product description essay

How To Easily Write Epic Product Descriptions That Actually Sell

How do you write product descriptions?

💡 Quick Answer: Keep product descriptions brief and emphasize features that demonstrate how the consumer will benefit from the item.

Would you buy a product just by looking at a photo?

You need to know all the details about the item before you add it to your shopping cart. You have to know what material it is made of, its dimensions, among other things.

And most importantly, you need to be convinced that the product will add value to your life or solve a problem.

Why write product descriptions?

• Know your target audience
• Highlighting features and benefits
• Use of descriptive language for sensory experiences
• Keeping descriptions concise yet informative
• Formatting for readability
• Crafting a strong call to action

Examples of effective product descriptions

Avoiding common mistakes in product descriptions, so here’s the bottomline.

All of these details and more should be clear in the product description. And such descriptions should accompany all products sold online, along with the brand name, product name, images, and price.

The goal of a product description is to encourage people to pay for an item. And a well-written one will be incredibly convincing.

According to a study, 87% of online shoppers say that the product description is key to their decision to purchase an item. The same study noted that 88% say product content is either “extremely important” or “very important” in their decision. Shoppers will only buy when they have enough information about a particular item.

As a consumer yourself, you know how important product descriptions are.

Writing a compelling product description that will sell is a crucial skill for retailers and marketers. In this article, we discuss how to write product descriptions that will convince people to click purchase, even the most niche products .

Product descriptions provide a lot of benefits not just for the product for sale but also for the website and business as a whole.

Here are the many advantages of a well-written product description:

Showcasing unique value

In marketing, a unique selling proposition/point (USP) must be emphasized—it is what sets you apart from the competition. It’s the same for individual products. It is essential to showcase the item’s unique characteristics to entice buyers.

And unique products don’t just stand out; they also allow a business to set premium prices for them.

Conveying benefits to customers

People buy products because they think they will benefit from them. They want to spend money on things that will solve a particular problem, something they will have use for. Even items that aren’t very practical may still satisfy a consumer’s desire.

Sellers must highlight the many benefits of a product so customers will be enticed to buy them.

Building trust and credibility

Product descriptions are also a great way to establish trust and credibility for brands.

How can this happen?

One way to do it is by emphasizing the brand’s expertise in manufacturing the product and its longevity for customers. If the brand is fairly new in the industry, the product description must underscore its best practices, product testing, and quality standards.

SEO and discoverability

One of the most important benefits of product descriptions is they will help people actually find the product online. That’s where search engine optimization (SEO) comes in.

If you sell beauty products online , how can you make sure consumers go to your website and not your competitor? You need to use the right keywords in your product descriptions so that when people look up what they need, your site will appear on the first page of the results.

What’s the point of writing the best product descriptions that no one will read?

Note that SEO is not just about keywords and ranking. It’s so much more than that. Some of the crucial elements of an effective SEO strategy are as follows:

• Product reviews
• Internal linking
• Mobile responsiveness
• Physical address (for businesses with brick-and-mortar stores)

Enhancing customer experience

Explaining a product’s features and benefits will enhance customer experience. The product description helps potential buyers understand what the item can offer and how their life will improve with it.

Utilizing storytelling

Storytelling is a powerful tool for writing product descriptions. It makes products relatable, engages the reader, and describes how they can solve everyday problems.

Key steps to writing compelling product descriptions

How to write product descriptions that interest people and increase your sales? Follow these steps:

1. Know your target audience

While it may seem better to cultivate the broadest possible mass appeal in marketing, product descriptions actually work better when they are more personal.

And you can do this when you zero in on the core market for your product. In marketing, there is a strategy known as customer  persona , which is to create a fictional profile representing the target market. This customer persona establishes customer preferences and tries to predict their behavior.

To create a customer persona, gather information about your target audience, including demographics, behaviors, interests, and pain points. Use this data to craft detailed profiles that humanize your audience and help you better understand their needs and preferences. By empathizing with your customers and tailoring your marketing efforts to address their specific challenges and desires, you can improve customer engagement and drive more effective business outcomes.

When you have the information you need to create this customer persona, you can easily create a product description that would appeal to your target market.

2. Highlighting features and benefits

List down the features and benefits of the item. Highlight the ones that will greatly appeal to your persona.

If there are too many features, focus on the product’s most unique characteristics, importance in everyday life, and overall desirability.

3. Use of descriptive language for sensory experiences

Descriptive language is quite tricky—you need to use adjectives, but not all of them will add significant value to the product.

For example, “beautiful” is a good description, but it is quite subjective and ultimately meaningless to a potential customer.

Instead of general adjectives, choose terms that appeal to the five senses. These sensory words will bring product descriptions to a whole new level.

Let’s take some of the top-ranking dropshipping products that will make money and how they can be best described with sensory language:

• Gaming headset - crisp and thundering sound
• Wooden watches - classic look and smooth on the wrist
• Hair growth serum - dazzlingly effective and fragrant
• Smoothie blender - the whirl of the blade gives you a smoothie within seconds
• Seamless underwear - sleek and comfortably wooly

4. Keeping descriptions concise yet informative

People read product descriptions to learn about a specific item, but they don’t want to read a drawn-out essay about it. Keep your product description short: around 300 words is the sweet spot.

Use simple, easy-to-read sentences and list the most critical information in bullet points. It will be easy on the eyes, making it a breeze for prospective buyers to scan the description and learn about pertinent details.

5. Formatting for readability

Following this format to make your description easy to read:

The title (H1) must contain the brand and product name. Use H2s and H3s to outline everything the reader needs to know. Use bullet points as much as you can.

The header tags will improve the readability of the product description and boost SEO performance.

6. Crafting a strong call to action

End the description with a strong call to action (CTA) that will encourage prospects to add the product to their cart and follow through to purchase.

Integrate discounts and rewards in your CTA to generate even more sales.

Take a look at some of the best examples of product descriptions that make people open their wallets.

Some of these examples are evergreen products for any dropshipping business :

Example 1: JBL Quantum 910 Wireless

One of Amazon's most popular product niches is computer peripherals, and the JBL Quantum 910 Wireless headphones are a perennial bestseller. The main description contains three paragraphs with three H2s.

The lead paragraph reads:

“Get the professional edge with head-tracking enhanced JBL QuantumSPHERE 360™ on your PC

JBL QuantumSPHERE 360™, powered by JBL QuantumENGINE, available through the USB-C dongle/adaptor gives you professional-level 3D-audio positioning on your PC. Custom calibration of JBL’s algorithm with the integrated head-tracking sensor and by-pack mic is built exclusively for the JBL QUANTUM 910 Wireless giving PC gamers next-gen accuracy audio positioning and a fixed, independent soundscape, improving your natural instincts. JBL QuantumENGINE is also equipped with DTS Headphone X: v2.0.”

Who is the target audience?

Gamers are the obvious target market, as the description uses technical terms that they will understand.

Features and benefits

Each paragraph of the main JBL QuantumSPHERE 360™ lists various features and benefits that would interest gamers and entertainment enthusiasts. They may be convinced to buy the product even if it is pricier than other variations available.

Its bulleted features and benefits read:

• Low-latency wireless system
• Active Noise Canceling technology for gaming
• Play and charge at the same time
• Dual wireless communication
• Game audio chat dial for Discord

Descriptive language for sensory experience

JBL has also perfected the descriptive language for sensory experience. This is a great example:

“The integrated head-tracking technology provides you with the extra accuracy and acoustic presence you need to win the game.”

Concise yet informative

The main description is less than 300 words, and it contains bullet points divided into the following:

• Gallery - showcases images of the product from different angles
• Features - lists the many benefits of the gaming headphones
• Specs - technical descriptions that demonstrate the product’s unique selling proposition

The product description is easy to read, with its use of H2s and bullets. Readers will hone in on the most crucial details and be convinced to buy.

There’s a large and bright button that simply says: add to cart. The product comes with free shipping, free return shipping, and lifetime support.

Example 2: CeraVe Resurfacing Retinol Serum

It carries the subhead “post-acne marks and pores,” making it clear who it is for. The first part of the description reads:

“With encapsulated retinol to help resurface skin

Acne marks and uneven skin tone can be constant reminders of breakouts, even after your acne is under control. An effective way to reduce the appearance of acne marks (also called inflammatory hyperpigmentation) and visible pores is by using a gentle, yet effective resurfacing serum that works to refine your skin without compromising its protective barrier.”

This skincare product is meant for people who want to get rid of acne marks.

Among its important descriptions is the lengthy list of ingredients to reassure potential customers with certain allergies.

It also enumerates a long list of benefits that include the following:

• Reduces the appearance of post-acne marks and pores
• Helps restore the protective skin barrier
• Improves skin smoothness
• Encapsulated retinol; helps resurface skin texture
• Licorice root extract; is known to help brighten the appearance of skin

The product is a serum that targets acne marks, so the information included in the product description outlines how the formulation works. It consists of detailed statements like:

“Lightweight and fast-absorbing, our resurfacing serum helps restore your even skin tone and promote a healthy-looking complexion.”

The entire product description is not even 300 words and contains a lot of bullets that make it easy for prospective buyers to scan the information. There is also a step-by-step description of how to use the product:

“Apply evenly to the face daily.

Avoid contact with eyes and lips.

If contact occurs, rinse thoroughly with water.

If discomfort occurs during the first application, space out applications until the skin adjusts.

Apply sunscreen while using this product.”

The formatting makes it very easy to scan the product description. The eyes immediately go to the header that you want to learn the most about, such as ingredients, benefits, instructions, and product features.

The CTA is quite catchy: SAVE NOW! Up to $4.00 on every product.

Example 3: Nike Sportswear Tech Fleece Windrunner

Nike is one of the biggest brands in the world, and it continues to sell profitable products because of high-quality items, brand recall, and reasonable prices. It also markets well and does everything by the book.

Its product descriptions are concise and rich in information. Take this one for a fleece Windrunner. The highlighted section reads:

“This product is made from at least 50% sustainable materials, using a blend of both recycled polyester and organic cotton fibers. The blend is at least 10% recycled fibers or at least 10% organic fibers.”

Further, the main description for the specific product reads:

“Blending 2 of our most iconic looks, this full-zip hoodie draws design inspiration from our timeless Windrunner jacket, as well as our Tech Fleece jacket.”

Athletic individuals are the primary target audience, especially those who are already Nike enthusiasts familiar with the Windrunner and Tech Fleece jackets.

