How to Write High-Converting Product Descriptions for Shopify Dropshippers - Start Selling Stuff

How to Write High-Converting Product Descriptions for Shopify Dropshippers

writing high-converting product descriptions

Before we begin discussing how you can create killer product descriptions, it’s important to know that they are KEY when people are finally in your product page. Without good product descriptions, you’re highly unlikely gonna convert anyone to purchase. Unless your product is really good or you have a video that explains what your product does, you must not neglect this.

Why is that?

Well, it’s simply because copywriting is what sets apart successful online businesses from failures. Sadly, a lot of beginners mess this up, mostly because they don’t know what copywriting is or they don’t believe in the effects copywriting has for their business.

So let me explain what it is.

Copywriting is also known as persuasive writing. A good copywriter can persuade anyone to do anything (whether it be to click, opt-in, purchase, etc). In other words, is simply sales in written form. And guess what?

Sales is the backbone of every business.

3 Reasons Why You Need To Create Killer Product Descriptions

  1. It’s the “last” funnel your customers go to before purchase. Unlike ads, your goal here isn’t for people to click. Your goal here is to nudge them to buy your product. If they don’t buy from you, there are only a few reasons why they didn’t.
  • Price
  • Visuals
  • Product Description

If you do this part right, there’s no way you won’t get sales.

  1. People don’t remember what you say, they remember how you made them feel. If your product description simply states the “features and benefits” of the product, then you won’t be able to do so. Making them “feel” something towards your brand is key to a successful online biz. Selling stuff online isn’t as easy as it used to a few years back. You need to brand your business – and the #1 way to do so is by planting “emotional” seeds in your customers.
  2. STAND OUT! There are a few ways you could do so…
  • Learning how to make a really good web design
  • Creating unique products
  • Learning Copywriting (a.k.a. creating really good copy by formulating a USP)

Product descriptions set you aside from your competitors when you tell your customers exactly why they should buy from you, and not them. Heck, you won’t even give them a reason to move out of your site without buying from you.

How you’re going to do that, you ask? Simple. You just need to…

Create Killer Product Descriptions

Here are a 8 ways to do so.

  1. Create a customer avatar and always keep him/her in mind.

This is the first and most important thing you can do to create a product description that sells: choose a very specific target.

What kind of person are you going to sell to?

What’s his/her name? What’s his/her age? What’s his/her dreams? Fears? Problems? Pain points? Frustration? Annual income? Etc.

Write them down. Learning these things is the first step to selling effectively. If you do this right, I GUARANTEE you’ll succeed and conquer your niche.

You need to know your customers are MORE than they know themselves. That’s why a customer avatar is so important. After you know who your customer is, find a picture that you can and put it beside you while you make your product description. This helps you keep in mind who you’re really selling to. After that?

Write your copy using their language.

How do they talk? What type of copy do they want to read? Would they want witty descriptions? Generic descriptions? Or hype-y descriptions?

Once you know who your customer is, you’re 80% ahead of your competitors already. of Writing copy is only 20% of the picture. Research is the 80%.

  1. Write down future benefits

In the previous section, I wrote something about how writing the “benefits” isn’t going to be beneficial in your product description. The reason behind this is because benefit-driven copy is more useful for ad copy than for product description copy.

Benefits alone don’t make people buy, it just makes them curious. (That’s why they click your benefit-driven ads)

However, writing down the future benefits (a.k.a. making your customers envision a future with your product) is a totally different thing.

When you make people envision themselves already having your product, they’re more likely going to buy it because you created a reality – you gave them a picture – in their mind with your product in it. This alone creates a massive impact in your results. I swear. If you’re lucky to find a copywriter who can create copy like this, make sure you keep them with monthly retainers.

  1. Be very very descriptive

Include everything.

  • Dimensions and size guide
  • What the product is made of
  • How to take care of the product
  • Where it’s best used for
  • Durability
  • Guarantee
  • etc.

