PLAYBOOK: SHAPE UP YOUR STORIES IN SIXTY SECONDS
PRODUCT DESCRIPTION
A product description is a compelling short narrative that goes beyond a bullet list of features. It sells the product by highlighting its unique value and addressing the needs and desires of your target audience. It’s where information meets persuasion, creating a connection between the product and the potential buyer.
-
THE GOAL
Engage potential buyers, highlight key features, and inspire action with product descriptions that resonate and convert. A well-crafted product description doesn’t just inform—it convinces.
THE STRATEGY
-
DO
Focus on benefits—Clearly articulate how the product will improve the customer’s life. People don’t want to spend money on a drain pipe; they want a dry, comfortable house that protects them against the elements. Highlight the most important benefits first.
Use sensory language—Engage the senses by describing how the product feels, looks, tastes, or smells, making it more tangible to the reader. Sensory details help the product come alive in the reader’s mind.
Tailor to your audience—Understand who your target customers are and speak directly to their needs and desires. Different audiences respond to different messages, so make sure your description resonates with the specific group you’re targeting.
-
DON't
Don't overload with technical jargon—Keep it simple and relatable. Too much technical language can confuse or alienate potential buyers, so translate features into benefits that anyone can understand.
Don't be vague about value—Avoid generic statements like “high quality” or “best on the market.” Be specific about what makes the product stand out and deliver proof for your boldest statements. Specificity builds credibility and trust.
Focus only on features—While features are important, they should be tied directly to benefits. Don’t just list features—explain why they matter to the customer.
THE Creative Essentials
-
DO
Tell a micro story—Frame the product in a real-world scenario to help customers visualize how it fits into their lives. Stories create a connection and make the product more relatable.
Target emotions—Appeal to the emotions of your customers by focusing on how the product solves a problem or fulfills a desire. Emotional connections can be a powerful motivator for purchase.
Incorporate social proof—Mention customer reviews, testimonials, or endorsements to build trust and credibility. People are more likely to buy something that others have validated.
-
DON'T
Don't ignore SEO—While storytelling is key, don’t forget to include relevant keywords to ensure your product ranks well in search engines. A balance of engaging content and SEO best practices drives both visibility and conversion.
Don't overlook the CTA—Ensure the description leads naturally to a strong call to action, urging the reader to purchase or learn more. The goal is to guide the reader to the next step in their buyer journey.
Don't neglect visuals—Pair your description with high-quality images or videos that complement the narrative. Visuals can enhance understanding and make the product even more appealing.
Engage potential buyers, highlight key features, and inspire action with product descriptions that resonate and convert.