How do you create product descriptions and images that sell?

Do a search for your item on competitive sites and in search engines. If your item, or a very similar item, has a lot of reviews that means there is probably an extensive purchase and search history with the offered description. Do not reinvent the wheel. You may want to add a couple of descriptive words but keep the core of the description the same. Use their description but beat the competition on price.

To know your audience, start by defining your target customers and understanding their desires and communication style. Craft messages that resonate with them, addressing their needs and emotions. Utilize tools like customer personas, surveys, and feedback to gain insights into preferences, motivations, and expectations.

Know who your target audience is. Focus on the product benefits. Tell the full story. Use natural language and tone. Use power words that sell. Make it easy to scan. Optimize for search engines. Use good images.

Both benefits and features are of importance in a product description. In the example above, communicating security and comfort is indeed important, but the fact that the backpack fits 15-inch but not 17-inch laptops is of equal value. Therefore, find a balance in between writing benefits and features, so that you can appeal to the consumer's head and heart simultaneously. You will also capture different consumers this way, both the ones doing fact-based shopping as well as those that make emotional purchases.

Luggage is luggage until you tell your future customers how they will feel gliding their suitcase through the airport on the way to Spain. The wheels will slide and not wobble. Even if the baggage handlers try their hardest, that bag is up to any challenge. It's rugged, durable and stylish at the same time.

Try not to be too "corporate" or polished in your visuals. Classic advertising layouts no longer work as well as they used to. Be authentic and use images tailored to your target audience.

Use easy, accessible and understandable language. Technical terms are good when widely-used in your industry and of relevance to consumers, but not if they are difficult to understand. Furthermore, you should stay true to the benefits the product actually provides. Storytelling can help you to put your product in the spotlight but you should never make promises that your product cannot deliver on.