Skill Arbitrage Blog

This blog explains exactly how business owners can write product descriptions that customers cannot resist, hence converting visitors into buyers consistently.

Introduction

Almost every business owner, at some point, has struggled with low sales despite launching a fantastic product and investing in marketing while their competitors continue to thrive.

But have you ever thought about what makes customers decide to buy one product and ignore another? Let me show you exactly what I mean. Imagine you are shopping online for running shoes and see two different product descriptions:

Description A: “Made from premium breathable mesh with cushioned soles.”

Description B: “Imagine putting on your shoes, stepping out to run, and feeling zero discomfort or pain. Our lightweight, breathable running shoes support your feet perfectly, making it effortless to hit your fitness goals every day.”

Which one would you instantly click “Buy Now” on? Obviously, the second one because it clearly shows how the shoes solve your problem.

So, do you now understand what’s the secret behind your competitor’s success? It could be their SEO strategy, ad campaigns, or customer engagement tactics, but one of the most overlooked yet influential factors is how they describe their product.

Most businesses assume they are doing it right, but in reality, only a few truly know how to craft descriptions that drive sales.

If you have been overlooking your product descriptions and assuming customers will automatically see the value, then that might explain why your products are not selling.

A great product description should speak directly to your customer’s desires and emotions, compelling them to buy immediately. In this blog, I will show you how to write descriptions that are not just informative but persuasive enough to make your products go out of stock.

The real job of a product description

Most business owners think their product descriptions need to list features, specifications, or basic product details. But that is not the real role of a product description.

You need to understand this clearly: The primary purpose of a product description is NOT simply to describe the product. Its real purpose is to SELL the product.

Your product description is your online salesperson. Like a salesperson would talk to convince a customer face-to-face in an offline store to buy, the same way, in the online world, that job is done by product descriptions.

Would you let your salesperson just recite basic details and specifications of a product in an offline store? Of course not. You will ask the salesperson to show the customer how a product will solve their specific problems, fulfill their desires, and enhance their lives.

In the same way, you need to craft your product descriptions online to make sure it doesn’t just show details, but instead show how it helps. The real job of a product description is to communicate these three essential points:

What specific benefit or outcome will your customer get?

How does your product improve their life or solve their problems? For example, it saves time, makes them look great, or simplifies their tasks.

Why does your product stand out compared to other options?

Unique selling points such as superior quality, premium materials, innovative features, or a proven track record.

Why is buying your product right now a smart decision?

Urgency with limited-time offers, quick shipping options, strong guarantees, or special bonuses.

If your product description answers these three questions clearly, there will be no reason for the customer to not take action and purchase your products.

Suppose your business sells fitness bands, then you must avoid using descriptions like – “Tracks steps and calories with a comfortable band.”

Why? Because this description does not say why the customer should care about that feature. Your product description should be something similar to –

“Effortlessly track your daily progress and stay motivated to reach your fitness goals. Lightweight and comfortable, you’ll forget you’re wearing it!”

Notice the clear difference? The second description directly appeals to customers’ desires and solves their problems, making them much more likely to buy.

Now it’s time to understand why most product descriptions fail so that you know what your product descriptions should NOT have.

Why do most product descriptions fail?

The reason why most product descriptions fail starts with the mindset of business owners or marketers themselves. They believe their product descriptions just need to list features and specifications clearly. But if that’s true, why aren’t their products selling?

That’s because a good product description isn’t just to state facts. They are more about genuinely connecting with your customer’s real needs, desires, and emotions to show how those ‘facts’ would help the customer.

I have reviewed hundreds of product descriptions, and here I am going to pinpoint the four most common reasons why product descriptions fail. If your descriptions are not giving you enough sales, chances are, you are making any of these mistakes:

Too focused on features instead of benefits

While writing product descriptions, most people mistakenly focus on highlighting product features and specifications, assuming that these details will impress customers.

This is a mistake because customers buy benefits, not features. Always clearly show how the feature makes their life easier or better.

In your descriptions, the goal should be to link features clearly to their tangible benefits and results.

