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Product Description

Use the Product Description tool to help a potential customer visualize owning., touching, or using the product you’re selling.
A Product description is a form of marketing copy used to describe and explain. the benefits of your product. In other words, it provides all the information and details of your product and why it is worth purchsing on your ecommerce site.
Great for e-commerce, website offerings, and more
What is a good product description format?
Swipe
Specific Product Title
Short, Descriptive Paragraph
Bulleted list of features and technical details
SocialProof
Call To Action
Best Length:
These product details can be one sentence. a short paragraph or bulleted.
How to write good product descriptions that sell?
A great product description is arguably the most important tool in a copywriter’s arsenal. Here are some tips for building the perfect one:
Anticipate your buyer’s pain points
In product descriptions, it’s easy to fall into the trap of only describing the features of your products. But when you just list the features, you’re not actually helping your buyer understand how your product will help them.
Make your buyer smarter
Educate your customer. Write a detailed, informative copy that helps your customer make a smart purchase decision. If you’re a well-respected brand, your customers are mostly repeat buyers, or your price point is very low, you’ll need to include less information. But if you’re a small, lesser-known brand in a high-competition industry, you’ll need to provide a ton of information to make your customer feel confident in their purchase.
Benefits over features
Writing product descriptions starts with research. It’s important to focus on benefits rather than features. The scene is set and helps the shopper realize why up to this point, their life has been incomplete without the product.
Pain Point: “My teething puppy is chewing everything! I’m afraid she’ll eat the whole house and hurt herself in the process.”
Feature: “Unique, natural rubber formula.”
Benefit: “Teaches appropriate chewing behavior.”
Seduce with sensory words
Adjectives are tricky words. Often they don’t add meaning to your sentences, and you’re better off deleting them. However, sensory adjectives are power words because they make your reader experience the copy while reading.
Dazzle your readers with vivid product descriptions. Think about words like “velvety,” “smooth,” “crisp,” and “bright” if you’re selling food products. Green & Black’s sensory adjectives don’t just refer to taste, but also to sound and touch: “crunchy” and “soft.”
Tempt with social proof
When your web visitors are unsure about which product to purchase, they look for suggestions about what to buy. They’re often swayed to buy a product with the highest number of positive reviews and testimonials.
You can use a customer reviews app to capture product reviews on your website and integrate others from third-party sites like Google or Facebook. One gym apparel seller, Gymshark, includes customer reviews on each product page. It also displays a rating system so shoppers can get product information quickly and easily.
Another Idea:
Use Superlatives! Superlatives sound insincere unless you’re using clear proof to justify why your product is the best, the easiest, or the most advanced.
Use Natural Language and Tone
When your web visitors are unsure about which product to purchase, they look for suggestions about what to buy. They’re often swayed to buy a product with the highest number of positive reviews and testimonials.
You can use a customer reviews app to capture product reviews on your website and integrate others from third-party sites like Google or Facebook. One gym apparel seller, Gymshark, includes customer reviews on each product page. It also displays a rating system so shoppers can get product information quickly and easily.
Another Idea: Use Superlatives!
Use Superlatives! Superlatives sound insincere unless you’re using clear proof to justify why your product is the best, the easiest, or the most advanced.
Use Natural Language and Tone
If you read your description aloud, does it sound like a real conversation that you would have with your friend? Or does it sound like a computer-generated string of words?
If your product description isn’t something that you would say to a friend about the product, then it’s time to inject a little life into it! Bringing this natural tone – one that you would use in a real conversation – will help your customer connect with your brand.
Nasty Gal does this exceptionally well, using the tone of “fun-loving girlfriend” throughout the entire site, even in the product titles. For example, rather than selling regular high-heel shoes, they are selling sassy shoes that one young woman might recommend to another.
This girlfriend tone is carried throughout the website, from the product titles, product descriptions, color scheme, down to the very name of the company
Cut through rational barriers with mini-stories
Who doesn’t love a good story? Telling stories, both to ourselves and others, is part of what makes us human. It’s also a powerful marketing tool, especially for your product descriptions.
If your product description isn’t something that you would say to a friend about the product, then it’s time to inject a little life into it! Bringing this natural tone – one that you would use in a real conversation – will help your customer connect with your brand.
Cut through rational barriers with mini-stories
Officially-licensed Star Wars merchandise
Sometimes blending in is the best plan
Big enough for your Ewok BFF
Pack it up! We’re deploying to Endor in the morning, and you need to find a bag big enough for the essentials with extra space for a small teddy-bear like lifeform. Hypothetically. We’re not telling you to take an Ewok back with you, but… if you find your Ewok BFF, you’ll have the option.
This Star Wars Rebel Alliance Special Forces Rucksack is big enough to fit everything you need for your day, and then some (including an Ewok). The camo accents will make it harder for the Stormtroopers to spot you on Endor which is a huge plus, especially considering their rucksacks are (you guessed it) white. Sometimes standing out is the worst thing you can do.
Instead of telling you “this backpack will make you feel like you’re in Star Wars,” the copywriter instead tells a story that makes you imagine that you’re in Star Wars already—before you even buy the product.
How does the Product
Description tool work?
This is one of our favourite tools because it is the most versatile. All you have to do is input your details, and Craftly will come up with descriptions that make your product sound like a must have. As more brands turn to online retail as a way to sell their products, it is becoming more challenging to make sure your product stands out from the competition. Craftly.AI is the best way to perfect the quality of your description, but also the quantity. In minutes, you can set up an entire store full of products with descriptions that have your customers clicking “add to cart”!

