What Are the Benefits of A+ Product Descriptions?

product description content

If you’ve ever shopped online, you’ve likely seen plenty of great product descriptions and, inevitably, quite a few terrible ones.

Maybe some spoke to you, and maybe some turned you off from a purchase completely, but in a marketplace driven by ecommerce – in the U.S. alone, online shopping represents nearly 8% of total sales – what marketers have to say about a product can hold great influence over a site’s success or failure. Skilled product description writers know their copy directly impacts both conversion rates and a site’s SEO which are both critical.

Here’s why A+ product descriptions can lay the foundation for a more profitable platform.

1. Paint a Mental Picture

In a brick and mortar store, you can hold a product, feel the material between your fingers, and evaluate fit, size, color, and appearance in person.

In an ecommerce setting, on the other hand, product images and descriptions are the only resources shoppers have to make a purchase decision, so a poorly written description isn’t doing anyone any favors.

A good product description exists to paint a mental picture, creating the experience of seeing, feeling, and assessing an object first hand.

Through the use of evocative, illustrative language and tools like buyer personas, marketers can create a written representation of the personal experience online shopping lacks.

2. Build an Emotional Connection

Use of descriptive language is only part of the equation, however. The other half involves creating an emotional connection, inspiring need or want in a consumer.

Describing a little black dress isn’t enough; marketers need to take things one step further, providing a potential buyer with a linguistic adventure detailing what kind of feelings such a dress may offer.

why are A+ product descriptions important?

A dress by itself isn’t necessarily exciting, but imaging the experience of attending a glamorous event in the aforementioned dress, for example, can be the missing piece of the puzzle a shopper needs to click “Add to Cart.”

Psychology tells us that emotional connections are paramount in influencing buyer decisions, making an ability to connect with shoppers is an extremely important tool in content marketing.

3. Provide SEO Benefits

You may be able to craft the best possible product descriptions on earth, but if no one can find your site online, shoppers will still pass you by.

Superb product descriptions can provide SEO benefits in addition to drawing in consumers, elevating your site in the SERPs in order to draw customer attention.

In order to reap the SEO benefits of your product descriptions, fresh, original, and high quality content with an emphasis on the right keywords content is a must.

SEO benefits of A+ product descriptions

Duplicate content and keyword stuffing can only hurt you, so playing by Google’s rules while still crafting compelling, creative content can help you create product descriptions that hit the mark every time.

Are your product descriptions worthy of an A+, or are you still struggling to nail a 4.0?

Tell me in the comments what you do to write product descriptions that wow!

Rachel Elle

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Rachel has spent her whole whole life writing. In addition to academic pursuits throughout her education, Rachel holds a Bachelor of Arts in English with a concentration in creative writing and a Master of Accounting. She excels in in business writing, including accounting, marketing, finance, investments, and taxation.

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Rob Toccs
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Rob Toccs

Great post. I find that clients sometimes realize the importance of product descriptions, but they don’t always realize how much skill writing a compelling description takes. Just because they’re short doesn’t mean product descriptions are easy to write. They’re an artform, just like any other writing that moves the reader.

auntieemily
Guest
auntieemily

I agree. And really, they are getting so much help from the product description without spending a lot of money on it.

Rob Toccs
Guest
Rob Toccs

Because product descriptions are short and so important, I typically ask for a high per-word rate if priced by the word.

Rachel Elle
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Rachel Elle

That’s a great idea when soliciting independent work. I normally write product descriptions solely to get my TAT up, but those short ones are frustrating. 40 to 50 words isn’t really enough to sell much of anything.

Rob Toccs
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Rob Toccs

It certain takes skill to sell something in 40 to 50 words!

Christine Birch
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Christine Birch

Often the fact that they are shorter makes the product description more of a challenge, not less!

auntieemily
Guest
auntieemily

I agree. The shorter ones can be tricky to handle.

Rob Toccs
Guest
Rob Toccs

Yes, which is why they should be set at higher rates than other pieces!

Georgia Potts
Guest
Georgia Potts

I agree. It can take a lot of research and imagination to come up with even a short description. I won’t do them for low rates.

Bethany A.
Guest
Bethany A.

Yes, so true. It’s hard to fit all that you want to say into a few sentences. If the client wants a really good description, then they have to understand that it takes time. You need to consider what to say so that you can get all of the facts and emotion into the description without making it too long, and that makes it just as hard as any longer piece that you write.

