7 Easy Rules to Write Product Descriptions That Sell

June 08, 2023
Posted by Vikram Singh

Every good copywriter knows that defining the target audience is the first step in writing something that resonates with the readers. That’s because, knowing who your prospects are, enables you to focus on the product features that interest them the most. For example, let’s say you’re selling clothes made out of recycled fabrics to people passionate about saving the planet. Writing a text about how the garments got made can generate much more sales than only focusing on the design and looks of the attire. So who are the people that are most likely to buy from you? Start breaking down their characteristics by answering the following questions:

Which features in your product could benefit and interest them more than the others?
How would your buyers talk about your product to their friends?
What are their general interests?
What brought them to your e-shop?

Every business owner is eager to share all the unique features of his products. But while prospects are willing to skim through a certain amount of technical information, it’s not what interests them the most. Before they can make the purchase, your potential buyers need to see (read) measurable and obvious facts on how your product could improve their lives.

The process of how to write product descriptions that focus on benefits starts with putting down all the features of your product. Then, figure out how each of these features can benefit your customer. A product benefit can be anything that reduces a pain point, solves a problem, or increases pleasure. For example, a product feature in an oven can be a quick pre-heating function. The benefit of that is spending less time cooking.

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