Do your product descriptions make your customers snore? Or even worse, turn and run the other direction?
If so, you’re leaving money on the table. Lots of it.
Research shows that a good product description can boost sales by up to 30%, according to a study by the Nielsen Norman Group. Yet most descriptions are dull, overloaded with specs, or completely ignored by customers.
But yours won’t be!
In this guide, you’ll discover the secrets to crafting irresistible product descriptions:
…plus plenty of actionable examples, templates, and tips for nailing your product copy.
If you want to ratchet up interest, skyrocket engagement, and get more customers to whip out their wallets, you’ll love what you discover here.
Let’s get started!
Imagine you’re browsing an online store. Maybe one you’ve shopped at many times before.
You spot an interesting product. But before forking over your hard-earned cash, you decide to check out the description to learn a bit more.
You start scanning the copy…yet just a few seconds later, you realize something:
You’re barely paying attention. Your mind has already wandered elsewhere, no matter how relevant or compelling the actual words might be.
Sound familiar? If so, you’re not alone. Countless customers barely skim—or outright ignore—product descriptions.
But why? Are they just lazy or impatient?
Not exactly. The real culprit is information overload:
• Your brain receives about 11 million bits of information every second—yet you can actively process just 40 bits per second
• The average human attention span has shrunk to a goldfish-like 8 seconds
• Distractions and mobile usage have trained our brains to have an itchy “next” finger
Faced with this barrage of data vying for our awareness, our minds have adapted to ultra-quickly filter and tune information out.
And dense blocks of text—like most product descriptions—often don’t make the cut.
Luckily, you can sliced through the noise and grab customer attention with one simple strategy:
Chunking
Chunking refers to organizing blocks of text into small, scannable sections with headings and bullet points. Like this:
Benefits of Chunking Product Descriptions
Compare this bite-sized format…to what you likely see on most product pages:
Dull, Blocky Description
The Waterpik Aquarius Water Flosser WP-660 is the easy and most effective way to floss, removing up to 99.9% of plaque from treated areas and is up to 50% more effective than dental floss for improving gum health. Perfect for use in small bathrooms, the contemporary, slim Aquarius Water Flosser WP-660 features an improved, smaller water reservoir with a flip top lid for easy filling under the faucet. Range of 10 pressure settings from 10 to 100 psi allows the Aquarius to be customized by each family member. Healthier gums in as little as 14 days guaranteed when used in conjunction with brushing and usual flossing.
Which one kept your attention for longer? Which gave you a clearer idea of the product’s benefits?
Hands down: The chunked version.
Of course, effective chunking takes a bit more planning and effort. But the payoff is monumental.
Because when you turn dense walls of text into focused bits designed for the way we consume content today, your customers will actually slow down, dig in, and absorb what you’ve written.
Now that you know how to better structure your copy for readability, let’s talk about what kinds of information to actually include.
If you’re like most sellers, your product descriptions focus mainly on features: dimensions, specs, materials used, and other technical details.
And there’s nothing wrong with that—to an extent. Customers do want to know what they’re getting.
But that’s just the tip of the iceberg of what makes a description truly persuasive. Because people don’t buy products solely based on logic and reason.
Buying motivations—even for seemingly boring items—are driven largely by emotion.
So if you want to ramp up desire and urgency in your customers, your descriptions must appeal directly to these irrational-yet-powerful emotional drivers.
The core elements are:
Let’s explore each in more detail (with examples!):
Curiosity is one of the strongest human motivations. We can’t resist mystery, surprises, or filling in informational gaps.
So cleverly tickle your reader’s curiosity to pull them along through your description.
You can generate intrigue by…
➡ Asking an interesting what/why/how question:
What if you could cook restaurant-quality steaks—at home, in 10 minutes flat? Introducing the Carnivore Pro Infrared Grill: The only grill that uses…
➡ Presenting an eye-catching stat:
Did you know the average household wastes $1,500/year in electricity costs from leaving lights and appliances plugged in? Save up to $245/year with one simple purchase: The EnergyWise 3000 Smart Power Strip…
New products bring uncertainty. To convince shoppers to take a chance, first dismantle their worries.
Calm fears by calling out…
➡ Guarantees
We stand behind this product 100%. If you aren’t fully satisfied with your purchase within 30 days, return it for a full refund, no questions asked.
➡ Testimonials
“I used to battle daily with tangled extension cords. The EasyWrap Cord Organizer makes wrangling cords effortless—I don’t know how I lived without it!” – John S.
➡ Trials
Unsure if this accounting software is right for you? Try it out free for 14 days—no credit card required.
Humans are social creatures with a core need to fit in. When a product promises membership in an appealing community or group, it tugs strongly at our heartstrings.
Show how your offering can help customers belong by noting…
➡ Popularity
Join 25 million home cooks using the Anova Precision Cooker to effortlessly whip up sous vide masterpieces.
➡ Expert/celebrity use
Top chefs including Wolfgang Puck and Daniel Boulud rave about the even, precise temperature control of Anova sous vide devices.
➡ User personas
Design professionals, scrapbookers, and craft enthusiasts of all skill levels rely on the X6500 cutting machine for flawless DIY projects.
Self-transcendence—going beyond our self-interests to serve others—is another key emotional motivator.
Spotlight how your product…
➡ Helps people
For every pack sold, we donate 10 meals to families in need through our partnership with Hunger Relief International.
➡ Benefits charity
5% of profits go to the Animal Rescue League, so your purchase directly supports abandoned pets in need of a home.