Doe Richard
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Doe Richard

Yeah, it takes efforts to produce effective product descriptions that can influence purchasing decisions. But as a writer, I wonder why many clients don’t consider color an integral part of a product description unless there’s a functional benefit to it. For instance, consider these phrases as parts of separate product descriptions: “a red sedan,” “a black sedan,” and just “a sedan.” Do these three phrases provide the same level of visualization from the perspective of a potential buyer; in which case, there would be no need to include color in a PD? Or is the mention of color in a… Read more »

Rob Toccs
Guest
Rob Toccs

In my experience, clients who don’t want colors mentioned intend to use the same description across multiple units that have different colors. It’s just for accuracy and efficiency.

When I’ve worked with clients who wanted me to use colors (which I think does create a more specific, unique and authoritative product description), they’ve had me use something like “[COLOR]”. Then, a program uses a database to insert the proper color for each product. That way, they can use the same product description multiple times.

Doe Richard
Guest
Doe Richard

Now this makes a lot of sense!

Georgia Potts
Guest
Georgia Potts

What I’ve always found helpful is to write benefit statements and help buyers really see how they will benefit from using it. What do they get out of it? How will it make their day better?

I’m also really surprised to see that online shopping is only 8% of sales. I buy practically everything online, even some of our groceries (you can’t beat the prices of non-perishables on Amazon). Are people really still running from store to store? Do they not know about Prime?

Rachel Elle
Guest
Rachel Elle

I was surprised about that too, honestly. I live in an area with Prime Now, so I can shop for perishable groceries through local stores (and basically anything else on Prime through Amazon) and have it all at my door within two hours. It’s amazing. I just ordered a bunch of groceries last night and didn’t have to leave my apartment, and all without a delivery charge. With the way online shopping is becoming faster and easier, I see product descriptions becoming even more important. Ecommerce continues to ramp, and the images, video, and written content sites provide to shoppers… Read more »

Georgia Potts
Guest
Georgia Potts

Prime Now sounds amazing. I think cars will fly before we get that where I live, but Walmart is doing something sort of similar. You can buy all of your groceries online and then go to one of the pickup centers that they’re putting all over the place. They have your order there and they load it into your car. I haven’t tried that yet, but apparently it’s really taking off.

Rachel Elle
Guest
Rachel Elle

I live in Manhattan, so there are lots of workarounds to normal shopping here. Basically everything can be delivered, and mostly within a few hours at most. Product descriptions are pretty important in a place like this!

Linnea S.
Guest
Linnea S.

Rachel, my family members are about to have their first baby. They live in a walk-up in Brooklyn and both have full-time jobs. Buying baby supplies online and having things delivered will make their lives easier than it was for my parents in 1950’s Brooklyn!

Rachel Elle
Guest
Rachel Elle

So much easier! I don’t how people functioned before delivery everything. Although maybe we’re just lazier now… The effort of trying to get from the 33rd floor to the lobby is often more than I want to deal with most days.

melissann
Guest
melissann

Delivery is awesome. Way back, people used to get ice delivered, milk delivered, meat delivered…..we aren’t lazier, we are just as efficient.

tomysole
Guest
tomysole

You’re a writer and you live in Manhattan? How on earth do you afford it!?!

Rachel Elle
Guest
Rachel Elle

I work in corporate finance, and my husband is in his first year of medical residency. Writing is more of a fun hobby for me.

auntieemily
Guest
auntieemily

And, cars will probably fly before my Walmart has that option. 😉

Rob Toccs
Guest
Rob Toccs

That was a nightmare at a local store where I am. Although they had the order ready, you had to wait in line at the photo booth (of all places) to get your order. It took just as long to wait for other customers’ orders to be taken care of as it would have to go and get the items yourself.

Linnea S.
Guest
Linnea S.

I’ve had the same experience. The stores need to get their act together and have online orders ready within a very few minutes.

Earl Dotson
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Earl Dotson

But if they do that, they’ll have to admit online shopping is moving in on their territory. Most of them would probably rather continue to live in denial.

