Why Every Ecommerce Store Needs a Product Description Writer

Experts say that by 2040, 95 percent of purchases will be from eCommerce stores. That’s because online shopping offers us convenience and hassle-free experience. And it’s no surprise why there is a surge of eCommerce stores in the market. But with such a cut-throat competition, how can a new eCommerce store stand out? This is where a product description writer comes into play. 

Since your online store can’t offer tangibility, eCommerce entrepreneurs can amp up product descriptions to persuade customers instead. And hiring the services of a professional product description writer can help you garner more sales. 

Writing product descriptions isn’t merely describing what the product is. There are certain elements that go into writing convincing and compelling product descriptions. Lucky for you, we’ve compiled eight of them. 

1. Knows audience well

The first stage of the product description is to know who the audience is. This is so the product description writer will know how to communicate with the target audience. Knowing what words, jargon, or tone to use will add to that level of affinity when you’re selling your product. 

Imagine if your audience is senior citizens. Using the words “YOLO” or “DM” will probably get you nowhere. Seniors don’t understand millennial jargon. A product description writer will consider these factors when writing: 

• Audience demographics and psychographics
• Audience’s pain points
• Reasons why they want to buy the products
• Kind of humor your audience has
• Phrases, words, terms your audience is familiar with

Injecting a bit of humor in your product copy makes it unique. And Soap and Glory knows how to poke fun at their audience by writing a witty copy. 

2. Positions product in the best light

Writing your product features will almost never generate more sales in the eCommerce world. When online shoppers select products, the first thing that comes to mind is: What’s in it for me?

That means they are laser-focused on the benefits of the products. And the reason behind this is because of their pain points. Almost all buyers purchase products to resolve a pain point and writers know how to create a buyer persona to know these pain points. 

More often than not, product descriptions are built around a customer’s pain point. Take a look at this Nike product copy example. The product is presented in the best light by mentioning how it can make your running comfortable and pain-free. 

3. Balances features and benefits

Speaking of benefits, a product description writer will also know how to balance both features and benefits. Although some would prefer to read the benefits of the products, some are also keen on the technical stuff. And having the right balance of both will lead to more checkouts. 

Here is an example from Primally Pure for a shampoo product. Let’s break down the features and benefits:

• Made with organic essential oils of grapefruit (feature) — has natural cleansing properties (benefit)
• Lavender (feature) — soothes the scalp (benefit)
• Peppermint (feature) — stimulates hair growth (benefit)

An effective product copy will be able to answer all your customers’ queries in one go. And this example hit the nail on the head. 

4. Paints a picture

The disadvantage of selling online is not being able to let your customers touch and scrutinize your products. And this is why product description writers play with the customers’ imagination by painting a picture.

Writers try to involve the customers in the entire process of using the products. They let the customers imagine if they were holding, eating, smelling, or applying the item. This way, the customers will have an initial feel and idea of what the product can do and how it can help them.

5. Includes storytelling

Who doesn’t love stories? Whether they are short stories, funny stories, or embarrassing stories, people are naturally drawn to them. Storytelling is one way to hook your audience. And not a lot of people can master this art.

You have to have a creative flair to spruce up your descriptions in a way that entices your audience. Sharing your brand’s story is also another way to add brand recognition and loyalty. If consumers know about the interesting history and origin of your products, they will most likely remember you.

Moreover, storytelling also makes your product copy unique. In most cases, telling a story all boils down to these five factors:

• Culture of the team behind the product
• Inspiration for creating the product
• Challenges in your brand’s journey
• Production and distribution fun facts
• History and origin of products

Here is an example from Sivana Spirit for their women’s ring product. In their description, they included a bit of history about a precious stone called Amethyst. 

6. Ignites the senses

A product description writer knows how to ignite the senses. When you’re selling food and beverages, you want to be able to write about sensory perceptions. When describing food items, don’t just use vague adjectives like “delicious” or “sumptuous.” You want to explore the food’s taste, smell, and texture. 

Here’s an example from Wendy’s for their Bacon Maple Chicken Sandwich. If you dissect the product copy, the words juicy, maple glaze, warm, flaky, sweet, and savory will surely make your mouths salivate. 

7. Includes social proof

Businesses know how crucial social proof is. Customers claim that most of their online purchases are from online reviews. 

When you’re selling your products on your site, care to include customer testimonials, influencers’ stories, or star ratings. This will add credibility to your brand. Here’s Glossier’s way of showing social proof. By writing statistics of how the mascara doesn’t flake, doesn’t smudge, and lasts all day, it shows how the good the quality is. 

8. Cares about structure

With users’ declining attention span, your product descriptions should be easy to digest. Instead of writing one block of sentences to describe your product, give it a scannable structure. 

Use bullet points, checkmarks, or icons to emphasize each feature and benefit just like this Innocent Drinks product copy. 

Conclusion

Hiring a product description writer will undeniably give you maximum ROI. Persuasive copy is one of the most vital factors of a successful eCommerce store. And if you’re running one, never try to do the product descriptions yourself. Hire the experts from Content Fuel to help you with not only product descriptions, but also blogs and other writing needs.