Product descriptions are important

Product Descriptions That Made a BIG Difference to Online Sales

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Product descriptions are important

This bear sold for about 20 times its original price

Product descriptions make a difference even if you are selling $1 trinkets. So says the research.

There are many aspects to writing good product descriptions that we will cover in a future post. One of the keys is understanding the importance of selling benefits. Another proven strategy is storytelling and there can be no more convincing evidence than the following.

I’m going to defer straight to the Significant Objects project devised by Rob Walker and Joshua Glenn, which proves how much difference a good product description can make.

Rob and Josh were intrigued by the notion that narrative could impact an object’s subjective value. So much so, they asked professional writers to write product descriptions to help them sell humble, used objects on eBay.

100 secondhand trinkets, totems and, frankly, pieces of rubbish, were purchased for a total of $128.74 from a secondhand store. They were then resold on eBay for a total $3,612.51, at a tidy profit of over 2800%.

To make sure it was no fluke they did it again and proceeded to make an even bigger profit.

Significant Objects is here: http://significantobjects.com

It’s a great web writing lesson. Happy reading!

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Chris Vincent

Chris Vincent is a communications specialist with expertise in copywriting and content strategy for traditional and online platforms. Chris helps organisations to communicate in a way that engages and motivates audiences to act. Chris is also an experienced tender writer with a background including multi million dollar bids through to helping small businesses to respond to government tenders. Chris is owner of Write House where he is both a working writer as well as manager of a small team of contract writers working with businesses around the country.
Chris VincentProduct Descriptions That Made a BIG Difference to Online Sales