How to Write Product Descriptions that Sell in 2020 | Oberlo Dropshipping

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In this video, I’m going to show you how
to increase sales with product descriptions. When you’re setting up your Shopify store,
product descriptions usually end up being one of the last things on your to-do list. After spending so much time on your store,
it can be easy to skip this step. Today, I’ll explain why skipping writing
product descriptions is a huge mistake. I’ll start by explaining what an effective
product descriptions is. Then, I’ll explain where product descriptions
fit in your sales funnel. Finally, I’ll give you an easy template
to use to write your own product descriptions. By the end of this video, you’ll know: How product descriptions can help increase
conversions How to write effective products descriptions
for any niche 3-step template you can start using today And more. Ready to get started? Watch on. Hey everyone it’s Jessica from Oberlo. If you’re new here, Oberlo is an online
marketplace of products you can dropship. Dropshipping, by the way, is one of the easiest
ways to start an online business. Instead of buying tons of inventory for your
online store, you only order products when you get sales. Your supplier ships your orders for you, so
you can sell all over the world! But being a successful dropshipper requires
constant learning. Make sure you hit subscribe so you never miss
our tutorials, dropshipper interviews, and product recommendations every Tuesday and
Thursday! Successful dropshippers Andreas and Alexander
were one typo away from success. They had their entire store setup and were
running Facebook ads but not seeing conversions. After changing the spelling of one–yes, one–word
in their production description, the sales started ringing in! That just goes to show how much of an impact
well-written product descriptions can have on sales. So, what is a product description anyways,
and what’s the point of it? A product description is not just the supplier’s
facts about the product. A product description is not just a list of
different colour variants and sizes. A product description describes a solution
to one of your customers problems, needs or desires. A product description is the copy that explains
what a product is and why it’s worth purchasing. The purpose of it is to supply customers with
details around the features and benefits of the product so they are compelled to buy A marketing study showed that listings with
a product description had a 78% increase in conversions compared to listings that just
used the manufacturer’s specifications or trust badges. As a business owner, it is important you understand
your customer’s journey through the sales funnel. Once they click on your ad or visit your store,
every step they take can either make or break the sale. Remember, the product description is right
above the ‘add to cart’ button. It might be the last thing your customer reads
before purchasing the product or leaving your store. I’ve seen many dropshippers make this mistake
before. They spend hours setting up their store, spend
money on paid Facebook ads, and then leave the manufacturing facts as the product description. Talk about a conversion killer! Think back to the last few products you bought
online. You most likely read the description before
purchasing them. You might have even been on the fence about
the purchase, and were convinced to purchase by what you read. A product description addresses your ideal
buyer directly and personally. You ask and answer questions as if you’re
having a conversation with them. You answer problems they might not know they
have yet. So, now you know why you’re never going
to skip writing product descriptions again. But, how do you actually write them? Even though they need to be simple and short,
those few sentences can feel impossible to write. English may not be your first language, or
you may not be familiar with your products niche and have no idea where to begin. That’s okay, because dropshippers are problem
solvers, Now I have some strategies you can use to make writing effective product descriptions
easy. It’s important to remember you are selling
to a target audience. You need to understand them and speak their
language. Product copy that converts best is able to
empathize with the target customer and address all their purchase objections. You most likely wouldn’t sell a new phone
to your best friend and mom in the same way. First, you need to get to know your target
customer. Get to Know Your Target Customer To find out about your target audience, there
are some simple questions you can ask. First, who is the product for? Ask yourself if there is a specific gender,
age, or lifestyle that defines this group of people. If you’re running Facebook ads, ask yourself
the same questions you used to build your audiences. A simple exercise to use here is to imagine
