TheHub
For all things candle and home fragrance making!
How To Write A Good Product Description
Whether you’re selling through social media or you’ve landed your very own website, your product description can make or break a customers decision to purchase. At Supplies for Candles, we’ve been trading as an e-commerce business for a few years now, which means we’ve come to understand what makes a compelling product description. We’ve put together our tips and tricks for writing the best product description for your business below!
Introduce Your Product
It may seem obvious but introduce your product well. Don’t be vague! Reiterate your product's name and maybe even add more detail than you think is necessary. This is your first opportunity to grab your customer, get the name correct, the rest will come.
For example (on our website)
Soft Pink Plated Glass Wax Burner (Box of 6)
In this instance we have specified some of the key aspects; Colour, Finish, Material, Product and Quantity, without over complicating.
Bad examples -
Pink Wax Burner - Too Little
Super Luxury Soft Pink Plated Finish Glass Wax Melt Burner (Box of 6 Burners) - Too Long
Be Specific
Your product description is designed for you to be more specific about your product. There’s no bigger turn off for customers than a description that does not offer anything valuable or even worse, no product description at all. This is the perfect time to upsell your product and list all its brilliant features or if fragranced, introduce notes.
For example (on our website)
Perfect for melting your melt wax and releasing the scent into your home. Simply put a tea light inside the burner and place your wax melt on top.
Safety notice: When in use the burner will be hot to the touch, we would not advise moving the burner when the tea light is lit.
*Please note these burners are hand-blown and therefore measurements may differ
In this instance we have outlined a creative description of the product depicting it in the customers home, making the description personal. We have also provided a straightforward description on how to use the burner. We have also included a safety notice and bespoke finish notice, essentially anything a customer should be aware of, should be included from the get go. You can be even more creative but remember, less is more, no one wants to be overwhelmed with jargon and fluffy language, make sure your description is captivating but also to the point.
Shape and Size
One area that is often overlooked is measurements. Provide the dimensions of your product and the weight for your customers.
For example (on our website)
Burner dimensions
Height: 115mm
Width: 97mm
Weight: 145g
Melting pot dimensions
Depth: 12mm
Length: 72mm
Melt capacity is up to 40g.
We’ve provided the measurements that our customers may require, and you should do so too!
CTA
Your product description is also a great chance to add in a CTA, Call To Action. For those who are unsure of what a CTA is, a Call to action is a marketing term for any design to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages, or web pages, which compel an audience to act in a specific way, for example; shop now or click here!
Finishing off your product description with an effective CTA to push the customer into making that purchase, is essential.
Link Out
Lastly, link out your description. Guiding your customers to relevant blogs or complimenting products on your website is a great way to utilise your product description, but remember, only insert relevant links that will be beneficial to your customer.
Some examples;
Click here to shop our entire wax burner collection.
Read our blog on how to safely use a wax burner here.
Looking for a wax melt to go with that burner? Shop our wax melt collection here.
The more time you spend practising and writing your product descriptions, the easier it becomes. You can also use a lot of these tips across other areas such as promoting your products on social media!
If you’re just getting started you can read our blogs Using Facebook To Boost Your Sales and Using Instagram To Boost Your Sales for even more helpful advice!