How to Write Product Descriptions that Sell

Corna Van Der Merwe

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Are you tired of scrolling through endless product pages only to find dry, uninspiring descriptions that make you want to click away? We get it. As consumers, we crave information that’s not only informative but also captivating. And as business owners, we know that writing product descriptions that sell is crucial to our success.

When marketing a product, the way it is presented is as important as the product itself. Crafting an effective product description is key to captivating customers and encouraging them to make a purchase. Take a look at my guide, “Ecommerce Copywriting Basics” if you want to learn more about writing to sell.

To help you write product descriptions that sell, here are some guidelines to follow.

Italicise descriptive words and phrases to create a vivid picture in the reader’s mind. Use words that highlight the product’s features, unique qualities, and any special benefits. A friendly tone is important to maintain, so be sure to use positive adjectives to emphasise the product, such as ‘amazing’, ‘incredible’, ‘unmatched’, and ‘outstanding’. Avoid using personal pronouns to keep the writing professional.

Let’s unpack this in more detail.

Understand the Product and Its Benefits

The first step in understanding a product and its benefits is to research it thoroughly. This includes delving into the product’s features and how it can benefit customers. Once the research is complete, the next step is to identify the features and benefits of the product. This helps to understand how the product can be beneficial to the target audience. The last step is to understand the target audience. It is important to understand the needs and wants of the target audience and how the product can meet those needs. This will help to maximise the product’s benefits and ensure a successful campaign.

Research the Product

Enveloped in a sense of anticipation, it’s time to dive into the world of research. To gain a better understanding of the product and its potential, we start by taking a deep dive into the available data. Gathering facts and statistics from industry sources, we can begin to gain a better understanding of the existing market and who our target audience is.

We can then move on to exploring the product, analysing the features and benefits, and analysing how they stack up against the competition. By carefully examining each of the product’s features and benefits, we can begin to understand how it addresses the customer’s needs and wants.

Identify the Features and Benefits

Moving on from researching the product, it is important to identify the features and benefits that make it stand out. Understanding the features will help to uncover what makes the product unique, while uncovering the benefits will help to create a compelling pitch.

The features of the product should be described in detail, including its size, shape, materials used, and any other special features it may offer. It should also be noted how the product works, and how it can be used to solve problems or make life easier. Additionally, any extra features that are not necessarily related to the product, such as warranties, should be highlighted.

The benefits should be described in a way that connects with the target audience.

Understand the Target Audience

Ready to fully understand your target audience? Knowing who your product appeals to and why can be a powerful tool for influencing potential customers. It can also let you tailor your message to different groups in the most effective way.

Start by examining current customers and identifying their common traits. Do they come from similar backgrounds or have shared interests? What types of messages, visuals, or even words do they respond to?

Look for demographic information on age, gender, and location. These are all good starting points. You should also consider income level, occupation, interests, and hobbies.

Think about the common problems your target audience faces. How can your product help solve a problem?

Write a Unique Story

To write a unique story, one must first create a narrative with a beginning, middle, and end. This narrative must include relevant details that move the story along smoothly and make it come alive. To do this, one must use descriptive language that makes the reader feel like they are a part of the story. For example, instead of simply saying “She was angry,” one could boldly describe the character’s body language to portray their emotions, such as “She clenched her fists and furrowed her brow, her rage palpable in the air.

Create a Narrative

Now that you understand the product and its benefits, it’s time to create a unique story. Crafting a narrative can help bring the product to life and make it accessible to a wider audience. The narrative should touch on the product’s purpose, how it works, and how it has positively impacted people’s lives. Make sure to include vivid details that appeal to all the senses to make the story as engaging as possible. Think of strong verbs and adjectives that will help readers connect with the product. It’s important to create an emotional journey for the reader, so they can imagine themselves using the product in their own lives. Lastly, use humour and personality to keep the story interesting.

Include Relevant Details

As you begin to craft your story, it’s essential to include relevant details that bring it to life. It’s important to create a sense of authenticity and connection, and the best way to do that is to include information that is specific and relatable.

