The best product descriptions combine great stories and inspiration with useful information. They show you the benefits of the product while speaking directly to their target audience in a voice indicative of the brand. They’re mindful of structure, punctuation, grammar and spelling. Plus, unique product content offers a big payoff since it adds value to your customers, improves your SEO and helps sell products.
ModCloth
ModCloth is the master of creating stories for their products. Stories help to lower rational barriers against persuasion. We forget we’re being sold to and get lost in the fantasy of feeling wonderful and looking amazing in this dress.
“As you stroll amidst the evergreens, clad in this pine-hued A-line dress, you link arms with your sweetheart and listen to the call of birds from above. Like the winding path before you, this knit dress features a criss-crossed open back, which drapes your frame in naturally inspired style. With a crochet cardigan thrown over the cap sleeves, a braided belt around the gathered waist, and floral flats upon your feet, this fit-and-flare dress will add evergreen style to every ensemble you add it to!”
ModCloth doesn’t simply tell us about the product; they also show us how we might use the product and how it could go together with other items in their inventory, helping us put together a complete outfit and, for them, potentially selling more.
Informative. Useful. Relevant. Entertaining. ModCloth is winning at product descriptions.
Green & Black’s
According to research, when we hold a product in our hands, our desire to own it grows. Since we’re selling online, and people can’t hold our products, we have to do the next best thing: create the impression of what it would be like to own. We can do that with pictures and videos—and also with compelling content.
Restaurants do the same thing with their menus. They know that sensory words increase sales because these words engage the brain.
Part of how we create compelling content is by engaging all five senses. What would it really feel like to use your product? Green & Black’s say it best:
“We find that the best way to warm up is with a hot cup of cocoa. There’s a certain magic that surrounds the ritual, the smell, the feeling that nothing else can quite satisfy. Cup your hands around a warm mug like you did when you were young.”
“To create our Hot Chocolate we blend our Dark Chocolate with raw cane sugar and cocoa powder, pressed from the same cocoa beans as the chocolate, to add a little extra intensity. Add it to hot, fresh milk and enjoy the creamy froth, the rounded flavour and the bittersweet smell.”
Warm. Hot. Fresh. Creamy. Is your mouth watering? Ours, too. This content also infers flavors with the mention of sugar and cocoa beans.
Georgia Boot
Once of the first steps toward writing a great product description is knowing your audience. Georgia Boot does this well. Their product descriptions are chock full of information that is useful and relevant to Georgia Boots’ target audience: people who need work boots.
“Georgia constructed the upper of this black Logger work boot with full-grain leather. Even though the material has a natural softness to it, you’ll find it to be incredibly hardy. Simply by tightening or loosening the laces, you are able to adjust the fit of these 8” work boots, which is why it is so great to have a lace-up design. You won’t have to be concerned about the stud hooks being tugged off of these boots, because they have been set on top of steel washers.
This Logger meets the requirements of the ASTM F2413-05 I/75 C/75 Protective Toe Classification making it an extremely protective work boot. Its steel toe is capable of withstanding up to 75 lbs. of impact and compression; when objects drop unexpectedly, having this feature will keep your toes safe….
To keep your feet at ease, Georgia has added a cushioned insole into the interior. It has been covered in an extremely soft fabric. As outstanding as the boot’s durability and protection is, you may like this feature the best, because it will keep your feet comfortable throughout the duration of your shift.”
Clearly, Georgia Boots writes to its audience. The writer focuses on the aspects of their product that speak specifically to people who need work boots and with language that those same people would use. Plus, Georgia Boots doesn’t shy away from longer product descriptions. They know their product well and share that information with potential customers.
In comparison, check out this product description from Roxy:
“Whoa girl. You’re blooming like nobody’s business with our hot new floral print. Seen here in our 70s lowrider tie side bikini bottom, this style sits very low on your hips, with string loop side ties thrown in for fun. What’s more, its full coverage makes it your best choice for surfing and swimming.”
Roxy speaks directly to young women after fun and fashion that fits their active lifestyle. Completely different copy for a completely different audience.
Title Nine
When you’re searching for products online and reading product descriptions, you want to know about how the product will solve a problem or what value it will add to your life. It’s all about the benefits. The best product descriptions communicate clearly what the benefits of owning them are, as in this product description from Title Nine.
“If you’ve tried every bra out there and still bounce, just try this one. Our heaviest lifter ain’t pretty, but our testers say it completely eliminates bounce. Some call it the Full Metal Jacket. We call it the Last Resort. Sturdy nylon/spandex construction. The workout bra of choice for D, DD and DDD cups who don’t want to bounce at all. Not ever. If you are considering breast reduction surgery, consider this bra first.”
The benefit of this particular product couldn’t be more clear. And, as we’ll see in our next example, humor doesn’t hurt either.
Method
Nothing relaxes shoppers like a good laugh, and when shoppers are relaxed, they’re willing to buy more and pay more. We like to be entertained, especially when we least expect it, like when we’re shopping for hand soap.
“we believe that guinea pigs should never be used as guinea pigs. that’s why we never test any of our products or ingredients on animals, never use animal by-products, and make products that are safe for cleaning up after your pets. our newest DESIGNED FOR GOOD hand wash duo helps raise awareness for the fair treatment of animals.”
This Method product description combines a serious topic with a just-right dose of comedy. They manage to use humor while sounding sincere and concerned in order to keep from making light of an important subject.
Target
Last but not least, we couldn’t resist sharing one of our product descriptions. We’re proud of what we do.
Target conveys a brand that’s casual, positive, smart and energetic. Part of the way it does this is through its brand voice. Target’s brand voice is conversational, informative and inspiring, with that clever Target wink that shoppers have come to know and love.
“Perk up your palace with a Vaughn Tufted Slipper Chair. This armless chair is upholstered in luxurious purple velvet with button tufting and elegant turned legs. The clean, classic lines make it an obvious choice for any entryway, living room or bedroom—or wherever you need extra seating. Button tufting makes this purple perch especially plush. It’s perfect for removing shoes in your entryway or relaxing with a book in your bedroom. Create an intimate seating area by pairing 2 of these tufted chairs in a corner. Or bring some drama to your bedroom by placing 2 side by side at the foot of the bed..”
This product description stays true to Target’s brand voice. At the same time, it speaks directly to Target shoppers who care about value and style by including practical details and design tips.
And that’s the cream of the content crop as it relates to product descriptions! What do you think makes an effective product description? What are some of your favorite product descriptions? Where do you find consistently good product descriptions that make you laugh out loud? Share your insights and favorites below.
Lovely insightful post. I would like to know if its compulsory for a content writer to actually see the product before writing a description, especially if the product is not branded and there is no online information available.
thanks
Amrita