Nike provides the following information to demonstrate the features and benefits of the jacket:

• Our premium, lightweight fleece–smooth both inside and out–gives you plenty of warmth without adding bulk.
• Subtle Windrunner lines nod to the classic running jacket from the late ‘70s.
• Dropped shoulders and paneled sleeve design help you move with less restriction.

The brand provides these lines, through which the reader can almost feel like they are wearing the jacket:

“It’s designed to feel relaxed through the shoulders, chest, and body for an athletic fit you can layer.”

Everything is concise, and every sentence provides a piece of new information.

Nike is also advocating the use of sustainable materials, so it has a header that reads, “How This Was Made” to indicate the environmentally friendly characteristics of the jacket.

The entire product description is broken into various headers and interspersed with images to make it easy to scan for details buyers are most interested in.

CTA simply says: Add to Bag on a big black button. Everything else in the product description implies that buying the jacket makes you part of the green advocacy.

We’ve tackled the “must do” on how to write product descriptions; now, let’s talk about what you should avoid.

1. Avoid overwhelming with technical jargon

Some products need technical information, which you can relegate to the technical specs area. Don’t put complex details in the main description, which should be about the most important characteristics, features, and benefits of the product.

Take this description of a gaming keyboard : “Retro Typewriter Style with Mechanical Keys - Mechanical blue switch for ultimate gaming performance. The mechanical keys offer medium resistance, audible click sound & tactile feedback. Vintage steampunk round keycaps look like a classical typewriter, bringing you a comfortable typing feeling and stable clicking touch.”

But the more technical aspects are written in another section:

Actuation force: 60gf±5gf

Keystroke travel: 2.0mm

Keycaps: double-shot injection molded

The “ultimate gaming performance” may be enough to spark people’s interest. It’s the serious gamers that will surely scroll further to learn about the actuation force and keystroke travel as they contribute to the optimum gaming experience.

2. Focusing solely on features, neglecting benefits

It’s easy to mistake one for the other, but a feature differs from its benefit. Features refer to the best characteristics of the product, and benefits explain why they are needed.

Let’s take this example of one of the hot-selling products , particularly under online infant toys, a rocket launcher . It enumerates the features and benefits of the product:

• Blasts up to 100 feet
• Made of ABS plastic
• Allows kids to launch them at different angles
• Great for outdoor play in the yard, lawn, or beach
• Keep children fit as they run and jump
• Safe for kids, durable

When you say a toy rocket is adjustable, parents shopping for their kids might ask, “So what?” But when you explain that an adjustable rocket launcher makes it more enjoyable because children can launch them at different angles, they will realize why the feature is essential.

Plus, a rocket launcher that blasts up to 100 feet is fun, but the benefit of keeping children fit and healthy as they become more active is quite a significant advantage that needs to be pointed out in the product description.

3. Ignoring the power of storytelling

Some may think that telling a story is hard to achieve within the recommended 300-word limit. But it is easy—and important—to do so. Making products more relatable demonstrates their main benefits without spelling them out for the prospective buyer.

Storytelling is a proven marketing tactic that doesn’t need to be overt. Take this product description of a belt : “This vintage belt is suitable for both casual and formal wearing, especially suitable for matching with your jeans and pants. Good choice for daily wear and office, work, family party, outdoor picnic, travel, etc.”

Suddenly, the belt is not just a functional item that keeps pants in place. It’s a fashion item that you can use for various events.

4. Lack of customer-focused language

It’s important to note that some buyers don’t care too much about the technical specs or highly specific product features. They care that the product will solve their problem. Many product description writers focus too much on the nitty-gritty details rather than what the item can offer to everyday people.

But while you want to use customer-focused language, you also don’t want to oversimplify descriptions.

Check out these examples:

Oversimplified benefit → Customer-focused language

• The drill is small → It has a compact and lightweight design for easy storage
• The security camera works well at night → It clearly shows faces and license plates in full color even at night
• The bed sheet is made of brushed microfiber polyester → The fabric, brushed microfiber polyester, makes the sheet exceptionally soft

5. Lengthy and confusing descriptions

You are writing a product description, not an essay. Experts recommend a word count of 300 words. Do not use long, drawn-out sentences. Lengthy descriptions may get boring and a pain to read.

Remember that people’s attention spans are shorter than ever. Keep everything brief and focus on the most important product features. Make every sentence count: each one should offer a new piece of information. Do not repeat words and only use superlatives when necessary, and they can be backed up.

Selling products online, whether through resale or private labels , is an exciting venture. But having high-quality products is not enough. You need people to see your products, and more importantly, you need to convince them to click purchase. The product description is key to completing a sale.

There are right and wrong ways to write product descriptions. Mastery of how to write product descriptions will significantly impact any business’s sales numbers and conversion rates.

However, before you take what you’ve learned here and start writing the most captivating product descriptions consumers have laid eyes on, you’ll want to make sure you’re selling the right products. Check out the SaleHoo Directory where you can find over 2.5 million products and over 8,000 vetted suppliers to help you start selling high profit products. Of course, if you have any questions about eCommerce or selling online, you can reach out to our 24/7 support staff .

Was this lesson helpful? Let us know!

Thanks for the feedback we’re always looking for ways to improve., related resources.

7 Deadly Sins When Writing eBay Product Descriptions

How to Write an eCommerce Business Plan + 3 High Profit Ideas

How To Create and Optimize Product Listing Ads (PLAs) for Dropshipping & eCommerce

Product Description

• Written By Gregg Rosenzweig
• Updated: November 8, 2023

What is a product description? A product description is a piece of writing that conveys the features and benefits of a product, ranging from basic facts to stories that make a product compelling to an ideal buyer.

When you’re considering buying something online, what’s one of the first things you do? Scroll to the product description to find out more details, right?

That’s why this intro to your product or service is such a crucial component of marketing — it’s a chance to solidify the sale, increase customer confidence in your business, and reduce customer service emails by providing the answers to common questions upfront.

What is a product description?

A product description is a piece of writing that conveys the features and benefits of a product, ranging from basic facts to stories that make a product compelling to an ideal buyer.

Product descriptions commonly include…

• Physical product details and features
• Technical specifications
• Product uses and benefits
• Types of materials used in construction
• Stories relating the product to the ideal buyer
• How something’s produced (i.e., manufactured or handmade)
• Where something’s made (or the sourcing in the production chain)
• Sustainability details
• Pricing details
• Delivery details

How long should a product description be?

Depending on the cost, complexity, or purchase frequency of a product, the length can vary. For example, purchasing a car requires far more information than buying a pair of jeans.

• Short form (50 words or less)
• Standard (100  words)
• Long form (250+ words)

What can product descriptions do for a business?

Aside from educating and enticing potential customers, the best descriptions can help you differentiate your product and brand from your competitors by putting forward your most salient features and benefits.

As mentioned many times: ads only get you so far. If you want to ultimately convert customers with content , you have to give them the information they need to make a decision.

Benefits of product descriptions

Any business, regardless of industry, can use descriptions to sell their goods, whether they are intended for B2B, B2C, or D2C (direct to consumer) markets. 

Here’s a look at the benefits:

• Increases SEO for your product pages
• Helps consumers compare features and benefits
• Builds trust in your products and brand
• Improves conversion by moving customers further down the purchase funnel

Product description examples – short form

Product description examples – standard form

Product description examples – long form

Our team rated the examples above according to three degrees of quality ( Good, Better, Best ) to help you understand what makes a great product description and to better gauge the resources needed for your content plan.

In general, the degrees of content quality correspond to our three content levels ( General, Qualified, Expert ) based on the criteria below so you understand how much time it’ll take to create similar content and/or who you’d need to hire.

Please consider there are multiple variables that could determine the cost, completion time, or content level for any content piece with a perceived degree of quality. 

Want some help creating persuasive product descriptions? Talk to a content specialist at ClearVoice and find out how we can craft expert product descriptions that boost your SEO, increase trust, and get sales.

Stay in the know.

We will keep you up-to-date with all the content marketing news and resources. You will be a content expert in no time. Sign up for our free newsletter.

Elevate Your Content Game

Transform your marketing with a consistent stream of high-quality content for your brand.

You May Also Like...

Mastering the Content Audit: ClearVoice Marketing’s Comprehensive Process Revealed

Measuring What Matters in Your Collaborative Content Approach

Amplifying Your Content Strategy: Harnessing User Feedback for Effective Content Audits

• Content Production
• Build Your SEO
• Amplify Your Content
• For Agencies

Why ClearVoice

• Talent Network
• How It Works
• Freelance For Us
• Statement on AI
• Talk to a Specialist

Get Insights In Your Inbox

• Privacy Policy
• Terms of Service
• Intellectual Property Claims
• Data Collection Preferences

• Sign Up FREE
• Improve Conversions
• Small Business
• Lead Generation
• Digital Marketing
• Social Media
• Customer Loyalty
• Website Optimization

Writing an Engaging Product Description: A Product Marketing Essential

For years, marketers have asked one question: Can an excellent product description sell a product? Look no further than Amazon. They are the masters of effective product marketing .

One of the main reasons behind its success is well-crafted product descriptions. They hook people from the beginning, so you can't stop scrolling. Want to learn how you can do it, too?

Product descriptions are often the first interaction a customer has with your brand. They're the first thing they read and evaluate when they arrive on your website. 

You need to know whom you're writing them for to get the most out of your product descriptions.

Here's a quick list of actionable steps to craft compelling product descriptions.

10 Tips to Write Enticing Product Descriptions

Writing a great product description can be challenging, but it is the cornerstone of product marketing, so it's an essential skill if you want to increase sales.

With the help of a product description generator , you can conveniently create enticing descriptions that captivate your audience and convert them into loyal customers.

That section of your website and e-commerce store informs the reader about the product and makes them want to take the next step and purchase your product.

When planning your product description, you must consider a few things: the value within it, the audience, and "you."

Continue reading to discover how to write product descriptions that compel your buyers to choose you over your competitors every time:

1. Know your customer

Make it about the customer, not about you or your business.

The first step in writing great product descriptions is knowing who your customers are and what they want from your description.

Who are your customers? Are they all in one demographic group? Do they have similar needs? What makes them tick? These are essential questions to ask yourself before you start writing anything.

The more you understand who your customers are and what they want from the products in your eCommerce store , the easier it will be to write compelling copy that gets their attention and persuades them to buy them.

2. Build a brand tone of voice

Write your product description uniquely. Create a brand tone of voice that fits your brand's personality.

