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How to write compelling product description copy for your e-store - But what do I write to make my copy better and more inviting

Written by Marco Conti Tuesday, 09 March 2010 13:47

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How to write compelling product description copy for your e-store
The SEO Factor
Don't use the manufacturer description
make my copy better
Watch your word count
SEO
Read, Edit, Spell
All Pages

But what do I write to make my copy better and more inviting

OK, I got you now. I hope I convinced you that investing in good copy is a good idea and copy/paste from another site a really bad one. Let's go and craft our copy now. What's missing on the manufacturer description? Most likely, the description itself. Most manufacturer's product descriptions are very dull and uninspiring. They often just list dimensions, weight, a few sentences and that's all.

When writing your product descriptions, include particulars of how the product works, suggest new ways to use the product, help your customers address a common need.

After all, by virtue of the fact you are selling it, you are now an expert on these products. Act like one.

If you are short of ideas, role play: imagine you are on the floor of a store and a customer just walked in. They ask you a question about the product and you explain to them why they should buy it. What would you say? Would you recite the manufacturer's description? I didn't think so.

Tell the customer how the product will improve their lifestyle, their health, their love life. Anything. Be friendly, be creative, inventive, personable, act like a good friend trying to steer them toward a purchase that will improve their lives.

Naturally, a lot depends on what you sell. If you sell Tractors your general tone will be very different than if you sell collectable figurines or musical instruments. Tailor your general tone to the type of audience that's right for your products.