How to Create a Great Item Description

Many sellers only use the item description to describe the item in plain and basic terms. While you should use the description for that purpose, you should also consider it as an area where you have the opportunity to do some advertising in order to entice buyers to purchase. Writing an enticing description isn’t difficult , but there are some things you need to know that can help.

Think like a buyer. Ask yourself what questions you would have if you were thinking of buying the item. For example, one common mistake is to list an article of clothing and state the size but not the measurements. Not all clothing manufacturers size items equally, and while the label may say it’s a medium, it may run small. The buyer may wonder how wide the shoulders are, how long the inseam is, or what the fabric is made of. If you’re not sure of something, tell the buyer and don’t make a guess.    

Describe any flaws or problems with your item in your listing. Some people think that an item won’t sell if you provide detail about flaws, but the opposite to usually true. People are typically more willing to take a chance if they believe you’re being honest and upfront. If there is a chip or scratch, measure it and let the buyer know how big it is. Take a close-up photo of the flaw so the buyer can see the detail. In many cases, if the buyer really wants it the flaw may not be a big deal.

Avoid using words that no one searches for in your listing title. Whether you’re selling a cashmere sweater, a smartphone or a Christmas ornament, no one is going to search for the word “LOOK” or “Buy Now.” Consider the words buyers would use to find the item, but write for the buyer—not the search engine.

Keep your listing positive. Some sellers get frustrated by difficult buyers and start making demands of their buyers in their listings. They tend to give all kinds of reasons why someone shouldn’t make a purchase, and no reason for why they should. This technique almost always backfires because even good buyers who want the item will end up going elsewhere. Nobody wants to buy something from someone who automatically doesn’t trust them.

This guest post was contributed by Kat Simpson. Kat is a trusted eCommerce author, speaker, educator, and entrepreneur. Kat Simpson has been a successful eCommerce merchant for over 10 years; is an eBay Education Specialist and Gold Level PowerSeller, as well as a successful Amazon merchant. Currently Kat is the hosts the popular weekly eCommerce Podcast That Kat Radio and an active Facebook Group ThatKat.

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