It will help guide your content creation moving forward, including blog posts, social media posts, emails, etc. It also gives you a baseline for how to write each piece of copy so that it sounds natural and not forced or unnatural.

Your brand voice is the personality that defines your business.

It can be playful or serious, funny or informative, formal or casual. The way you define your brand's voice and turn your customers into your brand advocates .

Use this tone when writing all of your copy, including product descriptions.

3. Show, don't tell

It's tempting to tell your customers about your product's features and benefits.

But this only sometimes works well because it doesn't allow their imagination to explore other possibilities. Instead, show them what they're getting into by giving them an example of how it works in real-life situations.

Instead of telling your reader what something is and how it works, show them. Use action verbs and vivid descriptions that bring your product to life.

When describing your product, focus on what it can do for the customer, not what it is made of or how it was manufactured. For example, instead of saying, "this toy has three squeakers," say, "this toy will keep your dog busy for hours."

4. Craft a story

Write the description from the buyer's perspective. The best way to get people interested in your product is by telling them a story about what it could do for them or how it would make their lives easier or more fun.

When people read about benefits that sound too good to be true, they likely assume something isn't right with the product and move on to another company's site instead of purchasing yours.

Every product has its own unique story behind it. Your customers want to know what makes your product unique:

What differentiates it from similar products? Why should they buy it over others? How does it solve their problems?

5. Write an easy-to-read description

Moreover, a concise and to-the-point product description provides positive user interaction with a brand. Thus, a writer should space out his sentences well, keep the sentences short and get to the point sooner rather than later. 

There are numerous cases when managers take advantage of the help of an essay rewriter and create a truly outstanding description. Customers can quickly skim the product descriptions and get the necessary information.

6. Paint a picture

Form a powerful connection with the customers. Paint a picture of your product in your reader's mind by providing details about how it looks, feels, smells, and tastes.

For example: "The color is a deep red with hints of burgundy." Or "These   customizable soap boxes smell like grapefruit and honey."

This kind of writing is effective because it gives your customer a clear picture of what they would look like if they bought your product and how much better their life would be afterward.

7. Use brackets & parentheses for additional information

Eliminate clutter - don't let words get in the way. Brackets and parentheses are a part of the best practices for writing enticing product descriptions and adding extra information to your product descriptions.

Use them to give more color and detail to your product descriptions, making them more powerful and enticing.

For example, if you sell a widget with a specific feature, use brackets around the feature name so that buyers know exactly what they're getting when they purchase your product.

8. Keep things short, simple, and to the point

Take the time to reread and edit what you've written. Your product descriptions should be a quick read focusing on what you want people to know about your products.

Avoid long paragraphs filled with unnecessary information. If you need more information about a particular feature or aspect of your product, then include it in an FAQ section at the end of your description.

The first sentence should be the most critical part of your copy. Here, you'll introduce your product, describe its benefits and answer any questions potential customers might have about it.

It’ll keep your customers returning  to your website as it helps them efficiently with their purchase journey. 

9. Integrate keywords seamlessly throughout the copy

Analyze the competition. When people search for products online, they often look for specific terms related to their needs and wants.

Aim for just one keyword per paragraph or sentence so readers can quickly scan for keywords instead of reading through wordy paragraphs or sentences just for them.

Using keywords seamlessly is something you can master by improving your creative writing skills , as integrating keywords is as much about SEO relevance as grammatical fluidity.

By using relevant keywords in your product descriptions, you'll be able to rank higher for those searches, which means more clicks for you!

10. Write conversationally and never personally

Avoid jargon, acronyms, and slang. 67% of buyers even prefer product descriptions in their native language.

You're writing for your customers, not yourself or your company. Read your description out loud and make it sound natural. Write in the second person (you) and avoid using first-person pronouns (I, we).

Conversational writing is friendly, informal, and down-to-earth. It's an excellent way to connect with your customers and build trust and loyalty.

Wrapping Up

Fortunately, there are plenty of techniques for crafting product descriptions that sell. Follow the advice in this guide, and you will be well on your way to writing compelling product descriptions soon.

After all, a good marketing strategy starts with a great product description. And now you can be one step closer to crafting a winning description.

-------------------------------------------------------------------------

Author Bio:

Alex Garcia is a content editor and writer at Writers Per Hour . She enjoys writing (and reading) about small business marketing, entrepreneurship, and design. When she's not writing, she's probably learning a new skill. 

Share this Article:

• Plugin Library
• POWR Business
• Integrations
• We're Hiring!
• Terms of Service
• Help Center
• Contact Support
• Report Abuse
• Affiliate Program
• Success Stories
• Suggest a Feature
• Guest Blog Post

Feature Article

©2019 POWR. All rights reserved

• Undergraduate
• High School
• Architecture
• American History
• Asian History
• Antique Literature
• American Literature
• Asian Literature
• Classic English Literature
• World Literature
• Creative Writing
• Linguistics
• Criminal Justice
• Legal Issues
• Anthropology
• Archaeology
• Political Science
• World Affairs
• African-American Studies
• East European Studies
• Latin-American Studies
• Native-American Studies
• West European Studies
• Family and Consumer Science
• Social Issues
• Women and Gender Studies
• Social Work
• Natural Sciences
• Pharmacology
• Earth science
• Agriculture
• Agricultural Studies
• Computer Science
• IT Management
• Mathematics
• Investments
• Engineering and Technology
• Engineering
• Aeronautics
• Medicine and Health
• Alternative Medicine
• Communications and Media
• Advertising
• Communication Strategies
• Public Relations
• Educational Theories
• Teacher's Career
• Chicago/Turabian
• Company Analysis
• Education Theories
• Shakespeare
• Canadian Studies
• Food Safety
• Relation of Global Warming and Extreme Weather Condition
• Movie Review
• Admission Essay
• Annotated Bibliography
• Application Essay
• Article Critique
• Article Review
• Article Writing
• Book Review
• Business Plan
• Business Proposal
• Capstone Project
• Cover Letter
• Creative Essay
• Dissertation
• Dissertation - Abstract
• Dissertation - Conclusion
• Dissertation - Discussion
• Dissertation - Hypothesis
• Dissertation - Introduction
• Dissertation - Literature
• Dissertation - Methodology
• Dissertation - Results
• GCSE Coursework
• Grant Proposal

Marketing Plan

• Multiple Choice Quiz
• Personal Statement
• Power Point Presentation
• Power Point Presentation With Speaker Notes
• Questionnaire
• Reaction Paper
• Research Paper
• Research Proposal
• SWOT analysis
• Thesis Paper
• Online Quiz
• Literature Review
• Movie Analysis
• Statistics problem
• Math Problem
• All papers examples
• How It Works
• Money Back Policy
• Terms of Use
• Privacy Policy
• We Are Hiring

Product Description, Essay Example

Pages: 2

Words: 539

Hire a Writer for Custom Essay

Use 10% Off Discount: "custom10" in 1 Click 👇

You are free to use it as an inspiration or a source for your own work.

Treble H is a fashion venture, which deals with a wide range of clothes from children clothes all the way to adult clothes of all gender. Here, the products are clothes of all weather conditions with fashioned fabrics.

The product is made with the current technology in mind, therefore is suits people of all caliber from the rich to medium as well as celebrities. However, the products’ category range does involve all type of people including children (Pierre 236). Children will account for the market sale of almost 30 %, the adult either celebrity or normal will account for 70 % of the market.

Assortment planning is a core factor in the business arena where a retailer has different perspectives on planning cycle. It involves the product timing, supply chains, and category considerations.

Packaging : here, packaging will involve the hygienic handling of the clothes, maintain the quality and lastly enhance selling practices with the use of weight. Therefore, the package of clothes will as well attract the customers at great heights.

After sales services is one way of attracting customers, for instance any customer who will buy clothes on a larger quantity will receive a free transportation discount.

The price rage will base on the size and market structure. Here, prices will be branded according to the size; therefore, adult will have to pay more compared to children. In addition, the most fashioned clothes will have different price to the other old-fashioned clothes. In other words, price will be well determined by the quality of clothes and grading. However, the competitors have their own way of pricing commodities. Unfortunately, the competitor’s price should not be ignored since they are the core determinant for customers to recognize the business. Therefore, the price should be a little bit lower than that of the competitors in order to attract more potential customers.

The selling of the clothes will involve all social media as the internet, radios and television. In addition to the stores and boutique, it is worth to grow to self-company stores (Kühn 120). However, channel design will be one level. Here, the products will move from the manufacture to wholesaler and lastly to the customer. The intermediaries will be argent where they will assist in the distribution and advertising of products.

For any give commodities to be known in the market, promotion acts as an essential aspect in passing the information to customers. Product should be promoted via the media, word of mouth, as well as staging road shows (OGC – Office of Government Commerce 120). Staging road shows, radio and televise will be the most effective medium for promotion. Thus, many customers will get to know the types and pricing of the commodities more easily. Here, road shows will take care of the customers who are near to the venture while radio will take care of the far distant customers.

Kühn, Wolfgang and Grell, Martin. JDF: Process Integration, Technology, Product Description . New York, NY: Springer, 2007.

OGC – Office of Government Commerce. Managing successful projects with PRINCE2 . London: Publisher the Stationery Office, 2008.

Pierre, Marie. From Product Description to Cost: A Practical Approach . New York, NY: Springer, 2006.

The University of Michigan. Next Generation Weather Radar (NEXRAD) product description document . Michigan: U.S. Dept. of Commerce, National Weather Service, 2009.

Stuck with your Essay?

Get in touch with one of our experts for instant help!

Market Research and Methods: The Capital Region as a DMO, Essay Example

Boutique, Marketing Plan Example

Time is precious

don’t waste it!

Plagiarism-free guarantee

Privacy guarantee

Secure checkout

Money back guarantee

Related Essay Samples & Examples

Voting as a civic responsibility, essay example.

Pages: 1

Words: 287

Utilitarianism and Its Applications, Essay Example

Words: 356

The Age-Related Changes of the Older Person, Essay Example

Words: 448

The Problems ESOL Teachers Face, Essay Example

Pages: 8

Words: 2293

Should English Be the Primary Language? Essay Example

Pages: 4

Words: 999

The Term “Social Construction of Reality”, Essay Example

Words: 371

How to Write Persuasive Product Descriptions that Sell

When you buy a product from a brick-and-mortar store, you can get a good impression of its quality and usefulness by handling it yourself. But online, all you have to go on is the product description and reviews left by previous customers. That’s why a massive 87% of consumers consider product content hugely important in making a purchasing decision.

