TL;DR:
A good description answers the questions a buyer would ask in a shop: what is it, will it fit my need, how big is it, what do I get.
Turn each feature into a benefit by adding "so you can", then keep the facts in a short spec list.
Use plain words, check every number against the product, and read it aloud before publishing.
A shopper cannot pick the product up. They cannot ask the person behind the counter whether the lamp clamps to a thick desk or how long the cable is. Your description is the only counter assistant they have, so its job is to answer those questions before they are asked.
That is a different goal from sounding impressive. A description that answers questions is usually shorter, plainer and easier to write than one that tries to sell with big adjectives.
Collect the questions first
Before you write a sentence, gather what people actually want to know. Look at messages you have received, questions at the shop or on social media, and reviews of similar products. If you have none, imagine a friend holding the box and write down every question they would ask.
What is it, and what is it for?
How big is it, how heavy, what is it made of?
What is in the box, and what do I need to buy separately?
Will it work with what I already have?
How do I look after it, and what if it breaks?
Gather the facts from the product, not from memory
Take the measurements and specifications from the product itself, its box, or the supplier's data sheet. Do not round them in your head and do not copy numbers from a similar product. A wrong number on a page leads to returns and unhappy buyers.
Do not state anything you cannot back up, such as a safety rating or a material you have not confirmed. If you are unsure, leave the claim out, or ask your supplier. For certifications or legal labels, check with a professional or the supplier.
From features to benefits
A feature is a fact about the thing. A benefit is what that fact does for the buyer. The bridge between them is the phrase "so you can". Say the feature, add "so you can", and finish the sentence in the buyer's terms.
"Adjustable arm" is a feature. "The arm moves up and down, so you can point the light at your page and not at your eyes" is the benefit. You do not need to write every feature this way, only the three or four that matter most. The rest belong in the spec list.
Worked example: a description for a desk lamp
Say you sell a small desk lamp. These are the facts on the data sheet (example numbers for this walk-through): LED light, 3 brightness levels, a 40 cm adjustable arm, a 1.5 m cable with a plug, a clamp that fits desk edges up to 5 cm thick, and a weight of 600 g.
The first draft most people write reads: "Premium, versatile, state-of-the-art desk lamp for the modern workspace." It tells the buyer nothing they can check. Replace it by answering questions one at a time.
Say what it is in the first line: "A clamp-on LED desk lamp with an adjustable arm and three brightness levels." The buyer knows in one sentence whether this is the kind of thing they want.
Add two or three benefits: "Clamp it to the edge of your desk, so you keep the whole surface free for books and a laptop." "Three brightness levels, so you can read comfortably in the evening and work in a brighter setting during the day."
Answer the fit question: "The clamp fits desk edges up to 5 cm thick. Measure your desk edge before you order."
List the specs: Size, weight, cable length, light source, what is in the box. Put them in a short list so a buyer can scan.
Say what is not included: If bulbs are built in, say so. If no plug adapter is included, say so.
The finished description is five or six short sentences plus a spec list. As a check, recompute the numbers: the arm is 40 cm and the cable is 1.5 m, which is 150 cm, so the cable is nearly four times as long as the arm. Do not write that comparison in the text unless a buyer needs it, but it tells you whether the lamp reaches an outlet from a typical desk.
Spec | Value (example) |
|---|---|
Light source | LED |
Brightness levels | 3 |
Arm length | 40 cm |
Cable length | 1.5 m |
Clamp opening | up to 5 cm |
Weight | 600 g |
Mistakes to avoid
Vague praise like "high quality" or "perfect for everyone". If you can't prove it or measure it, cut it.
Jargon the buyer has to look up. Choose the word you would use talking to a friend.
Specs buried in a paragraph. Put numbers where they can be scanned.
Mixing units without saying so. Give metric or imperial for your market, or both, and check the conversion.
Promising results the product can't guarantee. Describe what it does, not what it will fix.
Doing it faster
Keep a template with the same headings for every product, such as what it is, benefits, fit, specs and what is in the box. Read the draft aloud: if you trip over a sentence, a buyer will too. DuckyHelper can help you read a draft on your screen and point out vague phrases, but you still need to check every number against the product.
Frequently asked questions
How long should a product description be?
Long enough to answer the buyer's questions and no longer. For a simple product that can be a short paragraph and a spec list.
Should I copy the supplier's text?
Use the supplier's facts, but write the sentences yourself. Copied text is usually dull and may also appear on other shops' pages.
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