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How to write impactful product copy that engages and sells

write impactful product copy that engages and sells
write impactful product copy that engages and sells

Compelling product copy helps the buyers closely relate to your products. Writing precise, informative, and engaging copy makes your product stand out. A unique description can re-target existing buyers, bring potential customers, build customer loyalty, and offer a wider sales reach. 

In this blog, we will cover five best practices crucial for budding entrepreneurs, copywriters, digital marketers, or small eCommerce business owners. Here is how you can turn your product copies into persuasive narratives and improve conversion.

Practice #1. Don’t forget to include the essential details of your product! 

People tend to buy products to satisfy their basic physiological, safety, or self-actualization needs. Adding detailed information about what your product is, what it is made of, when to use it, and who it is exactly for evokes these needs and encourages them to buy your products. While writing a description, you must include: 


  • Material of the product: While buying a shirt in winter, buyers want to be sure that it is not made of cotton but flannel, velvet, or fleece. Similarly, those who want to buy a plastic product might be searching for something BPA-free. All such details must be mentioned in your product description. You can also add whether your product is made locally or assembled at different locations, made from fair-trade materials, or organically. Such details build a sense of trust among buyers about your product quality. 


  • Dimension and measurement of the product: Imagine a customer buys a bed, almirah, or study table that ends up not fitting in their desired space? All that hassle of buying and installation would go in vain. Similarly, clothes of different brands fit differently to people; thus, you must include clear measurements for every body part that the product will cover. The best way to do this is to add a separate in-depth size or measurement guide to help accurate purchases and reduce replacement or return rates. 


  • Tools or steps required to use the product: If someone buys gardening equipment like lawnmowers or trimmer, they must know how to assemble and use the product. Moreover, your product description must also talk about power or gas requirements and whether these things come included in the package or should be bought separately. Try to answer most of the doubts about your product assembly, installation, or usage beforehand to avoid challenges or confusion among buyers. 


Practice #2. Evoke a sense of relatability and personalize your descriptions

Evoking relatable experiences and adding a personal touch to your product descriptions can help grow your product visibility and sales by multiple folds. Here is a list of different experiences that you can address while crafting a copy for your product- 


  • Motivational: Using uplifting language that encourages and inspires buyers. Such as ’empower your fitness journey, redefine your goals’ and so on. 
  • Physical: Emphasizing on the look, feel, appeal, comfort, durability, and ergonomic features through description. Such as ‘enjoy the luxury of our premium leather belts, snuggle in our soft and comfy blankets’ and so on. 
  • Intellectual: Evoking buyer’s intellect by highlighting innovative, unique, or technologically advanced features of the product. Such as ‘our intelligent smart home devices simplify your life, set mood lighting with automated features’ and so on. 
  • Emotional: Addressing emotions by creating a personal connection through your description. Such as ‘A perfect gift to create memories with your loved ones, make their birthday special with this emerald jewelry set’ and so on. 
  • Transformational: Showcasing a transformation or positive change that the product can bring in the buyer’s life. Such as ‘get rid of acne and embrace your radiant skin, feel re-energized and rejuvenated with our daily supplemental vitamins’ and so on. 

Practice #3. Conduct real-time research and use trending keywords to optimize your copy 


Inputting well-researched keywords in your product description is vital for ranking on SERPs. You can use freely available or paid tools to search for primary and secondary keywords. Stick to your product category and try to search related ranking keywords. Without sacrificing the intent and clarity of your product copy, try to use the primary keyword in the first few lines and the long-tail keyword in the subsequent few sentences of your description. 

Source: Publitas

Practice #4. Avoid Google penalties – Restrict using the same description for every product

Duplicate product descriptions can lead to low search ranking, Google penalties, poor buyer experience, and loss of customer reliability. Invest time in writing a unique copy for each product highlighting its USP, benefits, brand information, and other details. Buyers must be able to differentiate between the variants, styles, and colors of the same product through the unique content. Such descriptions also serve the purpose of testing which copy entices your buyers more. 

Practice #5. Take expert assistance for persuasive writing

To maintain a consistent brand voice and get grammatically correct & well optimized copy for your products, you can opt for product description writing services. This practice is highly recommended for marketers, startups, or well-established businesses who find challenges in writing and want cost effective measures. Outsourcing your eCommerce content writing services can help you scale up content production, manage seasonal selling fluctuations, update listings promptly, and target buyers globally. 

AUTHOR BIO – Sophie Hayes is an eCommerce consultant and a keen blogger, currently working at Team4eCom (a reliable eCommerce marketplace management service provider). With over 11 years of experience in the industry, she specializes in topics revolving around the eCommerce domain, such as online marketing, eCommerce SEO, store optimization, listing optimization, and product listing.

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