Sounds boring and robotic

Product descriptions that sound overly technical, formal, or complicated, make customers lose interest quickly. People prefer reading content that’s easy to read, conversational, and engaging.

Compare these two descriptions –

• “Our software integrates seamlessly via an API and provides data analytics with a customizable dashboard.”
• “Our software effortlessly connects with your current tools, giving you clear, actionable insights in one easy-to-use dashboard (no tech headaches!)”

Which one would you read and be interested in? Of course, the second one. That’s because the first one sounds boring and robotic, while the second one is engaging.

To hold the customer’s attention, a description needs to be conversational, clear, and engaging, all at the same time.

Not speaking directly to the customer

Your product description should feel like it’s speaking directly to the customer, making them feel the product was made for them and their specific needs. If your description is too generic, it won’t connect with them.

Avoid writing broad statements like “Our shoes are durable and stylish” because they don’t address any specific problem or desire. Instead, make it personal:

“Tired of shoes that leave your feet sore after a few hours? Our shoes provide all-day support so you stay comfortable while looking great.”

See the difference? The second version speaks directly to the customer, acknowledges their pain point, and offers a solution. That’s the kind of description that convinces people to buy.

Lack of emotional connection

Customers buy based on emotions first, logic second.

This is why a description that doesn’t trigger an emotion or desire inside the minds of customers usually fails to sell. It doesn’t matter what emotion it conveys as long as it’s related to comfort, pride, excitement, relief, or happiness.

The moment you fix all these problems, 90% of the work will be completed for your product description. But are you thinking if what I just told you is even true or not? Don’t worry you will start trusting it once you see some real-world success stories.

Real-world success stories

If you’re still wondering if better descriptions really matter, let me quickly walk you through three real examples of successful companies that skyrocketed their sales by rewriting their product descriptions exactly as I am going to show you.

These examples prove that everything you’ve learned so far is actually true in the real world.

1. J. Peterman

J. Peterman is not just another clothing store. They are famous for their storytelling approach to product descriptions. Instead of boring their customers with a basic list of features, they turn each description into a mini story. Here’s one:

“This innocent looking shirt has something which isn’t innocent at all: touchability. Heavy, silky Italian cotton. A fine, almost terry cloth like feeling. Innocence and mayhem at once.”

See what they are doing? They do not say “comfortable cotton shirt” because anyone could say that.

Instead, they hook the reader with curiosity and emotion, which is exactly what I have been telling you. Customers are not just buying a shirt. They are buying the experience of wearing something irresistible and unique.

This storytelling technique made J.Peterman a standout brand with a cult-like following, pulling in millions of dollars in sales and even earning celebrity fans like Oprah Winfrey and Tom Hanks.

2. Oransi

Oransi is an air purifier brand that realized a crucial thing most companies overlook different customers prefer different types of descriptions.

So, they redesigned their product pages with both short summaries and detailed explanations, letting visitors choose how much detail they wanted. They open their description with a powerful hook:

“No other air purifier does so much, this quietly. And we’ve tested them all.”

Then they follow it up by asking visitors directly: “How much time do you have?” Visitors can then choose either a quick 2-minute summary or a detailed breakdown with all the features.

By letting customers control their reading experience, Oransi boosted its conversion rate by over 30%. Customers who just wanted quick reassurance got it fast, and detail-oriented buyers got all their questions answered upfront.

3. Innocent Drinks

Innocent Drinks, a popular smoothie brand in Europe, takes a completely different approach. Their product descriptions are quirky, humorous, and instantly memorable:

“Back in the day, Napoleon Bonaparte used to drive the ladies wild with his good looks, small feet and natty hats. One such lady called Madame Tallien was so keen on him, she used to bathe in almost ten kilos of crushed strawberries before paying him a visit. While it might sound a bit extreme, her sticky tactics worked. Enchanted by her strawberry scent, Napoleon was smitten and they enjoyed a long, fragrant romance together. The lesson here? Drink this smoothie for your health or bathe in its juicy strawberries for your love life. The choice is yours.”

Instead of just listing ingredients, Innocent connects emotionally through playful storytelling by referencing Napoleon and Madame Tallien, jokingly hinting that the drink improves your love life.

By mixing humor and a casual, chatty tone, they build emotional connections that make their brand unforgettable.

This unique voice helped Innocent Drinks rapidly expand to over 30 countries, bringing in over £500 million per year. It proves that product descriptions aren’t just about selling but they’re about building a connection that keeps customers coming back again and again.

A step-by-step guide to writing descriptions that sell

Great descriptions aren’t just features but they create emotional connections too. Keeping this in mind will automatically make your descriptions persuasive instead of generic.

Let’s now begin explaining to you step-by-step how to write a powerful product description, starting with the most important step of all.

Step 1: Understand your target audience clearly

How would you write a product description if you don’t even know what readers like to read? You must have a clear understanding of who your ideal customer is.

Different businesses have different kinds of customers with different needs, priorities, and concerns, so one kind of description won’t work for every business.

That’s why you need to know exactly who you are selling to, so that your descriptions don’t feel generic and succeed in connecting with the right people. But how can you get to know your target audience better?

1. Who?

Start by identifying your ideal customer by asking yourself the following questions:

• Who is most likely to buy your product?
• What are their interests and habits?
• What is their age, profession, or lifestyle?

This will give you a clear picture of who your target customer is, using which you can touch their emotions much better.

2. Pain points, desires & objections

Now, go ahead and try to find what their pain points, desires, and objections are, because those are the most crucial information that will shape our entire product description. In case you don’t know, here’s what you need to find:

• Pain Points: What problems do they face that your product can solve?
• Desires: What do they want to achieve or experience by using your product?
• Objections: What might make them hesitate before buying?

Suppose you have a business that sells fitness bands. In that case, your ideal customer will be:

• Who They Are: Young professionals with a busy lifestyle.
• Desire: Stay fit without spending hours at the gym.
• Pain Point: Lack of time for structured workouts.
• Objection: Will this fitness band actually help them get results?

3. Voice

Try talking to some of them or taking surveys to understand what words or phrases they use when talking about similar products. Also, try to understand if they prefer professional technical language or everyday relatable language.

That’s because every person has a different style and tone of voice and that is the same kind of voice that interests them and keeps their attention.

Here are a few ways that will help you find information about your target customers even better and easily:

• Reading Customer Reviews: See what real people say about similar products on websites like Amazon, Flipkart, or Google Reviews.

You can also quickly analyze reviews using tools like Trustmary or ReviewTrackers, which highlight common words or complaints so you can immediately see patterns.

• Conducting Surveys or Polls: Don’t guess, instead just ask directly. You can use free tools like Google Forms, Typeform, or SurveyMonkey to quickly create a survey/poll and distribute.

For example, create a short survey asking, “What frustrates you most about earphones?” or “What feature do you wish earphones had?” These answers instantly reveal key pain points and desires, saving you hours of guesswork.

• Checking Social Media Conversations: People speak openly on platforms like Facebook groups, Reddit, Instagram, or Twitter. But instead of manually browsing through hundreds of posts, use tools like Mention, BuzzSumo, or Brand24.

These tools quickly find and summarize conversations around your product or niche, highlighting popular words, phrases, or concerns.

This is the first step because it helps you understand what your audience really cares about. Once you understand their genuine concerns, desires, and frustrations, you can craft your product descriptions in a way that will make sure they press the “Buy” button.

Step 2: Convert features into benefits

Most of you must be reading this while sitting in a chair. Did you buy that chair because it has “ergonomic lumbar support,” or did you buy it because “ergonomic lumbar support prevents back pain, keeping you comfortable even after hours of sitting”?

Of course, because it ensures better posture and long-term comfort. So, it was not about the specific feature but the benefit that the feature brought with it. 

Let me show you an example of the difference it makes when you mention a benefit instead of a feature:

• Feature: “This vacuum has a HEPA filter.”
• Benefit: “Breathe cleaner air with our HEPA-filtered vacuum, which removes 99.97% of allergens and dust.”

Ask yourself which of them you’d like to have in your product description and which one makes the customer buy. Of course, the second one shows the benefit.

