Your digital product descriptions play an important role in your online shop. A great digital product description can attract new customers, or convince a potential customer to hit “Add to Cart.” A terrible product description can drive customers away…and lose you money.

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What makes the perfect digital product description? Clarity, brevity, and understanding your audience. Let’s dive a little deeper in this blog.

Understand your ideal customer

Before you begin writing, I recommend you outline key details about your product and your ideal customer. This’ll help you organize your thoughts and ensure you don’t leave any important info out of the description.

Jot down the answers to questions like:

• Who is my product for? Think in terms of age, career, lifestyle, education, or experience with the topic, gender, or location. For example, you might say your product is targeted toward millennial women who run their own business in the United States.

• What’s my ideal customer’s pain point? Describe the problem you’re solving or the solution you’re offering to your customers with your product. 

• When/where/why should someone use this product? Should it be used during a specific time of the day or year, or for a certain occasion? Can it be used with certain programs or devices only? And why is it better than your competition’s product?

Now that we have the basics down, let’s talk more about writing style.

Make it super clear and easy to understand

If I could leave you with one tip only, it’d be this: Don’t leave any room for confusion! 

Why? Confused customers won’t buy your product. It’s safe to say that your digital product description can make or break a sale. 

The description, especially any instructions for using it, should be very easy to understand. This is not the place to use unnecessarily fancy words or jargon. Nor should you try too hard to impress your customer or make them laugh. It’s okay if that’s your brand, but above all, share the essential information about your product. 

After you write a first draft of your product description, reread it from your customer’s point of view. Does it make sense? Better yet, have a friend or a family member who doesn’t know your digital product as well as you do read the description. Ask them for feedback and then edit your description as needed.

Include all the necessary details

Remember what I just said about essential information? That involves three things:

• A basic overview of the product. What does it do and who is it for? What are its features and functions? How much does it cost?

• What the product includes. Is it a standalone product or part of a bundle? What type of digital product is it (e.g. guide, course, workbook, webinar, roadmap, etc.)? Are there any bonuses included?

• How to use the product. Do you download the product or create an account on a specific site to access it? What programs are needed to use it? Do you get lifetime access to it or is it limited-time only?

Once you have all the necessary details outlined, think about the best format to use for your product description. You might tell a quick story with short paragraphs, or you may prefer to keep it simple with bullet points. Or you might use a combination of both!

It’s important to include all the necessary info in your product description, but that doesn’t mean you can’t be creative or have a little personality! You just might convince a potential customer to buy your product by using your brand voice, whether it’s sassy or sweet or witty.

Here’s a tip for writing your product description in a natural way: Explain your product as you would to a friend of a friend. You wouldn’t be super formal, would you? You’d be enthusiastic, clear, and engaging.

Wanna drive more traffic to your digital product shop?

Here’s the awesome part about taking the time to craft the perfect digital product description. Once you write it, you don’t have to do it again! Your product will sell on its own, on repeat, while you go off on your merry way. You don’t have to edit it unless your product changes.

Writing great product descriptions is just one small part of the big machine that is running an online shop. If your machine is running smoothly right now but you could use more site traffic (and more sales) I have tips for you on growing your shop! 

In the video below, I share some secrets on how to increase sales in your digital product shop, but that’s just the beginning. Watch the entire playlist to learn about pricing your digital product, writing the perfect email sequence, and more!