You’re running a business, and every detail counts. Your product descriptions, those little blocks of text on your website, Amazon, or eBay listings, might seem like small potatoes, but they’re the frontline soldiers in your sales army. Now, imagine a potential customer lands on your page, eyes scanning the words, and stumbles over a typo: “Grate for outdoor use” instead of “Great for outdoor use.” A chuckle might escape their lips, but what’s less funny is the impression it leaves. Suddenly, your business looks sloppy, careless, and — dare we say it — unprofessional. That’s where a ghostwriter steps in, and if you’re smart, you’ll see why handing them the reins on product descriptions is a seriously good idea.
Let’s face it: you’re not in the business of writing. You’re in the business of selling, whether it’s handmade jewelry, high-tech gadgets, or eco-friendly cleaning supplies. Crafting compelling, error-free product descriptions takes time, skill, and a keen eye for detail, and chances are, your plate’s already full juggling inventory, customer service, and marketing. A ghostwriter, though, lives and breathes words. They’re the unsung heroes who can turn a bland “This is a blue shirt” into “Slip into this vibrant cobalt button-down, perfect for casual Fridays or a night out.” It’s not just about fixing typos; it’s about painting a picture that makes your product irresistible. When descriptions sing, customers listen…and they buy.
Now, consider the flip side. Typographical errors aren’t just minor hiccups; they’re trust-killers. Picture this: you’re shopping online for a new coffee maker. One listing boasts “easy-to-clean” and “durable steal construction.” Did they mean “steel”? Your brow furrows. If they can’t spell “steel,” can you trust the machine won’t break down in a week? Probably not. You click away, and that sale vanishes into thin air. Studies back this up.
Research from the UK’s Royal Mail found that 74% of consumers wouldn’t trust a company with poorly-written content, and 42% would abandon a purchase over bad grammar or typos. In the cutthroat world of e-commerce, where competitors are merely a click away, sloppy writing is like handing your rivals the victory on a silver platter.
A ghostwriter doesn’t just polish your words; they protect your bottom line. Sales hinge on perception, and perception is shaped by every comma, every adjective, every turn of phrase. When your product descriptions are riddled with errors, it’s not just a matter of looking unpolished, it signals to customers that you don’t care about the details. And if you don’t care about the details in your listings, why should they trust you care about the product itself? A ghostwriter flips that script. They weave professionalism into every sentence, making your brand look sharp, reliable, and worth the investment. That’s not fluff; that’s dollars and cents.
So, who’s going to sound the alarm on this? Chances are, it won’t be the owner or the C-suite execs poring over every listing; those folks are too busy steering the ship. It’s more likely someone in the trenches: a marketing manager noticing a dip in conversions, a customer service rep fielding complaints about unclear descriptions, or even a junior employee who’s tired of cringing at “your” instead of “you’re.” These are the folks who see the cracks in the facade and raise the flag. They’ll march into your office or shoot you an email saying, “Hey, we need to up our game here.” And when they do, listen, because they’re onto something.
Hiring a ghostwriter isn’t just about outsourcing a task; it’s about investing in your brand’s credibility. Think of it like hiring a chef for a restaurant. Sure, you could whip up the meals yourself, but if the food’s mediocre, customers won’t come back. A pro in the kitchen, or in this case, behind the keyboard, elevates the experience. Take a product like a portable speaker.
A DIY description might read: “Loud speaker with good battery.” Yawn. A ghostwriter could spin it into: “Crank up the volume with this powerhouse portable speaker, boasting crystal-clear sound and a battery that keeps the party going all night long.” Which one makes you hit “Add to Cart”? The second, obviously, and it’s typo-free to boot.
The ripple effect of quality writing goes beyond a single sale. It builds trust, encourages reviews, and turns first-time buyers into repeat customers. On platforms like Amazon and eBay, where algorithms reward engagement, a well-crafted description can nudge your listing higher in search results, putting more eyes on your product. Typos, on the other hand, drag you down, both in perception and performance. Customers might not complain outright, but they’ll quietly take their business elsewhere, and you’ll be left wondering why sales are flatlining.
In the grand scheme, a ghostwriter is your secret weapon. They’re not just fixing “there” versus “their”; they’re crafting a narrative that sells your vision. You’ve poured your heart into your business so don’t let a careless typo undermine it. Someone on your team will likely spot this need first, and when they do, seize the opportunity. Hand the task to a pro, and watch how a few well-chosen words can turn browsers into buyers. After all, especially with online sales, you don’t get a second chance to make a first impression. So make it count.
I’m Michael McKown, the co-founder and president of Ghostwriters Central, Inc., a well-known company providing professional ghostwriting services to clients everywhere since 2002. The writers I have under contract are the survivors of my screening process. We’ll get the job done right. All you have to do is click the link. Let’s talk. If we work together, you’ll improve sales. Thanks for reading.
By- Michael McKown
