Intermediate Seller
Essential Elements for Product Descriptions

You have your store on great ecommerce website. You have an inventory of awesome genuine products. But, your product descriptions leave a lot to be desired. The lack of or low quality of your descriptions likely leave customers unfulfilled.

Emotional Connection- Online shopping is a highly emotional event. Customers may think we want a certain thing, but generally, it’s not just the “thing” that they want. What customers really want is a feeling, an emotion. They want the relief, the joy, the excitement, the meaning, the acceptance, the security, the love. And they hope the product or service will give them just that. Customers do not necessarily “think” in those terms, but if they don’t “feel” like their needs are met, they will likely move on and keep looking. Ensure you do not leave out the emotional connection between your product and your customer. Recent studies show that humans make emotional decisions first and follow those decisions up with rational justification. At the most basic level, there are certain feelings that act as triggers to influence us one way or the other. And it all starts with emotion.

Powerful Words- Using powerful words give better results. As ecommerce store owners, we want our visitors to buy, sign-up, or share our content. The secret to creating powerful product descriptions is putting in words that are proven to influence action.

    It’s been said the 5 most persuasive words in the English language are:
  • You
  • Free
  • Because
  • Instantly
  • New
It’s important to understand what makes each one of these words powerful and in what context they should be used, because careless use or overuse could backfire. Even the arrangement of words has an influence on the way we react. To keep your reader interested, sometimes you need to set aside the rules about complete sentences and appropriate punctuation. Especially when writing product descriptions.

Important Facts- Now that you’ve described the product and how your customer interacts with it, you need to make sure you’ve included some of the most important facts about the product.

    These include things like:
  • Weight
  • Dimensions
  • Specifications
  • Colors
  • Flavors
  • Country of origin
  • Care & usage instructions
  • Size charts
  • Technical details
  • Nutrition facts
  • Ingredients
  • Brand name
These details will help your customer feel confident in knowing exactly what they are buying and may help with search engine optimization, so you get better rankings.