How to Write Product Descriptions that Sell in 2020 | Oberlo Dropshipping

By | November 8, 2019


In this video, I’m going to show you how
to increase sales with product descriptions. When you’re setting up your Shopify store,
product descriptions usually end up being one of the last things on your to-do list. After spending so much time on your store,
it can be easy to skip this step. Today, I’ll explain why skipping writing
product descriptions is a huge mistake. I’ll start by explaining what an effective
product descriptions is. Then, I’ll explain where product descriptions
fit in your sales funnel. Finally, I’ll give you an easy template
to use to write your own product descriptions. By the end of this video, you’ll know: How product descriptions can help increase
conversions How to write effective products descriptions
for any niche 3-step template you can start using today And more. Ready to get started? Watch on. Hey everyone it’s Jessica from Oberlo. If you’re new here, Oberlo is an online
marketplace of products you can dropship. Dropshipping, by the way, is one of the easiest
ways to start an online business. Instead of buying tons of inventory for your
online store, you only order products when you get sales. Your supplier ships your orders for you, so
you can sell all over the world! But being a successful dropshipper requires
constant learning. Make sure you hit subscribe so you never miss
our tutorials, dropshipper interviews, and product recommendations every Tuesday and
Thursday! Successful dropshippers Andreas and Alexander
were one typo away from success. They had their entire store setup and were
running Facebook ads but not seeing conversions. After changing the spelling of one–yes, one–word
in their production description, the sales started ringing in! That just goes to show how much of an impact
well-written product descriptions can have on sales. So, what is a product description anyways,
and what’s the point of it? A product description is not just the supplier’s
facts about the product. A product description is not just a list of
different colour variants and sizes. A product description describes a solution
to one of your customers problems, needs or desires. A product description is the copy that explains
what a product is and why it’s worth purchasing. The purpose of it is to supply customers with
details around the features and benefits of the product so they are compelled to buy A marketing study showed that listings with
a product description had a 78% increase in conversions compared to listings that just
used the manufacturer’s specifications or trust badges. As a business owner, it is important you understand
your customer’s journey through the sales funnel. Once they click on your ad or visit your store,
every step they take can either make or break the sale. Remember, the product description is right
above the ‘add to cart’ button. It might be the last thing your customer reads
before purchasing the product or leaving your store. I’ve seen many dropshippers make this mistake
before. They spend hours setting up their store, spend
money on paid Facebook ads, and then leave the manufacturing facts as the product description. Talk about a conversion killer! Think back to the last few products you bought
online. You most likely read the description before
purchasing them. You might have even been on the fence about
the purchase, and were convinced to purchase by what you read. A product description addresses your ideal
buyer directly and personally. You ask and answer questions as if you’re
having a conversation with them. You answer problems they might not know they
have yet. So, now you know why you’re never going
to skip writing product descriptions again. But, how do you actually write them? Even though they need to be simple and short,
those few sentences can feel impossible to write. English may not be your first language, or
you may not be familiar with your products niche and have no idea where to begin. That’s okay, because dropshippers are problem
solvers, Now I have some strategies you can use to make writing effective product descriptions
easy. It’s important to remember you are selling
to a target audience. You need to understand them and speak their
language. Product copy that converts best is able to
empathize with the target customer and address all their purchase objections. You most likely wouldn’t sell a new phone
to your best friend and mom in the same way. First, you need to get to know your target
customer. Get to Know Your Target Customer To find out about your target audience, there
are some simple questions you can ask. First, who is the product for? Ask yourself if there is a specific gender,
age, or lifestyle that defines this group of people. If you’re running Facebook ads, ask yourself
the same questions you used to build your audiences. A simple exercise to use here is to imagine
you were getting coffee with your customer for the first time. You might ask about their hobbies, tv shows
they watch, and what their friends are like. Once you have a general idea of who your customers
are, get to know them a little more! Use Instagram, Reddit, or any other online
communities to see what they’re like. Look for language they use, their humour,
and even what emojis are the most prevalent. This is all helpful information you can use
to write your product descriptions. Once you know how to talk to your target customer,
you need to ask yourself why they would want this product. Why Does Your Customer Want to Buy This? What are their needs, and what problems are
they looking to solve? If your product is not clearly solving a problem,
you’ll need to step back and get more creative. For example, jewelry does not solve any concrete
problems. But, it does solve a need for women and men
to express themselves, feel more sophisticated, or find a gift for someone special. To see another example of this, consider laptops. If someone is shopping for a laptop, they
are seeking a portable solution that a desktop computer can’t provide. Because of that, most laptops have their weight
near the top of the description. When it comes to writing the description itself,
keep it short and simple. Keep the Description Short and Simple You won’t convert a sale if you bore your
customer to sleep. You want to keep your product description
clear and scannable so they are easier to read for potential customers. Bullet points are a great way to highlight
features and make them easy to read for your customers. If you’re having a difficult time writing
your own product descriptions, I’ve got a product descriptions hack for you! Even if you have a unique product, there is
sure to be similar ones in the same niche being sold by competitors. Large ecommerce stores have professional copywriters
writing their descriptions for them. Use Google to find them and read them for
inspiration. They will help you identify your audience’s
language and what features they are looking for. To become good at writing product descriptions,
you’ll need to read a lot of them. Practice makes perfect! Ok, now you know what makes an effective product
description and how it can increase your conversion rate. Now, I have a 3-step template for you from
Nicole, an experienced ecommerce entrepreneur at Oberlo, to make writing your product descriptions
quick and easy. Each point can be one sentence or multiple
sentences. It’s up to you to test the length to see
what will resonate with your customer better. The first step is to complement the customer
in relation to the product. Compliment the customer in relation to the
product. Find a feature of your product that your customer
is looking for. Relate it to them to show them how it’s
a perfect fit. For example, if you’re selling the microwave
cleaner, you can mention how heated you both get when it’s dirty! Use the word “you” or “your” as if
you’re talking directly to your customer in the description. If your customer identifies with the emotions
in the product description, they will be more likely to feel like that product was made
for them and they need it! The second step is to mention the product
benefit in relation to the product feature. 2. Mention the product benefit in relation to
the product feature. Use your audience research to answer one of
your customer’s potential problems with a product feature. With wireless headphones, one product feature
would be the battery life. The benefit of a longer battery life is that
it allows your adventure-seeking customer more time to explore the world rather than
sit by the charging station. You don’t need to explicitly explain what
your product can do for your customer, but it helps. When you’re online shopping, you’re not
always shopping with your problems top of mind. For example, I may not realize how my dirty
microwave could ruin my date night until I read it in your product description! The third step is providing a simple recommendation. 3. Provide a simple recommendation. Wrap up your product description by giving
a recommendation. Recommend that the customer use your product
a certain way, or suggest they buy another product to go with it. For a wireless headphones product description,
you might suggest your customer buy a wireless phone charger in your store too. If you’re selling clothing, you can suggest
an accessory or another piece of clothing to help them complete their look. If you’re looking for examples of knockout
product descriptions, make sure to check out Nicole’s blog post in the description below. Now I’d love to hear from you. Have great product descriptions helped you
convert? Was a product description ever so good it
convinced you to purchase the product? Leave a comment and let me know. I’ll chime in with my thoughts. Thanks for watching. Until next time, learn often, market better,
and sell more.