You want your customers to know exactly what they get (including the surprises, promos, etc). If they still have questions to ask, after reading your description, update your description immediately.

Remember your customers don’t really know what they’re getting just by looking at your pictures. Unless you have a video that shows exactly what your product looks, feels and does, then DON’T skip this part.

Your product descriptions must give them ALL the *important* information they *want* and need to know, as much as possible, without being overwhelming.

This alone could literally make or break your sale.

Quick Note: Only write this at the bottom, after the persuasive copy.

  1. Check for any spelling/grammatical errors.

This may seem like an unimportant task, well, it’s not.

Imagine being a customer reading somebody else’s product page. As you read, you see a couple misspelled words or grammatical errors. Imagine what you would feel. Would you be turned off?

Having these mistakes may not seem like a big deal, but when you’re a customer, you need every ounce of trust, credibility and professionalism you can get out of a company. This alone can, too, make or break your sale.

  1. Convince/lure your customers into reading your copy

Here are some simple “rules” you can immediately follow to do exactly just that.

  • Write your product description on an exclusive place (white space)
  • Have an eye-catching headline/starting phrase
  • Use bullet points (research show that people read bullets more)
  • Write in short paragraphs (most of your customers are using mobile, writing long paragraphs would feel like reading a wall of texts)
  • Keep sentences short (sentences are easier to read when short)
  • Get inside your customer’s head by using their language.

Once you’ve convinced them…

  1. Persuade, not convince

Yup, you read that right. Convincing them to read your copy is good – but convincing them to buy from you? Not a good idea.

When people believe in or desire something, they won’t just allow strangers or unknown stores to tell them that they should like something else.

“You can’t make someone want or desire something. You can only channel their existing desire to your product/service.” So instead of convincing them to like your product for what it is, position your product as the thing that that would complete their desire instead.

It’s easier to sell to people when they already believe in something.

  1. Optimize for SEO while writing clear copy

Don’t fill your product descriptions with unnecessary words. Be straight to the point. Write without fluff.

While it’s true writing a lot of keywords may be good for SEO, it’s not the end all, be all with product descriptions (or any copy at all). Always stay away from over-stuffing copy just to make it seem longer. If you don’t have anything good to say or explain, then stop. You don’t need to add extra fluff to your page. You’ll get a lot of traffic and a lot of clicks but you won’t get a lot of conversion.

Writing unnecessary words might even hurt you in the long-run (e.g. Google or Facebook won’t like how your site is doing).

If you’re wondering what these unnecessary words are, most of the time, they’re the generic ones. This means when writing copy, be creative and stand out from the competition!

Lastly…

  1. Be real with your marketing

We’ve all seen it. Fake discounts, fake scarcity, fake urgency timers…

Fake everything.

If you’re running a business like this, using sneaky marketing tactics that “work”, then your business isn’t gonna thrive. Not long-term at least.

If you want to build a long-term business (i.e. a legit brand), then don’t do this. You won’t be able to retain your current customers. They’ll uncover your sneaky tactics. They might even hate you for it. Worse? You’ll get reported, marked as spam, blocked, and all that stuff.

Don’t want that? Then run ethical marketing campaigns.

And that’s it. I hope you learned something from this – and actually apply it.

One last thing…

Say you already have…

  • Killer product descriptions
  • Awesome website
  • Fast loading speed
  • Great videos
  • Perfect everything

Say you’ve done all of those things right… There’s still 1 thing that’ll stop you from having a successful dropshipping business. And this 1 thing? Could cost you not only a sale, but your entire business. What’s this thing you ask? Simple.

Having the best products in your niche.

No matter how good the copy is, copy alone can’t save bad products.

So that’s it.

Enjoyed this article about creating product descriptions? Click HERE and receive daily emails about how to make money with dropshipping from James Holt, the founder of Start Selling Stuff.

Leave a Comment: