There’s a certain appeal to shopping for something in person. The touch of the fabric, the brightly colored display or the neat rows of clothing, waiting to be discovered. That personal connection is sometimes missing from eCommerce. So how do you reach out and elicit emotion from your prospective buyers?

For the buyer to desire your product, you want them to feel a connection. Your end goal is to have them say to themselves, “I WANT that product.” Maybe even “I NEED that product.” That desire can often be elicited from the product description. Besides providing a detailed account of the product, the description should create an emotion in the reader. This article, from Practical eCommerce, provides good information on the kind of content you need, the current trends, organizing your product content and testing descriptions.