This is how to write a good product text

Selling a product online is more challenging than selling it in a physical store. Online, potential customers can’t hold, feel or smell your product. The threshold to purchase something is therefore considerably higher. That is why it’s important to remove uncertainties as much as possible when you plan to sell products online. You can do that by writing a good product text.

You are almost never the only one who is selling that specific product online. So, you also have to distinguish yourself from your competitors. How do you do that? By writing a product text that will make sparks fly. This is easier said than done, but you can do it! And we are happy to help you.

Let’s unravel a product text. To write a really compelling product text, you need to think about…

➢ In the title (unsurprisingly): the product. Be as specific as possible. Simply including the name of the product (such as: sofa) is not enough. You should also include the brand name, colour, dimensions, model name and so on. For example: “WOOOD Arwin sofa 3-seater - greyish green”.

➢ A catchy description. There may well be some emotion involved here! Appeal to the experiences and feelings of your target group. How do you do that? Note the bold words in the following example: “The WOOOD Arwin sofa has a rural, romantic style. This style is characterised in particular by the use of soft materials, calm colours and an elegant and classic look. The WOOOD Arwin sofa fits in perfectly with its beautiful grey-green colour.”

➢ The characteristics of the product. Be as specific as possible about this. Depending on the product, you should include the exact dimensions, materials, ingredients, nutritional values, article numbers, size tables and more.

➢ Very important: reviews/experiences from customers who previously bought this product. Social proof is a hugely powerful tool when selling products online! So always tempt your customers to write a review after purchasing a product. Show the relevant reviews after each product at the bottom of the product page.

Writing product texts is important, but so are good images!

A rock-solid product description is not just about the text. Cliché: regardless of how well you write your product text, a picture is still worth a thousand words. So…

➢ Don’t forget the pictures! People want to know exactly what to expect from a product. Use clear, detailed photos—preferably at least four to five per product. Is the size of the product important? In that case, you should ideally add a drawing of the product that clearly shows its measurements. 

➢ Do you want to go a step further and distinguish yourself from your competitors? Add a product video to your product text. This will allow you to show exactly how the product works, which quickly removes any doubts.

Before you start writing product texts

Now you know what a good product text looks like. But before you get started, let’s dive a little deeper into your potential customer’s head. If you want to sell your products to them, you need to know exactly what he/she is looking for. The points below are a list of things to keep in mind:

• Think about which target group you want to reach. Be as specific as possible about this. Think about their gender, age, place of residence, interests, their budget and the “pain” they experience that will incentivise them to buy your product.
• Consider the language you use to reach your target audience. Basic or something more complicated? Formal or informal?
• What does your target group think is really important? Are they interested in sustainability or not? Do they think price is more important, or is quality their top priority? Sort all of these things out first. They form the basis of all your product texts.
• Only then should you start writing your product text. Final goal: people click on that “add to cart” button.
• Depending on your product, about 150 words is right for a good product text. After reading your text, you want your target customer to think: “Yes! I want that couch!”
• While you want to paint a positive picture of your product, don’t go over the top with singing its virtues. Being overly salesy or long-winded will only irritate your potential customer.

 

Have product texts written for you

Before you start having nightmares about the product texts that need to be written for your new collection or webshop, remember that there are people out there whose profession is writing: copywriters! These writers know exactly how to write a good product text. They just need a solid brief so they can get to work. 

Wouldn’t it be a relief if all you had to do was hand over a good brief and then just get on with running your business? How great would it be to then receive compelling, high-converting product texts that are also SEO-optimised?Ideal!

Are you starting to smile now? Have a look here!