A list of features won’t excite customers unless they see how it helps them. Here’s exactly how to turn your features into powerful benefits:

1. List the features

Start writing down all the important features that your product offers. This will tell us what the product does, using which we will explain why the customer should care.

For example: Suppose there is a product that is an earphone. Then the feature of that product will be – “Active noise cancellation technology.”

2. Why should the customer care about the feature?

Now that you have listed the key features, it’s time to ask yourself, how would that feature help the customer, meaning “Why should the customer care about this feature?”

The answer you have is going to be used to show customers how your product will solve their problems and improve their lives.

For example: The feature that we listed was “Active noise cancellation technology,”  so now we need to understand why the customer should care about this feature. The answer will be “Because it blocks out background noise.”

3. Customer focused

Now you know the features, as well as the benefits. It’s time you need to phrase that benefit in a way that clearly highlights how it will improve the customer’s life.

For example: The benefit we had was “Active noise cancellation technology,” so we could rephrase it like, “Enjoy your music or work in complete peace, no matter how noisy your surroundings are.”

And that is how customers will now imagine themselves. Focusing better at work, traveling without distractions, or enjoying their favorite music without interruptions. Hence, improving their life which will make them purchase the product.

I hope you understand now that every feature that your product has, also has a benefit attached to it, and you just need to phrase that benefit in a more persuasive, relatable, and effective way so that customers find the product attractive.

Now just turn all the features into a benefit on your product descriptions page. Next, we all know that no matter how clear you try to be, customers will always face an objection. So it’s time to clear that objection upfront.

Step 3: Address potential objections

Even interested customers have doubts that stop them from buying instantly. So, instead of waiting for them to ask it, your product description needs to counter them upfront to make sure that the customer feels confident while making the purchase. 

Here’s how you can address objections in the right manner:

1. Identify

To address objections correctly, you first need to identify those objections. You cannot wait until all objections are raised by customers else you will lose a lot of money on the table.

So, to identify possible objections that could be raised by your customers, ask yourself the questions below:

• What common concerns do customers have before buying similar products?
• What negative thoughts might stop them from purchasing?
• What questions do potential buyers frequently ask?

Once you have identified the objections, it’s time to counter them in the correct manner.

2. Counter

Address all those objections in your product descriptions using any of the following manners:

• Start by accepting that the objection is valid. Don’t ignore it or hope the customer won’t notice. This reassures them that their concern is valid and understood.

For example: Suppose customers worry that the fitness tracker would not be comfortable to wear all day. What will you do? You will accept it and address it.

“We know wearing a tracker all day can be uncomfortable – that’s why we designed this one with an ultra-light, sweat-proof band you’ll barely feel.”

• Counter the objection with a clear and direct response using details, guarantees, comparisons, or logical reasoning that eliminates the doubt instantly.

For example: Suppose customers worry about the durability of the earphones. You could say – “Made from high-quality aluminum, this earphone is built to last for years – no more scratches or breaks.”

• If the objections cannot be countered, simply find a reason to turn it into a selling point. Use that same objection to highlight the benefit of your product showing what they see as a problem is actually a reason they should buy.

For example: If customers hesitate to buy noise-canceling headphones because they think they won’t hear important background sounds, simply say-

“With adjustable noise cancellation, you can enjoy immersive sound while still staying aware of important announcements and conversations.”

• Lastly, make their decision easy by reducing the risk involved using money-back guarantees, testimonials, free trials, or trust-building elements.
  

For example: If customers are not sure about the quality of sound inside the earphones, you could say –

“Tested by sound experts and loved by over 50,000 happy customers. Plus, if it’s not right for you, return it within 7 days for a full refund – no questions asked.”

By addressing their objections upfront, you make sure that the customers feel that you understand what problem they could face, as well as you steal them of any excuses that they could have before purchasing the product.

Step 4: Evoke emotions

Customers buy based on emotions, so make them feel the experience or solution your product offers.

Using your product descriptions, if you can make customers see themselves using the product and experiencing its benefits, then they will be more likely to make the purchase.

Now the question comes is, how can you trigger emotions using your product descriptions. Here are the two most common ways:

• A scenario they can visualize

In order to evoke emotions, you can show them a scenario where they can imagine themselves already using the product. You need to show them a realistic and relatable scene that they can feel is true.

