How to Write a Product Sheet That Boosts Your Sales

How many products have you had in your online store? 100, 500, 20,000? And of all of them, is there any with a good product sheet that encourages purchase?

It’s sad, but the truth is that many e-commerce sites in Spain still have not utilized the power of copywriting to sell. This means that their product sheets are often copied from suppliers, competitors, or even non-existent.

I have read product sheets that only said: “the best hair dryer in the world at the best price”

That’s the level.

And what does it mean?

Well, apart from the fact that they are not doing things right and could be earning much more money, it means that YOU and only YOU can take advantage of this widespread deficiency among your competitors.

So yes, if you want to learn how to write a good product sheet, you have come to the right place.

It’s time to boost your sales with the help of persuasive words. Let’s see it in detail below:

Why Product Descriptions Are Important

It’s incredible the large volume of products that many e-commerce sites in Spain have. A real mess to optimize everything while respecting user experience, as well as important issues regarding SEO optimization for online stores.

But even more incredible is finding repeated, copied, poorly written product sheets or those that do not provide any value to the potential buyer who is on the other side of the screen looking for that product capable of satisfying their desire or need.

This usually happens for several reasons:

• Lack of budget for copywriting.
• Wrong belief that the product sheet does not influence the purchasing decision.
• Thinking like: Product sheets? Users don’t read them. I don’t need them.

And to put an end to these kinds of beliefs that prevent many online stores in Spain from boosting their sales, I will tell you that:

• Product descriptions are indeed read.
• Google can penalize you for duplicate content.
• You are not differentiating yourself from your competition. A big mistake.

Moreover, I will tell you that with product sheets that sell, you will improve your conversions, your income, and you will also achieve a more emotional and lasting connection with your customers.

What a Good Product Sheet Should Be Like

Work on the Buyer Persona

You would be surprised at the number of clients who request copywriting services and look puzzled when I provide them with the sheet to know their buyer persona or ideal customer.

They don’t even know who their target audience is!

They haven’t cared about that all this time, and that is one of the biggest mistakes you can make when writing any text to sell.

So, the first thing you need to do is know your ideal customer.

• Know who they are, what they are like, their age, profession, standard of living, hobbies, interests, and challenges.
• Understand their desire or need and the type of search they are conducting on Google.

By knowing your ideal buyer well, you will be able to write a product sheet with language that matches that of the user and emphasize those weaknesses that lead them to desire/need the product in question.

Product Knowledge

Just as you need to know the person who needs or wants your product, you also need to know what you are selling. This is a point where many errors occur when defining covered needs and benefits of the product compared to those of the competition.

In this regard, finding product descriptions that only talk about technical features is the most common.

Note: The technical features of the product should be present in the product sheet, but accompanied by persuasive writing that focuses on the benefits the user can obtain with their purchase.

To be clear, you should know:

• Product features.
• When, how, where, and who uses it.
• Why it is better than the competition

Structure and Design

And now that you are clear on who your target is and you know your product in detail, it’s time to create the product description to sell more.

It’s time to enchant with words, but not before planning the structure and design of your text.

And, be careful, let’s not go crazy here.

https://gfycat.com/spottedobedientaustralianshelduck

Regarding structure, it depends on which copywriting technique you decide to implement. Personally, I really like the AIDA method (Attention, Interest, Desire, and Action).

Thus, in a product sheet, I believe you should go in this order:

• Title that grabs attention and contains the product name with some highlighted feature. It usually goes at the top of the sheet.
• Emphasize in the first paragraphs how it meets the user’s need or desire. That’s what it’s all about, so make it clear at the beginning of your writing.
• Benefits they will gain after the purchase. This is the most important part of the text and must be made clear enough.
• Differences with competing products. This is key to prevent them from closing your tab and going to your competitor's store. They must visualize themselves using your product. Stories work very well in this part (Long live storytelling!)
• Opinions and customer testimonials, fundamental for persuasion.
• Call to Action. You can add a discount coupon until a certain date or for the first purchases to further incentivize the purchase.