When including details, select facts that are interesting, and captivating. Making sure to include plenty of sensory words that create a vivid image in the reader’s mind. For example, if your product is a fragrance, you might include the scents of the ingredients that make up the aroma, as well as the notes that come together to create the unique scent.

Use Descriptive Language

Having crafted a narrative and included the relevant details, it is important to capture the reader’s attention by using descriptive language. From the evocative imagery of a sun-kissed beach to the pungent aroma of a spice-filled kitchen, descriptive language helps to bring the story to life. By invoking the five senses, the reader is taken on a journey and fully immersed in the narrative.

The use of descriptive language helps to create an emotional connection with the audience. The gentle whisper of a summer breeze can calm the reader, while the fierce crack of thunder can evoke fear. By speaking to the reader’s emotions, the story becomes even more powerful.

Emphasise the Features that Make It Appealing

In order to emphasise the features that make it appealing, focus on quality, highlight its uniqueness, and demonstrate its value.

The quality of the product should be the first priority, as it reflects the company’s attention to detail and dedication to creating a superior product. Carefully crafted materials and meticulous craftsmanship will both highlight its uniqueness from the rest of the competition. Showcasing its special features, like cutting-edge technology or proprietary designs, will help to set it apart.

By demonstrating its value, customers can better understand why it is worth the investment.

Focus on Quality

The story had taken shape and was now ready to be honed into a shining gem. To turn it into the masterpiece it deserved to be, the author had to focus on quality. Every sentence, every phrase and every word was carefully weighed and measured. All extraneous material was removed to make way for carefully crafted descriptions that would bring the story to life. The language was polished to convey the story’s emotions and nuances. Sentences were refined, so they would be easy to follow and memorable. This process was time consuming, but worth the effort as it resulted in a story that was vivid and captivating. The author had used his creativity to create something unique, and now it was time to emphasise the features that made it so appealing.

Highlight Uniqueness

It’s clear that crafting a unique story is an important part of any successful endeavor. Now, it’s time to emphasise the features that make it appealing. To do that, it’s important to highlight the uniqueness of the story. By showcasing the elements that make the story stand out, readers can begin to appreciate the value it brings.

One way to do this is to focus on the quality of the story. Details such as descriptive language, meaningful metaphors, and even clever wordplay can all contribute to a story’s distinctiveness. Additionally, compelling characters and unexpected plot twists can be used to further emphasise the unique aspects of a story.

Moreover, it’s important to emphasise the value of the story.

Demonstrate Value

The ultimate goal of any story is to demonstrate value to the reader. With that in mind, it’s important to consider how to make the story more valuable to the audience. Start by emphasising the features that make the story truly unique. Focusing on the high quality and unique elements of the story will help to draw the reader in and ensure that they want to keep reading. Additionally, it’s important to keep the reader engaged in the story by pairing the unique elements with interesting details that further capture their attention. By presenting information in an engaging way, the story can be made even more valuable to the reader. Finally, be sure to further emphasise the value of the story by connecting it to a larger theme or message.

Showcase the Product in a Visual Way

An effective way to showcase a product in a visually appealing way is to include high-quality images, utilise video content, and use live demonstrations. Images should be vibrant and capture the product’s features to create an eye-catching display. Video content should be short, concise, and display the product in use. This helps the viewer see how the product works and how it can benefit them. Finally, live demonstrations allow the audience to interact with the product and observe its features first hand. Showcasing the product in this way can help create an emotional connection with the viewer and ultimately increase sales.

Include High-Quality Images

Having already highlighted the features that make the product appealing, it’s time to showcase the product in a visual way. One of the most powerful ways to do this is to include high-quality images. High-quality imagery allows the audience to get a better understanding of the product and imagine it in their lives.

When selecting images, make sure they are crisp and clear, and of the highest resolution possible. These images should also be aesthetically pleasing, and should include a variety of angles and perspectives. A good image can make all the difference when trying to convert a customer.

Incorporating stylish images will help create a strong impression of the product. It will also add a sense of credibility and trust, making customers more likely to buy.

Utilise Video Content

Taking it up a notch, utilising video content is a great way to show off the product in a visual way. Videos create an engaging atmosphere and allow potential customers to connect with the product on a more personal level. Capturing people’s attention through visual storytelling is powerful, and can help bring the product to life.