57 thoughts on “How to Write Product Descriptions that Sell in 2020 | Oberlo Dropshipping

  1. Colourfuul tv Post author

    Can you make a video on how to turn visitors into customers? what sort of theme should we use or the layout of theme?

    Reply
  2. DIY Wedding Designs Post author

    Great video but do you sell dvd or books on Oberlo? I'm thinking of a yoga themed store and I thought some yoga dvd's would be great to add.

    Reply
  3. Conner Jensen Post author

    Great video! Crazy that 78% increase in sales for products with good descriptions

    Reply
  4. Ashar Pakistani Post author

    you guys are always awesome. thank you so much

    Reply
  5. John Mav Post author

    For me you are beautiful woman, who knows somethig and I see you as a honest person who is maybe able to help me on my road to success and to who I can trust. More and more I like to see your videos. And I hope, that I am not wrong.

    Reply
  6. Tirath Mudher Post author

    Jessica love you always try to help people I need little bit help if you can guide me

    Reply
  7. Rich Man Post author

    Great video but description is the most headache for foreign sellers

    Reply
  8. NDINGA KAYA VARESE Post author

    People, most of the time see pics more than description, fact…

    Reply
  9. Soufiane Ech Chentouf Post author

    Valuable content! Stay awesome 🙂

    Reply
  10. Rich Man Post author

    Wow, there is no dislike. This is the best thing ever I seen on youtube.

    Reply
  11. FiveIntoOne Post author

    Could show me example of stores with a good and selling descripthions?

