How To Write T-Shirt Product Descriptions (Properly)
Writing product descriptions for your T-shirt dropshipping business can be really annoying. They’re only a couple of sentences long and seem like they should be really easy to create, but they can have a dramatic effect on your sales.
If you’ve been stressing over how to write your T-shirt product descriptions the right way, here is a step-by-step guide to getting the most out of those pesky paragraphs, whether you choose to write them yourself or outsource them to professionals.
Before You Begin
- Know Your Audience
The single most important thing for your business is to know your audience.
Know everything there is to know about your customer. Demographic information tells you facts about people: age, location, income, devices they’re using, how they found your Shopify, Teespring, or other online shop. Psychographic information takes you to the next level: How do they spend their time? Their money? What do they believe in?
The more you know about your customer, the more you can tailor your website experience and product descriptions to them. A shopper who feels like a brand “gets” them is much more likely to become a repeat customer.
- Find Your Tone
Tone is crucial. It should sound like a conversation. How would your customer recommend your T-shirt to a friend?
Your tone should reflect your brand and your products, too. Your T-shirts occupy a specific niche and your product descriptions should reflect that.
- Are they limited edition?
- Are you raising money for a cause?
- Are they funny sayings?
Whatever type of shirt you’re selling, make sure that your tone supports that. If you choose to outsource your writing, you should be able to explain the tone you want, and a professional writing service will help you achieve it.
Remember that your customer is interacting with a computer screen. Use the right tone to make them feel like there is a person on the other side.
Writing The Product Descriptions
Great salespeople understand that purchasing is an emotional process, not analytical; customers buy with their gut and use their brains to rationalize it after. Use this to your advantage.
- Tell a Story
If your T-shirts or designs have a unique history or attribute, say so! If they can make a customer feel like a part of something bigger, tell them! Humans are hard-wired to love stories and if you can tell a compelling one about your product it will help customers connect with your T-shirts and your brand.
- Use Emotional Language
If your T-shirts don’t have a unique story, make the story about your customers. Help the customer imagine how your products fit into their life. Rather than calling your shirt “nice”, use power words that suit your tone like dazzling, spectacular, or kick ass. Maybe it will make your customer look jaw-dropping, fearless, or stunning. Build up your customer’s confidence and make them feel good about themselves and they will likely feel good about your T-shirts.
Talk about benefits, not just features. A feature is a fact. A benefit is how your product improves your customer’s life. Use benefits in your product descriptions to insert your T-shirts into your customer’s story.
- Engage the Senses
Online shopping has many advantages, but it also has one major disadvantage: a customer cannot walk into your store, hold the shirt in their hands, or try it on. Use product descriptions to engage shoppers’ senses. Including sense language in your descriptions will help the customer to imagine your product as a part of their life.
You should also use high-quality images and sizing charts to create a shopping experience where the customer can inspect details and see the design up close.
When you are finished writing product descriptions, optimize them.
- Make It Easy to Read
Most people scan product pages for information so get to the point early. Keep it brief. Say your most important information in the first 100 words. If you want to write an extended description, stick to 300 words or less with plenty of line breaks. Bulleted lists are a great way of getting benefits and features across.
- Use Keywords
Keywords are important for customers to get information about your product, and also for future customers to find you through search engines. Using SEO keywords can help your products show up in relevant Google searches. This is another way a professional service can be useful: they have a lot of experience with SEO keywords and can lend their expertise to your site.
Be careful not to overstuff your product descriptions with keywords. You still want them to read in a conversational tone. Too many keywords can turn potential customers off and even hurt your search engine rankings! Aim for no more than 1-2 keywords per 100 words of text.
Optimize other parts of your site by including keywords in product titles, product URLs, image file names, image alt-texts, and image descriptions, as well as site metadata. Have these keywords do the heavy lifting so your product descriptions can still sound natural and human.
- Tweak Over Time
If you see one product description is working very well, analyze what’s working and adjust other pages accordingly.
You can choose to outsource your product descriptions. Professional writing services like The Content Panel can be extremely useful in crafting stories with emotional language that convert shoppers into customers. They are the best way to get quality dropshipping product descriptions. The time you save and the increased customer conversion rates quickly repay the costs of hiring writers.
Product descriptions should be simple, but that does not mean they’re easy. Hiring a writing service or following the steps outlined above will help you achieve great results.
- Before you begin writing or hire a writer:
- Know your audience
- Find your tone
- As you’re writing:
- Tell a story
- Use emotional language
- Engage the senses
- Optimize your writing:
- Make it easy to read
- Use keywords
- Test and tweak over time
- Remember: A shopper who feels like a brand “gets” them is much more likely to become a repeat customer.