How to Write Product Descriptions That Sell Persuasively

How To Write Product Descriptions That Sell Persuasively

The battle for customer attention has never been more challenging. With millions of products vying for recognition, standing out requires more than just a run-of-the-mill approach.

The secret sauce? Crafting product descriptions that not only inform but also entice and persuade.

To truly captivate and convert, one must blend the traditional with the unconventional. This fusion approach leverages proven marketing strategies while incorporating innovative twists, ensuring that your product doesn’t just blend into the background but shines as a beacon to potential buyers.

Engaging customers effectively demands this balance, marrying the comfort of the familiar with the allure of the novel.

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Why do product descriptions matter so much for closing deals?

Product descriptions play a pivotal role in closing deals because they serve as the bridge between customer curiosity and purchase decision. In the absence of physical interaction with products online, descriptions must vividly paint a picture that not only highlights the features and benefits but also evokes the sensory experience of using the product.

They provide essential information, setting expectations on what the product can do, which is crucial for building trust with potential buyers. Well-crafted descriptions also have the power to differentiate a product in a crowded market, showcasing its unique value proposition and compelling reasons why it stands out from competitors.

Moreover, they are an integral part of the SEO strategy, helping products to appear in relevant search results, thus increasing visibility and driving traffic.

By tapping into the emotions and imaginations of customers, effective product descriptions can significantly influence purchasing behavior, turning browsers into buyers by presenting a compelling case that aligns with their desires and needs, ultimately impacting the bottom line by closing more deals.

Proven and unusual ideas to write product descriptions that sell

In the competitive landscape of digital commerce, the fusion of proven methodologies and unconventional ideas in crafting product descriptions can significantly elevate a brand’s appeal and sales. This unique blend embodies my “Unusual By Strategy” forte, a distinctive approach that mandates integrating both traditional and offbeat tactics to create descriptions that captivate and convert.

By leveraging tried-and-tested SEO techniques, such as keyword optimization and clear, benefit-focused language, alongside creative storytelling, sensory engagement, and interactive elements like quizzes or augmented reality experiences, brands can engage customers on multiple levels.

This strategy ensures that product descriptions not only inform and persuade but also provide an unforgettable experience that stands out in a saturated market. The integration of conventional methods ensures reliability and accessibility, while the injection of unconventional ideas disrupts the norm, making each product description a memorable piece of content that drives both interest and action.

This dual approach aligns perfectly with the commitment to deliver content that is not just effective but uniquely impactful, turning everyday product descriptions into powerful tools for differentiation and customer connection.

8 steps to writing product descriptions that are hard to pass up

Leveraging my 40+ years’ experience as a Brand Content Strategist with a penchant for the unusual, I have outlined eight ideas that blend time-tested approaches with inventive twists to craft product descriptions that sell persuasively. These strategies encompass understanding your audience deeply, highlighting benefits over features through sensory-rich language, and embedding storytelling to connect on an emotional level.

Additionally, emphasizing your product’s unique value proposition, integrating social proof, employing clear and concise language, and incorporating a compelling call to action are enhanced with creative angles. This mix not only attracts attention but also encourages engagement, setting the stage for descriptions that not only inform but also inspire and convert.

How To Write Product Descriptions That Sell Persuasively (Infographic)

1. Begin with a deep dive into your target audience

Understanding your target audience is the cornerstone of persuasive product descriptions, acting as the compass for tailoring your message to meet their specific needs, preferences, and pain points.

For instance, imagine you’re selling eco-friendly water bottles to environmentally conscious consumers. By diving deep into their lifestyle, values, and the environmental issues they care about, you can craft descriptions that resonate on a personal level, highlighting how the product aligns with their commitment to sustainability and reducing plastic waste.

This method goes beyond mere features, like the bottle’s material or durability, to emphasize its role in the user’s eco-conscious journey, thereby fostering a deeper connection. Such a targeted approach ensures that your content marketing efforts are not just seen but felt, increasing the likelihood of conversion.

By speaking directly to the heart of your audience’s interests and concerns, you create a narrative that’s compelling and relatable, making your product an integral part of their story and lifestyle choices, thereby elevating the effectiveness of your content marketing strategy.


  • Conduct audience research: Engage in thorough market research to identify demographic details, interests, and behaviors of your target audience. Utilize surveys, social media analytics, and customer feedback to gather insights, ensuring your product descriptions directly address the specific preferences and needs of your audience.
  • Analyze competitor strategies: Study how competitors approach their audience, especially in terms of product description and engagement tactics. Identify gaps in their strategies and areas where your product can offer something unique, tailoring your message to highlight these differences.
  • Create buyer personas: Develop detailed buyer personas that represent your ideal customers. Include information on their lifestyle, challenges, and goals. Use these personas as a guide to craft product descriptions that speak directly to the concerns and aspirations of your audience.
  • Utilize SEO insights for audience preferences: Leverage SEO tools and keyword research to understand the language and search terms your target audience uses. Incorporate these terms naturally in your product descriptions to improve visibility and ensure relevance to your audience’s queries.
  • Engage with your audience for feedback: Actively seek out and listen to customer feedback on existing product descriptions through direct communication channels like email, social media, or customer service interactions. Use this feedback to refine and personalize your approach, making your descriptions more aligned with what resonates with your audience.
Unusual Idea


Consider the idea of “Emotional Analytics Enhancement.” This unusual enhancement involves analyzing the emotional drivers behind your target audience’s purchasing decisions. By utilizing tools and techniques that assess emotional responses to similar products or content, brands can gain deeper insights into what truly motivates their audience. Applying this to the eco-friendly water bottle example, a brand could examine social media reactions, product reviews, and forum discussions to understand the emotional connection consumers have with sustainability.

This could reveal that the sense of community and belonging to a larger eco-conscious movement significantly influences purchasing decisions. Armed with this knowledge, product descriptions can be tailored to emphasize not just the product’s environmental benefits but also its role in joining a passionate community of like-minded individuals, making the appeal deeply personal and emotionally resonant.

2. Don't just list features, emphasize user benefits

Shifting focus from merely listing product features to highlighting user benefits directly addresses the customer’s question of “What’s in it for me?” This strategy transforms the product description into a compelling narrative that connects with the customer’s needs and desires.

For instance, if you’re selling a smartwatch, instead of simply stating “10-day battery life,” you illuminate how this feature liberates users from the daily hassle of charging, enabling them to focus more on their fitness goals and less on power outlets.

This approach not only informs but also illustrates the practical impact of the product in the user’s life, making the benefits tangible. In content marketing, such a method ensures that every piece of information serves a dual purpose: to educate and to persuade.

By articulating how each feature enhances the user’s experience, brands can craft descriptions that resonate on a personal level, effectively bridging the gap between product specifications and real-world utility, thereby fostering a deeper connection with their audience.


  • Identify key features and their benefits: Start by listing each feature of your product, then directly link each one to a specific benefit that addresses a need or solves a problem for your customer. This ensures that every feature mentioned is paired with a clear, compelling reason why it matters to the user.
  • Use benefit-focused headings: Craft headings within your product descriptions that are benefit-oriented. This draws the reader’s attention to how the product will improve their life or work, making it easier for them to skim through the text and still understand the value proposition.
  • Highlight lifestyle enhancements: Emphasize how the product fits into and enhances the user’s lifestyle. For a fitness tracker, illustrate how it does more than count steps—it motivates a healthier lifestyle and provides insights for better health decisions.
  • Quantify benefits when possible: Wherever applicable, use data and statistics to quantify benefits, giving concrete examples of what the user gains. For instance, “Save 10 hours a week on project management” gives a tangible measure of the product’s value.
  • Contrast with common pain points: Align the benefits of your product with common frustrations or limitations of the market standard or competitors. This not only underscores the benefits but also positions your product as the solution to specific problems faced by the user.
Unusual Idea


Consider the idea of “Benefit Amplification through User Stories.” This unusual enhancement involves incorporating real user stories and testimonials that vividly illustrate the benefits in action, rather than simply stating them. By weaving these narratives into your product descriptions, you transform abstract benefits into relatable, lived experiences.

For the smartwatch with a 10-day battery life, instead of just highlighting the convenience of less frequent charging, you could share a story from a user who completed a week-long hiking trip without needing to recharge their device. This story not only showcases the product’s standout feature but also brings to life the freedom and reliability it offers, making the benefit deeply tangible and the product more desirable.

3. Incorporate sensory words that enliven products

Incorporating sensory words into product descriptions is a technique that transforms mundane listings into vivid, memorable experiences. By engaging the reader’s senses, these descriptions create a more immersive shopping experience, allowing customers to imagine not just owning the product but experiencing it.

For example, describing a luxury hand cream, you might use phrases like “indulge in the velvety, rich texture” or “soothe your skin with the gentle fragrance of lavender and chamomile.”

Such language invites the reader to visualize and feel the cream’s smoothness and smell its calming scent, significantly enhancing the appeal. In content marketing, this approach leverages the power of sensory engagement to build a stronger emotional connection with the product, encouraging not just interest, but desire.

By painting a sensory-rich picture, descriptions become more than just information; they turn into an experience that stands out in the digital realm, making products irresistible to potential buyers.


  • Choose sensory adjectives carefully: Select adjectives that appeal to the senses—sight, sound, touch, smell, and taste—tailoring them to the product type. For a gourmet chocolate bar, words like “silky,” “rich,” and “decadent” can evoke a strong sensory impression.
  • Incorporate action verbs: Use action verbs that convey the experience of using the product. For example, “crunch” for crispy snacks or “soothe” for skincare products can animate the product description, making the sensory experience more dynamic.
  • Detail texture and feel: Specifically describe the texture and feel of products, especially for items like clothing or furniture, where touch is a significant part of the user experience. Phrases like “buttery-soft leather” or “crisp linen” provide a tactile dimension to descriptions.
  • Engage the olfactory and gustatory Senses: When applicable, detail smells and tastes, especially for food, beverages, or beauty products. Describing a candle as having a “warm, woody aroma” or a jam as “bursting with the tangy sweetness of fresh berries” can vividly evoke these senses.
  • Use sensory comparisons: Make comparisons to common experiences or items to help the reader relate. Saying a speaker’s sound is “as clear as a live concert” or a blanket feels “like a warm hug” uses familiar references to enhance sensory understanding.
Unusual Idea


Consider the idea of “Sensory Immersion Storytelling.” This unusual enhancement elevates product descriptions by embedding sensory words within short, imaginative narratives that place the product in a vividly described scenario or setting. Instead of merely listing sensory adjectives, it crafts a mini-story where the product plays a central role in an experience that engages all senses.

Applying this to the luxury hand cream example, envision a brief tale of a tranquil evening at home, where the protagonist relaxes by a crackling fire, massaging their hands with the cream, the air filled with its gentle lavender and chamomile scent, and the crackle of the fire complementing the cream’s soothing texture. This method not only highlights the product’s sensory attributes but also situates it within a desirable lifestyle moment, making the sensory experience more relatable and aspirational to the reader.

4. Weave emotional storytelling around the product

Weaving emotional storytelling around a product transforms it from a mere item to a protagonist in a narrative that resonates with potential buyers. This approach leverages the power of human emotion to connect on a deeper level, making the product’s benefits and features more memorable.

Imagine a watch not just as a timekeeper but as a heirloom connecting generations. A description could tell the story of a grandfather passing down his watch, imbued with memories of adventure, love, and life’s pivotal moments, to his grandchild.

Such a story doesn’t just sell a watch; it offers a piece of legacy, an emotional connection that transcends time. In content marketing, this strategy enriches the product’s appeal, encouraging customers to envision themselves within the story.

By tapping into emotions like nostalgia, joy, or belonging, emotional storytelling ensures the product becomes a must-have accessory to the customer’s own life story, significantly enhancing the persuasive power of product descriptions.


  • Identify emotionally charged themes: Choose themes that naturally evoke emotion, such as family, adventure, achievement, or love. These themes should align with the product’s essence and the brand’s values, serving as a foundation for your narrative.
  • Craft a relatable protagonist: Develop a protagonist for your story who mirrors your target audience. This character’s journey with the product should reflect potential customers’ aspirations, challenges, or dreams, making the narrative more engaging and relatable.
  • Incorporate a transformative moment: Include a pivotal moment in your story where the product plays a key role in overcoming a challenge or enhancing the protagonist’s life. This moment should highlight the emotional benefits of the product, creating a memorable link between the item and its impact.
  • Use vivid imagery: Employ descriptive language that paints a picture in the reader’s mind, making the story and the product’s role within it more vivid and enticing. This imagery should evoke the senses and emotions, drawing readers into the narrative.
  • Tie emotions to product features: Connect the emotional journey in your story to specific product features. For example, if the story is about adventure, link this to the durability and reliability of a product like a rugged outdoor watch, showing how it’s an indispensable companion on the protagonist’s journey.
Unusual Idea


Consider the idea of “Interactive Story Mapping.” This unusual enhancement involves creating an interactive digital experience where customers can navigate through a story that unfolds based on their choices, directly involving the product. Each decision point in the story highlights a different feature or benefit of the product, allowing the customer to explore its value in various scenarios.

Applying this to the heirloom watch example, users could choose paths that explore the watch’s history, craftsmanship, or the adventures it has witnessed. This method not only deepens the emotional engagement by making the customer an active participant in the narrative but also showcases the product’s features in a dynamic and personalized context, enhancing the connection and appeal of the product through a unique, immersive experience.

5. Clearly articulate your unique value proposition

Articulating your unique value proposition (UVP) is crucial in distinguishing your product in a saturated market. This clarity ensures potential customers understand exactly why they should choose your product over others.

Imagine a backpack designed for urban professionals; its UVP might focus on an innovative combination of sleek design, ergonomic comfort, and built-in tech features like USB charging ports and anti-theft compartments. This UVP addresses specific concerns of its target audience: style, comfort, and security in one package, which they might not find in other backpacks.

By highlighting these unique aspects in the product description, the brand directly communicates the backpack’s specific advantages, making it immensely relevant to its intended customers.

In content marketing, such precision not only helps in targeting the right audience but also in building a compelling narrative around the product that resonates with the consumers’ needs and lifestyle preferences, thereby significantly enhancing the product’s appeal and potential for conversion.


  • Define the problem your product solves: Identify and clearly state the specific problem or need your product addresses, making it the focal point of your unique value proposition. This sets the stage for explaining how your product provides a solution unlike any other on the market.
  • Highlight what makes your product unique: Pinpoint and describe the features or aspects of your product that set it apart from competitors. Focus on what you offer that no one else does, whether it’s a patented technology, an unmatched price point, or an exclusive service.
  • Speak to your target audience’s desires: Tailor your UVP to resonate with the core desires or goals of your target audience. Show how your product not only meets their needs but also aligns with their aspirations, enhancing its perceived value.
  • Use simple, direct language: Communicate your UVP in clear, straightforward language that is easily understood at a glance. Avoid industry jargon or complex terminology that could obscure the message you’re trying to convey.
  • Reiterate the benefit: After explaining your UVP, circle back to emphasize the benefit to the customer. Reinforce how choosing your product enriches their life or solves their problem more effectively than alternative solutions.
Unusual Idea


Consider the idea of “Dynamic UVP Visualization.” This unusual enhancement involves creating an interactive visual element within the product description that dynamically changes to highlight the unique value proposition as the customer interacts with it. For the urban professional’s backpack example, as users scroll over different features listed in the description, an accompanying visual could animate to showcase how each feature—be it the USB charging ports, ergonomic design, or anti-theft compartments—specifically addresses their unique needs.

This method not only articulates the UVP in a clear, engaging manner but also allows customers to visually experience the product’s benefits, making the value proposition more tangible and memorable. Through this interactive visualization, the backpack’s distinctive advantages are communicated more effectively, enhancing the customer’s understanding and appreciation of the product’s unique offerings.

6. Integrate diverse forms of credible social proof

Integrating diverse forms of credible social proof within product descriptions significantly boosts trust and persuasiveness. This method leverages testimonials, user reviews, expert endorsements, and real-world success stories to validate the product’s value from multiple perspectives.