The problem is that many businesses write product descriptions that just, well, describe the product. While this is great for conveying information, it does very little to convince shoppers that your products are actually worth buying.

If your product descriptions simply offer specs, facts, and figures, chances are you’re missing out on a vast wealth of sales potential. But with our top tips for how to write product descriptions, and what to include in a product description, you can win over potential customers in no time!

What to include in a product description

A product description needs to tell readers what your product is and does. So every description you write should include essential information such as features, specifications, and usage instructions where necessary.

The trick to winning more sales, however, is to show readers how buying your product will enhance their lives. A designer watch, for example, isn’t just a timepiece, but an elegant status symbol that can be passed down through the generations as a treasured heirloom. And a fixed-rate savings account is less about squirreling money away than it is ensuring the best possible education for the holder’s children.

As well as demonstrating the value customers will gain from your product, your descriptions should also answer vital questions such as:

• What problems does the product solve?
• How will customers benefit from your product?
• Why is your product better than the competition?
• What makes it truly special?
• When is the best time to use it?

Presenting the benefits of a product in a creative, compelling way can massively increase sales and improve customer satisfaction. This allows you to build a reputation as an industry-leading brand .

How to write product descriptions that sell

1) focus on one ideal buyer.

Unless a product is particularly niche, it’s probably bought by a wide variety of customers. Unfortunately, if you try to write a description that appeals to all of them at once, you’re likely to lose them all.

Rather than addressing a huge crowd, think about the one ideal buyer who’s most likely to want your product. What are their needs and problems? What do they want to know? What kind of language do they use? Would they appreciate some light humor, or do they prefer to keep things serious?

Once you know who you’re talking to, try to write a product description that really appeals to that one person. It also helps to speak to the reader directly, so never be afraid to include “you” in your copy. Use everyday language rather than pompous corporate speak, and try to create a conversation that draws your customer in.

Keep Reading: 2023 Holiday Ecommerce Marketing Guide

2) Benefits first, then features

Customers need to know the technical details of your products. But these aren’t what make the sale. To effectively persuade a potential customer, you need to show how your products address their biggest pain points.

Direct marketing expert David Garfinkel argues that most people buy for one of eight reasons:

• Making money
• Saving money
• Saving time
• Saving effort
• Improving health
• Reducing or eliminating pain
• Increasing pleasure
• Increasing prestige

Engage customers by explaining how your product gives them the means to overcome their greatest struggles. Then, follow up with technical details to add credibility to your claims and help potential buyers to justify their purchase.

3) Make your descriptions easy to scan

Eye-tracking studies by Dejan Marketing show that people read online content word-by-word just 16% of the time. So while engaging, well-written product descriptions are essential, making your copy easy to scan is arguably much more important.

One popular way of making product descriptions scannable is to include a short “benefits” section containing around five bullet points. That way, visitors can quickly discover how your product will address their pain points and make a decision about whether or not to buy. You could also include a short FAQ section to further convince readers who are on the fence.

Good ways to make your product descriptions easy to scan include:

• Using clear headers for each section
• Using short bullet points
• Leaving plenty of white space
• Slightly increasing font size
• Using high-quality images

The easier your copy is to scan and read, the better your chances of reeling in potential customers.

4) Use specific language

Many ecommerce vendors are excited to tell customers that their products are “high quality” or “extremely effective”. But if everybody uses generic phrases like these, they tend to lose their selling power.

Instead of simply telling potential customers that your products are good, prove it by highlighting the biggest benefits. This not only makes your product descriptions more persuasive, but also helps them stand out from the competition.

If your products truly are “the best”, then explaining why should be easy. If it’s not, then you might want to reconsider what qualities make your product truly valuable so you can better focus your product descriptions.

5) Vision of life with product

A study from the Journal of Consumer Research showed that touching a product creates a sense of perceived ownership. In other words, it creates a connection between product and buyer that encourages them to make a purchase.

Online, you don’t have this advantage. So you need to fill in the gaps by presenting readers with an engrossing, relatable vision of life with your product.

Starting a sentence with evocative words like “picture” or “imagine” lets you stir the reader’s imagination. After that, explain how the reader will feel owning the product and how it can solve their problems to stoke desire.

6) Leverage sensory language

Many copywriting gurus recommend removing non-essential adjectives and adverbs from sales copy wherever possible. This helps keep product descriptions short and impactful – qualities that can contribute to higher sales.

However, the one place this almost never applies is in using sensory language.

Adjectives like “crunchy”, “bright”, “smooth”, and “juicy” create a vivid image in a potential customer’s mind. They bring the product to life and allow the reader to experience it even before they buy.

It’s easy to use sensory language when selling food. But it’s also effective for selling a wide range of other products. After all, a blanket that’s “soft” and “cozy” is a lot more appealing than one that isn’t!

7) Provide social proof

The greatest failing of online product descriptions is that they always come from the seller. Since you would never tell readers anything that would put them off, the impact of your words is limited. But that doesn’t apply when existing customers praise your products on your behalf.

Genuine, unbiased reviews and testimonials from satisfied customers are a powerful tool for boosting your sales. In fact, product pages that feature at least on customer review produce a 354% increase in conversion rates!

When you’re building your product page, make sure to include a testimonials section with a selection of your top reviews. You could even provide a rating system or integrated social media feed as further proof of your product’s popularity.

8) Track your success

Once you’ve updated your product descriptions, you need to know whether they’re actually generating more sales. To do this, you need to set a specific sales goal and track metrics that show which descriptions are working and which need further improvement.

Popular key performance indicators (KPIs) to track the performance of your product descriptions include:

• Sales conversion rate
• Average order value
• Cart abandonment rate
• Organic search rankings
• Returning customer rate
• Bounce rate
• Product return rate

If you have the time and resources, you might be able to further increase conversions and sales by running A/B tests for new product descriptions.

Partner with LimeLight Marketing for product descriptions that sell

Understanding how to write product descriptions that hook in potential customers is vital for maximizing your ecommerce sales . But actually developing the skills to create captivating copy takes more time and resources than most businesses can spare. That’s why ecommerce companies throughout the US rely on the experts at LimeLight Marketing to craft persuasive product descriptions that make more money.

Get in touch with our team today to find out how we can optimize your product descriptions to increase your online traffic and product sales.

Keep Reading

Limelight marketing wins 4 silver addy awards, types of paid advertising to boost your ecommerce business, the art of customer nurturing: building lifelong relationships beyond the sale.

• Write winning product descriptions: 12 proven tips to drive sales

What is a product description?

Before we get to writing product descriptions, we ought to know what we’re even talking about.

It’s simple, product descriptions are a piece of marketing copy that: describes an item, explains its value and shows what problems it solves. Your product description and your product image are the first introduction to your customer. You make a good first impression by enticing a buyer, and making them think, “this is the product I’ve been searching for!”

Why are product descriptions important?

Product descriptions give your customer the critical info they need for your product — and it’s often the last piece of copy a customer will read before they “add to cart” or “exit tab.”Product descriptions, therefore, need to be more than informative, they need to be persuasive. They have to help you close the deal.

But that’s just one dimension. Writing product descriptions benefits your site in many more ways.

What are the benefits of good product descriptions?

Good product descriptions can:

• Boost your SEO score by targeting keywords
• Enhance the look of your web store
• Show how your product solves a customer’s problem
• Explain the details of your product
• Highlight how your product is different than competitors’ offerings

While product descriptions are persuasive, they are also informative. They need to explain the product features and technical elements of your product. If you’re selling linens, this is where you’ll put your fabric and thread count. Conversely, if you’re selling a hard drive, you’d want to include critical information such as capacity.

Balancing between persuasive and informative is an art, not a science. Depending upon your brand and style, you may choose to favor a more casual or more formal tone in your product descriptions. What matters is that you stay true to your brand and that you provide the information your customers need.

12 tips for writing a product description

Evoking emotions in your customers when writing is crucial. The reader must be able to identify the purpose of your product quickly. Here are some things to keep in mind when writing your own descriptions.

1. Keep it simple

Ensuring your product description is sweet, yet to-the-point will help customers understand what they are buying. Adding in too much information may be too confusing for customers and may drive them away.

2. Use eye-catching words

Using bullet points with descriptive words is one way to catch a reader’s attention. Words like “guarantee”, “best”, “easy”, and “proven” generally catch the eye. If your words hold a promise that your customers are making the right decision, you’ll stand out above the competition.

3. Use AI tools

AI can be a guide to writing well-structured and comprehensive product descriptions. You can prompt ChatGPT or use OpenAI to create product descriptions or create templates that you can follow. Alternatively, if AI generates the entire description for you, it is good to double check the tone of voice and to make sure all information is correct. Take Sana Commerce Cloud for example, you can generate product descriptions using the OpenAI Product Description add-on. By doing this, you create informative and engaging product descriptions quickly and easily with just a few clicks.

4. Understand your audience

Writing product descriptions meant for everyone will harm your products’ selling points rather than enhance them; instead tailor your copy towards your target audience. A nine-month-old baby will not use the same products as a 45-year-old man. Narrow down your target audience and understand what they need.

5. Address pain points

This is when description focuses on the problems your product solves. This is probably the best way to relate to your audience and show them that you understand their frustrations. By addressing specific questions your customers have, you also drive traffic to a company website when a potential customer types questions into google.

6. Don’t be vague

The product description should be as precise as possible. Descriptive and specific examples allow someone to understand the product. Anything too vague may make a description sound wishy-washy and push customers away. Avoid words like “actually,” “literally,” “honestly,” and gap fillers.

7. Avoid clichés

Overused words or phrases tend to drive customers away. They think they have seen it all before and the product being sold is the same as all the others. The point of a product description is to make your product stand out, and clichés do not make a product sound unique. Using words like “beautiful,” “elegant,” and “excellent” is an often-overused practice.

8. Showcase the benefits

Do not focus on the company; focus on the benefits for the buyer. Every customer wants to know how the product will enhance their lives, not why the company loves the product. Highlight all the benefits and features that can solve the problems your target audience is likely having. Showing the benefits rather than features entices the customers into purchasing the product.

9. Use sensory words

Adjectives often don’t do a product description justice. However, adding words that evoke a feeling or a sense adds to the experience of shopping on a website. Use words like “smooth,” “soft,” “crunchy,” “velvety,” “powdery,” “bright,” and “dazzling” when applicable.

10. Offer evidence

Many customers will look through reviews before finalizing the purchase. A product review has the potential to make or break the entire purchase. The more positive product reviews a company has, the more likely someone will purchase the product. You can be creative by adding testimonials into your product description. By providing use cases, your customers can imagine themselves in the shoes of existing product users.

