Shop Talk: Writing Killer Product Descriptions

April 23, 2015

You have a strong product line and beautiful photographs to match, but your customers still aren’t buying. What’s a shop gal to do? There’s a good chance that your product description may be partially to blame. It’s all too easy to write descriptions for our listings that are either overly informative, uninformative, or are just plain boring. But unfortunately for us, customers are reading those product descriptions, and the information you share counts! So let’s take a look at what a killer product description looks like, and how we can pack more of a punch with our online shop presence through suggested action steps.

Writing Killer Product Descriptions with b is for bonnie | via the b is for bonnie shop talk series

Why Does It Matter?

Before you do any writing, sit down and think about your product or collection. Whether you’re offering a totally niche creation no one has ever thought of, or you’re putting your own unique spin on a popular item, ask yourself what sets your product apart? Perhaps it’s the manufacturing process you use, the materials or the design itself. Perhaps it’s the story and the heart you’ve infused into your work. Whatever it is, your customers need to know that information so they have a clearer perspective on the proposed value of your work.

Suggested Action Step: For each product in your collection, write down what it is, what it’s made of, how it’s made, how it’s unique and how it will add value to your customers’ lives. Bonus points for including part of the story and/or heart behind your product!

Focus on Features

Don’t forget to highlight all the features of your product in the description. For my line of foil stamped prints, I always call attention to the quality of the stock I use, the size, the color of foil used and the archival nature of foil stamping itself. This finishing method will stand the test of time, so my customers will never have to worry about the foil flaking off or fading in the sun! Your customers need to know what you’re selling, but they also need to know how that applies to them and how this product may be compatible with other products they already own. For example, I share the size of my prints so customers can know instantly whether my product will work with a frame they already own. It also helps them be aware if they need to purchase any additional products in order to complete their home decor project or event decor.

Suggested Action Step: Break this down into basic bite-sized chunks so it’s easy to share. Write down a list of all the features your product has, and don’t forget the seemingly obvious details that you know front and back!

Share the Benefits

It’s not just enough to share a product and its features and expect your customers to buy, buy, buy. They need to understand how this product affects them and how it can possibly enhance or add value to their lives! Killer product descriptions aren’t afraid to include a little emotion in the mix. Freely share with your customers how your product can solve a problem they’re facing, how it can add to their happiness or enhance their quality of life. Even the most simple products have solid value to offer, but your customers won’t know what they’re missing out on if you don’t share that value to begin with.

Suggested Action Step: Ask yourself how your product has changed your life or how you use it on a daily basis. Keep your ideal customer in mind so you can best address their needs, wants or concerns and can keep content relevant. If you’re wanting to market your work to brides, then ask yourself what wedding day crises your day-of emergency kits can help her avoid, then share that information in a creative and direct way!

Be Descriptively Succinct

Let’s be honest here, friends: your customers aren’t going to read your product description if it’s 10 paragraphs long. There’s actually a chance that some customers won’t get past the first line of your description! So the best plan of action is to keep things brief and beautiful. Address all the main points you need to, disclose any pertinent shipping or packaging information to assure your customers of safe and prompt delivery, and call it a day. There’s no officially correct length for a product description, but I try to keep mine to about five sentences or less.

Suggested Action Step: Write out a detailed, long description that includes all the wonderful information your customer could ever possibly want to know! Then go back through and see where sentences can be combined, content can be shortened or removed altogether. Whittle this down until you have the most succinct and compact little description out there. Then, it’s go time!

What do you find to be the biggest challenge in writing product descriptions, boss lady? Would love to hear your thoughts in the comments below!

  1. Fizzy Party

    July 3rd, 2015 at 9:30 pm

    Thank you for this post. It’s clear, concise and very helpful. I’m going to implement these ideas into my etsy shop descriptions. I think it will really set my shop apart and help people understand why they should purchase my product instead of someone else’s.

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My name is Bonnie – I’m a brand designer, strategist, and writer which all adds up to one eclectic conglomeration of qualities that enables me to serve you well! Past clients have dubbed me "the Joanna Gaines of brand design," and I've had more than a few call me a dream maker, a game changer, and a design wizard (my Harry Potter-loving heart didn't hate that one, let me tell you!). At the end of the day, I'm a big-hearted creative who will get teary-eyed as you share the heart behind your business; who will lose sleep over the perfect font pairings and color selections to bring your brand to life visually; and who will work tirelessly to empower, encourage, and equip you to share your work with the world intentionally. 

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