Product listings, product descriptions, and product reviews are important sales tools. Shoppers are always on the lookout for genuine and informative content before they make their purchase decisions.
Well done contents don’t just inform but also convince buyers that they have found what they are looking for. And if you put the necessary effort in these three as a vendor, your brand and products will be known and selling becomes multiple times easier.
Even though these three might be written by different people targeting varied audiences, they need to follow some unwritten rules to achieve specific goals (conversion and sales). Some of the similar concepts you should have in mind include:
1. Know your audience
2. Tell them the benefits of the product
3. In a simple language and tone
4. Observe grammar and structure
5. Sell without being pushy
6. Write for the search engines as well
7. Use clear images that appeal to the eye
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Listings are written for online stores like Amazon and individual e-commerce sites. The writer must be keen to highlight the features of the products without using many words. A typical Amazon listing contains five parts as mentioned below.
Usually, less than 250 words, the title of a product listing will contain keywords in the target niche to help the listing appear high in the search engines. The 250 words might include the brand, collection, ingredient/ material, color, size, use, and quantity if they apply.
A product listing bullet point section (Key Product Features) will highlight the features of a product and give brief explanations on the benefits to the user. Some of the common aspects of this section include the name/intent, sizing/dimensions, benefits, colors, materials, ingredients, guarantees, and warranties, and so on…
As you can surmise, a product listing should come from the manufacturer or producer of a product. They understand better the ingredients or contents of what they are selling.
A niche product tester or an experienced product writer is also a reliable source of product listings. All they need is information about the item in question.
Here is an example of an Amazon listing title and key product features section for a random mitten product in my mind. For SEO purposes, I’ve used the keyword tool and picked the best three keywords for this product.
Keywords: mittens for men, mittens for winter, extra-large mittens
Hudsons Ski Mittens for Men, Cold Resistant, Waterproof, Non-Skid Grip, Extra Large Mittens for Strong Hands
Quality Design: Made of a combination of down, feather, cotton, and leather in equal proportions, protects against winter cold until -35℃. Done by master craftsmen, they have triple thermal insulation compared to regular gloves – a great investment for the winter season.
Breathable and Waterproof: The materials offer a porous mitten that wicks away sweat and allows your hands to breath. You can go on with your winter activities without concerns of sweaty palms. Thanks to the TPU built within, hands don’t get wet when you contact water. The sewing is also a perfect seal that keeps outside elements out.
Non-Skid Palms: The palm is made of pure leather reinforce with rubber elements to give a firm grip during winter activities. It is also flexible enough to allow you to hold tiny stuff. The thickness of the palm area can handle shock during rigorous activities by a strong man. No blisters or broken bones!
Long Cuffs/Velcro Closure: These winter mittens have long cuffs that will protect against the wind up to 15 cm length of your hand. The Velcro closure ensures the mitten is intact and as comfortable as you need it.
Ergonomic Design: These extra-large mittens are made to be comfortable and provide a snugly fit. It is spacious enough on the inside but still closes well to the fit of your hand. The winter mitten also integrates lens wiper to use for wiping your googles without removing the entire glove.
Product descriptions are written as part of a product listing, or for affiliate websites describing the features and benefits of a product for shoppers. You can write a product description in a variety of tones and styles but the end goal is to avail as much information as possible for them to feel compelled to buy.
Unlike in product listings, you’ll need to be more persuasive with product reviews without pushing buyers into making a purchase decision. How do you do that? Complement shoppers by showing them how the product will benefit them and then recommend the product for their pain points.
For instance when trying to sell shoes to a reader, sell them the comfort, the good looks, the design, and the size among other things that are attractive about shoes.
Also, choose your words carefully. Some of the proven words for this purpose include:
-To mention but a few.
Here is an example of a product description I did recently.
Product reviews are written by the buyer for other buyers. Of course, the seller can take advice from what the purchaser has to say about their products and services to make the necessary improvements.
Product reviews are not just for great products but also for those that fall short in one way or another. It is a matter of airing your experiences with what you’ve bought and used. A product review will show how you were treated when buying the product, and its pros and cons to help other users determine if they can buy the item in question.
On sites like Amazon, there is a review section for buyers to write their experiences with the product. But there are also dedicated review websites like Yellowpages where individuals buy products and services, tests them, and writes reviews describing their buying experience to the usefulness of the product.
When writing a review, you will compare your true experiences with what the manufacturer’s or the vendor’s promise. To write an accurate review, you need to:
Here are examples of reviews clients have left on my Upwork profile for fellow clients to see if I’m the right candidate for their tasks.
I believe you’ve got a grasp of the differences and similarities that exist between product listings, descriptions, and reviews. They are quite easy to write if you understand your audience.
Just write them as though explaining to a friend what they need to know about a product. Mention the features and how beneficial they are. When it comes to reviews, highlight the positives and negatives as well.