How to Write a Product Description That Wows Your Customers (With Examples) (2023)

If someone asked you to buy their product, your first response would be, “Well, what is it and what does it do?”—right? You gotta know more about what you’re buyin’ before you commit.

How to Write a Product Description That Wows Your Customers (With Examples) (1)

In the ecommerce world, product descriptions give you your answer. They explain all the essential details behind a product so customers can make an informed decision.

But, if you know what you’re doing, product descriptions can also become a powerful tool for turning interested onlookers into buyers. Let’s learn how these pages can convince and convert and how you can maximize that potential.

What’s the Deal with Product Descriptions?

In the right hands, product descriptions are waaay more than just text snippets telling you what you’re buying. They have a unique place in the digital shopping experience, providing the last push to checkout.

You see, customers come across product descriptions at the very end of the buyer’s journey and conversion funnel. These concepts cover the process a lead goes through as they become a customer.

In other words, most customers read (or re-read) the product description before they click the “Add to Cart” button. It’s one of the last opportunities you have to convince someone to buy. Now’s your chance to emphasize your product’s benefits and address any doubts visitors might have.

If your product description misses the mark, you could lose out on sales. But, if you nail this part of the shopping journey, you’ll give customers the last push they’ll need to buy.

How to Write a Product Description That Sells

Follow these five nuggets of advice to promote more sales with your product description:

(Video) How to Write Product Descriptions That Actually Sell

1. Know your audience

Before you write a single word of your product description, know your target audience and the problems they’ve gotta solve. Your description should appeal to their interests and pain points so they know that you can give them the solution they need.

How do you get to know your audience? Perform in-depth audience research using methods like:

  • Customer interviews/surveys: They don’t have to be super fancy—just make sure you talk to your customers frequently.
  • Social media monitoring: Look at your social followers and your competitors’ followers to see what makes them tick.
  • Competitive analysis: Research how your competitors position themselves in the market to see what similar customers dig.
  • Google Analytics/site reports: Check your site analytics for trends in visitor location and demographics.
  • Audience research tools: Tools like Spark Toro and Audiense offer information on different audience segments to inform your customer research.

Once you have a good grasp of your audience’s problems, you can present your product as the answer to those issues. You can also use adjectives related to their interests and values to describe your product.

This Is Not Alcohol (T.I.N.A.) sells non-alcoholic drinks to people who want the experience of alcohol without alcohol. Check out how T.I.N.A. appeals to this audience profile in the product description for the T.I.N.A. 1.0 drink:

How to Write a Product Description That Wows Your Customers (With Examples) (2)

This product description presents the drink as a solution for people interested in non-alcoholic spirits with a flavor profile and recommended pairing. Customers can look forward to a non-alcoholic drink without missing the unique descriptors associated with alcohol.

2. Match your AI-generated copy to your brand’s tone

AI-powered copy generators save you a lot of time on brainstorming. But you can’t rely on them to write product descriptions for you entirely. A successful product description matches its brand’s tone and priorities—both tasks meant for humans.

Instead of generating some text and calling it a day, think of your AI-generated copy as a starting point. Take the ideas you like and modify them to fit your brand.

Why? As discovered in the 2021 Conversion Benchmark Report, emotional language impacts copy’s ability to sell. For example, ecommerce customers were more likely to buy from landing pages with positive copy than those with negative copy.

(Video) How to Write Product Descriptions to Increase Sales | The Journey

Check out this product description for a cat subscription box using Smart Copy:

“The box also includes a treat every month. Treats are made from organic ingredients and contain no preservatives. They will help your cat have a healthy digestive system while tasting great.”

That’s pretty solid, but it doesn’t feel genuinely personal just yet.

Let’s tweak the description to appeal to cat-obsessed owners:

“Each box also features yummy treats every month, made with organic ingredients and no preservatives. They promote healthy digestion while tantalizing your kitty’s taste buds.”

See how much a human touch matters?

3. Keep it clear

When trying to add pizazz to your product description copy, it’s easy to forget its original purpose: to describe your product. Your description should encourage someone to buy and give readers a clear picture of your product.

Include details like:

  • How your product looks: If you reuse descriptions for the same product, make sure to customize them according to each variant’s appearance. Your audience members will scratch their heads if they see you call a product that’s red in its photo blue.
  • How your product works: Explain what your product does and how those actions can help the reader. Make sure to include details that might not seem clear in a picture or video.