Think of the daily frustration that someone would face without your product, and how would the product solve that problem, then use them to create a scenario where they can imagine themselves.

Let me show you an example of describing the active noise cancellation feature of an earphone so that you understand the concept better –

“Imagine you’re on a crowded train, yet all you hear is your favorite song, crystal-clear, with no distractions. Our noise-canceling earphones create a world of pure sound, no matter where you are.”

• Before vs After

To make customers feel the need for your product, you need to show them the transformation it will bring. You need to show them their current situation and how their life will change after they start using your product.

Start by thinking about the frustration someone faces without your product and how your product removes that frustration and improves their experience. Use that contrast to make them see the difference.

Let me show you an example of describing clear sound quality and deep bass in an earphone so that you understand the concept better:

“No more muffled audio or weak bass. With studio-quality sound and deep bass, every beat feels alive – just the way the artist intended.”

Now, instead of just reading a feature, the customer can see and feel the change it will bring to their listening experience once they have the product.

The stronger the emotions you evoke and the more realistic your story is, the easier it will become to sell your product. But, why should the customer trust whatever you are saying?

What if the customer thinks “It’s too good to be true”, or, “I don’t know if such a product could exist.” What would you do in that situation? Whatever you do, you need to do it quickly so that you don’t lose the sale. Don’t worry, the next step will fix that problem.

Step 5: Build trust

Are you Apple? Microsoft? Nike? or any other already-established multi-million dollar brand that people know about? No. Then why should customers trust whatever you mention in your product descriptions? They shouldn’t.

This is why you need to make the audience sure about your product, otherwise, they will hesitate and never buy. The problem is that when people shop online, they can’t touch, test, or try the product, which is why there’s always a trust issue before purchase.

The most effective way to build trust is to show that other real people have used your product and they loved it. Customers will always trust other people more than some texts on a screen so you must include these to show social proof and build trust:

• Customer reviews and testimonials – These show that real buyers have used and loved your product. If someone is hesitant, seeing positive reviews can push them toward buying.
• User-generated content (photos or videos from real customers) – Showing real people using your product increases trust because it proves your product works in real-life situations.
• Numbers and statistics – Instead of saying “highly rated,” show the exact rating and how many people have reviewed your product. Concrete numbers make claims more believable.
• Endorsements or awards – If your product has been recognized by industry experts, or influencers, or has won any awards, mention it. This adds authority and credibility.

Let’s take an example. You sell an earphone. Instead of just saying, “Best earphones with great sound quality,” you can make your claim stronger using proof –

“Rated 4.9 stars by over 5,000 music lovers. Trusted by audiophiles and sound engineers worldwide.”

Ask yourself would you trust a product that has a description showing a 4.9 rating? Of course you would. 

I hope you understand the fact that people do not just trust anything they read, instead, they trust other people or solid proof. And I also hope you understood how you can take advantage of that and build credibility for your product from the get-go.

Now the last thing we need to fix in our product description is to make it easy to read and skimmable because nobody has time or interest to read for hours about a product.

Step 6: Format your descriptions

Online shoppers skim; they don’t read word-for-word. Avoid big blocks of text; format your descriptions clearly to highlight key points instantly.

That’s why it is very important to format your descriptions in a way that they are easy to read, engaging, and scannable. And how can you do it?

• Use short paragraphs

Don’t make a paragraph have more than 3 sentences, otherwise, it will become dense, hence very boring and difficult to read. Example:

A long paragraph – “Our earphones deliver premium sound quality with deep bass and advanced noise cancellation technology. They are lightweight, comfortable to wear all day, and designed for a secure fit. The long-lasting battery ensures uninterrupted listening for up to 12 hours, and the fast-charging feature provides extra power in minutes.”

A short, punchy paragraph – “Experience premium sound quality with deep bass and advanced noise cancellation. Designed for all-day comfort with a secure fit, these earphones offer up to 12 hours of battery life with fast charging for extra power in minutes.”