Know Your Audience

You probably hear this all the time: know your audience! That means learning the statistics and details they’d be interested in hearing, and use that knowledge to grab their attention in your description. Our audience input will also help to tailor the description to your unique audience. This will also adjust the tone and language of the output, making it perfect for your reader.

Be Concise

Keep your product description punchy and to the point, or you risk losing your customers attention. Craftly.AI’s product descriptions range from 600-750 characters. This is a great length to fit all the important features, while still being able to keep your reader engaged.

It’s All in the Details

When using Craftly.AI, take advantage of the input box. The major details you input will end up in the output, and will make a difference in the quality of your descriptions. Remember: the more descriptive and detailed you are in the input, the better your final description will be!
Product Description Checklist
If you need a little more inspiration to get started, try answering these 10 questions:
Who will buy and/or use this? Ideal customer? What does this person value?
What ordinary problems do they deal with on a daily basis?
How could this product solve them?
What are your products’ basic features?
What makes this product different from other products on the market? Think about the unique benefits of your product and why it’s better than that of your competitors.
What information, and how much, do they need to make a smart purchase decision?
What can you do that would surprise them?
What should your product make the buyer feel? When is the product best used? Is your cozy blanket perfect for cold winter nights with a cup of hot cocoa by the fireplace? Or is it more for a brisk autumn evening as the sun goes down? Highlight the ideal scenarios for when a customer should use your product.
How can your product description make them feel that without telling them to feel that?
How can you ask your real customers directly what their needs and pain points are?
Product Description Templates and Samples
Build your backyard empire with the Nayera E3 gas grill. A sleek design, curved control panel, and stainless steel lid create an eye-catching look that will be the envy of all your friends. The iGrill capability allows you to grill masterpieces remotely, and the Spirit burner system delivers enough power to sear the best steaks or smoke a milder cut of meat inch thick.
Nayera
Build your backyard empire with the Nayera E3 gas grill. A sleek design, curved control panel, and stainless steel lid create an eye-catching look that will be the envy of all your friends. The iGrill capability allows you to grill masterpieces remotely, and the Spirit burner system delivers enough power to sear the best steaks or smoke a milder cut of meat inch thick.
Nayera
Build your backyard empire with the Nayera E3 gas grill. A sleek design, curved control panel, and stainless steel lid create an eye-catching look that will be the envy of all your friends. The iGrill capability allows you to grill masterpieces remotely, and the Spirit burner system delivers enough power to sear the best steaks or smoke a milder cut of meat inch thick.
Nayera