Regarding design, there are several factors you should pay attention to:

Images

They must be of high quality, which means that the product must be perfectly visible from different angles. The user should not have any doubts about whether, for example, it has a zipper on the back or buttons. They must be able to see it in the image.

Buy Button

It is usually to the right of the image. It is important that the color of the button aligns with the persuasion or with the corporate colors of the store. Personally, I really like orange and green, but there are other colors that work just as well.

Product Description

Many place it to the right of the image, before the buy button. Here, what I recommend is to put a mini original and creative product description that invites to continue reading the long and persuasive description, which is the one we want them to read. We can place this below the image.

It is important that it contains differentiated paragraphs, bold text, colors, lists, and that it is as visual as possible to encourage reading.

Take a look at this sheet from PC Componentes. On the left, a variety of quality images. On the right, the title, price, buy button, and a positive opinion of the product. At first glance, without scrolling, this is the first thing the potential buyer will see.

If you scroll down, you will find a product description focused on perfect sales that even includes a video of the product, an ideal technique to differentiate yourself from the competition and give more visibility to the product's functionality. Right next to it, they place a column with similar products to encourage navigation through the different product sheets. Here’s the image:

SEO Optimization

Writing a product sheet to sell is good, but it must always be done with web positioning and organic traffic in mind that can come from the search intents of potential interested parties.

To do this, the best thing is to conduct good keyword research for each product or type of product and start using keywords and long-tail terms that can attract qualified traffic potentially interested in making a purchase. Additionally, including generic terms like 'buy', 'discount', 'cheap' will help us position ourselves for clear buying intents, as these are users who are already in the advanced phase of the sales funnel.

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Tips for Writing Product Sheets That Sell

And now that we know how to structure our product sheet, who to target, and what is most important to say about it, it’s important to know how to say it. For this, I leave you with some tips that I believe are essential when writing product descriptions:

No Long Sentences

More than 3 lines becomes difficult to read in this online world full of content, so let’s make it easy for your potential buyer.

Try to ensure that your product sheet does not have paragraphs longer than 2-3 lines. Visually it will be more appealing, and in terms of understanding, the ideas you want to convey will likely come across better.

Remember: simple writing, easy to understand for anyone, without exaggerations, and with short and direct sentences.

Out with Clichés

We really like them too much, but the truth is they add nothing.

Leave the stock phrases for another time and don’t distract the user with unnecessary wordiness.

We want to sell the product. Period.

Simple Works Better

You don’t need to use the most cultured vocabulary from the dictionary or speak in metaphors or similes that certain people won’t understand. Forget flowery writing because conversion could plummet.

Be clear and direct and convey your product information in a way that can be understood without too much thought. And if it comes with a story behind it that can engage and appeal to the buyer's emotions, even better.

Always Use Active Voice

It’s proven; you can ask any web copywriter, and they will tell you the same thing I do: forget passive voice.

• This dryer was created to dry hair faster than any other.
• With this dryer, you will dry your hair faster than with any other.

Which one do you prefer? The second one, right?

Exactly. Always active voice.

Don’t Overuse Adjectives and Focus on Verbs

The prettiest, most original, and mind-blowing dryer on the market.

NO.

Using adjectives so blatantly leads to artificial, poorly crafted copy that raises red flags when selling.

The copy should be as natural as possible, so I recommend forgetting adjectives like “good, beautiful, and cheap” and thinking more about action verbs, given that what we want is for the purchase to happen.

As you can see, writing product sheets to sell more is not that complicated. You just need to know your target customer well, your product, and some persuasive writing techniques to boost your e-commerce sales.

Or if not, you can always hire another copywriter and leave your product descriptions in the hands of writing professionals.

Either way, don’t wait any longer and change those horrible product sheets as soon as possible. I assure you that your sales will skyrocket when you do.