Writing product descriptions might seem like an afterthought when selling digital products, but in reality, they can make or break your sales. Think about it—your product description is your online salesperson. It needs to captivate, inform, and persuade, all while making the customer feel like they need what you're offering. If your descriptions are bland or uninspiring, potential buyers will scroll right past your product. But if you craft them strategically, they can turn browsers into buyers in an instant.
So, how do you write product descriptions that actually sell? Let’s break it down step by step.
1. Know Your Audience Like a Best Friend
Before you even start typing, you need to know exactly who you're talking to. Are your digital products aimed at busy entrepreneurs, creative freelancers, or stay-at-home moms looking for a side hustle? Each audience has different needs, pain points, and desires. Your product description should speak directly to them, addressing their struggles and showcasing how your product is the perfect solution.
Example:
Instead of saying: "This social media content planner helps you stay organized." Try: "Tired of scrambling for last-minute post ideas? This social media content planner helps busy entrepreneurs map out their posts with ease, so you can focus on growing your business."
2. Hook Them with an Engaging First Sentence
The first line of your product description should grab attention instantly. Think of it like the headline of an ad—if it’s boring, people won’t read further.
Ways to hook your audience:
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Ask a question: “Struggling to write captions that convert? You’re not alone!”
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Make a bold statement: “Say goodbye to content creation stress—this bundle has everything you need!”
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Create urgency: “Stop losing sales because of bland product descriptions—fix them today!”
3. Focus on Benefits, Not Just Features
It’s easy to fall into the trap of listing features. While features are important, what really convinces people to buy is understanding how the product will help them.
Example:
Instead of: “This template includes 30 customizable pages.” Say: “Save hours of design work with this fully customizable 30-page template that’s ready to use in just a few clicks!”
Features tell, but benefits sell—always keep that in mind.
4. Use Power Words That Evoke Emotion
Words have power. The right ones make your product feel irresistible, while the wrong ones can leave people feeling indifferent.
Power words that boost conversions:
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Exclusive
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Instant
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Effortless
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Proven
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Game-changing
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Must-have
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High-converting
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Time-saving
Example:
Instead of: “A guide to help with Pinterest marketing.” Try: “A proven step-by-step guide that makes Pinterest marketing effortless, helping you drive traffic instantly.”
5. Make It Easy to Read
Nobody enjoys reading a wall of text. Make your product description scannable by using:
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Bullet points
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Short paragraphs
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Bold or italicized key phrases
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Headings to break up sections
People skim before they read, so make sure the most important information stands out.
6. Use Social Proof & Trust Signals
Adding testimonials, reviews, or credibility boosters (like mentioning the number of downloads or happy customers) increases trust and removes doubt.
Example:
“Join over 10,000 entrepreneurs who’ve used this template to streamline their workflow!”
If you don’t have testimonials yet, try adding a money-back guarantee or limited-time offer to create trust and urgency.
7. Optimize for SEO Without Sounding Robotic
If you’re selling on Etsy, your website, or a marketplace, SEO matters. Use relevant keywords naturally in your product description to help it show up in searches.
Example:
Instead of: “A planner for social media.” Try: “This social media content planner helps entrepreneurs, influencers, and small business owners organize their posts effortlessly.”
Avoid keyword stuffing—it should read naturally, not like a jumble of search terms.
8. End with a Strong Call to Action (CTA)
Never assume people will just click “Buy Now” on their own. Guide them toward making a purchase by telling them what to do next.
Examples of strong CTAs:
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“Download instantly and start seeing results today!”
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“Grab this exclusive bundle before the price increases!”
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“Click ‘Add to Cart’ and make your business run smoother today!”
Writing product descriptions that skyrocket your digital sales is all about understanding your audience, making your product irresistible, and leading them to take action. The more persuasive and engaging your descriptions are, the easier it becomes to turn visitors into paying customers.
Take a look at your current product listings—are they doing their job? If not, use these tips to tweak and improve them. A few small changes can make a huge difference in your sales. Now go and make those product descriptions shine!