11. Edit carefully

Not only should the company be sure of what is being published on their website, but they also need to make sure it’s accurate and remains that way. Edit for any errors and any writing mistakes. This will help the product description look professional.

12. Review effective examples

Writing product descriptions can be a daunting task. It’s okay to look through previous examples from an existing company or use competitor products to get inspired. Borrowing from examples is never a bad way to start writing your own.

What not to do when writing a product description

When it comes to writing product descriptions, there are some serious pitfalls you need to look out for.

 Inaccurate word choices

Using inaccurate or lazy words like “ground-breaking” or “revolutionary,” is going to put off your reader. They’re either going to completely skip over the words, or they’ll roll their eyes at your copy. I mean, seriously,  how ground-breaking can a sweater be? 

Exaggerating or lying

Sure, you should put your best foot forward when selling your product, but you shouldn’t lie. If your product description is overselling your product to the extent that it’s not true anymore, you may be at risk of losing the trust of your customers and damaging your brand.

Not proofreading your copy

We know that typos make you look unprofessional. Never hesitate to get a second, third or even tenth set of eyes on your descriptions. It always helps to ask your fellow colleagues to read the product description to see if you are conveying the desired message. Tools like Grammarly can help your to check your grammar and sentence structure.

Not focusing on keywords

SEO is a tough nut to crack, but you can boost this by focusing on relevant keywords — even in your product descriptions. If you’re selling “pressure treated pine wood,” you better make sure that “pressure treated pine wood” appears in your product descriptions.

Want to learn more? Check out blog about how to optimize your B2B e-commerce SEO strategy.

Examples of effective product descriptions

Here are some of the best product descriptions we’ve seen on online shops that evoke imagery and enable customers to see themselves using a product. Each has a different way of using sensory words and showing off the benefits of products.

Example 1: Weber Spirit II E-210 Gas Grill

From the start, this product description elicits a sense of action in the reader by starting in the active voice. The content submerges the reader into a visual, sensory perception of the product with phrasing like, “So whether it’s a busy Monday or a relaxed Sunday – invite a couple of friends over, push the ignition and enjoy the special atmosphere that surrounds the grill.”

It also expounds on the features of the product by using its benefits to illustrate usefulness to its target audience: “The compact open-cart design and the practical folding side table makes it fit even on small spaces, and you have all the basics you need to get familiar with gas grilling.”

Example 2: PetSmart KONG Puppy Toy

This product description gets specific where it counts, helping to answer as many potential customer questions as possible: “Designed to meet the needs of a puppy’s 28-baby teeth, it helps teach appropriate chewing behavior while offering enrichment and satisfying a younger pup’s instinctual needs.”

Its verb usage and consciousness of the active voice elicit a sense of action in the reader: “Want to make crate training easier or extend play time? Be sure to stuff with puppy kibble and a dash of peanut butter. Add to the fun by including KONG Puppy Snacks and top with KONG Puppy Easy Treat.”

It wraps up its visuals by conveniently listing a few highlighted features at the end, adding brevity and making it easier for readers to skim for specific content.

Example 3: ThinkGeek Mini PC

This product description utilizes industry-specific terminology and product labels to capture better the wandering eyes of the well-versed reader who perhaps knows a thing or two about computers and may know more specifically what they’re looking for: “Featuring the new 11th Gen Intel® Core™ i7-1165G7 processor making it perfect for video editing, video rendering, graphics editing, and serious high-end business applications, while running multiple applications at the same time.”

It not only highlights its processor speed as a practical function for work usage, but as an enjoyable advantage for PC gaming, speaking to both sides of the same coin: “When the work is done and it’s time to play, the Phantom can play the latest and hottest games utilizing its NVIDIA® discrete graphics card. Its small size means you can take it with you for gaming or video editing on the go.”

Each example above shows what benefits the customer would receive while playing with descriptive words that promote sales. Each is a short and precise paragraph that is direct and to the point.

Consider using the examples above to get started with writing. Compare your own products to those of the competition and find keywords that make each description unique.

What is the best template for writing product descriptions?

When I first started writing product descriptions, I felt overwhelmed. I immediately searched for a standard, easy-to-customize template for product descriptions that I could use to craft sensible and persuasive copy.

To help you get started, I want to give you this template. Feel free to customize it to fit your organization’s needs.

• Exciting headline
• Paragraph that introduces your product and its benefits
• List of the product’s features
• Technical specs
• Call to action

That’s the gist of it.

However, you need to customize this product description around two things:

• Your audience

Discovering your target audience is critical. Ask yourself “which buyer personas are we targeting with this product description?”

Who is it you want to buy your products? Product descriptions that sell will identify the target audience and cater to them, find the problem the product solves, and showcase why your product solves that problem the most effectively.

Writing compelling product descriptions can make or break your conversions for your online store. With a persuasive, yet informative product description, you provide a lasting impression on your prospect. Remember, you want to showcase your product’s  benefits and solutions.  Highlight why your product is  superior to those of your competitors.  Customize your product description for  your audience and your brand.  Find the problem that your product solves, and show why your product solves it the most effectively.

Discover the key to a user friendly e-commerce experience

Check out our free guide on how to personalize your B2B webstore for your customers (no download needed).

Featured resources

How to improve your b2b website design — and why it’s so important, conversion rate optimization in b2b e-commerce, e-commerce product catalog management: what it is, best practices and expert tips [2023].

• Sana Commerce

10 Examples of Product Descriptions That Sell

by Matt Secrist | Apr 19, 2023 | Content Marketing , Ecommerce | 0 comments

The best product descriptions give you the opportunity to interact with customers on a personal level. Great writing can create laughter, relate to experience or even touch hearts. These positive feelings are exactly what you want your customers to experience when reading your ecommerce copy because they motivate purchasing intent and brand loyalty.

The Way You Write a Product Description Makes a Difference

Well-written content makes shopping rewarding and fun for potential consumers. On top of that, though, the art of product writing can also have major benefits relating to organic search/SEO, lead generation and overall sales. Being able to weave keywords, popular search queries and related topics in product descriptions while also connecting to customers emotionally is the makeup of an e-commerce marketing genius.

Boosting your rankings on search engines and getting more traffic to your site ultimately will lead to more sales. Quality product description writing can do all that and more.

Amazing Product Description Examples

The 10 brands featured below have figured out how to write a product description that attracts their target audience, just like content writing agency professionals do. Learning the same lessons can help business owners know what it takes to deliver a spectacular online shopping experience.

1. Informative Content: DeWalt

To make purchasing decisions, people need information. An important reason consumers visit product pages is to learn more about features. Excellent product descriptions can help people find exactly what they’re looking for. The best product description writing focuses on who, what, why and how, though not necessarily in that order:

• What is the product?
• Who is it designed for?
• Why do customers need it?
• How can people use it?

Fluffy marketing copy just can’t compete with real information. Instead of trying to woo customers with fancy language, guide them to the right decision. This is exactly what DeWalt does when describing its 20V MAX XR cordless drill:

This DeWalt product description packs a lot of helpful information into a relatively compact paragraph. In a few sentences, DeWalt explains exactly why you’d want to buy this drill: It’s compact and lightweight, it fits in tight spaces, it has a long-lasting battery and it offers excellent performance. In less than 30 seconds, the reader already has a good idea if this product is the right fit.

How much info should you provide? That varies by product and target audience. To put it simply, the right amount of information is whatever your customers need to make a decision.

The DeWalt product description meets these needs in a smart way by using a separate section titled “Features & Specs.” Here the manufacturer mentions specific measurements and information about speed settings. Tabs are an excellent option for providing a lot of information without cluttering up the screen.

2. Clear Product Description Writing: REI

Most people enjoy content that is simple and to the point. You don’t need to write multiple paragraphs about a sweatshirt to convince people to buy it. In fact, trying to cram too much information into a description can have a negative effect.

Above the fold, limit yourself to one paragraph with two or three sentences. Some sales pages work wonders with a single powerfully worded phrase. Notice the simple yet immersive way REI describes a men’s rain jacket:

Outdoor adventure lovers discover the jacket of their dreams in one sentence. The words are easy to understand and express clear concepts. People who buy this coat get “complete storm protection,” but they can also move quickly because it’s incredibly lightweight. Many page visitors won’t even need to scroll down to decide whether or not to buy.

Of course, if consumers decide to look for more info, what they discover is just as clear and enticing as the main description. Thanks to smart bullet points and tabs, readers learn a lot quickly:

A professional copywriting agency understands that unless you’re selling replacement parts for manufacturing equipment, you must dial back on technical terminology. REI could have called the jacket “impervious to water” or “engineered for moisture protection,” but “complete storm protection” said the same thing in a clearer and more exciting way .

3. Expressive and Engaging Experiences: Joybird

The next step in creating product descriptions that shine is making them irresistible. Your content should focus on getting people involved . Engaging product descriptions show customers why a product is the solution they’ve been waiting for.

Joybird skillfully chooses to focus on what the customer will experience more than the features of its sectional. By addressing the reader as “you” and describing “dreamy comfort” and “room for everyone,” this product description gently nudges visitors toward imagining their own home with a plush sectional. The warm tones and laid-back accessories shown in the photo (who wouldn’t want to snuggle in that cozy throw?) add to the buyer’s excitement.

This appealing narrative continues a little further down the page. Instead of prioritizing a boring checklist of materials, Joybird highlights the moments families can share together with this piece: incredible movie nights, relaxing workdays and comfy afternoon naps.

Many e-commerce stores like to sell products by telling a story. A colorful T-shirt isn’t just a garment; it’s the mantle of a modern-day urban warrior who loves to take risks. Running shoes aren’t just for jogging; they’re an essential part of a healthy lifestyle tied to fresh veggies, relaxing spas and slim waistlines.

To deliver an immersive content experience , companies that offer product description writing services have an expressive vocabulary. Words such as “bold,” “elegant,” “eclectic” or “sophisticated” pack a powerful punch. These terms lead customers to associate products with a specific personality. If you describe clothing as “gritty,” “artistic” or “quirky,” members of your target audience who identify themselves with that lifestyle will feel attracted.

4. SEO-Optimization Lessons: Extreme Terrain

In today’s online marketplace, making a good impression with customers isn’t the only factor that counts. You also need to make sure your products appear to the right people during Google searches. This helps businesses attract new visitors and returning customers.

