How to Write Descriptions for Different Product Types
How to Write Descriptions for Different Product Types
Learn how to tailor your copywriting techniques for various product categories, ensuring your descriptions resonate and drive conversions.
I recently helped the team at a Tokyo-based interior decor brand with their product descriptions. Although their award-winning products sold easily on their Japanese site, their English online store was struggling to achieve similar results.
The problem was clear: they had relied on AI translation, which produced error-free but lifeless copy. Thus, if you hadn't seen their stylish interior photography, by reading the descriptions alone, you'd have thought they were trying to sell something incredibly serious like medical equipment!
After thorough audience research, I rewrote their descriptions to highlight how their products blended style with organization and space-saving solutions, offering elegant ways to keep homes tidy and well-arranged.
Crafting compelling product descriptions is essential for any ecommerce business, but different product categories require unique strategies to showcase their features, benefits, and value to potential customers. Keep reading to learn how to tailor your copywriting techniques for various product types, ensuring your descriptions resonate with your target audience and drive sales.
Physical Products
When writing descriptions for physical products, it's crucial to vividly detail the item's characteristics. Begin by highlighting the product's most essential features, such as its size, color, material, and any unique aspects that set it apart from competitors. Use sensory language to help the reader imagine holding or using the product, appealing to their sense of touch, sight, or smell when appropriate.
Consider the following example for a handbag designed for casual summer outings:
"Meet the SunKissed Tote, your perfect companion for carefree summer adventures! This chic handbag combines style and function, featuring a breezy woven texture, vibrant colors, and just the right amount of room for all your essentials.
Whether you're hitting the beach, exploring a new city, or simply enjoying a sunny day out, the SunKissed Tote has got your back. Lightweight and easygoing, it's designed to keep up with your spontaneous spirit. Embrace the summer vibes with a bag that's as fun and versatile as you are!"
This description achieves a balance between providing information about the key features while appealing to the target audience's desire for a bag that will look great and be useful in their daily life.
Digital Products
When describing digital products, focus on the benefits and solutions they provide to the customer. Explain how the product solves a problem, streamlines a process, or enhances the user's life. Use clear, concise language and avoid technical jargon that may confuse or alienate potential buyers.
Take, for example, a description of a Notion template aimed at college students:
"Introducing the Ultimate Student Notion Template — your new academic best friend! Designed to simplify your school life, this template helps you keep track of assignments, manage your schedule, and stay organized effortlessly.
With user-friendly sections for notes, to-do lists, and study plans, you can focus on what really matters; learning and growing. Say goodbye to stress and hello to productivity. Transform your study routine today and make every semester your best one yet!"
This description emphasizes the template's ease of use and ability to solve common self-organizational challenges, making it an appealing choice for students looking to improve their productivity and efficiency.
Subscription-Based Offerings
When writing descriptions for subscription-based products, highlight the value and convenience they provide the customer. Emphasize the benefits of regular deliveries or exclusive content, and clearly outline what subscribers can expect with each installment.
Consider this example for a monthly wine subscription:
"A world of exquisite flavors awaits with our premium wine subscription. Each month, our expert sommeliers curate a selection of award-winning wines from top vineyards around the globe, delivered right to your doorstep. From bold reds to crisp whites, you'll enjoy diverse varietals and expand your palate with every sip.
Flexible subscription options and the ability to skip or cancel anytime make it easy to indulge in your love of wine on your own terms."
This description underscores the quality and variety of the wines included in the subscription and the convenience and flexibility of the service, enticing wine enthusiasts to sign up.
Luxury and High-End Items
When composing descriptions for luxury or high-end products, you want to paint a picture of exclusivity, craftsmanship, and prestige. Use rich, descriptive language to express the product's superior quality and the elevated lifestyle it represents. Highlight the unique materials, intricate details, or artisanal techniques used to create the item.
For instance, consider this description for a premium, handcrafted watch:
"Discover the height of watchmaking with our limited-edition, handcrafted timepieces. Each is carefully made by skilled artisans using the best materials, like scratch-resistant sapphire crystal, top-quality stainless steel, and a genuine leather strap.
The precise Swiss movement guarantees unmatched accuracy, while the classic design adds a touch of sophistication. With only 100 pieces available, this is a true collector's item to cherish for years to come."
While this description highlights the watch's exclusivity, premium materials, and expert craftsmanship, I've intentionally kept the language simple to ensure it's accessible to a broader range of customers.
Key Takeaways
Tailor Copy to Product Types: Different products need unique copy strategies to highlight their value.
Physical Products: Use sensory language to describe features like size, color, and material, helping readers visualize the product.
Digital Products: Focus on benefits, using clear language to show how the product solves problems or improves lives.
Subscriptions: Highlight convenience and value, clearly explaining what subscribers receive and emphasizing flexibility.
Luxury Items: Use rich, descriptive language to evoke exclusivity and craftsmanship, appealing to buyers seeking superior quality.