Your product might be excellent, but if your description doesn't communicate that effectively, you'll lose sales to competitors with better copy. Here's how to write product descriptions that actually sell.
The Purpose of Product Descriptions
Before we dive into techniques, understand what product descriptions must accomplish:
- Inform: Provide essential information customers need to make a decision
- Persuade: Convince customers your product solves their problem
- Differentiate: Show why your product is better than alternatives
- Overcome objections: Address concerns and doubts
- Drive action: Motivate customers to click "Buy Now"
The Proven Formula
1. Start with Benefits, Not Features
Wrong: "This phone has a 5000mAh battery"
Right: "All-day battery life keeps you connected without constant recharging"
Features describe what the product has. Benefits describe what the customer gets. Always lead with benefits.
Formula: [Feature] means [Benefit]
Examples:
- "Stainless steel construction means years of rust-free durability"
- "One-button operation means anyone can use it, no technical knowledge required"
- "Compact design means it fits easily in small spaces"
2. Know Your Customer
Write for your specific target customer, not a generic audience. Consider:
- Pain points: What problem are they trying to solve?
- Priorities: What matters most to them? (Price? Quality? Convenience?)
- Knowledge level: Are they experts or beginners?
- Objections: What concerns might prevent purchase?
Example for budget-conscious buyers:
"Professional quality at a fraction of the cost of premium brands"
Example for quality-focused buyers:
"Premium materials and precision engineering ensure exceptional performance"
3. Use Specific, Concrete Language
Vague: "High quality materials"
Specific: "Aircraft-grade aluminum construction"
Vague: "Fast charging"
Specific: "Fully charges in just 45 minutes"
Vague: "Easy to use"
Specific: "Set up in 3 simple steps, no tools required"
Specific details are more credible and persuasive than vague claims.
4. Structure for Scannability
Most customers scan rather than read every word. Structure your description for easy scanning:
Use:
- Short paragraphs (2-3 sentences maximum)
- Bullet points for key features
- Subheadings to organize information
- Bold text for important points
Example structure:
Opening paragraph: Main benefit and unique selling point
Key Features:
- Feature 1 with benefit
- Feature 2 with benefit
- Feature 3 with benefit
Specifications: Technical details in a clear format
What's Included: Package contents
Guarantee: Warranty or satisfaction guarantee
5. Address Objections Proactively
Anticipate and address common concerns:
Concern: "Will this work with my existing equipment?"
Address: "Compatible with all standard US outlets and devices"
Concern: "Is this difficult to install?"
Address: "Installs in minutes with included mounting hardware and step-by-step instructions"
Concern: "What if it breaks?"
Address: "Backed by our 2-year warranty and responsive customer support"
6. Use Power Words
Certain words trigger emotional responses and drive action:
Quality words: Premium, professional, exceptional, superior, elite
Value words: Affordable, economical, cost-effective, value-packed
Performance words: Powerful, efficient, reliable, durable, proven
Convenience words: Easy, simple, quick, instant, effortless
Safety words: Safe, secure, certified, tested, approved
But avoid overuse! One power word per sentence maximum, or they lose impact.
7. Include Social Proof
Reference customer satisfaction without making specific claims:
- "Trusted by thousands of satisfied customers"
- "Our best-selling model"
- "Customer favorite for home use"
- "Recommended for professional applications"
8. Create Urgency (Honestly)
Encourage immediate action:
- "Limited stock available"
- "Popular item—order soon"
- "Ships within 24 hours"
Important: Only use urgency tactics that are true. False scarcity damages trust.
9. End with a Clear Call-to-Action
Tell customers exactly what to do next:
- "Add to cart now"
- "Order today for fast shipping"
- "Buy now and save"
- "Get yours before they're gone"
Common Mistakes to Avoid
1. Focusing Only on Features
Listing specifications without explaining benefits leaves customers wondering "So what?"
2. Using Jargon
Unless you're selling to technical experts, avoid industry jargon that confuses customers.
Wrong: "Utilizes advanced PWM technology"
Right: "Smart technology prevents overheating and extends product life"
3. Exaggerating
Outrageous claims damage credibility:
Too much: "The most amazing product ever created!"
Better: "Exceptional quality and performance"
4. Neglecting SEO
Include relevant keywords naturally:
- Product type
- Brand name
- Key features
- Common search terms
Example: "Stainless steel kitchen knife set with wooden block storage"
5. Ignoring Mobile Users
Keep sentences short and paragraphs brief. Mobile users won't read long blocks of text.
6. Forgetting the Basics
Always include:
- Dimensions and weight
- Materials
- Color options
- What's included in the package
- Warranty information
- Care instructions
Before and After Examples
Example 1: Kitchen Knife
Before (Translation):
"This knife is made of good steel and very sharp. It can cut many things. The handle is comfortable. Good for kitchen use."
After (Localization):
"Professional-grade stainless steel blade stays razor-sharp through thousands of uses, making meal prep faster and easier. Ergonomic handle provides comfortable control during extended use, reducing hand fatigue. Perfect for everything from delicate herbs to tough cuts of meat. A must-have tool for home cooks and professional chefs alike."
Example 2: Phone Charger
Before (Translation):
"Fast charging device with multiple protection. Compatible with many phones. Small size easy to carry."
After (Localization):
"Charge your phone 3x faster with advanced quick-charge technology—fully powered in under an hour. Built-in safety features protect against overcharging, overheating, and short circuits, keeping your device safe. Compact design fits easily in your pocket or bag, perfect for travel. Works with all major phone brands including iPhone, Samsung, and Google Pixel."
Conclusion
Great product descriptions don't happen by accident. They're carefully crafted to inform, persuade, and convert.
The investment in professional product description writing or editing pays for itself through:
- Higher conversion rates
- Fewer customer questions
- Reduced returns
- Premium pricing
- Improved search rankings
Whether you write your own descriptions or hire a professional, following these principles will dramatically improve your results in English-speaking markets.
Remember: Your product description is your salesperson. Make sure it's doing its job effectively.