Rachel Elle
Guest
Rachel Elle

I wonder how long it will be before all stores switch to a focus, at least partially, on online shopping, and how small businesses will be able to keep up.

auntieemily
Guest
auntieemily

I had not heard of Prime Now before – sounds awesome! Will probably be a long time before it comes to a small town like mine, but still… 🙂

Rachel Elle
Guest
Rachel Elle

It’s totally awesome. And it has tons of competitors. There are dozens of delivery services for basically anything in this city (and I’m sure other major metro areas around the world) and it really takes online shopping – and thus product descriptions! – to a whole new level.

auntieemily
Guest
auntieemily

Sounds great – for more reasons than one, as it is a great service but also creates more work for writers like us.

Rachel Elle
Guest
Rachel Elle

Anything that creates work for writers is A+ in my book!

Rob Toccs
Guest
Rob Toccs

Touche!

tomysole
Guest
tomysole

I totally need to get Amazon Prime. Can’t believe I haven’t been taking advantage of their services.

Rachel Elle
Guest
Rachel Elle

You do! Especially if you live in an area with Prime Now.

Earl Dotson
Guest
Earl Dotson

My wife loves Amazon Prime because she can get items delivered without having to spend a minimum amount. I love it because of the movies and TV shows it offers.

Aurora C.
Guest
Aurora C.

Amazon Prime is really great for those who live in remote areas and can’t always drive the necessary distances to find decent shopping.

Tricia H.
Guest
Tricia H.

Prime Now isn’t available in my area, but boy am I excited for when it will be! That sounds so convenient.

Linnea S.
Guest
Linnea S.

Me too, very surprised that online sales only comprise 8% of sales. That slice must be growing very fast, though, right?

auntieemily
Guest
auntieemily

You would think so!

Rob Toccs
Guest
Rob Toccs

It’s growing, but likely faster in some sectors — and possibly sectors with lower-priced products — than others.

Bethany A.
Guest
Bethany A.

It’s amazing to me that people don’t shop online more often than they do. I recently was looking for a desk chair and I went to several stores in my town before deciding that Amazon was the best place to go to. There just aren’t the deals, or the quantity of products, available in store as there are online.

Rachel Elle
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Rachel Elle

We’ve done so much shopping that way while furnishing our new place. I don’t know where to shop for microwave carts but Amazon sure made that quest easy.

Bethany A.
Guest
Bethany A.

I love that you can find anything and everything online with no hassle.

auntieemily
Guest
auntieemily

I buy pretty much everything online, as well. That is a surprising fact.

Rob Toccs
Guest
Rob Toccs

You might buy personal goods online, but I think those figures include things like cars — and it takes a lot of spaghetti to equal the price of one car!

Rachel Elle
Guest
Rachel Elle

That’s a good point, Rob. I’d definitely never purchase a car without seeing it in person first, but a great online product description during the research process would still come in handy!

Georgia Potts
Guest
Georgia Potts

A lot of people buy cars online. My husband actually bought a car online. eBay has an enormous car section that has been popular for years.

Rachel Elle
Guest
Rachel Elle

Oh, people definitely do it. Personally, I’m a car idiot. I need the security of a dealer to prevent me from making a massive mistake.

Earl Dotson
Guest
Earl Dotson

This is the first time I’ve ever heard of a car dealer described as a trustworthy figure.

Rob Toccs
Guest
Rob Toccs

Quite a lot do, but the percentage of people that actually click “buy” for a car as compared to those that purchase it in person is still fairly small, I think.

melissann
Guest
melissann

I’m so clueless when it comes to buying cars. I purchase used camera equipment on eBay, and I’ve had a ton of success. Stuff that would cost me way more money retail has been great from eBay, used.

Bethany A.
Guest
Bethany A.

Writing about the benefits of a product is smart.
And I know…. I buy pretty much everyone online, too! I much prefer it to shopping in store.

Rob Toccs
Guest
Rob Toccs

Why do you prefer to shop online? Does it make a difference what you’re shopping for?

Bethany A.
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Bethany A.

I prefer shopping online largely because of the convenience of it. I enjoy browsing for clothing while sitting on my couch and not having to make a decision on whether or not I actually want to buy the pieces that I am looking for until later. When I’m in store, I tend to feel more rushed. I buy a lot of different products online, from clothing to furniture to food, but groceries are the one thing that I don’t mind buying in store.

