These tips apply to anywhere you’d sell your product online. Amazon product listings are slightly different and I talk about those separately, towards the end.
Know who your customer is
Hopefully by now you’ve done a lot of research and you have a really clear idea of who you’re writing your product description for.
Jot down the problems or concerns your customer has and how your product will help with this. How will it improve their life?
Talk about the benefits - not the features
It’s easy to fall into the trap of listing out all the things your product has and does - but if you know who your customer is, and how your product can help them, it’s much easier to talk about the benefits.
This is much more compelling for a customer, as you’re telling them how purchasing this product will improve their life in some way.
Share a bit of yourself
If you’ve created your own product and it means something to you, then tell people that. Whether it’s ‘I saw this gap in the market’ or ‘I had this problem and came up with this solution’ people want to hear your story. Make sure you include it.
Tell a story
If you don’t feel there’s a story behind you and your product, then tell a story about an aspect of your product. Maybe it has an unusual ingredient or component. What is it that makes it special?
Include relevant keywords (but make sure this makes sense)
If you want your product to be found, it’s a good idea to include relevant keywords. These might vary across the marketplaces you list your product on and I suggest slightly tweaking your product description for each.
The main thing to remember is that when you use them in your listing, you ensure you’re not just ‘keyword stuffing’ and that what you’re writing actually makes sense!
Get some great photos
Well-written, informative text is really important. You also need some great images to go with it!
If you have some budget, graphics are also a great way to highlight aspects of your product.
How do you actually write it?
If you’re unsure of how to start, I’d suggest a good structure is:
A title (containing your keywords)
One paragraph of text giving an overview of the product and what it is / who it’s for
3-5 bullet points outlining the benefits
Obviously you don’t want to make bold claims that might not be true, or write anything misleading - but remember the goal of your product listing is to sell your product.
Read through your listing and, as well as checking for typos and spelling mistakes, check that it sounds natural and conversational.
I actually write all my product listings with Amazon in mind, then tweak them for the other marketplaces I sell on.
How these differ from listing in other marketplaces, is there are lots of rules you have to follow around the words you can can’t use / the numbers of characters you can use / field you have to complete and how your images have to look.