For example, a fitness app that incorporates user testimonials highlighting personal fitness achievements, expert reviews from fitness coaches praising its effectiveness, and data on the number of downloads or positive ratings can paint a comprehensive picture of its reliability and impact.

This multifaceted approach to social proof addresses various consumer doubts and questions, providing a well-rounded reassurance of the product’s quality and effectiveness. In content marketing, such an integration not only enriches the narrative around the product but also significantly elevates the consumer’s confidence in making a purchase decision.

By showcasing a chorus of satisfied voices and authoritative approvals, brands can compellingly argue the case for their product, making it an undeniable choice for prospective buyers.


  • Collect user testimonials: Actively seek out and collect testimonials from satisfied customers. Choose those that tell a story or highlight specific benefits experienced by using your product, adding authenticity and relatability to your descriptions.
  • Feature expert endorsements: Reach out to industry experts or influencers for their opinions and endorsements. Including expert views not only adds credibility but also positions your product as trusted by professionals, enhancing its appeal.
  • Showcase ratings and reviews: Incorporate a system to display ratings and reviews prominently within your product descriptions. High ratings and positive reviews serve as a powerful indicator of customer satisfaction and product quality.
  • Highlight media mentions: If your product has been featured in reputable media outlets or received awards, make sure to highlight these achievements. Media mentions act as an unbiased endorsement, increasing trustworthiness.
  • Use real success stories: Share real-life success stories or case studies of customers who have benefited from your product. These narratives provide tangible proof of your product’s value and effectiveness, encouraging potential buyers to make a purchase.
Unusual Idea


Consider the idea of “Dynamic Social Proof Mapping.” This unusual enhancement involves creating an interactive element within product descriptions that allows users to see real-time data and stories from customers similar to them. For the fitness app example, this could be a world map showing live updates of workouts completed, personal milestones reached, or user testimonials pinpointed to specific locations.

Users can interact with the map, finding stories of success and motivation from their city or region, making the social proof not just diverse but also personalized and relatable. This method amplifies the credibility and appeal of the product by showcasing a global community of satisfied users, providing prospective buyers with a compelling, visual, and interactive form of social proof that directly connects with their desire to be part of a successful, health-conscious community.

7. Utilize confident, clear, concise words and tone

Utilizing confident, clear, and concise language in product descriptions is essential for communicating value quickly and effectively to potential customers. This approach ensures that every word serves a purpose, eliminating confusion and building trust with the audience.

For example, a high-efficiency blender might be described as “Engineered for precision, our blender delivers smooth, perfect results with every use. Compact yet powerful, it’s designed to fit your lifestyle, making meal prep effortless.”

This description uses confident language (“Engineered for precision,” “perfect results”) to assert the product’s effectiveness, clear wording to avoid ambiguity, and conciseness to convey essential information without overwhelming the reader. In content marketing, this strategy is crucial for cutting through the noise and capturing the attention of potential buyers.

By articulating the product’s benefits and features in a straightforward manner, brands can foster an immediate understanding and appreciation of the product’s value, encouraging quicker decision-making and enhancing the overall effectiveness of their marketing efforts.


  • Choose words that reflect confidence: Use language that conveys certainty and reliability, such as “guaranteed,” “expertly designed,” or “proven.” This reinforces the product’s effectiveness and your brand’s authority.
  • Maintain clarity in messaging: Avoid using technical jargon or complex phrases that might confuse the reader. Strive for simplicity to ensure your product’s features and benefits are easily understood by everyone.
  • Keep descriptions concise: Edit ruthlessly to eliminate unnecessary words or details that do not directly contribute to the product’s appeal or the customer’s understanding. Brevity ensures that key messages are not lost in the clutter.
  • Adopt a positive tone: Use an upbeat and encouraging tone in your descriptions to instill a sense of optimism and excitement about the product. This positivity is infectious and can influence a buyer’s decision-making process.
  • Be direct with your language: Phrase sentences in an active voice and directly address the reader to create a more engaging and dynamic description. This direct approach makes the content more relatable and persuasive.
Unusual Idea


Consider the idea of “Tone Personalization Widgets.” This unusual enhancement involves integrating a widget within your online platform that adjusts the tone of product descriptions based on user preferences or past interactions. For instance, if a user has shown a preference for professional and detailed content, the widget would present the high-efficiency blender description in a more technical and feature-focused manner.