It’s true that high-quality content does wonders for search rankings, but you still need to keep traditional SEO elements in mind for product description writing. This includes keywords, title tags, image alt tags and meta descriptions. Long-tail keywords are usually more effective than generic terms such as “men’s shoes” or “cordless drills.”

One area where careful SEO is vital are replacement parts. Customers may know the make, model and part they want, but not where to purchase it online. Extreme Sports ensures a high ranking for its Jeep Wrangler parts by using keywords prominently and correctly .

There are several keywords included in this product’s heading and throughout the site. However, they don’t seem forced. To keep the title from being overwhelming, Extreme Sports wisely puts 10-18 Jeep Wrangler JK, an important long-tail keyword, in parenthesis. In the next section, these same keywords are repeated without feeling out of place. Notice the way that 2010-2018 Jeep Wrangler JK appears several times in different areas, including the description and bullet list:

In product description writing, where should you put specific keywords? An expert content writing agency will try to naturally include keywords in the page title, title tag, meta description and product description. If the keywords flow well, you can add them in bullet lists as well.

5. Visually Attractive Bullet Points: Nike

The visual layout of a product description is every bit as important as the writing style you use. One common mistake is to fill the screen with endless lines of text that take a long time to read. Instead, you want people to pick up on the key highlights of products in the first few seconds.

Instead of intimidating walls of text, create clear product descriptions that look bright and enticing. Including white space draws attention to things you want people to remember. Don’t use a paragraph to explain something that can be said in a few words — at least not above the fold. There’s plenty of room for more detail further down the page.

Nike is a superstar when it comes to balancing white space with impactful photos and clear descriptions. Its product description writing is attractive and exciting. This creates a sense of freedom and captures attention immediately:

Bullet lists are your friends when it comes to designing enticing descriptions that are easy to remember. They can express important selling points in a few words, motivating purchases right away. That way buyers can find the information they’re looking for quickly without having to wade through endless text.

When including additional details below the main description, separate the information using clear headings. This has the same effect as bullet points: it makes your content scannable . Nike does it just right with this shoe’s supplementary info:

Of course, it’s possible for bullet points and headings to be done incorrectly. If you try to include 10–15 points in a single list, you run the risk of overwhelming readers. Above the fold, stick to three or four bullets. In other areas, limit yourself to seven or eight max.

6. Expertly Branded Product Descriptions: Boardcave

No matter how many products you sell, each description should stay true to your brand message. Strong branding sets your products apart and tells customers about your core interests. This can create brand loyalty and make you feel relatable to your audience .

Two companies can sell the exact same pair of jeans but market them differently based on brand identity. One may appeal directly to teens who want to look chic while the other takes a family-friendly approach. Neither type of branding is right or wrong; they’re simply more effective based on the target audience.

Product descriptions need to follow your brand’s specific voice. An expert copywriting agency can add this type of personalized flair. Whether your company is vintage, modern, luxurious, hip, refined, playful or adventurous, product content and selected images should reflect that.

Boardcave has a brand voice with a strong surfer vibe. In addition to creating legendary surfboards, the company makes how-to videos for surfers and guides to the best breaks around Australia. It’s not surprising that their product descriptions use surf lingo and relaxed writing.

This paragraph for The Enduro even manages to ignore correct grammar and spelling with expressions such as “kinda.” For Boardcave, however, this is a perfect fit for branding. The description sounds less like a company trying to sell a product and more like a bunch of fellow surfers offering you advice on the best board to buy. If you build this kind of trust with your clients, they’re more likely to go to your website first for the things they need because they identify with your way of doing things.

7. Benefit-Oriented Product Descriptions: Williams Sonoma

One of the best ways to convince people to make a purchase is to show them exactly why they need your product. This involves providing information, but it goes further than that. The best product description writing services can convince people that specific items can improve their life in some way.

Where a basic description may describe a shoe’s materials and leave it at that, an effective piece revolving around benefits shows how the customer is involved. It may say something like, “This next-gen sole provides exceptional comfort for business executives who spend a lot of time traveling.” By showing why the shoe is awesome, suddenly frequent business travelers feel like they’ve discovered something designed specifically for them.

Williams Sonoma is a master of feature-oriented product description writing. Despite selling hundreds of different cookware products to professional chefs and casual cooks alike, the company guides visitors to the best fit using descriptive bullets that outline features and benefits. In the following example, notice the way technical elements are summed up in practical terms:

Instead of simply saying that the knives have 64 layers of steel Damascus and a powdered steel core, Williams Sonoma explains that this creates a “supersharp cutting edge” that’s inspired by “samurai sword-making techniques.”

Now readers can understand why the knife’s hefty price tag is totally worth it. The same thing happens when describing the moisture-resistant and resin-infused handles as “shaped for comfort and control.”

Stating that these knives are designed for “professional kitchens” not only has a great effect on expert chefs but also appeals to everyday cooking enthusiasts who dream of being professionals.

Copywriting agency pros also know that listing clear features can help people make a choice when a company sells several similar products. Williams Sonoma offers dozens of different knife sets, so bullet points showing the differences are important to help customers narrow down the list. The easier you make it for customers to find what they’re looking for, the more they enjoy the shopping experience.

8. Mobile Friendly E-Commerce Descriptions: Bliss

More people use mobile devices to shop than ever before. This includes primary purchasing activities, not just investigation . If you want to appeal to as many customers as possible, you have to make sure your product descriptions and sales pages look incredible on tablets and smartphones, in addition to laptops and smart TVs.

Content layout is very important for mobile optimization. Smartphone screens are smaller and oriented vertically, so you need to be careful that large paragraphs don’t end up encompassing the entire screen. That’s why bullet points are helpful for creating mobile-friendly descriptions. Natural skincare company Bliss does mobile exceptionally well:

On the primary screen, product descriptions simply include an attractive image, the name of the product, a single descriptive sentence and customer reviews. Very importantly, the “Add To Bag” button is featured prominently to direct shoppers to action. This is the essence of great mobile marketing. Your product description writing services may not need to include any written paragraphs or bullet points above the fold at all for mobile descriptions.

Bliss uses this product’s second page to focus on four key ingredients and their benefits. These aren’t the only ingredients in the formulation, but the company doesn’t want to crowd the page with too much information. Wisely, Bliss uses a link called “See Full Ingredient List” for customers who want to learn more. The page also has accordions for further details.

Many e-commerce businesses rely on product description writing with an accordion layout to appeal to mobile customers. Below the fold, sections such as “Product Features,” “Shipping Information,” “Frequently Asked Questions” and “Additional Details” are neatly folded up on the screen. This way users can navigate easily around the page and still have access to extra information if they need it.

9. Image-Rich Product Pages: GoPro

Pictures can say more to customers than all the words in the world. Images are an essential part of e-commerce , and no product description is really complete without one or more picture. GoPro uses the power of images masterfully to promote a certain lifestyle with its products:

This image gets visitors’ blood pumping far more than bullet points ever could. Before reading a single word, target customers already feel connected to the product subconsciously. They can sense that the HERO7 Silver is cool, rugged and intense, and they start to secretly hope that they can afford it. A side benefit to this awesome image is the way it pairs well with mobile since not much text is needed to deliver the message.

Here are a few benefits of pairing well-written content with high-quality images:

• Visualization: The reason car dealerships encourage people to take test drives is that putting potential owners in the driver’s seat has a positive effect on purchasing intent. As the person imagines driving the luxury automobile in different situations, an inner desire to buy starts to grow. Attractive images in product descriptions have the same effect.
• Motivation: According to one Harvard professor, 95% of purchases are subconscious . They’re based primarily on emotional reactions rather than logical reasoning. Knowing how to write a product description with expressive images helps promote a desired lifestyle. For example, a photo of a family laughing around a patio fire pit provides a carefully chosen message: Buy this incredible fire pit, and your family will be happier and more relaxed.
• Information: In brick-and-mortar stores, customers like to look at items or try them on. In e-commerce, images allow buyers to interact with products in a similar way. When selling clothing, it’s a good idea to include several photos taken from different angles or a product video.
• Excitement: The right images make products look more exciting. This is why mountain bikes and SUVs are often pictured in extreme locations. To highlight the incredible luxury of a piece of furniture, sellers may use a Mediterranean backdrop, for example. Words could never have the same effect.

Choose high-quality images. They speak to your company’s expertise and quality. A great image with simple text can be more effective than a poorly lit image with ample descriptive information.

10. Audience-Centric Writing Styles: Supreme

You have a lot of freedom for creating product descriptions that attract your target customers. For the most part, there are no hard and fast rules for appealing to people . If your numbers show a marketing strategy works, that’s all that matters.

Some websites love to take risks in designing product descriptions that are humorous or downright weird. This type of content probably wouldn’t work for a prestigious Parisian fashion designer, but it appeals to people with the same sense of humor or style. In a way, this follows the concept of “When in Rome, do as the Romans do.”

That’s exactly what streetwear clothing company Supreme does with its product description writing. A typewriter font so small it’s hard to read? Check. The brand also opts for sentence fragments instead of description wordplay.

This type of description apparently works well for the skateboarders and celebrities who shop from Supreme; countless sold-out products prove it. The brand went from a small NYC shop in 1994 to a business valued at $1 billion in 2017. Just like the business, Supreme’s product descriptions blend grit and urban culture with chic elements and exclusive style.

What can businesses learn? If your primary customers are trendsetters who think outside the box, it can be a great idea to push the envelope with your descriptions. If you’re marketing bridal dresses for traditional weddings, on the other hand, you would probably choose language that is elegant and formal.

This factor also comes into play when deciding how much information to include in the description. For example, a laptop designed for office use may focus mainly on the hard drive, processor, memory, screen and software included, as well as price. On the other hand, a gaming laptop is designed for an audience interested in maximum performance. A description with far more technical information is completely appropriate in this case.

How To Write a Product Description

Whether you’re selling to families, travelers or college grads, it pays to know your audience before you write a single word. Things such as brand voice and target audience should drive every piece of content. At the same time, make sure to follow the best practices for product description writing:

• Keep it simple
• Use bullet points
• Separate information using headers
• Choose expressive words
• Ditch tired marketing phrases in favor of helpful information
• Write simple sentences everyone can understand
• Get customers involved in the story
• Answer the questions people have

Invest in Product Description Writing Today!

If you need additional pointers when it comes to product description writing, contact our experts at BKA Content. We have extensive experience creating product descriptions that move people to action. Our team is made up of many different content professionals, but we always speak using the customer’s distinctive brand voice.

