How to Write Product Descriptions That Sell

How to Write Product Descriptions That Sell

If you’re selling something online whether it’s on your own store, Amazon, Flipkart, Etsy, or even Instagram you need a product description that does more than just list features.

I learned this from personal experience.

When I started out, I would write plain, dry descriptions. Just technical stuff. No story. No emotion. And to no one’s surprise sales were flat. Then I changed my approach. I focused more on why someone would buy the product instead of just what it was. That’s when things started to work.

In this article, I’ll share exactly how you can write product descriptions that actually sell without sounding salesy or over-the-top.

What Makes a Good Product Description?

A good product description tells the customer:

  • What the product is
  • Why they need it
  • How it fits into their life

But more importantly, it speaks their language. It connects with their emotions. It removes doubts. And it helps them feel confident about buying.

Why Product Descriptions Matter So Much

Many sellers think product descriptions are just a formality. That’s a big mistake.

Here’s what a great description can do:

  • Increase conversions and sales
  • Improve your SEO ranking
  • Reduce product returns
  • Build trust in your brand

In short, it’s one of the most underrated tools in your marketing.

How to Write Product Descriptions That Actually Sell

1. Know Who You’re Writing For

Before you type a single word, get clear on who you’re talking to.

Ask yourself:

  • Who is buying this product?
  • What do they care about?
  • What problems are they trying to solve?

Example: If you’re selling a gym bag, you’re not just selling to “anyone.” You’re probably targeting fitness enthusiasts, travelers, or even office-goers who need space and convenience. Your description should highlight features they care about like compartments, waterproof fabric, or odor resistance.

Don’t write for a crowd. Write for one specific person who’s most likely to buy.


2. Focus on Benefits, Not Just Features

This is where many sellers go wrong. They list features like “Made with stainless steel” or “12-hour battery life,” but forget to explain why it matters.

Always turn features into benefits.

Instead of:
“12-hour battery life.”
Write:
“Works all day long no need to worry about recharging during meetings or travel.”

People don’t care about the technical parts. They care about how your product fits into their daily life or solves their problem.


3. Use Simple, Descriptive Language

Your customers aren’t reading a technical report. So skip the jargon and write like you’re having a conversation.

Instead of:
“Utilizes high-impact ABS thermoplastic for superior resilience.”
Try:
“Made with tough, durable material that can handle daily wear and tear without cracking.”

Keep sentences short. Use words people understand. Focus on how the product feels, looks, or works.

Words like: soft, smooth, lightweight, powerful, sleek, effortless, reliable these paint a clear picture and help people imagine using your product.


4. Help the Buyer Visualize the Experience

Your words need to help customers feel the product before they own it. Describe what it’s like to use it.

Example:
“Slide into these slippers after a long day and feel your feet sink into cushioned comfort like a spa moment at home.”

This makes your product feel real and personal even when they can’t touch it yet.

You’re not just describing an object. You’re helping people imagine a better moment in their day.


5. Answer Questions Before They Ask

Think like a skeptical shopper. What doubts or questions might stop someone from clicking “Buy”?

Examples:

  • Will it fit me?
  • Is it safe for sensitive skin?
  • Does it work with my device?
  • Can it be washed?
  • Is it heavy or light?

Answer these clearly in your description. Don’t wait for them to message or go find the information elsewhere.

You can either include answers in the flow of your copy, or list them in a short FAQ format under the description.


6. Make It Easy to Scan

Most people don’t read every word they scan. If your description is just a big block of text, they’ll likely skip it.

Structure it like this:

  • Use short paragraphs (1–2 sentences each)
  • Add bullet points for key features
  • Use subheadings if your platform allows

Example bullet list for a backpack:

  • Water-resistant and durable fabric
  • Fits laptops up to 16 inches
  • Hidden back pocket for valuables
  • Adjustable straps for all-day comfort

When it’s easy to read, it’s easier to buy.


7. Create a Sense of Urgency or Desire

Without being aggressive or pushy, you can guide people to act sooner rather than later.

Phrases like:

  • Limited stock available
  • Bestselling item
  • Ships within 24 hours
  • Often sells out
  • Ideal gift for birthdays, holidays, or special occasions

These phrases build trust and make people feel like they need to act fast if they don’t want to miss out.

But always be honest. Don’t fake urgency it backfires.


8. Include a Natural Call to Action (CTA)

Once you’ve shown the value, guide the customer on what to do next.

Avoid aggressive sales language like “Buy Now or Miss Out.” Instead, use soft, friendly CTAs that match your tone.

Examples:

  • Add it to your cart and enjoy the comfort it brings
  • Get yours before they’re gone
  • Try it today your skin will thank you
  • Order now and experience the difference

A good CTA removes hesitation and moves people closer to purchase.