You’ll often read advice on avoiding jargon in landing pages on the Unbounce blog, like in our post on informal language. The same rule applies to product descriptions. Don’t let niche words and witty language get in the way of clear copy.

(Video) How to write product description that get found on Google

As you’ll see in the description for Glossier’s Milky Jelly face cleanser, you can explain your product clearly without sacrificing fun.

How to Write a Product Description That Wows Your Customers (With Examples) (3)

This product description thrives on explanations. It highlights the cleanser’s main ingredient, Poloxamer, then tells you what Poloxamer is in simple terms. You’ll also learn what the not-so-obvious “milky” and “jelly” in the product name mean.

4. Lead with benefits

Your product description should show off your product’s benefits while it describes it. As you write about your product’s traits, consider the “So what?” question happening on the reader’s end. They want to know what benefit they’ll get if they choose your product.

For example, if your baby wipes have 100% organic ingredients, what would you say to someone responding, “So what?” You could reply that your baby wipes have “100% organic ingredients for a baby’s sensitive skin.”

Use descriptive words and adjectives whenever you can to capture your brand voice and product benefits. But, of course, don’t use fancy words for fancy words’ sake—you might make your main points harder to understand.

If your product has features or benefits you can’t get from your competitors, highlight them in your description. These are the perks that make your goods shine.

Brightland, an olive oil and vinegar brand, also sells “The Spout”—a spout to attach to their bottles. It’s not exactly the sexiest product at face value, but Brightland adds appeal with benefits.

How to Write a Product Description That Wows Your Customers (With Examples) (4)

This description answers the “so what?” question for even the smallest features. It highlights each part’s benefit for use, such as the straw’s smoother pours and spill limiting.

5. Sprinkle in social proof

Let’s go back to the situation you put yourself in at the beginning of this post. After you ask what the product is and get your answer, you might wonder, “Why should I trust this person’s opinion on their product? They’re biased.”

Social proof—evidence that other people enjoy your product—helps address this question. According to the Nielsen Global Trust in Advertising Report, customers consider “recommendations from people I know” the most trustworthy form of advertising. When visitors learn that people like them like your brand, they’ll have a higher chance of wanting to buy from you.

Reviews work great as social proof, but you have even more options. Try highlighting specific quotes from customers or adding endorsements from social media.

In another cat-related example (last one, I promise), the product page for Smalls’ Human Grade Fresh cat food features a customer quote.

How to Write a Product Description That Wows Your Customers (With Examples) (5)

Smalls shows off this quote from an owner who cares about their cats—the brand’s target audience. If you decide to highlight a quote, choose one that appeals to your main customers’ values.

Stick the Landing with SEO and Smart Copy

After you type up your product description, it’s time to insert SEO keywords if you have ’em. Write your copy first, then insert any leftover keywords in places where they’d naturally fit in your sentence. Your readers and search ranking will thank you.

But, before you can even write your description, you’ll need to start with solid ideas. If you need some inspiration, Smart Copy will get those concepts on the screen so you can begin writing a killer product description.

(Video) Writing a Product Description with Jasper - Jasper University


How do you sell a product to a customer examples? ›

Steps to selling
  1. Find customers. Research your potential customer base. ...
  2. Plan your approach. ...
  3. Make initial contact. ...
  4. Confirm specific customer needs. ...
  5. Select the appropriate product or service. ...
  6. Make the sales presentation. ...
  7. Handle objections. ...
  8. Close the sale.

How can I explain my product to customer? ›

3 Powerful Ways to Explain a New Product to Your Customers
  1. Imagine explaining it to your extended family. ...
  2. Let the customer choose the format that works best for them. ...
  3. Use the familiar to explain the foreign.
17 Oct 2019

How do you write a powerful product description? ›

How to Write Powerful Product Descriptions That Convert
  1. Thorough Product Research. ...
  2. Understand Your Customer. ...
  3. Understand the Difference Between Features and Benefits. ...
  4. Tell a Story. ...
  5. Use Action-Oriented Language. ...
  6. Your Tone Could Make or Break the Sale. ...
  7. The Buy-In Factor. ...
  8. Optimize for SEO.
9 Jan 2018

What are some examples of description? ›

Description Sentence Examples

He called the station and reported the description of the vehicle. Angry was a good description, she noted. Howie obtained a full description of the man and his vehicle and the license plate number. If we had a better description of them it might pinpoint the age of the victim.

