How to make a great description

https://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell

https://www.volusion.com/blog/8-killer-examples-of-how-to-write-product-descriptions/

https://www.convertize.com/product-descriptions/

https://smallbiztrends.com/2019/05/how-to-write-a-product-description.html

https://buffer.com/resources/copywriting-formulas

Create a Tone of Voice

Once you’ve identified your target customer, consider how they communicate. Is it formal or colloquial? Do they use slang? If so,
what type of slang? Have fun with it! Use your ideal customer’s style of communication and mix it with yours to create copy that is
truly appealing.

Tell the Full Story

A good product description should give all relevant details, convince the buyer of its benefits, and pack an emotional punch.
Emotions influence buyer behavior, so your product description is the perfect place to elicit emotions.

When it comes to telling a story in your product description, try to answer these questions
• Who originally made this product?
• What inspired them to make this product?
• What was the journey of making this product?
• How would this product look in the buyer’s day-to-day life?
Use Natural Language and Tone
Using a consistent tone that matches the brand builds trust with the customers and makes certain e-commerce brands much
more memorable than the thousands of others currently selling products on Shopify.

Use Power Words That Sell

There are certain words and phrases that naturally elicit an
emotional response in humans. Luckily for Shopify store owners,
this also increases sales.

Make it Easy to Scan

By making your product description easier to read, you are less
likely to lose a potential customer during the process.

Optimize for Search Engines

• Page titles
• Meta descriptions
• Image tags (called ALT tags)
• Product descriptions

Description Template

A few helpful questions to guide your writing may be

• What problem is your product solving?

• Which power words have you included?
• Did you include the full story?
• Would you say this to a friend?
 • Does your image clearly display its key features and benefits?
•
Here's some areas to focus on when designing yours:

• Entice your web visitor with headlines;

• Use easy-to-scan bullet points;
• Include plenty of white space;
• Increase your font size to promote readability;

The final word in this product description is particularly powerful.

• It is not needed, surprising the reader

• This distinguishes the product from all the others that claim to have nothing added
• It transforms the sentence into a spoken form of language, reinforcing the brand identity.
3. Benefits > Features
Features are important, but benefits have more persuasive power. They answer the question “What’s in it for the user?”
Instead of saying this protein bar has “low calories,” you would say something like “This protein bar will make you look better” or
“help you stay skinny” or “fit.”

• Soft cotton t-shirt → feels comfortable

• Elastic material → conforms to your body shape
• High-quality fabric → doesn’t shrink in the washer or dryer
What will it mean for the customer ?

6. Cut through rational barriers with mini-stories

Including mini-stories in your product descriptions lowers rational barriers against persuasion techniques. In other words, we
forget we’re being sold to.

8. Tempt with social proof

9. Make your description scannable
Is your web design encouraging web visitors to read your
product descriptions?

Here’s a great example of product description

from Innocent Drinks.
 Avoid yeah, yeah phrases
When we’re stuck for words and don’t know what else to add to our product description, we often add something bland like
"excellent product quality".

Justify using superlatives

Superlatives sound insincere unless you clearly prove
why your product is the best, the easiest, or the most
advanced.

Amazon explains why the Kindle Paperwhite is the

world’s most advanced e-reader.

11 tips to write better description :

• List Product Features and Benefits
• Include Keywords for SEO Purposes in Your Product Description
• Use Influential Words
• Make Your Description True to Your Brand
• Think About What Your Shoppers Are Looking For
• Think About Your Target Audience
• Emphasize Certain Words and Phrases
• Make the Description Scannable
• Proofread the Text
• Split Test the Descriptions
• Read it Out Loud

The ABC Checklist for Copywriting

Most Popular Although the ABC checklist is a checklist, not a formula, it provides a long list that sums up the key points to address
in your copy.
• Attain Attention
• Bang out Benefits
• Create Verbal Pictures
• Describe Success Incidents
• Endorse With Testimonials
• Feature Special Details
• Gild With Values
• Honor Claims With Guarantees
• Inject Action in Reader
• Jell With Postscript
 Description formula part
FOR MORE FORMULA FOR DESCRIPTION GO TO :
https://buffer.com/resources/copywriting-formulas
https://writtent.com/blog/copywriting-formulas/#chapter13

2. Problem – Agitate – Solve

• Identify a problem
• Agitate the problem
• Solve the problem
• Features – Advantages – Benefits (FAB)
• Features – What you or your product can do
• Advantages – Why this is helpful
• Benefits – What it means for the person reading

The 4 C’s
• Clear
• Concise
• Compelling
• Credible

The 4 U’s
• Useful – Be useful to the reader
• Urgent – Provide a sense of urgency
• Unique – Convey the idea that the main benefit is somehow unique
• Ultra-specific – Be ultra-specific with all of the above

20. AICPBSAWN (phew!)

• Attention – Biggest benefit, biggest problem you can solve, USP
• Interest – Reason why they should be interested in what you have to say
• Credibility – Reason why they should believe you
• Prove – Prove what you are claiming is true
• Benefits – List them all (use bullets)
• Scarcity – Create scarcity
• Action – Tell them precisely what to do
• Warn – What will happen if they don’t take action
• Now – Motivate them to take action now

23. The Approach Formula

• Arrive at the problem
• Propose a solution
• Persuade the listener why your solution will work
• Reassure that you and your solution can be trusted
• Orchestrate an opportune opportunity to sell
• Ask for the order (or response)

24. Bob Stone’s Gem

• Begin with your strongest benefit
• Expand on the most important benefit
• Tell exactly and in detail what they are going to get, including all the features and benefits
• Back up your statements with support copy
• Tell them what they’ll lose if they don’t act
• Sum up the most important benefits
• Make your call to action. Tell them to “reply now” and give a good, logical reason why they should.

25. The 6+1 model

• 1. Context
• 2. Attention
• 3. Desire
• 4. The gap
• 5. Solution
• 6. Call to action
• +1. Credibility