Want to craft a product description that sells instead of snoozes?

Use these six pointers to wake Up your e-commerce pageS

So you want to write a persuasive product description -- one that sets you apart and engages folks. How do you build intrigue? What can you do to go beyond the basics?

These pointers will get you going...

#1: Add flairs of personality as if you were recommending this to a friend.

Start by jotting down how you’d describe your product to a friend. It’s easy to get dull or overly professional in your description. You don’t want to fall into that trap. Keeping things conversational makes the sale more approachable.

Think about what you’d actually say to a friend, and write that down. You can even record audio if that helps. You’re less likely to spout off the specs, more likely to say something like, “this almond butter tastes so rich and velvety, you’d think it contains more than just almonds.”

#2: Share how it’s used.

Let’s say your product is a granola bar. Is it “perfect for poppin’ in your purse?” Or if you’re selling apricot jam, is it “the ideal topping for a slice of sourdough toast” or “the star of your next batch of thumbprint cookies?”

Whatever description you choose, help your potential customer see (and even feel) herself using the product in her day. Does that moment feel exciting? Relieving? Satisfying? Don’t leave it to her to make the leap. Build that vision for her. 

#3: Talk about the process or craftsmanship behind the product.

Do you have a special process or approach? Be proud and bold in sharing it. Those details justify your price point and set you apart from alternatives.

Do you use unique materials? Are your methods environmentally-sensitive? Do you craft by hand or in small batches? Do you source directly from small farms? Customers need these value-building details to nudge them to buy.

#4: Describe the history or origins.

You can add color by sharing the roots and heritage of the product too. This shouldn’t be a long, yawn-inducing history lesson. Aim for a short anecdote as you highlight that unique origin story. 

Is this an heirloom apple variety that nearly got lost over the years? Do you use your great grandfather’s recipe for your turnovers? Did you come up with your yogurt when you couldn’t find what you were looking for at the grocery store? These stories help people feel connected to your journey and product.

#5: Give vivid detail about what it tastes, looks, smells or feels like.

Remember -- when folks are shopping online, they need your help filling in the sensory details of the product. What’s it like to touch or smell? What’s it like to actually use the product? 

Does popping open the jar unleash a bright and zesty aroma? Do those crackers have a satisfying crunch? Does using your meal planning service help them feel less overwhelmed? These notes bring customers into the experience and encourage them to buy.

#6: Cite relevant testimonials or press to add color and credibility.

This is a biggie! Words from the press and customers sway customers. 

Did an article or podcast give you a favorable shout-out? Have your customers told you how much they love your product? Grab the most powerful phrases and leverage the heck out of that social proof! 

(Pro tip: Put together a system to continually capture testimonials and organize meaningful feedback. This content is pure gold when it comes to marketing.)

Makin’ it happen

An extra note: Ask yourself how can I approach this task with excitement? If it feels like a chore, your description will be a chore to read. Embrace this chance to tell someone how helpful, tasty or delightful your product or service is. 

If you need someone to do the heavy lifting, let’s chat. I craft product descriptions and other website copy as part of my client work, and I’d be happy to help you too!

3 ways to strengthen your storytelling on your product pages

an engaging online shopping experience is a 24/7 salesperson

When you’re setting up your online shop, filling those product pages with the basics feels like a victory. And it is. But here’s the hard truth — if you stop there, you’re settling for an unconvincing salesperson who fails to make a human connection.

If you want to transform your website into a persuasive salesperson, have fun looking for the ways to connect with your customers. Go further with your copywriting, photos and other visuals. Create a rich experience for potential customers that engages them. 

#1: Build intrigue with a description that goes beyond the basics.

Bland product descriptions do very little selling. Are the basics important? Absolutely. But think beyond that too. What can you share that lets people fall in love with your product? This is your chance for rich storytelling.

Let’s check out a couple of examples:

• Burlap & Barrel -- These aren’t your standard spices. Burlap & Barrel makes that clear by sharing much more than the basics. Each page feels like an invitation to explore. The details entice you to try out new spices. 

• Rancho Gordo -- Each bean has a story, and Rancho Gordo loves sharing it. They tell you about the origins and nuances of each product — letting you see how distinct each is. It’s hard to pick just one, so you’ll likely end up with a cart full.  

When crafting your own description, be sure to check out this related post — Want to craft a product description that sells instead of snoozes?

#2: Enrich the shopping experience by including multiple photo types.

Think about what it’s like to shop in a store. You pick things up, hold them and feel them in your hand. When purchasing online, you can’t quite do that. To sway customers, you need to build a sensory connection in other ways.

Including multiple product shots can help create the experience for them. Include all panels of the package, what’s inside and closeups of the materials/texture. And a bonus -- unlike stores, you can include lifestyle photos. This lets folks see what your product could look like in their life.

Let’s go back to a previous example:

Burlap & Barrel -- They could have left it at a single product shot. That’d be fine and dandy. But that’d also be limiting the storytelling impact. I love that they show: 

• the product in the packaging (both sizes offered)

• the raw product out of the package

• the product in multiple suggested uses (prepared meals and beverage)

• the farmer (since sourcing is key to their story)

More work? Yep. More impact? You ‘betcha.

Looking for more inspiration? Check out similar approaches from Corky’s Nuts and Bow Hill Blueberries. 

#3: Use icons and infographics to communicate visually. 

Are potential customers asking questions that you can answer visually? Are there qualities that differentiate your product that you want to give more attention to? Icons and infographics are fantastic ways to communicate or emphasize information.

Let’s see it in action:

• Diaspora -- This ain’t your conventional product page, and there’s much to love about that. To answer a common potential customer question -- what size should I get? -- Diaspora has included their Size Guide. And their Equity Pledge explains the price point and shows you how your purchase benefits farmers.

• Rishi -- In a very elegant way, Rishi depicts “Preparation” notes. It’s simple, tasteful, helpful.

• Goodmylk Co. -- Visual icons establish four main reasons folks ought to choose Goodmylk. This refreshing change in layout keeps you engaged and makes it easier to digest the information.

Ask for help if you need it. 

It’s true -- beefing up your product pages takes time, talent and attention. Depending on your business and resources, these approaches may be do-able now or later. Whatever case, you create a richer online shopping experience that becomes your 24/7 salesperson.

If you’re digging in and need help along the way, let’s chat. This is one of many areas I help my clients with, and I’d be glad to set up an arrangement that works for your business and budget.