The eCommerce product description summarizes the features and uses of the online product. The main purpose of a product description is to provide potential customers with enough information to convince them to buy.
Good product descriptions that compel customers to purchase require two things:
Knowledge of what motivates them to buy
Contents
Decent writing skills
Customer information helps to make the copy more attractive and attractive by attracting their inspiring features. And strong writing skills are needed to keep it short, organized, and easy to read.
When you combine these two attributes, the result becomes a simple, concise, profitable, and attractive product description like this.
Use the 5W Formula
5W is a standard formula for writing definitions that address five key elements: Who, What, Where, When, and Why. Many eCommerce authors use it to create a product description template.
Using the 5W formula, we can follow these steps of the writing process:
Who is the intended use of this product? If you know your customers, it will be easier to describe the features in terms of the benefits they want.
What are the product specifications? These are product details such as features, materials, body size, etc.
Where can the customer use the product? Is the product intended for use in a vehicle? Outside? At home?
When should your customer use this product? Is it a seasonal product? Provide usage instructions to help customers find the value of their money in the long run
Why is a product better than its competitors? This is a piece of optional but important information that Internet marketers often use to highlight the unique features that differentiate a product from the competition.
The length of each response depends on the product. However, remember to keep it short. Here are some points you can save as a free product description template:
Explain the Product Benefits
Most customers do not want product features. What they care about is what the product can do for them.
Let’s take a simple example from the Apple A10 Fusion chip on their iPod Touch. The author pointed out three specific benefits. Note that the customer may not know what an A10 Fusion chip is. But it doesn’t matter. The point is that it offers an amazing gaming experience:
A10 Fusion chip [feature] = smooth action, additional details, and real video [benefits].
When writing a product description, select a few key features. Then, ask yourself: ‘How does this feature improve my client’s health? The answer will help you to make an interesting statement.
Tell the Story
Storytelling works to create the impression of an attractive product because it attracts attention and helps to think you have something. The story packs that much-needed emotion, which is so important to help direct people to the shopping stage.
Highway Robbery did well here with their Impish & Whimsical outfit.
This is a unique way of branding that “this garment is very warm.” By focusing on this particular benefit, this example of product definition makes it easier for customers to imagine having this outfit in their life.
How to write a product description for a story
Set up a scene where the product can provide a fun context (like building a candy house or writing a song with a squid in the example above)
Ditch Features; explain how the product should make the customer feel
Use simple, natural language without too much technical detail.
Where to start? Try to think of a situation you want when a customer uses your product. It can be an excellent “scene” catalyst to create your story.
Keep It Short and Fun
A good product description is short because customers will not always be able to read long. One way to keep it short is to use only one sentence per benefit.
This description of something from the Chubbies is a good example.
As you can see, describe one advantage to each major feature. This format has helped to turn the definition into a short one that is easy to scan and read.
Use Dot Points to Scan
By listing the benefits of the product in a dotted format, you save space and make the description scanned. This is necessary to make product research easier for rushing customers.
The Marucci store uses characters to list features. This example of product description shows that it is a good way to describe products with complex materials and design.
To make dots scanned, write only one sentence for each point. Also, do not use more than ten points to avoid making an unnecessarily long list.
