The complete guide to writing profitable product descriptions


Struggle with writing product descriptions for your handmade business? Great descriptions can transform your business and increase your profit. I’m sharing my best strategies below. Read on.

So you’ve created your product, took the best product shots, wrote the title and added tags but for some reason when the time comes to write a product description you freeze.

Do you feel stuck and not sure what’s the best way to explain what your product is about and why somebody should buy it?

Has revamping your product description been on your mind for some time now? Surely if you’re getting traffic to your listing without making sales something has got to change.

Luckily, there are a few things that can be improved and one of them is a product description.

A product description is a marketing copy that persuades your customer to buy from you and there is more to it than just laying down the specs and features

By rushing through this part you could miss something important and a quick copy-paste from your other listing might not be enough to convince the customer to click that all-important “buy it now” button.

Finding convincing and persuasive words from an angle that can benefit the customer is a balance we should all strive for. 

Are you ready? Here we go.

Free Step-By-Step Guide

To writing profitable product descriptions

Write directly to your ideal customer avatar (ICA)

When you write your product description write it to one specific person that represents your ideal customer.

You might think, but why just one person? Am I not leaving so many others behind?

The short answer is no. When you try to please everyone you please no one.

When you focus on one person you are able to craft the description to meet their exact needs. You need to get laser focus to be able to cut through all the noise that is out there otherwise your message will end up being wishy-washy and lack relevance.

So when you put together a description for your product, put yourself in your ideal customer’s shoes and think what do they need that will motivate them to buy?

Imagine you’re sitting down in your favourite coffee shop with your customer and having a friendly chat.

Describe your experience in a friendly manner and share how your item is part of your everyday life. Use the right tone

Is your brand serious, or more vibrant and cheeky? Use a tone that can help you convey that to your customers, but make sure this is consistent throughout all your products. 

Is there a specific language, a type of humour that your ICA’s using? Is she using a more of a casual language or a more academic one?

Here is an example of a product description from Old Spice deodorant that is full of personality and in line with their ideal customer avatar’s language. 

• Free of Aluminum
• Old Spice Men’s Deodorant overpowers stink with good-smellingness  
• So easy to use you might accidentally put it on and only later realize your man-nificence
• High Endurance collection boosts your man-smell and prepares you for success 
• Provides 24-hour odor protection, in case you need to climb a mountain, fight off a bear, and ride an elevator all in the same day

I love how they cut right to the chase, they used an active voice and infused it with a bit of humour. 

Focus on the benefits

Is it easy to slip into describing the features with bullet points in your product description but that just won’t cut it. 

Instead of writing what the product does, focus on the benefits.

For example, a suit won’t just cover your body from the elements but the suit will empower and increase your confidence.

When you create your description first focus on the feel, on the experience that your customer will get from using your product rather than the features and specifications and leave those for the last. History and provenance

For my vintage sellers, listen up. 

Your products will appeal to more people if you can gather as much information as you can for your product description about your item or about the people associated with it.

Everybody loves a bit of history and that can give your items another meaning beyond its everyday function as well as increase it’s valued so more cha chings.

When and how your product will be used?

This is the part where you want to set the scene, make it appealing, and most importantly involve emotions and engage your reader, but keep it short.

Let’s see this in action with two Ritual product description for their 


Shower oil:

Parfum d’interieur:

Rituals did an excellent job here, see how they describe the experience that the customer will receive when they get to enjoy their product with the use of: 


  • “relaxed atmosphere”
  • “pure joy”
  • “peace”
  • “prosperity”
  • “positivity”
  • “exclusivity”
  • “invigorating”

Senses – touch, taste, smell, sight

  • “sublime softness” (touch)
  • “silk soft”  (touch)
  • “sparkling mandarin” (taste + smell)
  • “sweet and rich spires” (taste + smell)
  • “bright” (sight)
  • “warm”  (touch)

Using sensory words that add meaning to your product will guarantee to make it stand out from all the noise that there is out there and to seal the deal.

Avoid the “blah blah” phrases

If you want to get your customer’s attention don’t lead with blah blah vague, generic and bland language like:

“Excellent quality”

“Best price”

“Top quality”

Instead, focus on expanding on it to create a more detailed, and specific description by asking yourself WHY?

” Excellent quality “ Ok, why? “

” It is made from premium full-grain leather and complemented with a soft graphite suede that makes it a unique detail of the Temporary Forevers collection. ” Temporary forever, Tefords.

” Spacious with lots of pockets “ Ok, why?

“Every detail was analysed into depth and we created a daily workhorse that comes with padded straps and back support, a separate access compartment for your laptop, another compartment for your documents, a zipped mesh pocket for accessories and of course, the direct access pocket for your gear and an expandable area. All of this in a single bag.” Temporary forever, Tefords.

Don’t scare the reader away

Your listings should have structure and should be scannable, because guess what, customers are lazy.

They want to click, scan and make a decision.

Have a look at this listing description from Spanx.

If your description is not easy to read and to understand how that product can work in their life, you can lose them in under 5 seconds to them to a video of a panda sneezing.

SEO it

Use keywords to describe your products but also to help search engines understand what you’re selling so they can bring your page up in the search results.

You’ll want to take your focus keyword from your title and use it in a natural conversational way in the first paragraph of your product description. 

Just write as you talk with a friend. If in the past on Etsy it was alright to just copy and paste your product title this is not acceptable anymore and can, in fact, harm your SEO. 

The search engine is smart enough to pick up the different keywords that you want to rank for and index your listings.

Bullet point the specs of the item

Here’s your chance to describe things like:

This is the part that comes last because this is how customers consume information.

First, they are interested if the product would be a good fit for them and that’s your chance to be a copywriter superstar and infuse your copy with the emotions that you want your customer to feel and only after getting to the features. 

  • colour
  • size
  • shape
  • materials
  • techniques you used
  • how many items are in a pack/bundle
  • how long the shipping will take
  • shipping upgrade

As you write your description continue to sprinkle more keywords both broad, focus and specific in a natural-sounding way.


Now, one thing that it’s easy to miss but will make a big difference in customer behaviour is to include a Call To Action (CTA).

You must tell your prospective customers exactly what is your ideal outcome in a direct way.

You’ve got to say what you want their next step to be. Give instructions on how to check out and use a CTA like ” Get started today” ” Add to the basket now” “Buy it now”.

Final thoughts

Your words will help people make the decision if they want to buy it or not. 

If you want to make sure that your copy connects and resonate with your customers you have to be specific, use details and inject a story into your copy.  

Use SEO to increase your online presence organically and grow your brand. At the end of the description encourage customers to get in touch with you if they have any questions. 

I know there’s a lot to implement that’s why I put together a checklist where I summarised everything for you so you can check the boxes as you create new listings for your shop. 

Just click the button below to receive it, fo’ free straight into your inbox. If you have any questions please leave them in the comment below, would love to hear from you.

Free Step-By-Step Guide

To writing profitable product descriptions

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