Videos can be used to showcase the product’s features and advantages in a more creative way. They can be used to make complex ideas easier to understand and relate to. For example, a video can be used to explain how to use the product, or to demonstrate the use of it in a certain context. This allows potential customers to experience the product in action, giving them a better understanding of how it works.

Use Live Demonstrations

Having showcased the product in a visual way, live demonstrations can provide an even more in-depth look into the features and benefits of the product. By seeing the product in action, viewers can get a firsthand look at how it works and what it does. This can be especially useful for highlighting the product’s unique features or how it compares to competitors’ products. Additionally, live demonstrations can be a great way to engage an audience and show them how to use the product to meet their needs.

For example, if the product is a new kitchen appliance, the demonstrator can provide a step-by-step guide to using the appliance and demonstrate how it can save time and effort.

Use Engaging Language

Using engaging language can help to capture the attention of the reader. To achieve this, it is important to avoid cliches. Clichés are overused expressions which have become trite and lack originality. Instead, use vivid words and creative phrases that add an extra layer of interest to the writing.

To ensure the text remains fresh and interesting, it is important to choose engaging words. Rather than relying on common language, be imaginative and artistic with the choice of words to capture the reader’s attention.

Finally, to make the writing more personal, take the opportunity to make it personal.

Avoid Cliches

Having showcased the product in a visual way, it’s time to engage with the reader through language. To achieve this, it’s important to avoid cliches. Clichés are overly used phrases or expressions, often found in literature and conversation. They can feel tired, trite, and unoriginal. Instead, strive to use descriptive language that is unique to the product. Consider pairing words together that create a certain feel or atmosphere. For example, phrases like “embrace the journey” or “reach for the stars” can help set the scene and evoke emotion. In short, using creative, engaging language is key for creating an effective product description.

Choose Engaging Words

It’s time to choose words that will capture your audience’s attention and create an emotional connection. Selecting the right language can make a huge difference in how your product is perceived. Let’s explore how to spice up your words and make your message more engaging.

When crafting your message, it’s important to avoid any clichés. Instead, think of creative and unexpected ways to describe the product. It’s all about making your presentation stand out from the rest.

Good descriptions can also be found in the power of metaphors. This strategy can be used to help paint a vivid picture in the reader’s mind.

Make It Personal

By making it personal, you can draw in readers and build a connection with them. A few simple strategies can help you create a more intimate experience for them. For example, the use of stories can be a great way to connect with an audience. Stories are often memorable and can help your message stick. You can also make your writing more personal by creating a narrative voice. This could be an imaginary customer, for example, who shares their experience as they interact with your product. You can also showcase customer testimonials to make it more personal and inviting. This could be a video or a simple written quote, both of which can help your audience feel connected to your product.

Create a Sense of Urgency

Creating a sense of urgency for customers can be achieved through offering limited-time deals and special offers, as well as using scarcity tactics. Limited-time offers provide customers with an incentive to make a purchase right away, as they know the offer won’t be around forever. This type of urgency can be increased further by adding special deals, such as discounts or free shipping.

To utilise scarcity tactics, let customers know how many items are available, or how much time they have left to make the purchase. This can be done through an on-screen timer, or a simple line of text.

Promote Limited-Time Offers

It’s time to take your message to the next level. By promoting limited-time offers, you can create a sense of urgency and compel your audience to take action. To ensure that your audience knows the offer has a limited duration, make sure to clearly state the start and end dates. Additionally, add a countdown timer to your website and emails to drive home the limited time aspect.

With bold and italicised words, emphasise the offer’s exclusivity and the time-sensitive nature of the offer. Make sure to mention that the offer is only available for a limited time and that the audience must take action before the offer expires.

To make sure that the audience is aware of the limited-time offer, use all of your communication channels.

