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Many entrepreneurs, business owners and new marketing managers often ask me how to write a product description that converts well, and where they can find a product description template. When writing product descriptions, there isn’t an exact template to follow since every product is different – that’s why product description generators will never work. However there are guidelines and core principles you should abide by when writing the product description. I’ve highlighted these guidelines in this article. 

Remember, the main objective of the product description is to communicate your product’s core benefit to your customer in an intriguing, persuasive and concise manner. In order to achieve this objective, before writing a product description, first you need to ask yourself a few questions. 

Update 03/25/2015: Need a great name for your new product? Try CopyShoppy's free new web app, the Business Name Generator Guru. (Note: If you're looking for product name ideas, do not select any industry, simply type a word in the word box). 

Product Description Writing Pre-Work

1. Who really is my customer? 

When answering this question, don’t give me a bland statement like, “20-28 year old males” – I ain’t having nonna that. I mean, who really is your target customer? What type of mindset do they have? What are their dreams, their desires, and their goals? 

If you don’t have the answer to these questions, try reaching out to past customers or friends and family that fit your target customers profile, and informally interview them to get the answers to these questions. 

Example of an answer: 

CopyShoppy’s customers consist of entrepreneurs, business owners and marketing managers in search of captivating, catchy and powerful brand names and marketing writing to help grow their business. 

Their mindset is ambitious and focused, their dreams are to lead successful businesses; their desires in a service that will help achieve that goal is convenience, affordability, timeliness and effectiveness; and their goals are to minimize costs and maximize revenue and sales. 

2. How does my product help my customers achieve their dreams, their desires or their goals (main benefit to customer)?  

Here you need to think through exactly how your product helps your customers achieve their dreams, needs, desires or objectives. 

Example of an answer: 

Hosting a CopyShoppy contest for brand names or marketing writing gives entrepreneurs and business owners an affordable and accessible avenue to explore multiple creative options from a diverse range of copywriters for less than the price of hiring an individual freelancer, via an easy-to-use platform and process that guides them towards the optimal option. 

Through the powerful brand names and marketing writing acquired through each contest, our customers advance their goals of higher sales and revenue through catchy, relevant and persuasive brand messaging, and thereby further their dreams of business success. Our affordable price point helps them to meet their minimize cost objective, and our contest process, timed contest rounds and quality of business writing talent help them meet their objectives of convenience, timeliness and effectiveness. 

3. What words can I use to most effectively communicate my product’s main benefit to my customer? 

This is where questions 1 and 2 come together and is the most difficult part of the process. You’ve identified your customer’s needs and how your product helps your customers achieve those needs – now you need to figure out how to best communicate your product’s benefits to potential customers. Here are some tips to achieve just that. 

I. Speak in your customer’s language

One of the first things you should do is to think about what language your customers use – you need to be able to speak in the language they speak. I don’t mean English, French or Spanish – I mean, don’t use industry jargon that only people working in your industry can understand. Although this seems obvious, you need to be careful because you might be doing it by accident and not even know. 

For example, CopyShoppy has a community of talented copywriters who enter client-launched contests. Copywriters are advertisement, business and marketing writers that craft words in an articulate, persuasive and emotional manner in order to best grab potential customers attention, effectively communicate product benefits, and drive sales for the client.  Think “Don Draper” from MadMen. 

However, many of our target customers don’t know what the term “copywriting” means, and they often get it confused with “copyrighting” which is a different term that has to do with the legal protection of creative works. As a result, we’ve replaced the term “copywriter” with business writer, marketing writer, etc, in most of our opening communication with our website visitors to avoid this confusion, using the term “copywriter” later in our communications once the visitor understands exactly what our service offers. 

How did we come to this realization? One way was through customer discussions and trial and error, and another way is via keyword research. 

II.  Conduct keyword research

Yawn, right? Nevertheless, keyword research is essential whether your product descriptions are placed in print magazines or on your website (especially important, no, mandatory if you sell your product through your website, for SEO purposes). A few hours of keyword research will give you confidence on the correct words to use in your product description, and it’ll save you a lot of time and money down the road. 

In order to know what language your customers speak in, you need to research what words they use when they are searching for your product on search engines like Google. Use Google’s Keyword Planner to do your keyword research. 

For example, the term “copywriting service” gets 270 monthly searches, while the term “what does a copywriter do” gets 1300 monthly searches. The term “copywriting agencies” gets 110 monthly searches, while the term “advertising agencies” gets 6,600 monthly searches. This is an indicator that using the term “copywriter” in our introductory marketing messaging may not be wise. Instead, we should use words like “advertising writer”,  “marketing writer” or “business writer” to speak in the language of our customers. 

Keyword research is also important because you need to craft keywords into the product description copy to help your website rank highly on Google for the terms your customers are searching for. For example, you most likely found this article by searching for the term, “product description template” (320 monthly searches) or “product description example” (170 monthly searches) or “how to write a product description” (110 monthly searches). This wasn’t by chance but by design. I’ve inserted these keywords into this article to help you discover this information, and you should do the same for your online product descriptions to help your customers discover your products. 

Come up with a list of at least 3 keywords your customers are using to search for your product, and incorporate them into your product description in an organic way. 

III. Come up with a list of words that best communicate your product’s benefits. 

Words that are sensory, emotional, and descriptive work best. 

Example words for a product description for a CopyShoppy Product Description Contest: 

Marketing writers - descriptive
Compete – descriptive 
Creative – emotional/keyword 
Catchy – emotional/keyword 
Convert – emotional/descriptive 
Repeat Customers – descriptive
Product Description – descriptive/keyword

Write The Product Description 

Once you understand what language your customers speak in, determined which keywords your customers are using to find your product, and have developed a list of words that best communicate your product’s benefits, it’s time to craft the product description. Remember to keep it short but sweet, using persuasive and clever language, appealing to your target customer's emotional desires and rational goals. Consumer goods products (B2C) should use more of a fun and exciting tone, while business to business (B2B) services should have a more professional tone. 

B2B Product Description Example for a CopyShoppy Product Description Contest

Our marketing writing community will compete to provide you with a creative and catchy product description that will convert potential customers to repeat customers.

B2C Product Description Example For Yellow Sandals 

B2C Product Description Example For Oak Barrel 

4. Reiterate the product description and optimize for conversion 

Now that you have your product description completed, it's time to upload it to your website or on your promotional materials, and determine how well your product is selling. For example, if your product is converting at a rate of 5% per visitor of your product page, reiterate the product description to try to increase the conversion rate to 7%, and then 10%, and so on until you reach the optimal conversion rate. A/B testing is a great way to accomplish this. 

If you still need inspiration, why not try browsing your favorite online stores, and check out how they write the product descriptions for the products you’ve bought in the past. You know they work because you bought it!

If you’re having any trouble writing the perfect product description, launch a Product Description contest on CopyShoppy. Our online contest brief form makes it easy for you to provide the necessary information our copywriting community needs to craft the copy, and dozens of copywriters enter your contest with the product description they determine will maximize sales of your product. 

You'll do the work for me? Awesome! I’m ready to launch my Product Description contest!

Asad Khan

About the author
Asad Khan is the CEO of CopyShoppy. He enjoys spending time with his family and working on building a great copywriting and client community. You can follow his Twitter at @Ace_Khan.

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