When done right, a compelling product description can make a commercial truck or item of heavy equipment sound like an exciting business investment. But writing product descriptions can seem daunting, but they're actually not!
So, how do you write descriptions that not only showcase your equipment effectively but also catch the eye of your potential buyers?
“How long should product descriptions be?”
There is a balance between being exhaustive without being exhausting. Keep in mind that your potential buyer can't see or touch the equipment, so your words need to paint a picture enough to get the point across.
And while you’ll need to include basic details like model, year, hours of operation, and condition where such details belong, it pays to highlight unique features. Make your listing stand out with details such as its maintenance history or its noteworthy characteristics.
It’s common to want to hide some of the flaws to help the listing put its best foot forward, it’s a better idea to be hyper-honest. This honesty doesn't just build trust, it also prevents future misunderstandings, disappointments, and unwanted surprises. If there are any defects or issues with the equipment, it's better to disclose them upfront rather than them surfacing after the purchase.
Folks love a good story, so tell one. Describe how the equipment has been used, any significant upgrades, how many owners it had, or how well it was taken care of. This narrative gives your listing a personal touch and allows buyers to visualize how the equipment can fit into their own projects.
Consider whom the equipment might be best for. Is it best suited for large-scale projects, or would it be a perfect fit for a small business owner? While most buyers can make these determinations for themselves, providing this input can make you come off as considerate of the buyer’s needs. Guiding potential buyers like this subtly suggests they’re the right fit for the equipment, fostering a connection and increasing the likelihood of a sale.
Though this is the case, know when you’re being helpful versus talking beneath them. Perhaps just make a few application suggestions and move on to the important information.
Here’s a Tip to Guide Your Writing:
If you had to give this piece of equipment away to someone, but you could choose the worthy party, what kind of business or individual would you hand it off to? Keep them in mind while you write the listing. Doing so will help you subconsciously write for the most appropriate buyer—whether you know you doing so or not!
Even if you’re selling several of the same pieces of equipment, every piece of equipment is slightly different—and your descriptions should reflect this. Highlight unique differentiating factors for each listing, such as low mileage, low operating hours, or recent upgrades. This not only makes your listing stand out, but it also helps the right buyers find your equipment. Simply put, avoid the temptation to copy and paste!
List the Specs Clearly
Clearly list out the specifications according to each listing platform. It’s essential information for buyers and can affect their purchasing decision. Avoid confusing jargon. Make specs easily understood, straightforward, and concise.
Seller Financing & Other Perks
Are you able to connect your sellers with financing or other helpful programs? Awesome! But that’s not what the product description is about. While you can mention it in the ad, save it for the end of your description. While important, it should not overshadow details about the equipment itself.
Now that you know what you should include in your product description, let’s see what you should avoid.
While it's essential to understand what to do, it's equally important to know what to avoid.
Don’t Attempt to Manipulate Search Results
We get it—competition for buyer eyeballs is fierce. This has led some sellers to attempt to trick search engines by jamming as many keywords as they can into their descriptions to increase visibility—a practice known as “keyword stuffing.”
While this practice seems like it should work, what it actually does is confuse search engines and annoy potential buyers. All of that irrelevant information is simply muck they have to sift through to find the correct information about your equipment or vehicle.
When in doubt, just say no to keyword stuffing.
Don’t Stick Data Where it Doesn’t Belong
You may feel like you’re getting one over on various listing websites by working your contact information or into the listing description. Don’t be surprised when this backfires. How?
Most of the time, sticking contact details where they don’t belong confuses buyers on how to contact you—hurting listing success and messing up your lead tracking.
Beyond this, you may also violate the terms of service of the listing website and hurt the visibility of your listing.
It’s in your best interest to keep details where they belong according to each listing platform.
Don’t Repeat Yourself
You may think repeating various details about the item in the description will make it appear to be a more relevant listing deserving of increased visibility. Well, it won’t. If anything, listing the same specifications and details over and over will muddy the description—resulting in confused and annoyed buyers. Keep your listings clear and concise.
After you've crafted your description, read it back.
- Is it clear?
- Is it concise?
- Is it honest?
- Have you left any questions unanswered?
- Does it make the equipment appealing?
- Would you want to buy this if you were your prospective buyer?
If you can confidently answer "Yes," then congrats—you've written a successful product description!
Remember, the goal of your description is not just to list an item for sale, but to connect with the right buyer and convince them that your equipment is the right fit for them.
Are you a private seller?
If you're a private seller, we've created a crash-course guide to listing your construction equipment or commercial trucks online for sale. Actually, the piece you're reading is one the steps in the process! Look at you, you overachiever.
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