4 Tips for Writing Product Descriptions That Convert Browsers to Buyers
The Copywriter Column #219
Summary
Most product descriptions fail because they're written backwards, focusing on features and specs instead of customer transformation. This guide shares four practical tips to help you write descriptions that actually connect with buyers where they are in their journey. You'll learn how to lead with benefits over features, write conversationally, and handle objections before they become roadblocks.
Why Your Product Descriptions Aren't Selling
Most product descriptions are backwards. They focus on what the business thinks is impressive – features, specs, technical details – instead of what actually makes people click "buy." Your product description isn't about the product. It's about the customer.
So let's fix that.
Here are four tips to transform your product descriptions from boring spec sheets into compelling copy that connects with real humans who have real problems.
Tip #1: Know Where Your Customer Is
Your product description isn't meeting customers at square one.
By the time they're reading it, they've already moved through the awareness stage – they know they have a problem. Now they're in the consideration or decision phase, evaluating whether YOUR solution is the right one.
This should change everything about how you write.
Don't waste precious real estate explaining why someone needs better sleep (they know – that's why they're shopping for a new mattress at 2 AM). Instead, focus on why YOUR mattress is the answer to their sleepless nights.
Think of it this way: They're not asking "Do I need this?" They're asking "Is this the one?" Your description should answer the second question.
Bad: "Sleep is essential for health and productivity. Our mattress helps you get the rest you need."
Good: "While other mattresses trap heat and leave you tossing, our copper-infused gel layer actively pulls warmth away from your body – so you stay cool even on those sticky summer nights."
See the difference?
The first explains why sleep matters (duh). The second explains why THIS mattress solves their specific 2 AM shopping problem.
Tip #2: Lead with Transformation, Not Features
Quick – take any feature from your product and ask yourself: "So what?"
Memory foam? So what?
Stainless steel construction? So what?
Bluetooth 5.0? So what?
This isn't being dismissive – it's the exact question running through your customer's mind. And if you can't answer it compellingly, you've lost them.
Here's a simple framework that works: Feature → Benefit → Transformation.
Let's try it:
Feature: "Memory foam"
Benefit: "Supports your neck and spine"
Transformation: "Wake up without that annoying crick that's been your unwanted morning companion for years"
This aligns perfectly with the Less is More principle – one powerful transformation beats ten technical specifications every time.
But here's the key: if you're going to make a transformational claim, back it up with something specific.
"Sleep better" is vague.
"Fall asleep 15 minutes faster according to our sleep study of 500 customers" gives them a reason to believe.
Tip #3: Write Like You're Texting a Friend
Pull up your product description and read it out loud.
Do you sound like a robot? A textbook? That overly formal coworker everyone avoids at parties?
Time to fix that.
The secret is simple: write like you're texting a friend about this amazing thing you just discovered.
Use "you" liberally. Drop the corporate speak.
And here's a powerful technique – start sentences with "Imagine..." or "Picture this..." to help them see themselves using your product.
Stiff: "This premium leather bag features multiple compartments for optimal organization."
Conversational: "Picture this: You're rushing through the airport, and instead of digging frantically for your passport, you reach into the designated pocket and pull it out smoothly. That's the kind of morning we designed this bag for."
Include sensory details that make the experience real. Don't just tell them the blanket is soft – help them feel how it's "like being hugged by a cloud after a long day."
When you write conversationally and use sensory language, you're not just describing a product. You're inviting them into an experience.
Tip #4: Handle Objections Before They Arise
You know those "Yeah, but..." thoughts that pop into customers' heads?
Address them before they become roadblocks.
Every product has common concerns. Maybe it's durability ("Will this last?"), sizing ("What if it doesn't fit?"), or maintenance ("Is this high-maintenance?").
The key is weaving answers naturally into your description, not creating a defensive FAQ.
Instead of ignoring the elephant in the room, make friends with it:
"We know what you're thinking – another 'miracle' pan that'll lose its non-stick coating after a month. That's why we back ours with a lifetime warranty and over 10,000 five-star reviews from home cooks who've been using theirs daily for years."
See how that works?
You're not just making claims – you're bringing in social proof to back them up. Customer reviews, testimonials, and specific numbers give weight to your promises and help skeptical shoppers trust that you'll deliver.
Final Thoughts
Your product description isn't about your product. It's about your customer's story – where they are now and where they want to be.
(Read that again.)
Want to put this into practice? Pick your best-selling product and rewrite its description using these four tips.
Meet customers where they are
Show them transformation over features
Write like you're texting a friend
Handle their objections with grace
Great product descriptions don't just inform – they inspire action. Because at the end of the day, people aren't buying your product. They're buying a better version of their life.
Want to simplify your approach to copywriting?
The Minimalist Copywriter's Playbook is a free micro-course that strips away complexity and reveals the core strategies that transform your copy (and your results).
The Copywriter Column is a weekly glimpse into the mind of an agency copywriter. Thinking about subscribing? Here’s what else you can expect.