By Michael McKown
The reactions to poor writing
A very long time ago, I owned a 1962 Honda Superhawk motorcycle. I had it for several years. Eventually, it was time to do an overhaul, so I ordered the English-language shop manual. Now, granted, some people don’t care about spelling, punctuation, proper word use or other grammatical elements, but I do. I’ve been a writer and editor for more years than I care to admit.
This manual was rife with bad English. It was comically bad and left me laughing and shaking my head. It also slowed my work since I had to figure out what the writer meant. I wondered, who unleashed this manual on an unsuspecting public? Why wouldn’t an organization such as Honda hire a skilled translator? It seemed to me that they had some clerk use a Japanese-to-English dictionary to write it. Maybe Honda just couldn’t afford a translator in 1962.
Then there are product descriptions for imported goods, notably from China and notably found on Amazon. You’ve bought from Amazon and you’ve read badly-written descriptions. I considered contacting Amazon sellers and offering the services of my company to turn their ad copy into something that shines. But then it occurred to me that probably nobody in those companies really cared.
First impressions
First impressions are everything. When customers browse listings, they rely on product descriptions, reviews, and other written content to make purchasing decisions. The quality of this content—especially its grammatical accuracy—plays a pivotal role in shaping customer perception. While grammar may seem like a small detail, it can significantly affect trust, engagement, and ultimately, sales.
One of the most critical factors in any buying decision is trust. Customers want to feel confident that the product they’re purchasing is high-quality and that the seller is reliable. Poor grammar, spelling mistakes, and awkward phrasing in a product listing can immediately raise red flags for many potential buyers.
When a product description is riddled with grammatical errors, it can give the impression that the seller lacks professionalism or attention to detail. Customers may question the authenticity of the product or the credibility of the seller. In contrast, a well-written product listing signals that the seller is serious about their business and has taken the time to present their product in the best light. This attention to detail fosters trust, making it more likely that customers will feel comfortable making a purchase.
For example, consider two similar products listed on Amazon. One has a well-structured, error-free description, while the other is full of typos and poorly constructed sentences. Even if the products are identical in quality, the listing with better grammar is more likely to convert browsers into buyers because it conveys professionalism and reliability.
In short, don’t shoot yourself in the foot with poor writing.
The importance of grammar and image
Correct grammar ensures that information is presented logically and that sentences are easy to follow. This improves readability and helps customers quickly grasp what the product offers. When customers can effortlessly understand a product’s value, they are more likely to make a purchase decision. On the other hand, if they struggle to decode a confusing or poorly worded description, they are more likely to abandon the listing and move on to a competitor.
Consider for a moment a high-end retailer’s brick-and-mortar store. The store’s design supports the sales effort. The exterior needs to communicate the retailer’s brand image. Imagine, for instance, Chanel doing business from a rundown neighborhood’s storefront. Dirty windows. Stucco flaking off the front. Faded paint. Chanel would never do business from such a place.
Chanel knows doing so would sabotage and cheapen its image. Good grammar and quality writing is part of your online image. For any given item for sale online, there are probably thousands of individual sellers pushing the same product. Sellers are usually not manufacturers. What impact would excellent product descriptions have on your business? You could probably charge more.
Here’s an example. A few years ago, I bought a sheet set for a bed, on Amazon. Dishonest sellers would claim their sheets have impossibly high thread counts. This one seller took the effort to clarify matters. They explained how thread count works, and included a chart that showed how much a sheet would weigh at various sizes thread-count levels. That chart indicated to me that a lot of other sellers were lying. They gained my trust. Their honesty and clarity sold me.
Amazon’s algorithm
Grammar mistakes can alter the meaning of a sentence, leading to misunderstandings about the product’s features or functionality. For example, a simple misplaced comma or an incorrect verb tense can change the interpretation of a product’s specifications. This can result in disappointed customers, negative reviews, and returns—all of which hurt a product’s ranking and overall sales on Amazon.
Amazon’s search algorithm plays a crucial role in determining which products appear at the top of search results. While factors like pricing, reviews, and sales history are essential, the content of product listings also impacts SEO. Well-structured and grammatically-correct descriptions are more likely to be optimized for relevant keywords, increasing the chances of a product appearing in search results.
Poor grammar can dilute the effectiveness of keywords, making it harder for Amazon’s algorithm to recognize and rank a product listing. For instance, awkward phrasing or misuse of words may confuse the algorithm, preventing it from associating the listing with the correct search terms.
Google’s algorithm
In addition to Amazon’s algorithm, external search engines like Google also index product listings. High-quality, grammatically correct content can boost the chances of a product being found through organic searches on Google, further expanding the reach of a seller’s product beyond Amazon’s platform.
When customers purchase a product based on unclear or misleading descriptions, they are more likely to leave negative reviews if the product doesn’t meet their expectations. Negative reviews can have a devastating impact on a product’s sales, as future customers often rely on feedback from other buyers to make purchasing decisions.
Correct grammar ensures that the product’s features, benefits, and limitations are clearly communicated. When expectations are properly set, customers are less likely to feel misled and more likely to be satisfied with their purchase. This, in turn, reduces the likelihood of negative reviews and returns, both of which can hurt a product’s ranking on Amazon and deter future buyers.
A cycle of declining sales
Furthermore, negative reviews caused by poor communication can create a cycle of declining sales. Fewer sales lead to lower rankings, which means less visibility, fewer conversions, and even more negative reviews. This cycle can be difficult to break, making it crucial for sellers to get their product listings right from the beginning.
And there you have a secret to greater success. Words are important. Gain the advantage over your competitors. My company is Ghostwriters Central, Inc., and we’ve been in the ghostwriting services business since 2002. We can help with editing your existing work, rewriting it, or generating original content, for products or blogs, or for whatever you need. Thanks for reading.
