{"id":20592,"date":"2021-06-23T09:45:05","date_gmt":"2021-06-23T07:45:05","guid":{"rendered":"https:\/\/www.snapsoft.de\/writing-product-texts-how-to-create-the-perfect-product-description\/"},"modified":"2025-08-21T16:09:15","modified_gmt":"2025-08-21T14:09:15","slug":"writing-product-texts-how-to-create-the-perfect-product-description","status":"publish","type":"post","link":"https:\/\/www.snapsoft.de\/en\/blog-en\/shopmanagement-en\/writing-product-texts-how-to-create-the-perfect-product-description\/","title":{"rendered":"Writing product texts: How to create the perfect product description"},"content":{"rendered":"

Writing product texts: How to create the perfect product description<\/h1>\n

\"Writing<\/p>\n

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Writing product texts has to be learned. An ideal product description is more than simply reciting the features of an item: it provides information about the product, conveys the company’s own brand message, creates trust and encourages people to buy. To ensure that you succeed in balancing product information and sales magnets in your product texts, we present some basic rules for writing article descriptions in this article. We’ll also show you how to create engaging product pages using best practices.<\/span><\/p>\n<\/div>\n

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3 basic rules for product copywriting that you should follow whenever possible<\/h2>\n

No less a figure than Joseph Pulitzer, namesake of the Pulitzer Prize, once said:<\/span><\/p>\n

“No matter what you write – write briefly and they will read it, write clearly and they will understand it, write pictorially and they will retain it.”<\/span><\/em><\/h3>\n

Three basic rules can be derived from this quote that apply well to product copywriting. Two of them are universal, while the third depends a bit on your product and target audience.<\/span><\/p>\n

#1: Keep it short<\/h3>\n

The abundance of offers in e-commerce is unmanageably large. From the customer’s point of view, this is one of the main reasons why online shopping is so attractive. For retailers, this means that you only get a small portion of the attention span of potential customers. This is even very low: As Mircosoft Canada claims to have found out in a study from 2015, it would be around 8 seconds – and thus below the level of a goldfish (source: t3n<\/a>). Although the study has since been disputed by various sources and can no longer be found on the IT giant’s website, our attention span is unlikely to be much longer, as we are increasingly confronted with ads, banners, videos and the like in our everyday lives. This overload of stimuli is a drain on our concentration. In addition, we are developing an ever stronger inclination towards the “second screen”, i.e. a second screen that additionally occupies us, for example the smartphone that we handle while watching TV.<\/p>\n

When shopping, and in other areas of life as well, we therefore want to have the essential information served up clearly and easily accessible so that we don’t waste so much of our scarce time. You should have this basic idea in mind when writing product texts. Prepare your information in such a way that your readers can grasp it quickly and limit yourself to the features that actually add value for them.<\/p>\n

\"Short<\/p>\n

Source: apodiscounter.com<\/a><\/p>\n

Apodiscounter is one of the most well-known online pharmacies in Germany and describes its products with concise texts.<\/p>\n

#2: Use simple language<\/h3>\n

You don’t have to write a dissertation if you want to write a successful product text. On the contrary, the best item descriptions are easy to understand. This also has something to do with the fact that our attention span is so short that it simply does not allow for a second reading. For this reason, you should avoid technical terms and awkward phrasing and share your product information in a few (see point #1), short sentences.<\/p>\n

\"simple<\/p>\n

Source: Packaging<\/a><\/p>\n

Verpacking sells packaging materials of all kinds – and focuses on a simple product description.<\/p>\n

Also a good idea:<\/strong> the company packs additional information into so-called accordions that can be extended and retracted when clicked. Thus, no one is overwhelmed by too much text from the start, which corresponds well with our first point.<\/p>\n

#3 Use language images<\/h3>\n

Language images can be the key to persuading customers who are still undecided to make a purchase. Again, this is not about you writing a product text that will earn you 15 points in any German exam. Your article description doesn’t have to be brimming with metaphors and other stylistic devices, but it can and should create a vision in the reader’s mind through meaningful language imagery. Stimulate your customers’ imagination and create an image of how your product will improve their lives. However, be sure to use rather subtle language. Exaggerations could be unserious and in the worst case deterrent.<\/p>\n

As indicated elsewhere, this rule cannot be applied to all product groups. The above-mentioned Apodiscounter, for example, sells rather “sober” articles with medications that evoke little emotion and where primarily the facts, in this case ingredients and efficacy, are of interest. However, there are definitely categories where it can be worthwhile to get a little creative with the product text. This can be especially certain food, leisure, cosmetic or fashion items.<\/p>\n

\"Language<\/p>\n

Source: YouFlake<\/a><\/p>\n

YouFlake sells so-called flake squeezers and the matching self-made muesli in its own online store and on marketplaces. In the product text above, the retailer alludes to how its squeezer’s classy design makes it an eye-catcher in the kitchen.<\/p>\n<\/div><\/section>\n

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