Rachel Elle
Guest
Rachel Elle

Plus it’s so easy to add things to your cart without a commitment. When you pick things out at an actual store, there’s a subtle pressure to actually try them on or make a purchase, and walking out empty handed can feel awkward. I feel no shame abandoning a cart online, and sometimes it even earns me a promo code a few days later.

Bethany A.
Guest
Bethany A.

So true. And I love all of the deals that can be scored when shopping online, too! There are so many more options than in store.

Rachel Elle
Guest
Rachel Elle

Coupon codes are my favorite. If you forget a paper coupon at home, you’re out of luck, but with sites like RetailMeNot, there’s always a bargain to be had when shopping online.

Bethany A.
Guest
Bethany A.

Yes, online coupon codes make life so much easier!

Rachel Elle
Guest
Rachel Elle

I’m personally a big fan of free shipping codes. I’m much more likely to buy if I don’t have to pay for my purchase to get to me!

Bethany A.
Guest
Bethany A.

Yes, definitely. I will rarely buy a product online without free shipping.

Rachel Elle
Guest
Rachel Elle
Linnea S.
Guest
Linnea S.

That’s an interesting article. Since I don’t have Amazon Prime, I just add staples like dishwasher soap or shampoo to my cart until the total reaches the free shipping threshold. I only buy shoes online from a retailer that offers free return shipping.

Earl Dotson
Guest
Earl Dotson

Talk about sweetening the pot.

Linnea S.
Guest
Linnea S.

Sometimes you can do a sort of triple-dipping savings strategy online, by first going to the retailer’s site through a rebate site such as Ebates. Second, enroll in the retailer’s loyalty points program, and apply earned points to your purchase. Third, look at Retailmenot and apply any discount codes.

Rachel Elle
Guest
Rachel Elle

Good tips! I’ll put in a lot of effort simply to not have to pay full price online.

Earl Dotson
Guest
Earl Dotson

If the reduced price is low enough, it’s well worth the effort.

Linnea S.
Guest
Linnea S.

Yes, it’s pretty easy to get into the routine of always checking for these savings and applying them. After coupons, loyalty points and rebates, you’re sometimes paying only 50% of the store’s online price.

Georgia Potts
Guest
Georgia Potts

You can use that app in stores as well sometimes. I have used it at Kohl’s a few times now.

Rachel Elle
Guest
Rachel Elle

Good to know! I’ve only ever used the website.

Linnea S.
Guest
Linnea S.

I often place items that I may want to choose in the “Save for later” bin or the Wish List on Amazon. Then, over the next day or two, when I’m done with my research, I’ll pop the best choice into my cart and buy it.

Rachel Elle
Guest
Rachel Elle

I do that, too. Good way to keep tabs on potential purchases.

Well, that and things I can’t afford…

Linnea S.
Guest
Linnea S.

Very true. When shopping online, the shopper feels that they can always come back and re-read the product description and the specs later. So, the well-written product description often has two or more chances to win the customer over.

Bethany A.
Guest
Bethany A.

Yes. And overall, a good product description can convince someone to buy a product in a whole different way than when someone goes out to a store and just sees the product without reading a description of it.

Rachel Elle
Guest
Rachel Elle

Very true. Sometimes, a description captures functionality in a way a casual shopper may otherwise never have noticed!

Linnea S.
Guest
Linnea S.

Agreed. Feeling rushed in the store is really a problem. At least when you’re reading an online product description, you don’t have a salesperson hovering behind you, saying “That color would look good on you.”

Bethany A.
Guest
Bethany A.

Yes, it can be so uncomfortable to be in a store with the staff watching your every move. I don’t shop at too many smaller stores because of this. As long as a product description is accurate and there is a good photo of the product up on the site, I see nothing wrong with doing most of my shopping online.

Rob Toccs
Guest
Rob Toccs

I had an issue with glasses once. I bought a pair online (had my prescription from a doctor). Although the site listed the width of the frame, I didn’t know what width was right for me. The pair I selected was small. Now I know what width to get, though.

Bethany A.
Guest
Bethany A.

Not knowing exactly what you are getting is the one thing about online shopping that can be frustrating. And that is why good product descriptions are so needed.

Rachel Elle
Guest
Rachel Elle

Too true! A great description will always sell products faster, and a great writer can make even awful items sound amazing.

