An effective product description should appeal to customers emotionally, help them justify the purchase logically and answer any concerns they have along the way.
First Section - Benefits With Relevant Features To Appeal Emotionally
Your first paragraph is important. It should focus on how your product can improve your customer’s life and/or reduce their pain. Put your strongest selling point here.
The product benefits will be even stronger if you can mix it with relevant features.
For example, Reebok shows a good mix of benefits and features, with words that their active customers can relate to:
“These women's shoes are designed to support the varied movements of high-intensity interval training. The mesh upper features a pillow around the collar for a locked-in fit. The flexible outsole provides dependable grip on slippery gym floors.”
With the new Etsy search algorithm update, make sure your first paragraph include some of your target keywords.
If you have more than one selling points, don’t be afraid to break them up into smaller sections, each with their own heading.
Optional Sections - Reducing Barriers Of Purchase
Here we can include sections that focus on reducing the barriers of purchase.
Proof Of Expertise
You want customers to trust that you know what you are talking about. Mention the evidence that can prove your expertise to your customers without bragging.
For example,
Unique crafting method - “Hand-crafted using traditional Balinese weaving method, this woven basket brings authentic artistry to your living room.”
Featured in - “Thank you Handmade magazine for featuring our natural soy candle!”
Guarantee
A good product guarantee can minimise the doubts in customers’ minds. Make sure it’s not limiting and easy to be initiated by your customers.
Social Proof
You can put some relevant reviews in your product listing as social proof if you don’t have a large following. Make sure to ask for your customers’ permission beforehand.
How Quick Can Customers See Results
This is a must for result-based products. It’s best used with social proof and customer testimonials to establish trust.
Feature List
This is the essential product information about your product. I would recommend writing them as dot points to make it easy to read.
Some common information to include:
- Size
- Colour
- Flavour
- Material
Shipping & Delivery Information
Shipping information like processing time and delivery time are important to your customers. Carefully list them out in an easily readable way.
This part is especially important during holiday season when customers are looking for gifts that will arrive by a certain date.
Gift Wrapping & Packaging Information
If you offer gift wrapping service, you can mention it here and also show a photo of it in the product photo. Just like the shipping time information, this is important during the holiday seasons.
Brand Or Seller Story
This is another way to establish trust and increase the perceived value of your product.
You can talk about the story of what drive you to start your business in the first place, how you are inspired, etc. Try bring the story back to your customers and why you are creating the product to benefit them.
Product Description Formula
After knowing these basic sections that make up a high-converting product listing description, go check out the PDF version where I cover specific formulas for:
- Physical products
- Digital products
- Made-to-order products
- Fragile products
- Craft supplies
- Vintage items