• Recent Posts

• Creating Google-Friendly Content - December 31, 2023
• Which Type of Content Brings In the Most Traffic? - December 28, 2023
• Adjusting Your Content for Mobile Searches - December 27, 2023
• Company Culture
• Health Care
• Real Estate
• Social Media
• AP Style Basics
• Apostrophes
• Collaboration Corner
• Commonly Confused Words
• Figures of Speech
• Writing Tips
• Miscellaneous
• Write for BKA

Sign Up To Get A FREE SEO Audit!

Get expert recommendations on how to improve results with SEO .

Privacy Overview

10 Ways To Write Persuasive Product Description on Shopify

Ohiozoje Okugbe

Last updated on March 26, 2024 10 mins read

Regardless of the type of products you sell and the size of your online store, having persuasive product descriptions will always make a difference in how your business performs. The quality of your product descriptions also directly affects your conversion rate .

Did you know that about  87%  of shoppers read product descriptions before deciding if they will buy a product or not? So, it’s smart to learn how to write effective product descriptions.

Effective product descriptions can attract customers and influence their decision to complete a purchase. Ultimately, they increase your visibility and lead to an increase in sales.

This is why mastering the art of writing persuasive product descriptions is important to succeed with eCommerce.

In this guide, you will learn everything you need to know about writing persuasive product descriptions. Plus, we will be sharing some examples of good product descriptions you can draw inspiration from.

Let’s jump right in!

What is a Product Description?

A product description is a copy that explains what your product is to a customer, and why they should buy it.

In addition to that, it helps to convince potential customers to buy your products even if they never intended to.

Product descriptions come in different styles depending on the writer, essay helper , and/or the product it talks about. They can be short and scannable or long and engaging. You could give them a serious or a funny tone. They can be placed anywhere on the product page, beside the product title and images, or underneath them.

What Makes for a Good Product Description?

Good product descriptions help casual buyers make the decision to buy your product by moving them down your sales funnel and improving your conversion. Bad product descriptions, on the other hand, can turn away potential customers from purchasing your product.

The difference between a good and a bad product description has very little to do with its length, tone, or verbiage. Although these elements are important, there is more to the product description.

A good product description must answer these questions:

• What problem does your product solve?
• What benefits will the customer enjoy from using your product?
• How is your product better than your competitors?

Reasons Why Writing Good Product Descriptions Are Important

Writing good Shopify product descriptions is easily one of the most important ways to move more casual shoppers further down your sales funnel, achieve better conversion rates, and improve your sales and revenue.

1. Helps to Inform and Educate Visitors about Your Product

Good product descriptions help to inform and educate your customer on a particular product you are selling. Product descriptions have the general purpose of describing a product to the customer. But a good product description helps your customers make better buying decisions.

This leads us to the second reason why good product descriptions are important.

2. Builds Trust

Good product descriptions help to build trust between your customers and your brand.

Customers are more likely to trust your store because they can get all the necessary information they need about your product without having to make extra inquiries. For example, if you sell gadgets or clothing items, your customers may want to know the specification and features of these products and why they should spend their money buying them.

Getting all of this information right away enhances their experience and builds a connection between you and them. It gives them the assurance that your product solves a problem they have and that it is exactly what they are looking for. This means they are likely to become return customers.

On the other hand, if they do not get a product description that does this, they are likely to just move on to the next store.

3. Differentiation from Competition

Good product descriptions help you stand out from the rest of the competition. Having good and persuasive product descriptions for all your products might be the only edge you need over the competition.

4. Increases Visibility

A good product description increases your visibility. An effective and persuasive product description improves your store’s SEO. As more customers show trust in your brand because of your content, your brand is more likely to rank higher on search engines like Google, directly increasing the traffic that comes to your site.

How to Write Product Descriptions

Writing persuasive product descriptions is not a walk in the park, especially if you’re not a copywriter.

Here are tips to follow to write a good one:

1. Define Who Your Ideal Customer Is and Focus on Them

When writing a product description, it is very important to know who you are writing for. You must have an ideal customer – a target audience – in mind. If you don’t, your descriptions might come off as generic.

The first thing to do is to define your ideal customer. What are their characteristics? What do they think? Have you figured out the questions they might want to ask? What interests them? Do they appreciate humor? What words do they use or don’t use? How would you talk to them if you met them in person?

You have to put yourself in your ideal customer’s shoes when writing a product description. Write in a conversational manner, as if you were describing your product to them in person. You want to build a bond that fosters deep trust with them. So, don’t write like you are addressing a robot or a hall filled with a crowd. Write like you are talking to another human being.

Take a look at this product description from an online pet supplement store, Finn. The description of its Chill Pup Bundle is a perfect example.

“Support your pup through life’s stressful moments with Chill Pup.

From storms to separation anxiety, Calming Aid harnesses natural herbs like organic chamomile and valerian root to help your pup relax. Our daily Multivitamin with living probiotics nourishes a healthy gut, strong joints, and a luscious coat.”

From the first line of this product description, you can identify who the ideal customer of the product is – a dog owner – especially those with dogs battling anxiety. The rest of the product description goes on to list the benefits the product provides.

This leads us to the next point.

2. Motivate Your Readers with Benefits

As a seller, it is easy to focus on the individual features and specifications of your products and get excited at any opportunity to talk about them. But it is not always the same on the other side of the coin with buyers.

Most buyers are not necessarily drawn to the mundane qualities and specifications of your product. They are more interested in how they can benefit from using that product. They want to know how your product caters to their specific needs. Your customers care more about what they can achieve using your product than the product itself.

To write a good product description, you must be able to highlight the benefits that your product provides instead of focusing on just the specifications and features.

Consider Welly , an eCommerce store that sells premium bandages. The product description captures the benefits buyers get to enjoy from using their product.

“We’ve got your back. And your elbow. And your knees. Our Flex Fabric Family Pack features 100 flex fabric bandages in our best-selling bold patterns and colors. Our bandages keep you protected and prepared for anything that comes your way. The bandage seals on all four sides to keep out germs and dirt. Our innovative carton features separate compartments so you can find what you need when you need it. When you’re ready for anything, everything is possible.”

They go on to list the features and specifications of the bandages. This way, they have motivated potential buyers by focusing on what’s in it for them. So instead of just going on and on about the features and specifications, they motivate the buyer with benefits and include the specifications as supporting material.

3. Focus on Your Brand Voice and Tone

Now that you know who you are talking to and what you want to say to them, the next thing is to figure out how you want to speak to them. Are you talking to them like you are at a board meeting or like you are hanging out with them at the park?

There are different ways you could talk to your customers in person. Similarly, there are different ways to communicate your product description to your customers. The most important thing is that you understand how to persuade your ideal customer using your brand voice and tone.

What’s the difference between your brand voice and tone? Just like your voice is always the same but your tone changes from time to time, your brand voice is the same while your brand tone changes from time to time, or from product to product.

Your tone could be humorous and edgy, reserved and refined, or even warm and friendly. What matters most is that it persuades your ideal customer and it maintains the brand impression you want to portray.

4. Conjure Your Customers’ Imagination

As human beings, the desire to own a product drastically increases when we hold it. This is because we can imagine owning and using that product. However, this does not translate well to eCommerce products – your customers cannot hold them.

One way to conjure your customer’s imagination is by using high-quality images and videos that showcase your product. But there are times when images alone cannot do justice to your products. This is why it is necessary to use a copywriting technique that is sure to increase their desire for your product.

In your product description, try describing the feeling your ideal customer will get when they purchase and use your product.

5. Use Storytelling

Humans are emotional beings. As such, appealing to your customers’ emotions with your description will persuade them to buy from you.

How do you achieve this? Through storytelling.

Stories play well to our emotions and break down the rational barriers we have against persuasion. It allows you to build an emotional bond with your customer instead of a transactional one.

A brand like Teema Teas uses storytelling well in writing its product descriptions. Take a look at the description of their Immortality Tea :

“Known to the local populations in China for hundreds of years, this miracle plant (Jiaogulan) became known by those who drank it as the “herb of immortality”. A powerful adaptogen, it has been traditionally used since the 16th century to benefit blood pressure, cholesterol, immunity, strength, and stamina. 100% caffeine-free, yet naturally stimulating.”

This description explains the historical background of the product and what inspired its name. This story appeals to the emotional side of their ideal customer.

When employing the technique of storytelling, there are a few questions about your products that your product description should answer:

• What is the origin of this product?
• What inspired the making of the product?
• How was the product made?
• How does the product fit into your ideal customer’s life?

6. Appeal to Your Customers with Power Words

Some words are better than others at igniting an emotional response in your customer. They are called power words and significantly improve conversions. As a seller, these words should reflect more in your Shopify product descriptions.

Using these words make your product descriptions more persuasive. Some of these words include:

• Introducing
• Revolutionary
• Sensational
• Spectacular

You might also consider using sensory adjectives in your copy.

Sensory adjectives strongly influence the mind of the customer to “feel” your descriptions. These adjectives typically describe sound, taste, look, touch, and smell. Examples are cold, sweet, fragrant, tangy, fuzzy, etc.

7. Draw Your Customers in With Social Proof

As human beings, we are strongly influenced by the actions of our peers. This means that we are more likely to do something when someone else we know or trust is doing the same. This is why reviews are important in eCommerce.

Reviews help your customers make up their minds when they are undecided as to whether they should buy your product. Seeing a significant amount of genuine reviews on your product page can encourage a buyer to follow through with their purchase.

Your product reviews can be from customers who have used your products before. You can also use ratings, or even an endorsement from an industry expert, thought leader, or influencer. These will serve as social proof to enhance your store’s conversion.

Social proof can be a very powerful factor because people tend to take them quite seriously. So, be sure to include them somewhere in your product description.

8. Make it Easy to Scan

Most people have a very short attention span, and so are very unlikely to read everything on your page. Oftentimes, they just scan through, skimming your content until something catches their attention.

This is why it is important to make your description scannable. Scannable descriptions are easier to read, and, hence, more appealing.

There are a few ways to make your product page and product description easy to scan. But the two primary ways to achieve this are using catchy headlines and breaking down your text into bullet points.

An example of a brand that does this is The Oodie .

The headline “I Love Plant Oodie” is short, catchy, and immediately grabs their customer’s attention. This will definitely have them reading the easy-to-scan product description below:

“Can’t stop buying plants? Unbeleafable. Don’t worry – us too! Cover yourself in your favourite obsession in our NEW I Love Plants Oodie!  For every I Love Plants Oodie sold, one tree is planted across Australia.”

