Category: Business

A well-written product description has the power to move your customers through your sales funnel. By injecting creativity and product benefits into your product description, your store becomes more likely to convert the casual browser. While most customers make their purchase decision on the product photo, the product description helps fill in the gaps to determine whether or not the product is the right fit for the customer. By educating customers on the key benefits, unique value proposition, and offering a solution to a frustrating problem, your product description can help get more sales, lower refund rates, and build customer trust. In this article, you’ll learn how to write product descriptions and find a product description writer, learn from product description examples, and we’ll introduce an easy to follow product description template.

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What Is A Product Description?

A product description is the copy that describes the features and benefits of a product to a customer. The goal of the product description is to provide the customer with enough information to compel them to want to buy the product immediately.

To write a product description that converts, you need to write copy that persuades customers to buy. What problem does your product solve? What does your customer gain from using your product? What separates your products from others on the market? Your brief description needs to answer these questions in a way that is easy to read.  

Should You Write Product Descriptions?

It depends. Like every other aspect of your website, product descriptions may or may not be needed. It needs to be split tested. Each website has a different layout, personality, and style which may require a different product description template.

Some stores may convert best with only bullet point descriptions. Others may need a long paragraph, or a mix of bullet points and a paragraph. And some websites may convert best with no copy at all. You can use A/B split tests tools like Google Optimize to determine what format works best for you.

Here’s a product description example with no copy. According to VWO, an online store called FreestyleXtreme ran a split test. Their test included two landing pages – one with and another without a product description. They were surprised when they found out that the page without copy converted 31.88% better and had a 96% confidence level.

There are several factors as to why the product descriptions didn’t convert well. It’s possible they weren’t written correctly for the audience, they were placed in a less visible area, or were written in the wrong format. However, when it comes to your specific store, testing whether or not you should have product descriptions, in the first place, can help you better understand how to optimize future product pages.

Now, let’s look at why you should have product descriptions on your store.

Having optimized product descriptions can help improve your search engine optimization (SEO). By optimizing your product descriptions to include specific keywords, you can help improve your chances of ranking high on Google. Without product descriptions, you may be able to optimize your images for keywords, but your product page may not appear high in search results due to a lack of content.

Product descriptions can also educate your customer on the product. The product description offers supplemental product information that the picture can’t do on its own. For example, you likely wouldn’t buy a laptop by looking at the picture alone. As a shopper, you’d want to read about the laptop’s specifications and features. This also applies to fashion — some people may be allergic to certain fabrics and need to know the material of the clothing you sell on your store. By providing customers with key product information, you prevent a build up of customer service inquiries. It also helps customers know if that specific product is right for them, which can help lower return rates.

A product description can also be used to make a customer laugh to enhance the bond between your brand and customer. It can also assure customers that your product will solve their biggest pain point or enhance their life in some way.

Picking the Right Words for Your Product Description

According to David Ogilvy, the 20 most influential words include:

• Suddenly
• Now
• Announcing
• Introducing
• Amazing
• Sensational
• Revolutionary
• Miracle
• Magic
• Quick
• Hurry
• and more.

Using the keywords listed above can help captivate your reader and persuade them into action. You can use these words in product descriptions, headlines, email subject lines, and more.

According to Unbounce, there are also several words and phrases that people shouldn’t be using in their copy, product description, and more.

Poor word choices include:

• Market-leading
• Breakthrough
• Innovative
• Stunning
• Ultimate
• and more.

Ultimately, the words are poor choices if they aren’t accurate. Calling your product revolutionary when it’s not isn’t going to make your brand stand out.

It’s important that a product description writer is honest and transparent when describing the product. Saying a product is free when it really isn’t is deceptive. Saying your product is of the highest quality when you have countless complaints about the product quality isn’t going to trick people into liking your product.

For example, if several people notice that the material is thinner than expected, you can mention that in your copy without drastically impacting sales. It gives your customers an honest expectation of the product before they receive it. Your customers may even prefer thinner fabrics on summer days.

Being honest doesn’t mean writing all of your products flaws but highlighting its strengths. Is the design what’s selling the product? Put an emphasis on the look of the product when describing it.

You’ll also want to bring your customer into the product description using words like you. Help your customers envision themselves using your product. Make them part of your product’s story.

Keeping it casual can also help your product description stand out. You’re not writing a thesis, but an enticing description to bring your product and your customer together. Use contractions in your writing like you’re, you’d, who’d, etc.