you were getting coffee with your customer for the first time. You might ask about their hobbies, tv shows
they watch, and what their friends are like. Once you have a general idea of who your customers
are, get to know them a little more! Use Instagram, Reddit, or any other online
communities to see what they’re like. Look for language they use, their humour,
and even what emojis are the most prevalent. This is all helpful information you can use
to write your product descriptions. Once you know how to talk to your target customer,
you need to ask yourself why they would want this product. Why Does Your Customer Want to Buy This? What are their needs, and what problems are
they looking to solve? If your product is not clearly solving a problem,
you’ll need to step back and get more creative. For example, jewelry does not solve any concrete
problems. But, it does solve a need for women and men
to express themselves, feel more sophisticated, or find a gift for someone special. To see another example of this, consider laptops. If someone is shopping for a laptop, they
are seeking a portable solution that a desktop computer can’t provide. Because of that, most laptops have their weight
near the top of the description. When it comes to writing the description itself,
keep it short and simple. Keep the Description Short and Simple You won’t convert a sale if you bore your
customer to sleep. You want to keep your product description
clear and scannable so they are easier to read for potential customers. Bullet points are a great way to highlight
features and make them easy to read for your customers. If you’re having a difficult time writing
your own product descriptions, I’ve got a product descriptions hack for you! Even if you have a unique product, there is
sure to be similar ones in the same niche being sold by competitors. Large ecommerce stores have professional copywriters
writing their descriptions for them. Use Google to find them and read them for
inspiration. They will help you identify your audience’s
language and what features they are looking for. To become good at writing product descriptions,
you’ll need to read a lot of them. Practice makes perfect! Ok, now you know what makes an effective product
description and how it can increase your conversion rate. Now, I have a 3-step template for you from
Nicole, an experienced ecommerce entrepreneur at Oberlo, to make writing your product descriptions
quick and easy. Each point can be one sentence or multiple
sentences. It’s up to you to test the length to see
what will resonate with your customer better. The first step is to complement the customer
in relation to the product. Compliment the customer in relation to the
product. Find a feature of your product that your customer
is looking for. Relate it to them to show them how it’s
a perfect fit. For example, if you’re selling the microwave
cleaner, you can mention how heated you both get when it’s dirty! Use the word “you” or “your” as if
you’re talking directly to your customer in the description. If your customer identifies with the emotions
in the product description, they will be more likely to feel like that product was made
for them and they need it! The second step is to mention the product
benefit in relation to the product feature. 2. Mention the product benefit in relation to
the product feature. Use your audience research to answer one of
your customer’s potential problems with a product feature. With wireless headphones, one product feature
would be the battery life. The benefit of a longer battery life is that
it allows your adventure-seeking customer more time to explore the world rather than
sit by the charging station. You don’t need to explicitly explain what
your product can do for your customer, but it helps. When you’re online shopping, you’re not
always shopping with your problems top of mind. For example, I may not realize how my dirty
microwave could ruin my date night until I read it in your product description! The third step is providing a simple recommendation. 3. Provide a simple recommendation. Wrap up your product description by giving
a recommendation. Recommend that the customer use your product
a certain way, or suggest they buy another product to go with it. For a wireless headphones product description,
you might suggest your customer buy a wireless phone charger in your store too. If you’re selling clothing, you can suggest
an accessory or another piece of clothing to help them complete their look. If you’re looking for examples of knockout
product descriptions, make sure to check out Nicole’s blog post in the description below. Now I’d love to hear from you. Have great product descriptions helped you
convert? Was a product description ever so good it
convinced you to purchase the product? Leave a comment and let me know. I’ll chime in with my thoughts. Thanks for watching. Until next time, learn often, market better,
and sell more.

