Ecommerce manager and online store owners often ask about product descriptions. What should they say? How long should they be? What format is best? It’s no wonder they are worried — the quality of a product description can make or break a sale, especially if it doesn’t include the information a shopper needs to make a purchase decision. Providing key product details is critical if you want the shopper to click “Add to Cart.”
But, your products are more than just widgets. Whether they have a specific function –– like a camera –– or a personal purpose –– like fashion –– all products exist to enhance or improve the purchaser’s quality of life in one way or another. As the shopper browses, they instinctively imagine having each product in hand, using it and enjoying it. The more powerful the shopper’s fantasy of owning the product, the more likely they are to buy it. Therefore, I like to think of product descriptions as storytelling, incorporating the elements of both prose writing and journalism.