How to Write Product Descriptions That Sell

1. Write your own 

Avoid using the manufacturer’s product descriptions. By writing your own copy, you avoid being penalized by Googlefor duplicate or thin copy. You also improve your chances of writing a product description that converts your customer.

2. Make it scannable 

Your product description should be easy to read. Having two sentences describing the product with several bullet points allows customers to receive the information quickly so they can purchase immediately. If you sell laptops, you’ll want to turn the specs into bullet points for an easy read.

3. Know Your Audience

If you sell fun products like ugly christmas sweaters or food shaped jewelry you could inject humor into it. Your copy should be playful and light as customers buying those types of products would likely appreciate an entertaining product description. However, humor doesn’t work on all dropshipping niches. For example, you wouldn’t want to inject humor into a product description about life jackets, coffins, or other sensitive issues.

4. Optimize Your Product Descriptions

The easiest way to optimize your product descriptions is to use a tool like On Page SEO Checker on your store. You’ll want to use keywords that are relevant to your product. For example, if you sell makeup brushes, you’ll want to be specific such as ‘unicorn makeup brush’ or ‘mermaid makeup brush.’

5. Tell a Story

Use your product description to tell a story. It could be the story of why your customer needs this product to solve their problem. Or a story of the products benefits. Or just an entertaining story about the product that draws your customer in.

6. Split Test It

Don’t forget to split test your product descriptions. Test different formats, lengths, words, and more. Split testing your product descriptions can help you optimize your product page to improve your conversion rate.

7. Spell Check Your Work

Read over your product descriptions to ensure there are no typos. You can use tools like Grammarly to avoid spelling mistakes.

8. Offer All The Details

Make sure that customers have the information they need to make a purchase. For example, if dropshipping apparel, care information and size charts can help customers before and after their purchase. If you sell tablets, you’ll want to ensure you list all the specs. If you dropship jewelry, you’ll want to include information such as ‘nickel free’, as some may have allergies to certain materials.

Product Description Examples

ModCloth is a great product description example to learn from. The product description is short and sweet with only two sentences. The product details include scannable bullet points. The first sentence of the product description compliments the customer by mentioning their ‘glimmering charisma.’ However, the customer compliment is tied into the ‘glorious glimmering’ of the bolero. The second sentence compliments the customer again in relation to the product. Pay close attention to the language used in the copy. Words like ‘delighted,’ ‘delicate,’ ‘magnificence,’ ‘radiance,’ ‘gloriously’, and ‘glimmers’ are used to capture attention while being positive descriptors.

Tipsy Elves is an excellent product description example of showcasing the product benefits. Their short and sweet two sentence description mentions that this jumpsuit is perfect for ‘lazy days on the couch, USA events, and hitting the slopes.’ For those looking for an outfit for the 4th of July, their problem is solved as it mentions that this outfit is ideal for it. Notice how the first word in the copy is ‘freedom’, which is a positive word and is often associated with American pride products. Their product details aren’t very scannable. However, they mention the benefits for some of their features such as mentioning that the material is thinner for ‘year round wear.’

Chubbies is a great product description example for creativity. The shorts shown in the picture above are called ‘The Mojitos’ likely due to its minty green color. Their opening description runs with the mojito theme though their product picture fails to show a mojito which would likely blend pretty nicely. They mention benefits with their product features such as ‘keep you oh-so comfortable.’

Naked Wines keep their product description scannable with three bulleted points. Their bullet points creatively use check marks which helps customers make a positive association with the wine. The writing style is casual with phrases like ‘who’da thought it…’ They also use build brand trust by mentioning that ‘91% of you would happily buy it again!’  Pay close attention to the language used to describe the wine such as ‘ripe’, ‘peppery undertones’, ‘lashings of oak’, ‘scrumptious’, and ‘silky finish.’

Product Description Template

There are countless methods on how to write product descriptions. If you’re ever stuck on a format you can follow this simple product description template while writing your copy.

3-Step Product Description Template

1. Complement the customer in relation to the product.
2. Mention the product benefit in relation to the product feature.
3. Provide a simple recommendation.

For example, if you’re selling unicorn brushes you might try this product description example:

Like this unicorn brush, you’re one of a kind. These brushes are made with synthetic bristles for an easy clean. Pair this set with our mermaid brushes for a complete set of unique makeup brushes.