What is an example of a description sentence? ›

It is raining today; the crystal clear raindrops hit the ground silently.” “It's a dim, gluey, rainy day that feels like dark green, sticky frogs are on my skin.”

How would you impress a customer to buy a product? ›

Attract customers online with our tips.
  1. Provide them with social proof. ...
  2. Drive more traffic to your site. ...
  3. Harness the power of email marketing. ...
  4. Offer an introductory discount for new customers.
10 Mar 2022

How do you sell a product to a customer face to face? ›

We've outlined how to nail this technique below:
  1. Open your sales pitch confidently. Take a look at yourself. ...
  2. Why should the potential buyer listen to you? Talk about your experience if necessary, make yourself relatable to the buyer yet professional.
  3. Be brief and to the point. ...
  4. Call to action.
8 Sept 2022

How can you define customer give example? ›

The definition of a customer is a person who buys products or services from a store, restaurant or other retail seller. An example of a customer is someone who goes to an electronics store and buys a TV.

How will you write your product description? ›

The best product descriptions address your target audience directly and personally. You ask and answer questions as if you're having a conversation with them. You choose the words your ideal buyer uses. You use the word you.

What are examples of product? ›

Examples of products
  • Magazines.
  • Toothpaste.
  • Food.
  • Candy.
  • Laundry detergent.
  • Shampoo.
3 Jan 2022

What are the 10 tips of writing product description? ›

Tips for How to Write Product Descriptions

Use headers and bullet points. Choose expressive words. Appeal to your audience's feelings. Utilize e-commerce SEO best practices, like keywords.

What is a good example of descriptive writing? ›

My dog's fur felt like silk against my skin and her black coloring shone, absorbing the sunlight and reflecting it back like a pure, dark mirror. The sunset filled the sky with a deep red flame, setting the clouds ablaze. The waves rolled along the shore in a graceful, gentle rhythm, as if dancing with the land.

What is the best way to Write a description? ›

How To Write Descriptions And Create A Sense Of Place
  1. Start Early. ...
  2. Be Specific. ...
  3. Be Selective With Your Descriptive Details. ...
  4. Write For All The Senses. ...
  5. Get Place And Action Working Together. ...
  6. Use Unfamiliar Locations. ...
  7. Use Place To Create Foreshadowing. ...
  8. Think About Your Words – Nouns And Adjectives.

How do you Write a simple description? ›

7 Tips for Writing Descriptive Sentences
  1. Cut out obvious descriptions. ...
  2. Use surprising words. ...
  3. Remember sensory details. ...
  4. Make use of figurative language. ...
  5. Think about who is doing the describing. ...
  6. Be wary of over-description. ...
  7. Read good examples of descriptive writing.
19 Aug 2021

How do you start a description sentence? ›

To write a descriptive paragraph, start by introducing the person, place, or thing you want to describe in the first sentence so you grab the reader's attention. Use striking phrases and vivid adjectives to help the reader visualize everything.

What are some examples of description in the essay? ›

A few examples of personal essay topics might be: Describing the experience of a long nature hike through beautiful surroundings. Explaining the things you love about your favorite sport or game. Reflecting on your birthday and all the things that have shaped you in the past.

How do you attract customers with words? ›

10 Powerfully Persuasive Words Your Customers Want to Hear
  1. Free.
  2. Exclusive.
  3. Easy.
  4. Limited.
  5. Get.
  6. Guaranteed.
  7. You.
  8. Because.
2 Aug 2016

How do you attract customers quotes? ›

20 Marketing Phrases to Attract Customers and Increase ROI
  • Beautiful in Its Simplicity. ...
  • Artistically Inspired. ...
  • Enhance Your Life. ...
  • Enhance Your Beauty. ...
  • Looks so Good on the Outside, It'll Make You Feel Good Inside. ...
  • Never Looked so Good. ...
  • Simply Awesome. ...
  • Perfect From Beginning to End.
23 Nov 2020

How would you make customers fall in love with your product? ›

11 Ways to Make Customers Fall in Love With Your Brand
  1. Be customer-centric. ...
  2. Understand the importance of friendly customer service. ...
  3. Pay attention to the visual side. ...
  4. Engage customers with two-way communication. ...
  5. Employ positive language. ...
  6. Provide better waiting experiences. ...
  7. Enable self-service.