Rachel Elle
Guest
Rachel Elle

There are sites that handle that now, letting you virtually try on glasses from home. Technology is so cool.

melissann
Guest
melissann

I’ve bought four pairs of glasses online in the last couple of months. It’s kind of exciting to be able to afford two pairs of glasses, and two pairs of sunglasses because of the deep discounts online. I uploaded a picture to see how the glasses would look, and oddly, all four pairs worked. What shocks me, is how cheap online companies can make glasses, while traditional retailers are charging five times as much. While I’d love to support local, it’s a no brainer for me.

Earl Dotson
Guest
Earl Dotson

And of course, when the salesperson says that you agree and feel you must buy the color.

Aurora C.
Guest
Aurora C.

I cannot stand the hovering salespeople. It seems as if they’re either breathing down your neck or simply nonexistent when you actually want or need them. For me, online shopping means no pesky salespeople, and I love it.

melissann
Guest
melissann

I like to read reviews of more expensive products I’m going to buy. Although some make writing funny, outrageous reviews on Amazon a part-time career (kidding), you can get a good feel for a product by reading reviews from people who are actually using the product. I don’t bother if it is something small, but when I’m spending a good chunk of money I read the reviews. By the way, I think my profile cartoon looks like one of our potential US Presidents.

Linnea S.
Guest
Linnea S.

Me too. I read so many reviews of flat-screen TVs before buying my TV. The reviews helped to back up the statements in the product descriptions.

Rachel Elle
Guest
Rachel Elle

That’s a good point, Linnea. If a customer is interested in a project but isn’t ready to commit to a purchase, a great product description may be the deciding factor.

Georgia Potts
Guest
Georgia Potts

I like the convenience of it as well. I also like the prices I can get online. I really don’t have much time to go to stores, and when you do, you pay full retail plus sales tax. I save money and time by buying online, and I get a far bigger selection as well. I don’t live in a huge city, so the selection in local stores isn’t always what I want it to be. You can’t beat shopping on Amazon if you have Prime- great prices, fast shipping, no sales tax and no shipping cost.

Rob Toccs
Guest
Rob Toccs

I also enjoy many of the benefits that online shopping affords. If possible, though, I appreciate the ethical advantages of purchasing from a local retailer that I know treats their employees and customers well.

Linnea S.
Guest
Linnea S.

Good for you, Rob. I do feel that we should support local shops when possible, especially if we know that they’re good to their employees.

Rob Toccs
Guest
Rob Toccs

I’m not personally in favor of local over national or international, but it’s easier to know whether a local company is good than it is to find out the many dynamics of a larger corporation.

Rachel Elle
Guest
Rachel Elle

It can sometimes go the other way, though. Larger companies sometimes make their crappy exploits known. Walmart, for example. It’s easy to know to hate them.

Bethany A.
Guest
Bethany A.

Supporting local shops is a great idea, but I just find it to be more expensive and less convenient than shopping online.

Rob Toccs
Guest
Rob Toccs

I have a two-year-old, so it gives her and my wife an excuse to go out. It is less convenient, though.

As for the price, we get plenty of things on Amazon and from Walmart. If it’s just a little more, though, we try to buy local. There’s also a few specific stores we buy local from, like one particular used book store, because the owners have connections and knowledge that also has value.

Rachel Elle
Guest
Rachel Elle

It’s just so freaking easy. I grocery shop online now and while it’s a little more limiting, it’s still nice to place an order and have it shop up in a few hours without requiring you to actually leave home. So convenient!

Rob Toccs
Guest
Rob Toccs

I’ve always been heasitant to grocery shop online, because I don’t trust that the person gathering the items together knows how to or will take the effort to pick out the best produce available.

Rachel Elle
Guest
Rachel Elle

That’s true, and I do often stay away from fruits and vegetables unless its something like bananas or lemons that are obvious and hard to mess up. I usually stick to basics, and supplement with fruit carts and farmers’ market stands and the like. With the grocery store I use with Prime Now, your shopper will actually text you with questions if anything comes up.

Rob Toccs
Guest
Rob Toccs

That’s a great feature. I didn’t realize they’d text if they had a question.

Rachel Elle
Guest
Rachel Elle

It’s very handy, especially if the store is out of something and you have a substitute in mind.

tomysole
Guest
tomysole

This is a valid point and a great way to product descriptions designed to actually sell the product. Anyone can write a imaginative descriptor, but not everyone can write one that entices the customer to make a purchase. That is after all the best thing a product description could do.