 

58 Responses

  1. Colourfuul tv

    April 9, 2019 4:51 pm

    Can you make a video on how to turn visitors into customers? what sort of theme should we use or the layout of theme?

    Reply
  2. DIY Wedding Designs

    April 9, 2019 7:40 pm

    Great video but do you sell dvd or books on Oberlo? I'm thinking of a yoga themed store and I thought some yoga dvd's would be great to add.

    Reply
  3. John Mav

    April 10, 2019 12:06 am

    For me you are beautiful woman, who knows somethig and I see you as a honest person who is maybe able to help me on my road to success and to who I can trust. More and more I like to see your videos. And I hope, that I am not wrong.

    Reply
  4. United We Stand

    April 23, 2019 7:04 am

    great video, you've always been amazing and helpful, please can you make video about the best theme to use for general niche store and how to turn visitors to customers

    Reply
  5. Lloyd Varju

    April 26, 2019 8:33 am

    Hi Jessica 🙂 I lack imagination with creative writing so I engaged a company to write all my descriptions for me. They asked if I wanted them written in US English or AU English. I am based in Australia. Not sure if this is the case of America's the biggest market so appeal to them or stay true to your home roots and go with AU English…? I would very much appreciate your view?

    Reply
  6. Vishal Abhale

    April 29, 2019 8:46 am

    Hey, I am new to dropshipping, can you suggest some points what to do for get my 1st sale? Just yesterday i launched my store

    Reply
  7. vassil vassilev

    May 16, 2019 5:40 pm

    This video is just a blah blah and nothing else ! If you want to be really helpful Jessica , you should create a few descriptions in front of us, and not just give us 3 steps to do's !

    Reply
  8. Trésor Mebounou

    May 16, 2019 7:56 pm

    I actually apprecate your efort to make as many as possible dropshippers succeed through your training programms espécially your videos. But there thousands of francophon dropshippers who will like to benefit from the keys you give through the videos but don't understand english. So, i suggest you create a french speaking chanel for those who speak french. Thanks

    Reply
  9. Adventure Riders

    May 16, 2019 9:07 pm

    Great video jessica! This is basically exactly what i try and explain to my description writers… Over and over again. Now i can just show them this video.

    Reply
  10. Terry Giancaterino

    May 18, 2019 3:19 pm

    It wasn't until I listened to your video that I realized you touched on some key points that another successful drop shipper mentioned in his video about Facebook ads that it really resonated with me. Especially how "your product solves a problem". Excellent video! On another note, I can't tell you the number of times I've been reeled in by the timer on a sales campaign only to realize after I started dropshipping that it's not a timer its an app!

    Reply
  11. phoenixbluex

    May 21, 2019 7:45 pm

    Can you share a real template? My biggest problem is how to organize and lay out the description in the correct order.

    Reply
  12. Ashley Handa

    June 5, 2019 5:06 pm

    I followed this and my product description disappeared? I tried to live chat Oberlo and it isn't available. Anyone else have this same problem?

    Reply
  13. Felipe Mendes

    June 18, 2019 10:56 pm

    Hi Jessica. Your way of expressing yourself before the cameras is beautiful. Thank you for sharing these golden tips 😉

    Reply
  14. Mohammad ibrahim

    July 16, 2019 4:06 pm

    As usual Jessica your Videos certainly add more value and are helping me get the puzzle pieces together..thank you.

    Reply
  15. Mahad

    August 12, 2019 2:39 pm

    Hi Jessica the video was amazing as usual but I have a question If I want to ship internationally how do I change the currencies. Thanks again

    Reply
  16. Reza Gholizadeh Aghdam

    August 15, 2019 1:10 pm

    If you add the title of your product description to your product, most likely you need to use the brand of the product you want to sell from aliexpress or any other vendors. How to mask this the best, because the customer can just google that brand and order it right from aliexpress.

    Reply
  17. Modern Memory Design: Picture frames & Art Prints

    August 21, 2019 11:50 pm

    THANK YOU !!! Big help and its a market standard as i checked wayfair/target to compare

    Reply
  18. Kadeer Ahmed

    October 24, 2019 1:30 pm

    Hi i m ur new subscriber…actually i m a housewife, my husband started the business of doors n i m trying to help him out in online selling but i don't no where to start ..i hope ur videos help me out

    Reply
  19. Ivette Gouws

    November 5, 2019 11:55 am

    Fabulous video! I have a short shipping blurb at the end of my product descriptions – is this effective or should I take it out? How many sentences is optimal in your product description?

    Reply

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