If you’re selling a dress, you might follow this product description example:

Nothing will flatter your curves better than this bootylicious evening dress. Made of a stretchy spandex, this dress will hug your body on all the right spots while highlighting your silhouette. With a simple pair of black pumps, you’ll complete your look to help you look flawless.

How to Find a Product Description Writer

Struggling to figure out how to write product descriptions that sell? If English isn’t your first language, you might want to hire a product description writer.

Finding a great writer requires patience. You can use sites like ProBlogger, Fiverr, or Guru to find quality product description writers. Look at a writer’s reviews, previous work, and who they’ve worked for in the past to determine the quality of their product description writing.

Conclusion

Mastering your product descriptions will require creativity and testing. Don’t be afraid to test our product description template to help you improve your format. Writing product descriptions that sell takes a bit of experimentation but with some patience you could end up in this article one day as a product description example.

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Nicole Martins Ferreira

Nicole Martins Ferreira is a content marketer at Oberlo and experienced ecommerce entrepreneur. She’s been building online stores since 2013 and sharing her secrets with Oberlo users since 2016. Follow her on Twitter @nicolemarfer.

If you use social media, I’d put money on the idea that you’ve seen influencer marketing in action at some point, in some form.

The main influencer marketing examples that come to mind involve the classic (and occasionally cheesy) Instagram photo of an influencer posing with the promoted product.

But don’t let that fool you – the playing field is diverse and impressively creative.

Which is part of what makes influencer marketing campaigns so fun. Brands and influencers can work together to come up with fresh ideas that keep their audiences engaged and excited to give those brands a try.

No matter which types of influencer marketing campaigns you settle on, keep in mind that your compensation agreement can follow different models. For example, you can give the influencer your product or service for free, pay them a flat rate for each post, or create a model that pays (or otherwise rewards) them for meeting certain goals.

If you go the affiliate marketing route, you can pay the influencer commission as a percentage of the sales they bring in.

In this article, I’ll be focusing on the common types of influencer marketing campaigns in terms of their content. We’ll also look at some real-life examples from brands that do it right.

 I’ll cover six types of influencer marketing campaigns:

1. Sponsored content
2. Reviews
3. Competitions and giveaways
4. Product and content collaborations
5. Long-term ambassadors
6. ‘Takeovers’ on your platforms

1. Sponsored Content

Let’s start with the basics. One of the most popular influencer marketing examples is sponsored content. This type of influencer marketing campaign falls more in line with the simple, ‘classic’ description I mentioned earlier. It typically plays out with brands reaching out to influencers to ask if they’re willing to promote one of their products or services – or vice versa… some influencers do outreach too!

Depending on the influencer’s channel(s) you’ve agreed on, the final product is usually a photo, video, or blog post featuring your offering.

These campaigns usually start with the brand sending the influencer a campaign brief that outlines certain guidelines, instructions, and requirements.

But it’s important to remember that you must give your influencers some creative freedom.

It’s their audience, after all – they know the best ways to engage them. And their followers will definitely smell something fishy if a post is out of line with the influencer’s personality, style, and voice.

Here’s a classy Instagram influencer marketing example from Carl Thompson, founder of men’s clothing brand Hawkins and Shepherd.

And a video example from Calvin Young, a Deaf traveller who entertains and inspires through his blog Seek the World. He partnered with travel and ticket booking company Busbud to promote its services on Facebook.

2. Reviews

One of the most common influencer marketing examples of reviews involves a brand offering their product or service to the influencer for free, and the influencer posting a review in exchange.

If you’ve seen any ‘unboxing’ videos, this may have been the driving force. The premise of these videos is that the influencer has never seen or used the product before, and they’re unboxing and testing it out for the first time on camera.

(Keep in mind, though, that some web personalities have built their name on reviewing products, like tech products. In these cases, they may be getting these items through other ways than an influencer marketing partnership.)

In his YouTube video, Jacques Slade unboxes and reviews a media kit sent to him by Jordan Brand.

Similarly to the sponsored post, this type of partnership can operate based on a set of broad and flexible guidelines sent by the brand.

But as you might guess, this can go wrong or run into ethical issues pretty quickly. Especially if the brand requires the influencer to only say positive things… or if the influencer isn’t afraid to tell the world that they flat-out hate your product.

Like this delightful example from Benjamin Burnley of the popular rock band Breaking Benjamin, who was approached by EA Games to give a positive review of their Star Wars Battlefront game:

The moral of the story is: be careful what you wish for.

