is experiencing in their daily life that would make them need your product means you form an emotional connection with that customer making them think, “YES I need this now.”
E-Commerce stores are great at listing the features of a product but often forget to create that emotional bond with the customer. By forming an emotional connection with your customers and speaking directly to their pain points, it makes them feel heard and you are guaranteed to increase your product conversions.
EXAMPLE: Let’s say you are an online pet store and you sell chew toys for dogs. Let’s say your customer got a new puppy, super cute, but the puppy is teething and it is chewing everything in sight! You are selling chew toys for dogs in your store that help alleviate puppy teething problems.
You are obviously not selling to the dog here—but to the owners! So you need to think about what the owners are experiencing in their life right now and convince them that your product is the answer to their problems! Some of the pain points the owner is experiencing are: their shoes being chewed up, an aggravated puppy, and also concern for their puppy’s welfare.
Your product description could look like this:
“If you are tired of rescuing your favourite pair of shoes from your teething puppy’s mouth then the X chew toy is what you need! The X chew toy has been designed for your growing puppy’s baby teeth! The soft but durable rubber is gentle on your puppy’s teeth but helps to entertain your pup while catering to their teething needs! The X chew toy teaches appropriate chewing behaviour, keeps puppies calm, and is guaranteed to save your favourite pair of shoes!”
By speaking directly to the customer’s pain points you are much more likely to increase the sales of your products.
Rose Procter, Founder, Websites By Rose
Show How Product Solves Problems
The best product descriptions immediately let customers know how this particular product will solve their problems and improve their life. Keep your customer’s needs in mind when writing the description. That helps you choose what features to emphasize, how to frame your copy, and what leading line to use.
One successful product description I wrote was for a toy company’s new blocks. The headline “hours of creative fun with [brand name] blocks” attracted a lot of clicks. Parents saw a solution to their problem (how to entertain their small children) and were intrigued.
