The Proven Formula for Writing Product Descriptions That Sell

Understanding Your Product

Before you start writing, take a step back and think about what you're selling. What makes your product unique? Why would someone want to buy it? These questions should guide your description. Think of it like explaining your product to a friend—what would you highlight?

Focus on Features, Benefits, and Results

Start with the core features of the product—what it is, what it does, and how it works. From there, explain the benefits: why do those features matter to the buyer? What problem does your product solve for them? How will their life improve by using it?

For example, if you're selling a pair of noise-canceling headphones, you don’t just say, "These headphones have noise-canceling features." Instead, say, "These headphones block out surrounding noise, so you can focus on your music, podcasts, or work without distractions."

People don't buy products just because of the features. They buy because of how those features make their lives easier or better.

Speak the Language of Your Audience

Your audience should shape the tone and language you use. Avoid using technical jargon unless your product requires it and you know your customers will understand it. If your audience is everyday consumers, keep the language simple and relatable.

Imagine you're talking to someone who has no prior knowledge of your product. How would you explain it to them? Simple, everyday words will make a much bigger impact than complex terms that may confuse or alienate potential buyers.

Use the Right Tone

The tone should align with your brand and appeal to your customer base. If you're selling a high-end luxury item, the tone may be more polished, but it shouldn’t sound pretentious. If you’re selling a casual, budget-friendly product, keep the tone friendly and easy-going.

Don’t try to force excitement into the description. Instead, focus on clear and helpful information that speaks to the value your product offers. Avoid exclamation points or overly dramatic statements. Let the product speak for itself.

Keep It Simple and Straightforward

Lengthy, overcomplicated product descriptions can cause buyers to tune out. Instead of overwhelming your audience with too many details, keep it short and to the point.

Use bullet points when you need to list features. This makes it easier for customers to skim through the important information and understand what your product offers at a glance.

Example:

• Noise-Canceling Technology: Reduces background noise for a clearer listening experience.
• Comfortable Fit: Soft ear cushions and adjustable headband for all-day wear.
• Long Battery Life: 20+ hours of playtime on a single charge.

This list tells the customer exactly what they’ll get without any fluff. Keep the focus on what matters to them.

Address the Customer’s Needs

A good product description connects with your customer’s emotions and needs. You need to show that you understand what they want and that your product is the solution.

Ask yourself:

• What problem does the customer have that this product can solve?
• How can the product make their life easier, more convenient, or more enjoyable?
• How does the product meet their expectations?

If you’re selling a water bottle, for example, your customer might want something durable, leak-proof, and easy to carry around. Don’t just describe the product’s features—show how those features meet their needs. "Stay hydrated on the go with this leak-proof water bottle that fits in your bag and keeps drinks cold for up to 12 hours."

Create a Visual Image

It’s not enough to just list features. Help your customer imagine what it would be like to use your product. Use sensory language to bring the product to life, but don’t overdo it. A couple of strong descriptive words can go a long way.

Let’s say you're selling a soft, cozy blanket. Instead of just saying, “This blanket is soft,” try, “Wrap yourself in this plush blanket, perfect for curling up on a cold night.” You’ve created an image that connects with how they would feel using the product.

Organize the Description

A well-organized product description is easy to read and understand. Structure your content in a way that flows logically, from the most important aspects to the secondary ones.

• Headline: Clear, descriptive, and attention-grabbing. This should immediately tell the customer what the product is.
• Introduction: A brief overview of the product that highlights its most important features or benefits.
• Details: Go into the specifics, explaining what makes the product stand out.
• Call to Action: A clear next step for the customer, such as “Add to Cart” or “Learn More.”

Your description should guide the buyer through the essential details and encourage them to make a decision.

Use Social Proof

If you have customer reviews or testimonials, don’t be afraid to include them in the product description. Real customer feedback can help reassure potential buyers that your product lives up to its claims.

For example: “One customer said, ‘This blanket is the coziest I’ve ever had. I use it every evening!’”

When people hear that others like the product, they feel more confident in their decision to buy it.

Be Honest and Transparent

Trust is key. If there’s something about the product that could be a downside—perhaps it’s a little heavier than expected or doesn’t come with a carrying case—be upfront about it. Customers will appreciate your honesty, and it will prevent complaints or returns later on.

For example: “While the headphones are extremely comfortable, they may feel a bit bulky for some users.”

This transparency helps build credibility and trust with your audience.

Include Keywords for SEO (Without Overdoing It)

For online stores, SEO (Search Engine Optimization) is crucial for getting your product in front of the right people. Including relevant keywords is important, but don’t overstuff your description with them. Focus on naturally integrating keywords that align with what your customers are searching for.

For example, if you're selling eco-friendly cleaning products, include phrases like "sustainable cleaning solutions" or "natural cleaning products." But make sure the description still reads naturally—don’t just list keywords in every sentence.

Keep It Scannable

People often scan product descriptions rather than reading them word-for-word. To make sure they get all the necessary information quickly, use short paragraphs, bullet points, and subheadings.

You want to ensure that even if someone just glances over the description, they get a sense of what your product does and why it’s worth buying.

Test and Improve Your Descriptions

After your product description is live, track how well it's performing. Are people clicking through to buy? Are there a lot of returns or questions about the product? If something isn’t working, tweak it.

A/B testing different descriptions can help you find what resonates best with your audience. Try changing up the headline or rephrasing the benefits. Small adjustments can make a big difference.

Keep It Real

The key to writing product descriptions that convert is to stay authentic. Don’t promise things your product can’t deliver, and don’t use overly technical language unless it’s necessary. Speak directly to your customer, help them understand what they’re getting, and let the product’s value speak for itself.

By focusing on clarity, simplicity, and meeting the customer’s needs, you can write descriptions that sell—without having to be pushy or overly promotional.