How to Write a Great Product Description

Describing your product can be tough. We understand—this is your dream, your baby, your creation. It’s hard to distill the blood, sweat, and tears that it took to get this product to market into a few stunning words.

But distill you must.

For buyers, a product description can make or break their interest. What they are looking for is—literally—a description of your product. The last thing they want is to have to cut through an overwritten, overwrought product description to get the information they want: what is your product, what does it do, and what is its size/shape/color?

It can be tricky distancing you from your product to write a neat, complete, objective description that will catch a buyer’s attention. Here are three steps to keep in mind when writing your product description for RangeMe:

1. Know your audience. To whom are you selling your products? In this instance, it’s the buyer, not the end consumer. Therefore, you don’t need to include the myriad ways your product can help save time, enhance looks, or help a person eat healthier. Remember that the buyer already knows what the consumer wants, so your product description should show them the attributes that meet those wants.
2. The shorter the better. Use short sentences, with straightforward words. The eyes of a buyer continually scan for the keywords in a product description that meet their needs—don’t couch your description in unnecessary language. Get to the point of the product, and get there fast. A good product description is typically no longer than three or four sentences. More than that, and you risk losing the buyer’s attention.
3. Review, Revise, Repeat. You’ve written your product description. It’s terrific. It tells a buyer all about your product, and it’s the right balance of information without being too wordy. You’re done!

Not so fast.

Before you finish and save the description, review it. Ask a colleague to read it. Read it out loud—things often sound right in our heads, but when reading out loud you’ll uncover the sections that don’t flow properly. Revise your product description as needed, and review it once more before you finish.

Writing a product description sounds simple, but it’s not as easy as it looks. Keep in mind these three points for a description that will catch a buyer’s attention and keep you on the path to success.