Offer Special Deals

Creating a sense of urgency can be a powerful tool to drive conversions. To further incentivise customers, special deals can be promoted to give them added value when making a purchase. For instance, a store could offer free shipping for orders over a certain amount or discounts for shoppers who sign up for a newsletter. Additionally, buy one, get one free promotions can be used to increase average order value and reward customers who purchase multiple items. Incentivising customers with promotions allows them to save money and encourages them to complete a purchase. Offering special deals is an effective way to increase sales and create a sense of urgency that will motivate customers to take action.

Use Scarcity Tactics

Taking the next step, it’s time to use scarcity tactics to create a sense of urgency in your audience. The idea is to make the reader feel like they must act quickly to take advantage of any deals or offers you’re presenting.

You can start with limited-time offers to create an immediate sense of urgency. Make sure to include a deadline when making any offers, and make sure to be clear about the scarcity of the offer.

Another way to create a sense of urgency is to offer special deals. Make sure to offer something that is exclusive and not available elsewhere. Again, include a deadline for the offer so that the reader feels the need to act quickly.

Make It Easy to Read

Making it easy to read is essential for keeping readers engaged. Utilising clear headings and subheadings, bullet points, and breaking up long paragraphs are great ways to make content more digestible.

Headings and subheadings help to organise information in a hierarchical manner, making it easier for readers to quickly identify what the content is about. Bullet points are also great for summarising key points, giving readers a snapshot of the main takeaways.

When paragraphs are too long, readers may become overwhelmed and disinterested in the content.

Use Clear Headings and Subheadings

In order to further engage the reader, clear headings and subheadings should be used throughout the text. This serves as a roadmap, allowing readers to easily identify the areas of importance. Breaking up a piece of text into organised sections makes it easier for readers to follow the overall message. Additionally, adding visual elements such as bold and italic text can help readers understand the content in a more meaningful way.

Headings and subheadings should give readers a clear idea of what topics are being discussed. Using keywords in headings also helps readers scan the text and get to the information they need quickly. Furthermore, the use of headings and subheadings also helps readers to remember the content they have read.

Utilise Bullet Points

Building on the urgency you’ve created, it’s now important to make your message easy to read. Utilising bullet points is an effective way to do this. They draw readers’ attention to key points and make it easy to digest the information. Bullets are straightforward, yet bold, and can help emphasise the main points of your message.

By breaking up the long paragraphs with bullet points, you can keep readers’ attention. It’s easier to focus on one idea at a time when there are clear breaks. Bullet points also help readers scan for the key points they’re looking for. When you break up a message into bullet points, you also make it easier for people to find the specific information they need.

Break up Long Paragraphs

To keep readers engaged, it’s important to break up long paragraphs. When readers encounter a wall of text, it can be overwhelming and difficult to comprehend. By breaking paragraphs into shorter, digestible sections, readers are empowered to move through the material more quickly and with more understanding.

Using shorter paragraphs also keeps content visually appealing, as it allows for ample white space. This helps readers scan and navigate content more easily and makes it easier to follow a train of thought. Additionally, it can create a sense of urgency, as it keeps the reader from getting lost in the text.

When breaking up long paragraphs, it’s important to remember that each smaller paragraph should still have its own thread of thought.

Test and Refine Your Product Descriptions

To effectively test and refine product descriptions, it is important to monitor customer feedback. This enables the quick identification of any disconnect between the customer’s expectation and the product’s performance. Furthermore, it is essential to try different approaches to maximise customer satisfaction. To this end, product descriptions should be regularly adjusted, based on customer reviews and feedback, to ensure a better customer experience. Finally, it is important to make adjustments as needed to ensure that customers’ expectations are met. Through rigorous monitoring and testing, product descriptions will result in improved customer satisfaction.

Monitor Customer Feedback

Taking into account customer feedback is an invaluable part of refining your product descriptions. To get an accurate understanding of how customers perceive your products, monitor customer feedback. From comments on social media to reviews on your website, gathering this information is crucial to making the necessary updates.

When it comes to customer feedback, there are a few avenues to explore. Consider reaching out to customers who have provided reviews and ask follow-up questions. Additionally, consider surveying customers who have purchased products that you are considering revising. Taking that extra step to get a better understanding of their experiences can help you fine-tune your product descriptions.

Once you have gathered customer feedback, act on it. Incorporate what customers say into your product descriptions.

