If you are keen on writing product descriptions that sell, here’s a quick template that will get the job done.
Writing product descriptions is something you get a lot better at the more you do. I’ve written tens of thousands of descriptions over the years, and I use a whole range of formats depending on the product, company, tone, etc.
But when you’re just starting to write descriptions for your own store, it can be difficult to know how to get started. Should your descriptions be long? Short? Contain bullets? Have a call to action? Should they be humorous? Serious?
There is a lot that goes into writing a great product description, and no two are the same. But what I want to do with this blog is show you a quick format that I would recommend using if you have no idea about how to approach your descriptions.
This isn’t the format I always use, but it’s a great place to start if you have no idea what you should be doing.
1. Product title
This goes without saying. All product descriptions need a product title, and this will normally include the product name, brand and a few extra details if needed. No problems there.
2. Intro paragraph
Directly underneath the product title, write a short paragraph that gives a good general overview of the product. This should try and give at least one good reason why the shopper would want to buy it.
3. Bullet points
Next, create a list of short, snappy bullet points that highlight the main features and benefits. Whether you put more emphasis on the features of the benefits depends on the type of product you’re describing. Try and keep it to about 5-8 bullets.
4. Call to action
Finally, wrap up the description with a brief call to action. Give a one-sentence summary of the product, focusing on the main benefit, then encourage the reader to take an action – to click ‘Add to Cart’.
You’d be amazed at the difference it can make simply telling customers what they should do.
It really is as simple as that. Once again, I wouldn’t want you to think that this is the only way to write a product description, or indeed the right way for your store. There are countless ways to format a good product description, and the one you choose will depend on the products you are selling, how much space you have, etc.
But this is a great place to start if you are just getting started with your descriptions and you don’t know where to begin. It covers all the basics (features, benefits, CTA, etc), in a clear format that is easy to follow.
So consider at least starting the first few descriptions using this format. Once you get going, you might want to change things up a bit or focus on an entirely different format. But this is an effective product description template to start with.
Get some help writing product descriptions
Of course, you could always get me to help you instead. Writing product descriptions is not always easy, and you might not have the time to write hundreds of descriptions.
If so, give me a shout and I’ll be happy to write a few initial descriptions to get the ball rolling.