How to Write Shopify Product Descriptions that Sell

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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 but today I'll explain why skipping writing product descriptions is a huge mistake I'll start by explaining what ineffective product description is then I'll explain where product descriptions fit in your sales funnel finally I'll give you an easy-to-use template 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 product descriptions for any niche and you'll have a three-step template you can use to write product descriptions today ready to get started watch on hey everyone it's Jessica from over lo if you're new here over lo is an online marketplace of products that you can drop ship anywhere in the world drop shipping 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 drop shipper requires constant learning make sure you hit subscribe so you never miss our tutorials drop shipper interviews and product recommendations every Tuesday and Thursday dropshippers andreas and alexander were one typo away from success they had their entire store set up and they were running Facebook ads but they weren't seeing conversions after changing the spelling of one yes one word in their product descriptions sales started ringing in that just goes to show how much of an impact well read and 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 suppliers facts about the product a product description is not just a list of different color variants and sizes a product description describes the 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're compelled to buy a marketing study showed that listings with a product description had a 78% increase in conversions compared to listings that just use the manufacturer's specifications or trust badges as a business owner it's important that you understand your customers journey through the sales funnel once they click on the 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 drop shippers make this mistake before they spend hours setting up their store spend money on paid ads and then leave the manufacturing facts as the product descriptions talk about a conversion killer think back to the last few products you bought online you most likely read the description before purchasing it you might even have been on the fence about the purchase and we're convinced to purchase by what you read a product description addresses you 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 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 super easy it's important to remember you are selling to a target audience you need to understand them and speak their language you most likely wouldn't sell a new phone to your best friend and mom in the same way so first you need to 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's a specific gender age or lifestyle that defines this group of people if you're running Facebook Ads ask yourself the same questions you use 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 ready or any other online communities to see what they're like look for the language they use their humor or 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 customers you need to ask yourself why they would want this product 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 take a step back and get more creative for example jewelry doesn't solve any concrete problems but it does soften need for women and men to express themselves feel more sophisticated or find a special gift for someone to see another example of this consider laptops if someone is shopping for a laptop they're seeking a portable solution that a desktop computer can't provide because of that most laptops have their weight near at the top of the description when it comes to writing the description itself keep it 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're easier to read for potential costs 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 hacked for you even if you have a unique product there's sure to be similar ones in the same niche being sold by competitors large e-commerce stores have professional copywriters writing for them so use Google to find them and read their product descriptions for inspiration they'll help you identify your audience's language and get to know what features your audience is looking for to become good at writing product descriptions you'll need to read a lot of them remember practice makes perfect okay now you know what makes an effective product description and you know how it can increase your conversion rate I've got a three-step template for you from the cul an experienced ecommerce entrepreneur over low to make riding your product descriptions quick and easy each point can be one sentence or multiple sentences it's up to you to test the link and see what will resonate with your customer better the first step is to 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 the microwave is 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'll be more likely to feel like the product was made for them and they need it the second step is to mention the product benefit in relation to the product feature use your audience research to answer one of your customers 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 your 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 a product description the third step is providing 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 just 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 do you have great product descriptions that helped you convert was a product description ever so good that it convinced you to purchase the product leave a comment and let me know and I'll chime in with my thoughts that's all for now thanks for watching and until next time learn off in market better and sell more

 

21 Responses

  1. Felipe Mendes

    June 26, 2019 10:18 am

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

    Reply
  2. Ashley Handa

    June 26, 2019 10:18 am

    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
  3. phoenixbluex

    June 26, 2019 10:18 am

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

    Reply
  4. Terry Giancaterino

    June 26, 2019 10:18 am

    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
  5. Adventure Riders

    June 26, 2019 10:18 am

    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
  6. Trésor Mebounou

    June 26, 2019 10:18 am

    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
  7. vassil vassilev

    June 26, 2019 10:18 am

    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. Vishal Abhale

    June 26, 2019 10:18 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
  9. Lloyd Varju

    June 26, 2019 10:18 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
  10. cool music

    June 26, 2019 10:18 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

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