How To Write Converting Product Descriptions

Assuming you’ve already checked out How to Write Sales Copy, let’s dive into one of the many uses and forms for sales copywriting.

Learning By Doing

After reading about copy and seeing the examples below, my main advice is for you to jump in. Whether you’re making a go for it as a copywriter or launching your own business, it’s seeing these ideas in practice that will start to cement it. This article isn’t intended to be a tome on copy (apart from the irony of pages and pages on how to write something that’s often 100 words or less). Instead, it builds on what you read about headlines and assessing your target audience’s awareness, touches on how to talk about a product’s selling points, and then gives plenty of examples of different standard product lengths (including 100 words, 250 words, and 500 words.)

Plus, there are templates you can use. Most people would make you sign up for some sort of email list for that kind of access.

What Should A Product Description Do?

I like the Nielsen Norman Group’s breakdown:

  1. Answer Questions – often not completing a purchase comes down to incomplete or unclear production information
  2. Get To The Point – Aim for a complete product description over length
  3. Help With Comparison – Depends on the site and the product offerings, but consider it as a general rule of thumb when writing multiples for the same client, it should be easy for the  person reading to see which product is right for them

What Should A Product Description Avoid?

Like, filler words, man.

I’ve committed these sins (growth is a process!), but start by avoiding words like market-leading, best-in-class, world-class, state-of-the-art, industry-standard, breakthrough, next-generation, revolutionary, amazing, etc.

Identifying Features and Benefits for Product Copywriting

With sales writing, you’re selling something. Where copywriting comes in and adds value to the company or client is by adding a perspective and filtering the good and the bad through the audience’s wants and needs. This is particularly important when discussing a product’s features and its benefits.

In simple terms, a feature is a technical quality, and a benefit is how it helps the customer. What copywriting does is to translate those features into benefits. Straightforward enough, right? 

(At some point, I should make some sort of interactive quizzes to identify features and benefits. Mental note.)

Some examples:

The exact specs of a laptop’s new processor? A feature.

The time it saves because your new computer turns on instantly? A benefit.

 

The patent that this supplement company has for their newest collagen product? A feature.

Knowing no product can make their skin look as supple? A benefit.

 

(Of course, this should be viewed under the lens of who the audience is. It is entirely possible that a niche enough audience will care immensely about specs and patents.)

 

One silly way to think about it is to see if you could add an exclamation point to it and feel the excitement. 

  • 2.4ghz! Vs. Turns On Instantly!
  • Patented Product! Vs. You’ve Never Had Smoother Skin!

Corny examples, but hopefully they make sense.

Product Description Templates For The Enterprising Copywriter

Oh boy, aren’t we lucky! 

Well, not me. I had to write them. But you!

You’re in luck. Feel free to use these as jumping-off points for your own copy. These have found success on eCommerce sites like Shopify and others. Amazon descriptions follow a slightly different format, so we’ll discuss those in a separate article.

100-Word Product Description Templates + Examples

Disregarding the potential for embarrassment inherent in sharing my early work, here are examples of a few ranges of products. 

Check out 100-word product descriptions if you’re looking for:

  • Templates on writing with bullets (including features and benefits)
  • Templates on writing without bullets (while still including sales copy)
  • 3 examples of 100-word product descriptions

250-Word Product Description Template + Examples

If you’re interested in 250-word product descriptions, you might enjoy this:

  • A template on writing descriptions with bullets (including features and benefits)
  • 5 product examples ranging from 200 to 250 words
  • A variety of tones so you can see where a few extra lines starts to make a real difference in style

500-Word Product Description Template + Examples

And for even more fun, here is a template and several examples of 500-word product descriptions, which you might like if:

  • You want an easily replicable template for writing 350-to-500 word product descriptions
  • You’d like 3 examples featuring headlines, product descriptions and benefits
  • You’re designing landing pages and need copy examples