Writing Quality Product Descriptions: Three Ingredients Each Webmaster Must Include to Increase Sale

If you are a webmaster of a product-based website that has significant targeted traffic but inadequate sales, you need to read every word of this article. By doing so, you will better be able to have your product descriptions on your website turn browsers and abandoned shopping carts into satisfied buyers. Just picture the excitement when you wake up in the morning with plenty of sales confirmation emails sitting in your Inbox. You can accomplish this through quality product descriptions. Product descriptions pages play a special role in e-commerce. For the most part, product descriptions page is the page where a purchasing decision is made by the visitor. These are are the crucial ingredients of a product description that turns a reader into a buyer: The Sight, The Words, and The Story. Let me explain.

The Sight: The product description needs to provide an accurate picture of the product. I am talking about an accurate word picture. The word picture can be visual but do not stop there, the picture should involve all senses that are appropriate for the product. The word picture can be assisted by the actual image of the product. This is the "feature" stage of the description. Most importantly, the word picture, while accurate, must set a stage for the reader to enter into. It must connect the sensory information with the emotions evoked. This is when the product description starts. It starts with your first sight of the product, and your first impressions. Do not be afraid to write about your own emotions. How did you feel when you first encountered the product? What were you most impressed with? Product description does not start when you start writing it, it starts with your first reaction to the product.

The Words: Besides the product image, words are all you have to convey the message about the product to the reader. The words will make the product real enough and inviting enough for the reader to enter the stage and join you and the product on the stage that you set. You do not need big words and a bigger vocabulary to accomplish that. You need words that are the words your target reader knows and uses. You do need words that describe the environment where and when the reader might use the product. Know your audience. The words you use do not need to exaggerate, make the features bigger, or make the product smaller than it is. They better be concise and straight to the point. When the words are concise, they become more believable and more attractive. Be enthusiastic. If your first impression of the product was great, say so. Say what made you excited about the product.

The Story: With the Sight, you have set the stage. With the Words, you have communicated well and made the stage real and inviting. When you add the story ingredient in the product description, you will have the reader come to the stage you set and have them interact with the product. Likely, you were there on the stage first, interacting with the product in the environment you have created on the stage. Now is the time to have the reader see, touch, feel the product in their hands. Have the reader use the product. This is why everyone is telling you that you need to write about the benefits, not just the features. The reader has entered the stage and is interacting with the product. This is when the Story is happening. The reader is interacting with the product and getting the full benefit from it on the stage you have set.

So now that you have the the three important ingredients of a successful product description, go out and include the three ingredients in your own product descriptions. Use all three ingredients and you will accomplish much. You will take the reader from the accurate description of the product features in the Sight stage all the way to the Story stage where the reader interacts and receives benefits from the product. You will be using the appropriate, inviting language that the reader understands, provided by the Words ingredient. You will create a winning product description. When the reader finishes reading your product description, the only way he or she can continue living on the stage you have set and continue to receive the benefit from your product is by clicking on the Add To Cart button.


Jason has been writing business and marketing articles for six months. Not only does this author specialize in internet business and computers, you can also check out his latest website on bedside alarm clock which reviews his favorite Seiko Silver Alarm Clock QXE011alh, a marvel in simplicity, accuracy and design.