MalachainLong reads, linked by thought.

Marketing & Advertising1 min read

Writing a product description people trust

By Priya Nair

A practical guide for Malachain readers, written from everyday experience.

Buyers skim descriptions looking for reasons to say no. Give them the facts first: size, materials, what is in the box, what it works with, and how it is delivered and returned. Then explain who it is for and what problem it solves in the customer's words, not the manufacturer's. Superlatives without evidence make a page feel less trustworthy, not more.

Photographs do half the selling. Show the product in use, at real scale, from several angles and with any flaws visible. Answer the three most common questions on the page itself rather than in a help centre. Finally, read the description out loud; if a sentence would embarrass you to say to a friend across a counter, cut it.

If you try any of these ideas, start small and adjust them to your own situation. What works for one person will not suit everyone, and it is fine to keep only the parts that help. Writing down what you changed, and what happened, makes it much easier to see after a few weeks whether the effort was worthwhile.

The most useful step is usually the first one. Pick a single suggestion, try it for a couple of weeks, and then decide whether it is worth keeping. Small, steady improvements last longer than ambitious plans that are hard to maintain once everyday life gets busy again.

It also helps to talk the subject through with friends or colleagues who have tried something similar. Their experience points out the details that guides leave out: how long things really take, which costs were unexpected, and which shortcuts turned out to be a mistake.

Filed undercopywritingecommerce

Add an article