How do you sell directly to customers? ›

DTC refers to the process of delivering a product directly to a consumer instead of using wholesalers as middlemen or aiming to sell products only in retail stores.

Can you give an example of when you have provided excellent customer service? ›

I spoke to my manager to determine our options and my manager gave me the approval to give the guests an available room. I also offered the guests free room service for the inconvenience of having to wait for a hotel room. The guests were so satisfied that they left a glowing review online after their stay."

What is the example of customer to business? ›

An example of C2C is when a third-party online auction website facilitates one customer listing an item for sale and another customer bidding on or purchasing the item.

How would you define customer satisfaction examples? ›

Customer satisfaction is defined as a measurement that determines how happy customers are with a company's products, services, and capabilities. Customer satisfaction information, including surveys and ratings, can help a company determine how to best improve or changes its products and services.

What is customer service example answer? ›

For example, customer service in part means being a good public face for the company. That means being courteous and pleasant to customers or clients. However, another important part of customer service is communication—you need to listen to people's concerns and answer questions in a clear, efficient manner.

What are the 4 types of product description? ›

There are four types of products and each is classified based on consumer habits, price, and product characteristics: convenience goods, shopping goods, specialty products, and unsought goods.

How do you present a new product example? ›

Below are 13 tactics for introducing your company's new product :
  1. Define a selling point. A selling point is a reason your customer may buy your product. ...
  2. Gather support. ...
  3. Show enthusiasm. ...
  4. Train your team. ...
  5. Let your team demo the product. ...
  6. Schedule a launch date. ...
  7. Control your product's life cycle. ...
  8. Prepare a mission statement.
7 Jul 2021

What are 3 examples of by products? ›

Examples of byproducts are manure from a feedlot operation, sawdust at a sawmill, salt from a desalination plant, and straw from a grain harvesting operation.

Can you give me an example of product features? ›

Features are characteristics that your product or service does or has. For example, some ovens include features such as self-cleaning, smooth stovetops, warming bins, or convection capabilities. Benefits are the reasons customers buy the product or service.

What is first step in writing a product description? ›

1. Identify Your Customers' Needs. A great product description should communicate with your target audience on a personal level. Identifying the needs of your users involves knowing the characteristics of your target demographics. Daily activities and location are examples of what can affect buying decisions.

How do I write a product description copy? ›

How to Write “I Must Have That” Product Description Copy
  1. Write for the person who would LOVE this. ...
  2. Paint a picture of how it feels to use your product. ...
  3. Keep your tone consistent with your brand. ...
  4. Make them feel something. ...
  5. Connect features with benefits. ...
  6. Banish cliches and empty phrases. ...
  7. Use sticky or sensory words.
12 Dec 2016

How would you convince a customer to buy your product examples essay? ›

7 Tricks to Convince the Client to Buy
  • Be natural and do not use scripts.
  • Ask about the clients' well-being.
  • Use names while talking with a client.
  • Prove that your products are better than those offered by competitors.
  • Keep initiating further conversation.
  • Specify the positive characteristics of the customer.
  • Act on emotions.
10 Mar 2020

How do you start a product description? ›

The best product descriptions address your target audience directly and personally. You ask and answer questions as if you're having a conversation with them. You choose the words your ideal buyer uses. You use the word you.

What are 3 examples of products? ›

Examples of products
  • Magazines.
  • Toothpaste.
  • Food.
  • Candy.
  • Laundry detergent.
  • Shampoo.
3 Jan 2022

What are 10 goods examples? ›

Some examples of goods include:
  • Computer.
  • Book.
  • Notepad.
  • Laptop bag.
  • Water bottle.
  • Car.
  • Jacket.
  • Cell phone.

What is an example of a consumer product? ›

What Are Consumer Goods? Consumer goods are products bought for consumption by the average consumer. Also called final goods, consumer goods are the end result of production and manufacturing. Clothing, food products, and dishwashers are examples of common consumer goods.

What are five levels of product explain with examples? ›

He defines a product as anything that can meet a need or a want, and his Five Product Levels Model provides a way to show the different levels of need customers have for a product, such as: Core benefit, Generic Product, Expected Product, Augmented Product and Potential Product.


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