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How to write engaging and effective product descriptions

Updated: Jan 18, 2023

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Have you ever wondered how to write engaging and effective product descriptions? You have created an amazing product. It is well-made and stylish, and you can not wait to get it out there. There is just one problem: you don’t know how to write a product description that will sell it.

How to write engaging and effective product descriptions by NX Digital

Don’t worry, you are not alone. Many small business owners struggle with writing product descriptions that accurately reflect their products and compel customers to buy them. But it is possible to write product descriptions that do both of those things you just need to know how. Keep reading for some tips on how to write product descriptions that sell.

Keep it short and sweet

Keep product descriptions short and to the point

Your customers are busy people, and they don’t have time to read a novel about your product. So, keep your product description short and sweet. Get straight to the point by introducing your product and its features in a clear, concise way. Then, close with a strong call-to-action that tells the customer what to do next (e.g., “Buy now!”).

Bullet points are also your friend here; they make information digestible and easy to scan. Stick to the essentials and leave out anything that is not directly related to why someone would want to buy your product.

Write Compelling Headlines

A good headline can capture attention and help people make a purchasing decision

The headline is the first thing potential customers will see, so it is important to make it count. Your headline should be clear, descriptive, and to the point. It should also include keyword-rich phrases that will help improve your SEO. Here are a few examples of headlines that pack a punch:

"The Most Comfortable Shoes You Will Ever Wear"

"The Perfect Shirt for Every Occasion"

"The Best Tasting Coffee in the World"

If you struggle to come up with ideas for catchy and powerful headlines, using an AI writing tool like Jasper can help you come up with some strong product headlines.

Start with a bang

Write attention grabbing opening sentence

The first few sentences of your product description are crucial. This is what is going to determine whether someone keeps reading or clicks away to another page. So, how do you hook them? A great place to start is by using active language that immediately tells the reader what your product does and how it can help them. For example, if you are selling a new type of cold brew coffee maker, you might start with something like "Tired of expensive, watered-down store-bought cold brew? Meet the [coffee maker], your new at-home barista." See how that gives the reader a clear benefit right off the bat? That is what you want to aim for.

Use persuasive language

Persuasive language can help people to decide to buy your product

The language you use in your product description can make or break a sale, so choose your words carefully. Be sure to use persuasive language that compels the customer to buy your product. Words like “amazing,” “stunning,” or “unbeatable” are always good options. And no matter what you do, avoid using language that could turn customers off, like “I think” or “maybe.”

Once you have grabbed their attention and told them what your product does, it is time to close the deal by explaining why they need it in their life right now. This is where persuasive language comes in handy. Try using phrases like "you deserve," "don't miss out," or "act fast while supplies last" throughout your description to create a sense of urgency and encourage people to buy before it is too late. Just make sure not to overdo it; too much pressure can come across as salesy and turn people off from buying altogether.

Use Power Words and Phrases

In addition to using keywords and key phrases, it is also important to use power words and phrases throughout your product descriptions. Power words are words that evoke an emotional response from your readers. They can be used to highlight the benefits of your product and persuade people to buy what you are selling. Some examples of power words and phrases include:

  • Luxurious

  • Gourmet

  • Exclusive

  • Bargain

  • Must-have

Write for your audience

Write product descriptions for your audience

Before you start writing, it is important to take some time to think about who your audience is, after all, you would not write the same thing for a teenage girl as you would for a middle-aged man. Consider the demographics of your target customer base when you sit down to write your product description (e.g., age, gender, location) and tailor your language accordingly.

For example, if you were selling hiking boots online, you would want to use different language depending on whether your target customer was an experienced hiker or someone who was just starting out. An experienced hiker would be looking for features like durability and comfort, while someone new to hiking might be more interested in price and style. By writing for your specific audience, you can ensure that every word in your product description resonates with them and encourages them to buy your products.

Product descriptions are an opportunity to tell a story about your brand. Use your descriptions as a way to connect with your customers on a deeper level and give them a reason to buy from you instead of your competitors.

Effective product descriptions can help close the sale

A well-written product description can be the difference between making a sale and being added to someone's never-ending mental list of "things I need to buy someday."

By following these simple tips, you will be able to write descriptions that more accurately reflect how awesome your products really are and sell more as a result. Writing effective product descriptions does not have to be difficult and they are an important part of running a successful online business. By understanding your audience, crafting headlines that pack a punch, using powerful words and phrases, and telling a story, you can write descriptions that will sell your products and help grow your business.

If you struggle with creating product descriptions or don't have time to write them yourself, there is software out there that can help you with this! Check out our friends at Jasper and their product description generator. It is a revolutionary new platform that uses artificial intelligence to help online businesses with all aspects of copywriting, from product descriptions to SEO-optimised meta descriptions.

Jasper AI can help write amazing product descriptions

With AI technology, you can create high-quality, unique product descriptions for your online store in minutes, without lifting a finger. We have partnered up with Jasper to get you 10,000 free words, so why not head over there now and give it a go?


NX Digital is a web design agency and Wix Partner in the UK. We specialise in helping small businesses and entrepreneurs to create beautiful websites that convert visitors into customers. Get in touch with us today to see how we can help you take your business to the next level.

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