How to Write Product Descriptions That Sell

by Gail Oliver, Online Small Business Consultant

NY TIMES SMALL BUSINESSDo you know that when someone reads your product description, you only have a 1% to 8% chance of converting them into a sale? If you are not converting more than 1% of your traffic into sales, then you need to write better descriptions that will really sell your products.

When I write product copy for my customers, my goal is to quickly:

  • Emphasize the main value of the product (what problem does it solve)
  • Make the reader want to buy it (even if they don’t really need it)
  • Include a closing line to try and secure the sale

Here are 3 product descriptions that I wrote for customers, so note how I managed to get the main selling points across in just a few sentences:

DESCRIPTION: Bridal Hair Chain

Our stunning “Elisa” bridal chain headpiece has a wonderful renaissance feel, constructed with layers of beautiful dainty lacquered white chain. So lightweight, this headpiece adorns both the sides and the back of your head creating a dramatic look as you walk down the aisle past your guests. The clips are covered by your hair, making it appear as if the headpiece is floating on your hair for an angelic like effect. Ideal for a boho or beach wedding, you will have a unique look so different from traditional headpieces. 

GOAL: When writing for brides, you want to create an image, focus on a theme (brides love themes) and make sure that you have covered every concern – in this case the weight, how to wear it, and if it will suit her wedding. Noticed how many times I said, “you“. Plus, brides love to be unique!

DESCRIPTION: SUGAR BODY SCRUB

Our luscious sugar body scrub is handmade in small batches from a mix of both organic brown sugar and organic cane sugar for a gentle exfoliation, with organic red rose and hibiscus petals added to give it a wonderfully floral scent. The addition of cardamom (an Indian spice) lends an exotic touch while improving blood circulation, and vanilla and calendula jojoba oil (derived from marigold flowers) help to soothe your skin, even dry and itchy skin conditions. Your winter skin will now be soft to the touch! 4 fl oz jar. All organic ingredients. 

GOAL: When people are looking for beauty products, they typically want a solution to a problem, so make sure you give them one (or, even better, several)! People also like to hear about interesting ingredients and the quality of the ingredients. In the end, you want to make sure they think that your scrub is better than all the others.

DESCRIPTION: KID’S ROOM TEEPEE

An exclusive design from our new Sweet Pea Collection, this pretty vintage floral teepee is partially made from pre-washed upcycled linens with beautiful lace and ruffle detailing for a delightfully feminine look. Perfect for a shabby chic or floral theme nursery or girl’s room, the teepee also features a fun blue and white pinstriped ruffle with matching tiebacks. Fits easily in the corner of her room and is a great way to get her to nap and read! These are truly handcrafted original teepee designs with a meticulous attention to each and every detail including professionally serged seams and non-scratch furniture grade PVC poles. 56” high (when open) with a 42” base width and 66” poles. 100% cotton fabric. Machine washable. 

GOAL: The goal here is to think how a parent would think. Will it work with her room decor? Does it have a purpose other than being fun? Is it safe and washable?

Want product descriptions that sell? Try my Product Description Writing Service.

© 2012-2018 Gail Oliver, Attention Getting Marketing. All rights reserved.

write product descriptions sell

Author: Gail Oliver, Online Small Business Consultant

I'm Gail Oliver, an online marketing consultant. Welcome to my blog, chosen one of the Top 10 Small Business Blogs to Follow in 2014 by American Express Open Forum. If you need help with your e-commerce business, be sure to see MY SERVICES, above.

16 thoughts on “How to Write Product Descriptions That Sell”

  1. Good day I am so happy I found your website, I really found you by accident, while I was looking on Yahoo for something else, Regardless I am here now and would just like to say thank you for a tremendous post and a all round exciting blog (I also love the theme/design), I don’t have time to read it all at the minute but I have saved it and also added your RSS feeds, so when I have time I will be back to read much more, Please do keep up the great job.

  2. This should work. Great idea among many ideas out there. It’s really good to have different options. Great blog!

Comments are closed.