Conversely, for users who prefer a casual and succinct style, it would simplify the language, highlighting the blender’s ease of use and convenience. This method not only utilizes confident, clear, and concise words but also personalizes the tone to match the user’s comfort level, enhancing engagement and making the shopping experience more intuitive and satisfying. By dynamically adapting the content’s presentation, brands can more effectively communicate with a diverse audience, ensuring the message resonates on a personal level.

8. End product descriptions with compelling CTAs

Ending product descriptions with compelling calls to action (CTAs) is a crucial strategy for converting reader interest into action. A well-crafted CTA not only serves as a guidepost directing customers on what to do next but also encapsulates the urgency and benefit of taking that step.

For example, after detailing the features and benefits of an innovative gardening tool that simplifies planting, the description could culminate with, “Transform your garden now! Click to buy and start enjoying easier gardening today.”

This CTA is direct, creating a sense of immediacy and offering a clear next step for the customer. It leverages the momentum built up by the description, channeling it towards making a purchase.

In content marketing, such targeted CTAs are essential for moving potential customers through the sales funnel, ensuring that the engagement generated by the product’s story and benefits is captured at the moment of peak interest, thereby maximizing conversion opportunities.


  • Craft action-oriented phrases: Use verbs that inspire action, such as “Discover,” “Experience,” “Unlock,” or “Start,” making the next steps clear and motivating for the reader. This language encourages immediate response to the product offer.
  • Create a sense of urgency: Include elements that convey urgency, like “Offer ends soon,” “Limited availability,” or “Buy now to take advantage of this deal.” This motivates customers to act quickly to avoid missing out.
  • Offer specific benefits: Tie the CTA to a direct benefit, such as “Get yours now and enjoy hassle-free gardening,” making the action more appealing by reminding customers of the value they gain from making a purchase.
  • Use visually distinct buttons or links: Ensure CTAs are visually prominent, using buttons or links that stand out from the rest of the description. This visual distinction catches the eye and clearly indicates where to click to take the desired action.
  • Test and optimize CTA placement: Experiment with placing CTAs at different points within or after the product description to see which generates higher conversion rates. Optimizing placement based on customer behavior can significantly impact the effectiveness of your CTAs.
Unusual Idea


Consider the idea of “Interactive CTA Adventures.” This unusual enhancement transforms the conventional call to action into an interactive, gamified experience directly within the product description. For the innovative gardening tool example, instead of a simple “Buy Now” button, customers are invited to embark on a short, interactive journey—perhaps a quick quiz on their gardening needs or a virtual tour of a garden that could be theirs with the tool.

Based on their interactions, a personalized CTA is generated, such as “Start Your Garden Transformation Journey Today!” This method not only makes the CTA more engaging and tailored to the customer’s specific interests and needs but also enhances the overall user experience, making the act of purchasing feel like a natural next step in an exciting adventure. This creative approach to CTAs can significantly increase conversion rates by offering a novel and memorable way for customers to connect with the product.

In summary

  1. Emphasize user benefits over features: Highlighting how the product improves the customer’s life or solves their problems is crucial. By focusing on benefits rather than just listing features, descriptions become more relatable and compelling, encouraging potential buyers to envision the product’s impact on their lives.

  2. Utilize sensory language and emotional storytelling: Incorporating sensory words and weaving emotional narratives around the product can significantly enhance its appeal. This strategy helps create a vivid mental image of the product, making it more desirable and helping customers form an emotional connection with it.

  3. End with a strong call to action: A compelling CTA is essential for converting interest into action. By crafting action-oriented, urgent, and benefit-specific CTAs, and considering innovative enhancements like “Interactive CTA Adventures,” product descriptions can effectively guide customers towards making a purchase, maximizing the potential for sales.

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