It’s always a good idea to know who you’re writing for, but knowing your audience is especially important in product descriptions, since your goal is to sell. Ask your client who buys their products or who they want to have buy their products.
Once you know who your target audience is, hone in some more. Turn your client’s target audience into a specific person.
Know your person’s gender, age, interests, style, sense of humour, and how he talks. Keep your target person in mind the whole time you write, imagining that you’re talking to her. Be sure to use the word “you”.
You want to know how your target person talks so that you can write in that style. In general, your tone should be friendly, and maybe a bit humorous (depending on your audience).
Choose words that attract your target person. Is she interested in products that are cute, cool, hipster, cutting-edge, trendy, healthy, vintage, or elegant?
Will he understand product-related jargon? Write using your audience’s language and tone.
A note about tone: Ideally your client will have a consistent tone throughout their product descriptions. If they already have an established tone, follow that.
If they haven’t developed a tone yet, maybe they’ll like your tone and use it in their other descriptions.
A feature is a fact about a product. A benefit is how the product affects the buyer. Shoppers are much more interested in benefits than features, so you should focus on them in your product description.
One way to do so is by creating a features-benefits bridge. Link each feature that you include with a benefit that that feature provides.
If you’re selling microwavable lunch containers, your features-benefits bridge might look like this:
Microwavable — Avoid the hassle of plates; heat your food straight in the container.