• Use bullet points

Break up the large chunks of text into bullet points wherever possible so that it is easier for customers to spot the most important details instantly.

For Example:

• Crystal-clear sound with deep bass for an immersive listening experience.
• Noise-canceling technology blocks out distractions so you can focus.
• Ergonomic fit ensures all-day comfort—no ear strain.
• Long-lasting battery keeps you connected for up to 12 hours.
• Use bold/italics

You can use bold or italics for certain words or phrases that you think the audience must see to make them stand out immediately when the audience is skimming through the text. For Example:

Instead of writing – “These earphones come with noise cancellation and long battery life,”

You can write – “These earphones come with active noise cancellation to block distractions and a long-lasting battery for up to 12 hours of uninterrupted listening.“

These were the most easiest and common ways using which you can turn your product descriptions into a skimmable format in no time. Hence making your product descriptions easier to read, more engaging, and more effective at selling.

Bonus: Tools that make writing descriptions easy

You don’t need to struggle manually while writing your product descriptions. You can use these simple yet powerful tools to save time, reduce mistakes, and generate ideas faster:

• Hemingway App: It will make your descriptions clear and easy to read. Just paste your text, and it will highlight complex sentences or awkward phrasing instantly so that you can quickly fix them.
  
• Grammarly: It will help you instantly fix grammar, spelling, and wording mistakes so your descriptions look professional and polished.
  
• Copy.ai: If you need quick inspiration, this AI-powered tool will generate catchy, persuasive product descriptions based on your basic product details.

Using these tools ensures your descriptions not only sound great but also save hours of your valuable time.

Conclusion

Great product descriptions don’t just describe; they sell.

You’ve now learned exactly how to write descriptions that make customers feel the need to buy instantly. No more boring, feature-heavy, robotic descriptions & no more missed sales because customers “weren’t convinced.”

Use the knowledge and start crafting product descriptions that don’t just inform but make people hit that “Buy Now” button without thinking twice.

Frequently Asked Questions

1. Should I write in the first person or the third person?

Always write in the second person (“you”) because customers care about how the product benefits them. Writing in first-person (“we”) makes it about your brand instead of the customer.

2. What if I do not have customer reviews or testimonials yet?

If you’re launching a new product and don’t have reviews yet, highlight risk-reducing factors like money-back guarantees, free trials, or warranties. You can also showcase past success with similar products or mention quality certifications to build trust.

3. Should I write separate descriptions for different platforms (e.g., website vs. Amazon)?

Yes, you should. Amazon and marketplaces have specific guidelines and limited space, so focus on scannability and quick conversion. Your website allows more creative freedom, storytelling, and brand personality, so optimize it accordingly.

4. Should I write product descriptions differently for expensive products vs. cheap products?

Yes. Expensive products require more storytelling, social proof, and detailed benefits to justify the price. Cheap products, on the other hand, need short, straight-to-the-point descriptions that quickly show their value.

5. How do I make descriptions appealing without sounding sales-y?

Avoid hype-filled language like “BEST PRODUCT EVER” or “MUST BUY NOW!!!” Instead, focus on specific, realistic benefits and let the customer see the value without feeling pressured. Combine facts and emotions:

• Start with emotional appeal (storytelling, relatable problems, desire).
• Follow with logic (features, specifications, proof).

This way, you persuade both types of buyers.

6. What if my product doesn’t have a unique feature?

If your product doesn’t have anything unique, highlight the experience of using it rather than just the product itself. Talk about quality, customer satisfaction, or additional perks like warranty, fast shipping, or bonus gifts.

7. Should I include competitor comparisons in my product description?

Instead of mentioning competitors directly (which might send customers to check them out), highlight what makes your product better through indirect comparisons. Example:

Wrong: “Unlike Brand X, our product lasts longer.”

Right: “Built to last, so you won’t have to replace it in just a few months like other alternatives.”

8. What if my product is something customers already know well (e.g., plain white socks)?

For common products, do not waste space describing what it is instead, focus on what makes it better than other versions. Example:

Wrong: “These are white cotton socks.”

Right: “Ultra-soft, moisture-wicking socks that keep your feet dry and comfortable all day.”