Try Different Approaches

With the goal of creating a product description that is easy to read, it is now time to experiment with different approaches. Brainstorm various ways to convey the essential information about the product. Try writing from the customer’s point of view, or from the perspective of the product itself. Consider highlighting what makes the product unique, or the advantages it offers. Also, think about how to use examples, stories, and analogies to illustrate the product’s value. Once these ideas are in place, it is time to evaluate each approach and refine the description.

Make Adjustments as Needed

An effective product description should be constantly monitored and adjusted accordingly. After receiving feedback from customers, it’s important to make the necessary adjustments to ensure that your product descriptions remain accurate and up-to-date. This means taking into account any changes in the product, as well as customer feedback regarding its features and benefits. It’s also essential to keep an eye on customer reviews and ratings to determine how customers feel about the product overall.

Basing changes off of customer feedback helps to ensure that the product description accurately conveys the benefits of the product. *It’s important to make adjustments that address any issues or concerns that customers may have with the product, such as a lack of clarity or an incorrect feature.

Examples of Effective Product Descriptions

One of the best ways to learn how to write effective product descriptions is to study examples of descriptions that have worked well for other products. Here are a few examples of effective product descriptions that you can use as inspiration:

Cloud Paint


“Cloud Paint is a seamless gel-cream blush that gives your skin a natural, flushed-from-within glow. It’s buildable, blendable, and easy to apply, so you can customise your look to match your mood. With a range of shades inspired by the NYC sunset, you’re sure to find the perfect hue for your skin tone.”

Why it works:

  • The description uses sensory language to create a visual image of how the product will look on your skin.
  • It highlights the unique benefits of the product, including its buildable formula and range of shades.
  • It speaks directly to the target audience by mentioning the inspiration behind the shades.

Patagonia Better Sweater


“The Patagonia Better Sweater is the perfect mid-layer for all your outdoor adventures. Made from 100% recycled polyester fleece, it’s warm, cozy, and sustainable. With a soft brushed interior and a zippered chest pocket, it’s both functional and stylish. Whether you’re hiking in the mountains or running errands in town, the Better Sweater has got you covered.”

Why it works:

  • The description highlights the unique features and benefits of the product, including its sustainable materials and functional design.
  • It uses storytelling to create a connection with the audience by mentioning outdoor adventures.
  • It speaks directly to the target audience by mentioning specific activities where the sweater can be worn.

Warby Parker Glasses


“Warby Parker glasses are designed to be both stylish and affordable. With a range of frames to choose from, you’re sure to find a pair that fits your personal style. Plus, with free shipping and a 30-day, no-questions-asked return policy, there’s no risk in trying them out. Say goodbye to overpriced glasses and hello to Warby Parker.”

Why it works:

  • The description highlights the unique benefits of the product, including affordability and a generous return policy.
  • It speaks directly to the target audience by mentioning the high cost of traditional glasses.
  • It uses a call-to-action at the end to encourage the audience to try out the product.

By studying effective product descriptions like these, you can get a sense of what works and what doesn’t when it comes to writing product descriptions that sell. Use these examples as inspiration to create your own unique and effective product descriptions.


Writing product descriptions that sell is not an easy task. It requires an understanding of the product, its features, and its benefits, as well as the ability to craft engaging stories and captivating visuals that capture the attention of potential customers. By taking the time to research, write, and refine your product descriptions, you can create descriptions that will help you stand out from the competition and drive sales. With thoughtful, creative, and targeted product descriptions, you can create something that helps your customers and your business.

Crafting product descriptions that effectively sell products takes practice and patience. But with the right approach and an eye for detail, you can create descriptions that will help you convert more visitors into customers. By making sure your product descriptions are accurate, informative, and engaging you can help your customers make informed decisions and drive more sales.

By following these steps, you can create high-impact product descriptions that help increase sales and grow your ecommerce business.

Happy selling!

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About Corna Van Der Merwe

I'm Corna, a freelance web content and copywriter. I'm passionate about creating engaging content that persuades and entertains. With years of experience, I'm committed to producing high-quality content that's backed by thorough research and meets the highest standards of excellence.