Rob Toccs
Guest
Rob Toccs

If people can’t write product descriptions that move the reader toward a purchase, then perhaps they’re better suited for another type of writing. That’s the purpose of a product description.

Earl Dotson
Guest
Earl Dotson

And if they can’t tell what a production description is supposed to do just from the name, their problems probably go deeper than writing.

Tricia H.
Guest
Tricia H.

I agree, benefit statements are (in my opinion) the way to go!
Only 8% is surprising to me as well. I obviously buy perishable food items in the grocery store, but I’ve been an Amazon Prime member for years and have never regretted it.

Tay H
Guest
Tay H

I found 8% for online sales surprising. I really thought it would be hire! Even if you are not actually purchasing online I am fairly confident that people would now do their research online and be reading through troves of product descriptions before they actually go to the store and purchase whatever product it is they desired. Or is it just me?

Tay H
Guest
Tay H

Sorry about the pun hire- higher 🙂

akmoyer91
Guest
akmoyer91

I find those statistics hard to believe ! My mother has been shopping online since 2004, so perhaps I have normalized the idea of online shopping. Now that I think about it, I remember wondering why she didn’t just go to the store ! I assumed in today’s economy that online shopping would be at least 25%+ of sales.

Linnea S.
Guest
Linnea S.

I use action verbs when writing a product description, including words like “impress”, “complement”, “dress up”, “update”, “create”, etc. It’s important to state how the product’s features are a benefit, as in “durable polyester fabric is easy to wipe clean.” You want to point out benefits that the customer may not think of when he first sees the product image.

auntieemily
Guest
auntieemily

I agree. The action verbs can be very helpful.

akmoyer91
Guest
akmoyer91

Great tips ! I will keep this front and forward next time I write a product description. I usually spend more time trying to sell the product vs. focusing on its benefits too the consumer. Perhaps this is the missing variable I before couldn’t see from my own, terrible product reviews. 🙂

auntieemily
Guest
auntieemily

I think that the emotional connection part of this is so important. I am not a fan of product descriptions that share simply the facts.

Christine Birch
Guest
Christine Birch

Absolutely true. Especially when shopping online, which is already more impersonal than in-store, that emotional grab is even more important.

Rob Toccs
Guest
Rob Toccs

Is the emotional grab more important? Or, is it just harder to get because of the less personal nature?

Rachel Elle
Guest
Rachel Elle

It is to me. I want a product description to paint me a word picture and really appeal to me as a buyer. I’ll routinely consider products and move on simply because I’m not getting enough information. If I’m going to order an expensive purse, I want you to tell me all about why I need this purse and what it can do for me. Don’t leave it to dimensions and material and move on; you need to rival the experience of actually putting the purse in my hands.

Linnea S.
Guest
Linnea S.

Well said. A good product description has to make the shopper see why this product is exceptional. A skillful writer can make the item stand out from the field of similar products.

Rob Toccs
Guest
Rob Toccs

Yes, Rachel. But is that product description that grabs and tugs at your emotions even more important when selling online, as opposed to in a brick-and-mortar setting? Or, is it equally important in both settings?

In other words, does the tactile nature of a brick-and-mortar setting make the product description just a little less important?

AudioBuy Australia
Guest
AudioBuy Australia

does your company re-write current product descriptions , if so at what price?
https://www.audiobuy.com.au

Christine Birch
Guest
Christine Birch

“…providing a potential buyer with a linguistic adventure detailing what kind of feelings such a dress may offer.” Well said! The imaginative and entertaining descriptions always grab my attention.

Linnea S.
Guest
Linnea S.

Exactly. If the product description gets me picturing myself relaxing on that sofa, or entertaining friends around that table, then I am 90% sold already.

Doe Richard
Guest
Doe Richard

In fact, various studies have shown that emotions can have a bigger influence on a purchasing decision than functional or technical details. But as a marketer, I’d suggest a healthy balance between creating an emotional connection and briefly explaining main product benefits. There still are smart buyers that will decide based on rationalization and analysis.

auntieemily
Guest
auntieemily

I agree. You definitely need to share both.

Charlie Parker
Guest
Charlie Parker

Yes! Writers: short, SEO descriptions don’t have to be boring. Thank you, Rachel.