9. Use Real Customer Language

One smart trick is to use the same words your customers use in reviews or feedback.

Why?

Because it makes your description sound relatable and authentic. It also shows you understand what matters to them.

Check reviews of your own products or similar ones and look for recurring words or phrases.

If people keep saying, “Finally a moisturizer that doesn’t feel greasy,” you can work that into your copy:
“A lightweight moisturizer that absorbs fast and doesn’t leave a greasy feel.”

This builds trust instantly.


10. Test, Improve, and Keep Updating

No description is perfect the first time. The best product descriptions are the result of continuous testing.

Try writing two versions and see which one gets more clicks or conversions. If customers keep asking the same question, update your copy to answer it.

You can also:

  • Add new use cases over time
  • Tweak your CTA
  • Improve the layout or formatting
  • Test long vs. short copy

Your product might stay the same, but your description should evolve based on what your audience responds to.

Before & After Example

Let’s take a basic product a leather wallet.

Before:
“High-quality leather wallet with multiple compartments. Compact and lightweight.”

After:
“Sleek, handcrafted wallet made with premium leather designed to keep your essentials organized without the bulk. Slip it into your pocket and go. Perfect for everyday use or gifting.”

See the difference? One just tells. The other sells.

Quick Checklist to Write Better Product Descriptions

  • Do you know who your ideal customer is?
  • Are you focusing on benefits more than features?
  • Is your language clear, simple, and visual?
  • Are you answering common questions or doubts?
  • Is the layout easy to skim?
  • Did you end with a clear and helpful CTA?

Run through this every time you write a new product description.

Pro Tips for Even Better Results

Writing good product descriptions is one thing refining them over time is what brings the best results. These tips can help you improve your copy even after it’s live.


1. Use Customer Reviews for Inspiration

The best copywriters often say: “Don’t write steal from the customer’s mouth.”

Here’s what that means:
Look at what real customers are already saying in your reviews or in competitor reviews. The words they use are exactly what matters to them.

Let’s say you’re selling a water bottle. You check reviews and notice people keep saying:

  • “It keeps water cold for hours.”
  • “Fits perfectly in my car cup holder.”
  • “Lightweight and easy to carry.”

You can literally build your description around those points:
“Keeps your water cold for hours, even on the hottest day. Lightweight enough to carry all day and it fits in most car cup holders.”

This approach:

  • Uses language your audience naturally understands
  • Highlights real-life benefits
  • Builds trust (because it sounds honest, not hyped-up)

It’s especially useful when you’re stuck or don’t know what to write.


2. Avoid Generic Words

Most sellers use terms like:

  • “Great product”
  • “High quality”
  • “Best in the market”

These phrases don’t mean much anymore. Everyone says them and buyers have learned to ignore them.

Instead, be specific. Tell them what makes your product great.

Let’s take the phrase “high quality.”
Ask yourself: What exactly makes it high quality?

  • Is it the premium material?
  • The handcrafted finish?
  • The durability over time?

So instead of:
“This is a high-quality leather wallet.”

Write:
“Crafted from 100% genuine leather that softens over time without losing its shape. Built to last, even with daily use.”

Specifics paint a clear picture. Generic words just fill space.


3. Keep Testing

Even the best writers don’t get it perfect on the first try. That’s why smart sellers keep testing different versions of their product descriptions.

Here’s how you can do it:

  • A/B Testing: Write two versions of your product description. Change one thing at a time maybe the headline, opening sentence, CTA, or the way you list benefits. Then track which one gets more sales or clicks.
  • Small Edits, Big Impact: Sometimes, changing a single phrase can lead to more conversions. For example, instead of saying “Fast shipping,” you might test “Ships in 24 hours get it by this weekend.”
  • Test for Different Audiences: If you’re selling in different regions or platforms (like Amazon vs. your own website), see which wording performs better in each place.

The idea is simple: Don’t treat your product description as a one-time task. Treat it like a live tool that can be improved.

Even 5–10% improvement in conversion can make a big difference over time.

Conclusion

Writing product descriptions that sell isn’t about being clever or poetic. It’s about being clear, helpful, and relatable.

Put yourself in the customer’s shoes. Speak their language. Show them how your product fits into their life.

The next time you’re writing a product description, don’t just write what it is. Write why it matters.

That’s how you turn browsers into buyers.

Need product descriptions that actually convert? Let me write them for you.

FAQs

1 thought on “How to Write Product Descriptions That Sell”

  1. Pingback: How to Write Product Descriptions on Amazon - Pratham Writes

Leave a Comment

Your email address will not be published. Required fields are marked *