How to Write Killer Product Descriptions on Amazon

Your product descriptions are the single most important piece of your product listing, even more important than the photos of your product.

Sound crazy?

Most Sellers on Amazon and eBay Miss This Important Point

Most product descriptions are done so poorly, they actually hurt sales. You’ve probably come across some: there’s something in the description that makes you doubt, or the description is only one sentence long.

Surely, this product that a buyer is going to take a risk on is worth more than a one-sentence product description…unless the seller doesn’t care, unless the product really isn’t what the picture says it is…

Even when the product description is filled out to the maximum, even when using the A+ Content on Amazon or videos in your eBay listings, most sellers still forget one important thing: the thing that turns off the brains of potential buyers.

The death knell of a listing page: when it’s all about the product instead of about the buyer.

Tape it to your forehead. Paint it on your wall.

When your product description is about the product instead of about the buyer, you bore the buyer.

Bored buyers leave the page.

Bored buyers skim and miss important details.

Bored buyers, even when making a purchase, tend to make more returns.

All because they don’t care to read the product description.

Your product descriptions don’t need the ALL CAPS and !!! points to get attention either. That’s just annoying. ISN’T IT ANNOYING???

You Want Product Descriptions That Sell

At least, I assume you do.

Maybe you want product descriptions that sing, but that’s another article.

The great thing is that you don’t have to get all crazy salesy, like: This is a one-in-a-million, act now or else…

No, all you need to do is show what’s in it for the customer.

You may have heard it called features vs. benefits (more on that in a second), but it’s more than that.

It’s science.

Based in Science: The Science of Persuasion

Take a quick look at the video below about the secrets and science of persuasion.

Hint: click the gear icon and select speed to speed up the video if you want to save time.

It’s About the Customer, but There Are Different Ways to Show It

But if it’s all about the buyer, then doesn’t my product description become silly?

You mean like: Imagine yourself kayaking down the Grand Canyon, not having to waste time, energy, or even take your eyes off the river when you wear our drink-holding watercraft helmet.

(No offense if that really is your product.)

Sure, that’s about the customer, and it talks about some of the benefits vs. just the features, but it’s incomplete without the science of persuasion.

A Quick Look at Features vs. Benefits in Your Product Descriptions

Features: Our helmet securely holds your sodas, and the drinking tube is made from silicone.

Benefits:

Never lose your sodas on the water, thanks to the reinforced security strap.
Helps you keep your eyes on the river rather than on your drinks, making for a safer ride.
Gives you easy access to your drinks during your rafting adventure.
Takes a beating without worry, thanks to the reinforced silicone design, which won’t crack under heat or cold.

Man, I really want this product. :)

Seriously, though, the benefits use the same product features but describe them in a way that’s useful for the buyer.

And if the buyer can see that it’s useful to them, they’ll be more inclined to buy, especially this product.

Now Add Science

You know now how to focus your product description so it means something to the potential buyer: a what’s-in-it-for-them type of thing.

But now the magic happens…with science.

From the video above, you learned about the principles of persuasion, and wouldn’t you like to persuade more buyers to take action and buy?

Maybe you don’t; that’s why I ask.

But let’s say you do.

Use Cialdini’s 6 Principles of Influence to Ethically Boost Your Sales

By including elements related to the six keys of influence, you can power up your product descriptions so that they become almost irresistible.

The principles of persuasion that will level up your product descriptions are:

Reciprocity
Consistency
Social Proof
Authority
Liking
Scarcity

From the video (you watched it, right?), you’ve been given a little intro.

Let’s dive into a few that will convert your descriptions into machines of persuasion.

This is so important, and it’s already built into Amazon with product reviews.

Encourage your customers to leave product reviews!!!

You can’t force them to do it, but there is a way to get social proof into your product descriptions. Remember, social proof is like proof from society, from lots of people.

Identify what about your product shows that lots of people like it.

You may have seen “Billions Served” on McDonald’s signs and billboards.

That’s the Mac daddy of social proof, but it’s so huge, it’s almost unfathomable.

Something like “in use by more than 10,000 doctors” provides a whole lot of social proof. You need to be careful of your claims, but think about your product and how you can show social proof.

No Proof Because Your Product Is New?

You can still use this principle. Think of our river-rafting drink-holding helmet.

More than 1 million people raft each year, with countless rafters losing their soda cans to the river without proper protection.

We’re totally making this one up as we go, but you get the picture. Social proof. Tons of people go down the rivers, tons of them lose their drinks, but now you can save yours and look great, etc.

With some thought, you’ll be able to come up with something way better than my little example. Point is, there’s lots you can do.

Authority in Your Product Descriptions

“#1 Doctor Recommended Brand”

Ever see that? That’s authority ringing in your ears, but it’s pretty weak.

“#1 Recommended Toothbrush by the ADA”

That’s more powerful because it tells exactly what the authority is that’s recommending the product.

Now, your authority doesn’t have to be a national organization. It could be someone respected in the field related to your product who would lend authority to your product. Make sure to get permission to use any quotes or endorsements.

Lots More You Can Do

This is just a quick sampling; there’s so much more you can add to your product descriptions. Follow the guidelines for the marketplaces you sell in, but there’s so much more you can do than just listing product features. Hopefully, this helps.