Earl Dotson
Guest
Earl Dotson

As writers we should aspire to never write anything that’s boring, whether it’s SEO descriptions or something completely different.

Bethany A.
Guest
Bethany A.

I enjoy writing product descriptions, and what I like to do when writing them is to think about who will be buying the product. What are they looking for in the item? If it’s a little black dress, then would it be a young woman going on a date who is looking to buy it? It’s fun to think about that, and then to write the product description with the potential buyers in mind.

Linnea S.
Guest
Linnea S.

I like writing product descriptions, too. It’s fun to give the shopper a moment of imagining how well the product will complement her personal style.

tomysole
Guest
tomysole

These are tips that will serve great value for those of us writing product descriptions. Creating descriptions that evoke emotions and paint a picture of the quality and attributes of the product is key to success and to satisfying clients.

Rachel Elle
Guest
Rachel Elle

I’m glad you found them helpful! So few companies realize how ineffective their descriptions truly are.

melissann
Guest
melissann

I’ve written hundreds of product descriptions over the years, and this post makes it clear to me what I’ve been trying to do all along. Even though the descriptions tend to be short, it’s still a rewarding way to earn money as a writer and an art all of its own.

Earl Dotson
Guest
Earl Dotson

Out of all the product descriptions you’ve written, what are some of your favorites? You’re absolutely right that writing descriptions is an art in itself.

melissann
Guest
melissann

Ugh…well, for me some of my LEAST favorite are for online sex toy catalogs. I stay away from those as much as possible. I write a lot of product descriptions for office products. While boring, they are easy and they pay well.

Earl Dotson
Guest
Earl Dotson

Personally, I would much rather write product descriptions for office products than sex toys. Was it uncomfortable for you when you began writing about sex toys? If so, has it gotten easier?

Linnea S.
Guest
Linnea S.

Some of my favorites were product descriptions of outdoor furniture, where I created a mental picture of luxurious summer relaxation. My other faves were descriptions of shower curtains and desks.

Earl Dotson
Guest
Earl Dotson

What did you like about writing descriptions of shower curtains and desks? Neither one of those products screams “fun” to me.

Linnea S.
Guest
Linnea S.

The shower curtain product descriptions were fun to write because they were truly pretty. I love artistic prints and colorful fabrics, so I could write from my genuine feelings. Suggesting uses for the desks was easy.

Linnea S.
Guest
Linnea S.

Yes, an art all of its own is right! Frequently, the client has a set of rules for product description writers. Some have a list of forbidden words, a requirement that you must use the present tense, permissible action verbs, etc. It’s a challenge to keep this all in mind while writing effective product descriptions.

Quinn Evans
Guest
Quinn Evans

Seeing as I write product descriptions (and have done so for soooo many years), it’s good to see what people want. There’s nothing more awesome than running into someone who sends you an interesting product and seeing that you wrote the description!

Earl Dotson
Guest
Earl Dotson

That does sound like an awesome experience. How many times has it happened to you?

Quinn Evans
Guest
Quinn Evans

Quite a few. I probably have thousands out there by now! Same with some medical sites and legal agencies. I love stumbling on them.

Tricia H.
Guest
Tricia H.

“A good product description exists to paint a mental picture, creating the experience of seeing, feeling, and assessing an object first hand.”
An excellent point, and a very good article! Product descriptions and product reviews are really what influence me when I’m shopping online.

wlrahilly
Guest
wlrahilly

This is a great post Rachel! I agree, ecommerce descriptions are the only thing you have to make that buying decision. Let’s face it, online products are not tangible (until you receive them)..so you CAN’T touch them, hold them, smell them, feel them, etc. You have to rely on what others say about the product and of course the product description itself. Clearly tells you why an A+ product description is so important. It’s kind of like your first impression only.

Charlie Parker
Guest
Charlie Parker

When writing product descriptions I try to differentiate the voice of the seller from that of their competitors. The shorter the product description, the harder this is to do but it’s great when the brand voice shines through 100% of the content.

akmoyer91
Guest
akmoyer91

I am struggling to pull a 2.0 in product description ! It seems so simple, yet every time I write one, there is always a variable missing that I just don’t see ! I am a perfectionist, so the idea that a a product description actually has a complex solution hurts me. 🙁 Thanks for the insight though, hopefully I can apply this knowledge to create better descriptions !

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