    Reply
  12. ABHISEK BHATTACHARYYA Post author

    Hello madam , could you tell me how to write good content in blog

    Reply
  13. United We Stand Post author

    great video, you've always been amazing and helpful, please can you make video about the best theme to use for general niche store and how to turn visitors to customers

    Reply
  14. Lloyd Varju Post author

    Hi Jessica 🙂 I lack imagination with creative writing so I engaged a company to write all my descriptions for me. They asked if I wanted them written in US English or AU English. I am based in Australia. Not sure if this is the case of America's the biggest market so appeal to them or stay true to your home roots and go with AU English…? I would very much appreciate your view?

    Reply
  15. Vishal Abhale Post author

    Hey, I am new to dropshipping, can you suggest some points what to do for get my 1st sale? Just yesterday i launched my store

    Reply
  16. JiSung Lee Post author

    Great video and beautiful madam.. May I love you?

    Reply
  17. vassil vassilev Post author

    This video is just a blah blah and nothing else ! If you want to be really helpful Jessica , you should create a few descriptions in front of us, and not just give us 3 steps to do's !

    Reply
  18. Trésor Mebounou Post author

    I actually apprecate your efort to make as many as possible dropshippers succeed through your training programms espécially your videos. But there thousands of francophon dropshippers who will like to benefit from the keys you give through the videos but don't understand english. So, i suggest you create a french speaking chanel for those who speak french. Thanks

    Reply
  19. Adventure Riders Post author

    Great video jessica! This is basically exactly what i try and explain to my description writers… Over and over again. Now i can just show them this video.

    Reply
  20. Ericka Axtle-Ludwig Post author

    Great video. Where can I find your template

    Reply
  21. Cadman Post author

    Good Video, Where is the template you said you would provide? Thank You

    Reply
  22. Terry Giancaterino Post author

    It wasn't until I listened to your video that I realized you touched on some key points that another successful drop shipper mentioned in his video about Facebook ads that it really resonated with me. Especially how "your product solves a problem". Excellent video! On another note, I can't tell you the number of times I've been reeled in by the timer on a sales campaign only to realize after I started dropshipping that it's not a timer its an app!

    Reply
  23. phoenixbluex Post author

    Can you share a real template? My biggest problem is how to organize and lay out the description in the correct order.

    Reply
  24. Don MacLean Post author

    Hi Jessica, I hope my descriptions are ok as you liked them.

    Reply
  25. Ashley Handa Post author

    I followed this and my product description disappeared? I tried to live chat Oberlo and it isn't available. Anyone else have this same problem?

    Reply
  26. NS KING Post author

    you speak too fast. i couldn't get you very well. so not helpful for me. i am sorry

    Reply
  27. Felipe Mendes Post author

    Hi Jessica. Your way of expressing yourself before the cameras is beautiful. Thank you for sharing these golden tips 😉

    Reply
  28. Future Entrepreneur Post author

    You guys are awesome! Love your vids as usual:)

    Reply
  29. Mohammad ibrahim Post author

    As usual Jessica your Videos certainly add more value and are helping me get the puzzle pieces together..thank you.

    Reply
  30. Crayons & Me By Aditi Badwe Post author

    Informative but too fast 😐

    Reply
  31. Gang Trends Post author

    Most Aliexpress suppliers' descriptions suck. Thanks Jessica

    Reply
  32. mcchris ltd Post author

    Hello jessica
    What shopify apps will you recommend for a new dropshipper

    Reply
  33. Mahad Post author

    Hi Jessica the video was amazing as usual but I have a question If I want to ship internationally how do I change the currencies. Thanks again

    Reply
  34. Reza Gholizadeh Aghdam Post author

    If you add the title of your product description to your product, most likely you need to use the brand of the product you want to sell from aliexpress or any other vendors. How to mask this the best, because the customer can just google that brand and order it right from aliexpress.

    Reply
  35. Modern Memory Design: Picture frames & Art Prints Post author

    THANK YOU !!! Big help and its a market standard as i checked wayfair/target to compare

    Reply
  36. Ryan Stead Post author

    Hello again, This video helped me a lot so thank you! also How do you find a winning product??

    Reply
  37. Tw Post author

    Do you have any tips to make the process easier when starting with a full store and no descriptions?

    Reply
  38. Dangerfield Post author

    Haha – thanks for giving almost no advice on writing product copy.

    Reply
  39. Kadeer Ahmed Post author

    Hi i m ur new subscriber…actually i m a housewife, my husband started the business of doors n i m trying to help him out in online selling but i don't no where to start ..i hope ur videos help me out

    Reply
  40. Ivette Gouws Post author

    Fabulous video! I have a short shipping blurb at the end of my product descriptions – is this effective or should I take it out? How many sentences is optimal in your product description?

    Reply
  41. Krishna Parandham Abburi Post author

    Very Informative Video helps in doing things in right way

    Reply

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