9. Optimize for Search Engines

When writing your product descriptions, it’s important to keep search engines in mind, too, and not only people.

Doing so makes it easy for people to find your products on Google, hence leading to more traffic to your Shopify website.

To get started with optimizing your product description, you have to conduct some keyword research to determine the search terms customers use in searching for the kind of products you sell.

According to Shopify , you should include keywords in the following areas:

• Page titles
• Meta descriptions
• Product descriptions

Including keywords in your product titles and product descriptions improves the ranking of your site on search engines.

10. Set Specific Goals and KPIs

What specific goal are you looking to achieve with your product descriptions? And how do you know when those goals have been achieved?

You have to define the metrics you will use in making that assessment. This will help you determine the effective and ineffective descriptions, and determine how to improve them.

If your product descriptions are effective, you should notice the following:

• Increased conversion rate
• Reduced cart abandonment rate
• Improved organic search rankings

You can choose to carry out A/B tests on your product descriptions. This will also help improve your conversion rate.

As you’ve seen, writing persuasive product descriptions can help improve your store’s performance. We hope that with all we’ve shared so far, you can now write one.

Are you having a difficult time converting visitors to your Shopify website into customers? The Adoric Shopify App can help.

Our app comes with lots of features that allow you to convert your visitors into customers, promote your sales offers to visitors, and reduce cart abandonment.

Best of all, it is easy to use.

Install Adoric on your Shopify website today and watch your sales grow.

Install Adoric Shopify App

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

Content writer

Share this article

Are you looking for the best Shopify apps to supercharge your marketing? We’ve compiled 25 of the best of them in this post.

Adding size chart popups to your website can help improve conversion and lessen product returns. Learn how to add one to your Shopify website.

You may have heard how profitable it is to run an e-commerce business on Shopify. That can get you excited

We use cookies to enhance our website for you. Proceed if you agree to this policy or learn more about it.

• Essay Database >
• Essay Examples >
• Essays Topics >
• Essay on Business

Product Description Essays Example

Type of paper: Essay

Topic: Business , Products , Market , Competition , Food , Customers , Company , Marketing

Words: 1400

Published: 02/25/2020

ORDER PAPER LIKE THIS

Business plan

Executive summary The main purpose of this business plan is to analyze internal and external environmental factors that affect a business that are offering fast foods. The fast food industries are categorized among the top growing industries in Saudi Arabia and the rest the countries. Therefore, it is significant to analyze that SWOT analysis so that we can determine the optimal level of the resources that can be used to increase profitability as well as improving customer relations. In addition, the plan conducts the market analysis by indicating a target audience in the market.

Among the wide variety of the dates’ products that are offered by BAAM Maamoul Company, the Maamoul is the dominating product. Maamoul is Middle Eastern pastry with a slightly brittle layer. They are small dome-shaped, ball shaped or flattened shortbread pastries are made up of pistachios, dates or walnuts. This product is commonly consumed in Gulf countries and in Lavintine Causine. This product is most preferred by customers to other competing snack products because they are relatively healthy and are natural and taste delicious.

Competitive advantages

Our competition will fundamentally be based on on-campus Maamoul shops, downtown eateries and food outlets. We aim to have competitive actions, but the company’s food outlets and shops will facilitate the competition since our main focus will be on producing healthy and testy Maamoul. Another competitive edge will be based on overall differentiation and quality of our product, and ensure that the environment is clean and an comfortable and conducive seating area. The floor on the seating area are made up of high-quality tile while walls will be decorated with golden yellow, white and brown colour to represent the middle eastern culture (Sabry, 2012). Our Maamoul products all have affordable price, finest quality and are well refined to enhance the delicacy and taste of our products. On the cost leadership, we are not lagged behind since we are striving to offer our Maamoul at price that cannot be attained by our main competitors. In order to facilitate this, our stores are efficient and are in a position to keep the operating cost as low as possible. Apart from the cost leadership, we also strive to deliver our products on speedy basis and make the recipe simple to all the chefs.

Market segmentation

- Psychographic segmentation: This segment is divided into two categories; Convenience and lifestyle. MAAM has placed itself to a position that it can fulfill convenience and lifestyle their consumers. For the vegetarian the company has developed products that do not contain meat, only vegetables. The company also offers a favorable environment to relax and also entertainment. - Demographic Segmentation: The demographic segmentation of MAAM Company will be concentrated on children, families, married couples and students. MAAM offers differentiated Maamaul products like Maamaul Kids that will contain more and yet healthy sugar for the favor of the kids. For the families, the company has made different food outlets and stores which are appropriate for drive-thru and takeaways (Sabry, 2012). Our company has also has made a conducive environment which is favorable for married couples and students of school to hang out with their friends. - Behavioral segmentation: The behavioral segment contains Occasions such as Birthday Parties and dating events. Our company attracts more customers by differentiating the Maamaul products that are suitable for different occasions. In order to obtain Sustainable Advantage over their competitors MAAM Company has developed new and modified products that contain low cholesterol to achieve the health standards. The company should also focus on Differentiation of Maamaul with an aim to increase its market size by applying penetration pricing technique (Sabry, 2012). This technique involves introducing products that have favorable prices which is lower that offered by their market competitors. By implementing these techniques, the company can be able to achieve their market objective and increase their revenue through increased sales.

SWOT analysis

Strength Widespread advertising strategy: MAAM is aiming to continue spending a larger portion of its revenue on advertisement, more than the other fast food in the industry.

MAAM Company has successfully targeted the very young children through offering toys, promotional candies, playgrounds, and entertainment.

Menus that are well adapted by the local people: since the company is operating in the business environment that has various diverse cultures, there are Maamoul products that have different tastes. The ability of this company to produce Maamoul, with different tastes suitable for diverse culture can therefore be considered as company’s strength. Brand recognition: our company’s brand is the most recognized and valued brand in the Fast Food Industry because Maamoul is natural, delicious and healthier than the other snacks (Collins, 2005). Acquiring partnership with the best brand: the company had collaborated with other major companies such as Coca-Cola, McDonalds and Dannon Yogurt to facilitate its business.

High employee turnover: the company is commonly faced by a challenge of receiving low skilled workers. Therefore, the company is required to train them at an additional cost that raises their overall operational cost. Negative publicity: the company is heavily constrained by the public view that Maamoul is unhealthy to the customers, and it is a stimulant to obesity especially among young and adult youths. Low differentiation: due to concentration of one type of the product, the company is no longer able to significantly differentiate itself from other companies in the industry. Instead of adding suitable features on their product, the company competes on the pricing level. Unhealthy food menu: Although the company tries to develop and improve healthier choices in its menu, the menu is mostly characterized of compliments that are unhealthy to the customers. Such menu faces many barriers as organization fighting obesity strongly restricts their production, and hence productivity.

Opportunities

MAAM Company can adapt fully in its new practices such redesigning new company as well as its logo. Therefore the company should finish remodeling and adapt the best practices in them. Increasing demand for healthier food: the company is in a position to reverse its weakness of offering unhealthy products to offer health ones. This will enable the company to capture a larger portion of the customers in the industry. For every company that represents new needs improve and changes customer habits and this must be met by any other business. So far, the company has been very successful in changing customer habits as well as the need of earlier unexploited customer groups.

MAAM Company can exploit an opportunity of home meal delivery to increase its reach to customers and improve its services.

Threats Currently the issue of eating healthy has hit every corner of news. The tread towards healthy eating now has become an issue and a threat in MAAM Company. MAAM Company dominated in snacks market in the developed economies. However, in developed regions snacks industries are already overcrowded in the market chain and this already proves to be one of the threat that MAAM Company barely experienced.

MAAM Company experience local threat from its competing snacks industry chains.

MAAM Company has been affected by currency fluctuations. Conclusion This analysis will provide strategic that MAAM Company will work vision on recommendations and opportunities in mapping out a strategic plan. This will help the management to hone in on the right course of action to influence the business's unique characteristics. Therefore the management will turn threats into strength and corresponding strengths with opportunities. Hence, MAAM Company will be powerful in current marketplace as well as maximizing chances of success.

Abrams, R. M. (2003). The successful business plan: Secrets & strategies. Palto Alto, Calif: Planning Shop. Collins, T. B. (2005). Fast food. Farmington Hills, MI: Greenhaven Press. Sabry, T. (2012). Arab cultural studies: Mapping the field. London: I.B. Tauris. Wedel, M., & Kamakura, W. A. (2000). Market segmentation: Conceptual and methodological foundations. Boston: Kluwer Academic.

Cite this page

Share with friends using:

Removal Request

Finished papers: 2513

This paper is created by writer with

ID 281287639

If you want your paper to be:

Well-researched, fact-checked, and accurate

Original, fresh, based on current data

Eloquently written and immaculately formatted

275 words = 1 page double-spaced

Get your papers done by pros!

Other Pages

Descartes article reviews, altruism article reviews, firewall article reviews, tattoo article reviews, nepal article reviews, chopin article reviews, jungle article reviews, robbery article reviews, shoes article reviews, gun violence article reviews, hypocrisy article reviews, enron article reviews, pepsi article reviews, dwellers case studies, joining essays, occurring essays, conserving essays, roslin institute essays, performance monitor essays, popeye essays, scientific racism essays, united nations industrial development organization essays, project mercury essays, seafood industry essays, front pages essays, enviroment essays, permaculture essays, free case study about neopotism, technology strategy gap analysis communication plans and globalization essays examples, prevention of sexually transmitted disease research paper sample, can the man of 2014 go beyond culture and still survive case studies example, good defense attorney research paper example, free research paper about north atlantic treaty organization nato, apple inc marketing strategies essays example, understanding of the primary theme of william faulkners barn burning essays example, statement of purpose essays example, the issues case studies example, good critical thinking on my view of the 21st century environmentalism, good example of essay on crime causation, free scientific theory essay sample, good example of case study on angus cartwright iii capital investment analysis, good report on what makes this restaurant green, good example of kohls in singapore term paper.

Password recovery email has been sent to [email protected]

Use your new password to log in

You are not register!

By clicking Register, you agree to our Terms of Service and that you have read our Privacy Policy .

Now you can download documents directly to your device!

Check your email! An email with your password has already been sent to you! Now you can download documents directly to your device.

or Use the QR code to Save this Paper to Your Phone

The sample is NOT original!

Short on a deadline?

Don't waste time. Get help with 11% off using code - GETWOWED

No, thanks! I'm fine with missing my deadline