Writing Product Descriptions

Good copy can be the difference between making a sale or losing one. By taking full advantage of your product descriptions, you can better reach the right customers and secure greater trust in your shop.

This guide will take you through the steps to creating listings that represent the quality and craftsmanship of your work.

1. Decide who your customer is

To connect with your buyers, you first need to know who they are. Creating a ‘’buyer persona’, or a detailed description of your target audience, will help you write in a way that captures their interest.

The knowledge you have of your target audience should go beyond demographics. After determining basic characteristics like gender, age, occupation, and income, try to put yourself in your ideal customer’s shoes. What are their goals and motivations when shopping? Who are they buying for? Are there any barriers that might prevent them from making a purchase? If so, how could you resolve them or settle any concerns they have?

Having a clear idea of who your ideal customer is will help you address these questions and tailor your product description to their wants and needs.

Speaking the language of your customer will also help you to improve your visibility in our search results. Whenever a customer types a search term (for example, ‘vanilla soy wax candles’) into the search bar, Faber filters through our database of products for matching and related terms. By using the same terminology as your customers in your titles and descriptions, your products stand greater odds of appearing at the right times in these search results.

2. Keep it simple

Regardless of who you’re writing for, be sure to keep your descriptions clear and concise. When a potential customer lands on your product page, you have a short opportunity to capture their interest; using lengthy jargon or fluffy, vague language to describe your products is unlikely help you make sales.

We recommend writing in concise but complete sentences and using paragraph spacing to break up the text. In most cases, bullet points should be reserved for listing product specifications like dimensions or materials.

Most shoppers will skim-read your descriptions so they should be easy to scan through and quickly hit the key points that make your product special. These unique qualities should be portrayed as benefits that will directly impact the life of the customer. For example, a pair of gloves that have been handknitted with cashmere might hold benefits like being hypoallergenic, less scratchy than other materials, luxurious and insulating.

3. Use sensory descriptors

Think of your store and listings as a shop window – when a customer lands on one of these pages, they’re peering inside and deciding whether they like what they see. Your products can’t be held and explored like they can in person; it’s up to you to brand them and bring them to life. Strong, sensory descriptors can help you to paint a picture of your creations and tackle any questions a shopper might have, such as:

  • How is it used?
  • What size/ how heavy is it?
  • What’s it made from?
  • Does it have a notable feel/ sound/ scent?
  • What occasion would it be suitable for?

Using language in this way provides a rich level of detail and context that helps a customer to better understand your product. These descriptors can also be used as storytellers, conjuring a mental image and overall mood for your brand. For example, a silversmith who creates jewellery using Highland marble might use cold, glacial imagery of the rivers the stones were sourced from to describe how cool they feel against the skin. Do the materials you use to create your products have a unique history to tell? Is there magic to be found in your manufacturing process?