3. Competitions and Giveaways

Everyone loves a giveaway.

These influencer marketing campaigns can be a win-win-win for your brand, your influencers, and their fans.

This is especially true when the process is simple for audiences to enter and win. 

Typically, brands offer a free product or service for the influencer to give away to their followers.

Competitions and giveaways can include:

• Engaging with the influencer’s post itself, such as:
  • ‘Liking’ the post
  • Commenting on it with a certain phrase, hashtag, or photo
  • Tagging up to 3 friends in the comments
• Engaging with the brand outside of the post, like:
  • ‘Liking’ or following the brand on their social media channel(s)
  • Going to the brand’s website to sign up via a form or mailing list
  • Submitting photos, stories, or other types of ‘entries’ to be judged by the brand

In this example, model and fitness influencer Angi Fletcher gave away a Natural Life gift box to users who followed the brand’s Instagram and tagged one person in her post’s comments.

4. Product and Content Collaborations

Instead of the one-off types of campaigns we’ve seen with the other influencer marketing examples, some brands have worked closely with influencers to co-create products or content. This is often seen in the beauty and fashion industries, where influencers create their own line of clothing, accessories, or beauty products under the brand.

For example, beauty influencer Jaclyn Hill created an eyeshadow palette in collaboration with the international makeup brand Morphe.

Of course, this is a very involved strategy if you’re manufacturing the products yourself, and it’s more common among brands that have already built a name for themselves in their industry. If your company encounters these kinds of issues, you might opt for content collaboration for the time being.

Like how plant-based food blogger Kimberly Espinel partnered with muesli brand Dee Muesli to come up with original recipes using their product.

Influencer marketing examples like this can go a long way, especially when your influencers can showcase your brand in action while giving them a clear and direct call-to-action (CTA).

In this case, the CTA was something along the lines of “You there! Buy this muesli so you can make these awesome muffins.”

5. Long-Term Brand Ambassadors

As the name suggests, a long-term ambassador is an influencer who partners with your brand for an extended period. You could think of them as a ‘face’ of your brand, sort of how celebrity spokespeople work in traditional advertising campaigns.

As opposed to other influencer marketing examples that might be one-off or a few posts, a brand ambassador might promote your brand for several months to a year or longer.

This type of influencer marketing campaign can bring great results because:

• Repetition keeps your brand at the top-of-mind for the ambassador’s audience
• More frequent promotion gives more opportunities to show the versatility of your company’s offerings
• A stronger relationship with the influencer means more trust, credibility, and authenticity in the eyes of their audience
• There’s a lower churn rate in your marketing strategy, which generally equates to less uncertainty and more convenience

Here, fitness personality Matt Upston posts a tweet celebrating three years of being an ambassador for sport nutrition company Science in Sport.

(Two-for-one special: it’s a brand ambassador hosting a giveaway!)

6. ‘Takeovers’ on Your Platforms

While the first five tactics involve your brand showing up on an influencer’s platform(s), this one involves the influencer showing up on yours.

In a takeover, the brand gives the influencer access to its social media channels of choice for a set period of time.

Usually, the period lasts about a day, but some go as long as a week for special occasions or events.

Influencers can create fun behind-the-scenes or ‘day-in-the-life-of’ posts, videos, and stories to keep your audience interested and engaged.

The biggest downfall of this influencer marketing example is that you’ll typically have to give the influencer your password. For obvious reasons, you’ll need to make sure there’s a high level of trust. And a contract too.

But there’s good news if you have a Snapchat: the platform has actually created a feature that lets your account post takeover stories without giving strangers your login info! Read more about it here.

You can see it in action in the video compilation from Newcastle University’s Snapchat account, showing a series of takeover posts from Newcastle students researching glacial erosion and climate change in Svalbard, Norway.

Conclusion

Now you’ve got a solid idea of the types of influencer campaigns and influencer marketing examples out there. We’ve covered everything from short term shoutouts and sponsored content, to long-term brand ambassador relationships. Each one of them come with their own pros and cons that you must evaluate carefully when putting together your influencer marketing strategy.

But when done right, you’ll be able to create a powerful campaign that builds off the credibility of other’s to get your brand and products in front of the right people, in the right way.

Amanda Gaid

Amanda Gaid is a digital marketer and copywriter who helps brands create awesome content that drives engagement and better business. As a seasoned digital nomad, her trusty laptop is her best friend.