Nothing quite satisfies like the sense of progressing toward a goal or mastering a skill.
Show how your offering facilitates self-improvement:
➡ Supports a better version of self
Become your best self with Guided Journaling—our thoughtfully-designed prompts help you self-reflect, track growth, and spark creativity.
➡ Lets customers level-up
Inside Piano Journey, beginners will master the basics while seasoned players can take on Bach and Beethoven compositions. Our adaptive lessons will meet you at your skill level and beyond.
Power speaks directly to our inner caveperson. It’s no wonder superhero films and billionaire bios fascinate endlessly.
Convey a sense of dominance or influence through messaging like:
➡ Be the boss
Tame unruly cords for good with Cordies—the fastener system that makes you the master of cable management.
➡ Take control
Weather any storm in the ultra-reliable, go-anywhere Xterra all-wheel drive vehicle. Grips slippery streets and conquers off-road terrain with sure-footed confidence.
Finally, enable customers to puff up their feathers to satisfy self-pride or impress others.
Appeal to vanity by highlighting how your product confers…
➡ Sophistication
Entertain guests with stunning hand-blown Italian glassware. These exclusive designs make any gathering feel extra special.
➡ Uniqueness
Make an artisan statement with the Warm Hooves alpaca wool boots—cozy, ethical footwear unlike anything else in your closet.”
➡ Beauty
Show off beautiful skin with our organic, plant-powered skincare. Nourish your face the natural way while drawing envious looks.
Keep these seven emotional triggers top of mind as you construct descriptions. Sprinkle them throughout your copy to shift factual info into compelling stories that sway your customers.
Now for a game of word association.
When I say “cordless drill,” what words pop to mind? Powerful? Versatile? Handy?
Ok, now I’ll say “18V battery.” What comes to mind now?
…
Yeah, probably nothing. Because features like battery voltage mean little on their own. They only have meaning when translated into customer benefits.
And that translation is your job as a seller trying to persuade.
I’ll pick on the innocent cordless drill again to show what I mean:
✅ Feature: 18V battery
❌ Benefit: ???
Hint: How does an 18V battery actually help the customer? What can they do with all that power that they couldn’t before?
✅ Feature: 18V battery
✅ Benefit: Sustained torque for driving up to 150 screws on a single charge
See how much more compelling the benefit is?
To turn boring features into benefit-rich descriptions:
➡ Identify the key features/specs customers want to know
➡ Analyze what each technical detail actually enables someone to do
➡ Transform those capabilities into active benefits
Makes your copy way more interesting!
Let’s practice. Say your product is…weighted blankets. Identify one feature, then translate it into a benefit:
Feature: 15 lb. premium glass bead filling
Benefit: The gentle weight makes you feel comfortably cocooned for deeper, more restful sleep
Did you come up with something similar?
Get into this benefit-focused mindset and you’ll keep customers eagerly scrolling instead of hitting the back button.
You might be wondering—once you’ve nailed the structure, content, and persuasive flair of your description—how long should it actually be?
Rules of thumb have shifted drastically in the digital era thanks to shorter attention spans. Where packaging once held descriptions of 1,000+ words,far less text is recommended online.
But how short is too short?
Based on eye-tracking studies of how we web browse today, descriptions in the range of…
150 to 300 words
…capture attention while still retaining space to build desire and close the sale.
Aim to keep your copy as tight and focused as possible while still including the essentials. As we discussed earlier, chunking enables you to convey detail more efficiently anyway.
And scannable formatting (like bullet points) allows you to pack interest into even short blurbs.
Which brings us to…
If you feel overwhelmed trying to apply all these tips to craft standout descriptions, I’ve got you.
Use this paint-by-numbers formula as an easy shortcut to whip up compelling descriptions fast:
Hook readers instantly with an intriguing question, eye-popping stat, or user-focused anecdote.
Ex: Are you wasting $200 a year overdrying your hair? The DryMe Gently hair dryer uses breakthrough humidity sensor tech to shut off automatically when your locks reach the ideal moisture level—so you get flawless, damage-free blowouts in half the time. Plus, it cuts noisy dryer roar down to just a gentle hum.
Bulleted list of 3-5 blurbs focused on the capabilities and perks that matter most to your customers. Omit generic filler!
Ex:
1-2 sentences grounding your product’s value in tangible details like specs, materials, certifications, warranty, etc.
Ex: Built with care in Germany, our salon-grade dryer features a professional-size 1,800 watt AC motor and comfortable lightweight housing wrapped in heat-resistant silicone for at-home convenience.
Reminders of guarantees, bundles, accessories, or other sweeteners that reduce buyer hesitation.
Ex: Love your blowout or return DryMe Gently within 60 days, no questions asked AND keep the free concentrator nozzle attachment (a $19.99 value)!
There you go—promo gold!
Just plug in the specifics for your particular product as the template guides. Swap statements around to fit your brand voice and offerings.
In just minutes, you’ll have a description that sells.
Before we wrap up, a handful of rapid-fire ideas to make your product descriptions even more compelling:
And that’s a wrap! You now have all the tools (and secrets) for writing killer product descriptions guaranteed to stop scrollers in their tracks.
Just avoid seller autopilot and overused devices like ALL CAPS! BUY NOW! YOU WON’T BELIEVE THIS PRICE! CALL TODAY OR IT’S GONE!
Use the empowering, emotion-stirring tactics we covered instead—and soon you’ll have customers eagerly grabbing for their wallets.
Now, what product are you going to wow shoppers with next…?