How do I best describe my product?
Apart from your product photos, your product description is the next most important factor influencing a buyer’s decision to purchase. In the description, you should answer all of the questions that your customer may have about the product.
Firstly choose a meaningful title, not too long and descriptive, but something that is appropriate for the product.
Then, in the main text, carefully describe your product. As well as all the facts, you should include any emotional connections a buyer may have with the product. This text should capture your buyer's attention and help persuade them to buy it. Describe what makes your product unique! Say, for example, how the material feels, how you can wear or use the product (jewellery, bags etc) - describe the character of the soft toy, or the history of the vintage furniture.
If your product would make a particularly good gift, then let your buyers know by recommending what occasions it could be purchased for. Describe how it would feel in their hands and detail the colour, material and production process. Explain the details, so that your customers will recognise them in the product photos. In summary: Bring your photos to life!
Write in a structured way and don’t forget to use paragraphs so that the text is nicely presented. You can also format your text using bold, italic or underlining. Below we provide some examples of how to do this in your product description:
Bold: insert * before and after your text, for example *this is bold*
Italics: insert + before and after your text, for example +this is italics+
Underline: insert _ before and after your text, for example _this is underlined_
This will ensure that your text can be clearly read!
You should definitely include these facts:
It can be difficult to demonstrate the actual size of your product when buyers only see it in the product photo. You should therefore specify the exact product measurements, this can help prevent the likelihood that your buyer will need to send it back. So spare yourself the time and effort, and help ensure that your customers are not disappointed once they hold the product in their hands.
For fashion items the sizes "S", "M" or "XL" are often inadequate because they can vary so much. Provide an off-the-peg sizing or better still, provide the exact measurements. Perhaps you could offer to change the item if it doesn’t fit, or make your item to measure. If you do this, make sure you indicate exactly what information you need from your buyer and how long it will take to make.
You must remember to include the sizing in all other categories too, for example for furniture, include the height, width, length and weight.
It is also important to describe the measurements when you are selling fabric. It can be a good idea to include a euro coin beside the material in the product photo, to provide your customers with a better idea of its proportions.
The material or the production process also plays a really important role in the description. Think about the best way to describe what your product is made from (e.g. cotton, silk etc) and how you made it (e.g. sewn).
If you want to provide a really great service to your customers, you should also provide them with their own product care instructions. For vintage items you should also mention what condition the item is in, for example how much wear and tear.
Is your product customisable? Describe exactly what the buyer can choose for themselves (pattern, size, colour, etc), how they should provide this information, and if the customisation changes the price.
Another Tip: Before you list your product, proofread your product description using a spellcheck. Having excellent product descriptions helps avoid any unintentional errors, and improves the professionalism of your shop.
If you are selling internationally ensure that you can effectively communicate in the other languages by seeking help from friends or translation professionals, but not by relying on online translators.Back to overview