David Ogilvy, co-founder of Ogilvy & Mather, was fond of saying, “Good products can be sold by honest advertising. If you don’t think the product is good, you have no business to be advertising it.”

Whether you’re writing product descriptions for Amazon, eBay, Etsy, Shopify or your own eCommerce site, it pays to know what buyers want to see. Here are the things you should do to make your descriptions more effective and engaging:

Focus on the benefits: Instead of just listing the features of the product, focus on how those features will benefit the customer.

Use descriptive and compelling language: Use descriptive language to paint a picture of how the product will improve the customer’s life and make them feel.

Include specific details: Provide specific details about the product, such as dimensions, materials, and any unique features.

Use formatting to make the text easier to read: Use headings, bullet points, and short paragraphs to make the text easier to scan and more appealing to the reader.

Include high-quality images: Visuals are important in e-commerce, so be sure to include clear, high-quality images of the product from multiple angles.

Use customer reviews: If you have positive customer reviews, consider including them in your product description. This can help to build trust and credibility with potential buyers.

Optimize for SEO: Make sure that your product descriptions include relevant keywords and phrases so that they will be more likely to appear in search results.

Use sensory language: Help the customer to visualize using the product by including sensory language that describes how it looks, feels, sounds, tastes, or smells.

Tell a story: Consider using a narrative structure to help the customer connect with the product and understand how it can be used in their own life.

Use power words: Power words are words that evoke emotion and can help to make your product descriptions more compelling. Some examples of power words include “luxurious,” “deluxe,” “exclusive,” and “premium.”

Use comparisons: If your product is similar to other products on the market, consider using comparisons to help the customer understand how it is different and better.

Include a call to action: Encourage the customer to take the next step by including a call to action in your product description, such as “Buy now” or “Add to cart.”

Keep it concise: It’s important to be concise and to the point in your product descriptions. Avoid including unnecessary information or using filler words.

Use active voice: Using active voice can make your writing more engaging and help to bring the product to life. Instead of saying “The product was used to improve efficiency,” try “The product improved efficiency.”

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