Writing Product Descriptions That Sell

15 years ago, I wrote "Write Better, Sell Better". The tagline that defined my career. Since then, I've written copy for Fortune 500 companies, projects that made millions, and taught copywriting at the university → Yep, writing is my life. But you don't have all semester long to learn. This post contains my 7 biggest writing lessons: (Save and repost this 60-second class ♻️) --- 1. Clarity is 90% of your writing Clarity beats cleverness 10 times out of 10. Remember: First, write clearly. Then, write creatively. Most focus on "creative" right off the bat = big no. (If you can do both, jackpot) --- 2. Use signposting to showcase authority I teach this technique to every single client. (This sentence you just read was a signpost) Signposts are short "signals" to your expertise and results. Think of them as signs on the side of the road, which allow you to "trust" the journey you're on. Can you notice where else I used it in this post? 😉 --- 3. Too much copy? Make it choppy. Here are 2 examples (the second one is better): Sometimes, we write super long sentences that we have no time to breathe and neither do our readers. Sometimes, we write super long sentences. We have no time to breathe. And neither do our readers. Chop it up! It's easier to read. --- 4. Write unselfishly. Edit relentlessly. Think about it. Writing is 80% editing. You are tweaking, optimizing, and making things sound perfect. One bit of advice: Don't hold back. Edit (ehm, delete) anything that isn't on-topic. I've deleted probably 40% of this post. --- 5. Use sensory words. Add texture to text. That had to hurt! → That had to "sting"! Having a bad day? → Having a "rough" day? A seamless process → A "silky-smooth" process All of the 2nd descriptions above can be "felt". It's how your readers "touch an emotion", not just "read text". --- 6. Never write to "everyone" Remember this for all time: "Everyone" is not your audience. Sales happen when your prospect can clearly "see" themselves in your writing. So how do you go about this? --- 7. The "Dear son" writing method Pick "one" person to speak to → I speak to my son. For you, it could be your best friend, the old you etc. I start everything with "Dear son" and end with "Love, Dad". In the end, I simply delete these 2 parts. Doing so creates such a powerful connection with your readers + a consistent tone of voice. With every word. Where there's connection, there's trust. And where there's trust, there's sales. Words to live by. --- Write Better, Sell Better = that's the whole game! Let me know which lesson you enjoy the most. Professor Jay, out. (Repost this for your network ♻️)

My holy grail writing tips for instantly better copy: Make it active → Start with a verb ❌ "Our products support childhood development" ✅ "Watch your toddler discover new textures" Write with precision → be specific ❌ "Loved by parents everywhere" ✅ "Part of 50,000+ bedtimes" Keep it short → ruthlessly edit ❌ "Our solution gives parents the ability to monitor their baby's sleep patterns and get detailed insights" ✅ "See exactly when your baby stirs" Use "you" not "we" → center your customer ❌ "We create safe, non-toxic products for families" ✅ "Keep your kids safe from harsh chemicals" Read it out loud → if it sounds weird, rewrite it Would you actually say "transform meal planning" to someone? No, you wouldn't (unless you're a chatgpt reading this). You'd say "figure out dinner with no meltdowns"

Building the product is the easy part. Marketing is the real challenge Most founders obsess over features, tech stacks, and new releases. But what happens is: You build the perfect product. Clean code. Cool features. All the bells and whistles. But if no one feels something when they see it? ❌They scroll. They bounce. They forget. I've helped brands go from invisible to irresistible — not by adding more features, but by telling a better story. Because people don’t follow products. They follow stories they want to be part of. Want to make your product matter? Start here: ✔️ Lead with a problem, not a pitch Make people say, “That’s exactly what I’m dealing with.” Hook them emotionally before you explain logically. ✔️Turn features into transformations Nobody cares that it syncs in real time. They care that it saves them hours and headaches. ✔️Show real people, not just product screens Human faces and stories outperform product shots every time. Make it personal. ✔️Simplify your message until it sticks If your story can’t fit in a sentence, it won’t stick. Clarity beats cleverness. ✔️Sell the mission, not just the mechanics What bigger shift are you helping create? That’s what turns users into evangelists. If you're building something great, but it’s not clicking, don’t ship another feature. Start with the story. #marketing #branding #storytelling #storyselling I share storytelling and creativity to help you and your company sell more and grow. Let's Connect! 1. My AI course on LinkedIn Learning: https://lnkd.in/e3Nc_3Ya 2. Join 10,000 others learning weekly growth tips at: https://lnkd.in/eCDKabp2 Use the 3-Act E.P.I.C Structure to turn stories into sales: https://lnkd.in/e9_eczTG 3. 3 Ways To Grow Guide: https://lnkd.in/gZaq56hT (no sign-up needed)

In e-com, attention is currency. Every section is either creating desire, or killing it. Note that, your PDP isn’t just a place to drop specs and photos. It’s a narrative. It’s your silent salesperson. And it has one job: Guide the user to “Add to Cart”. With zero confusion or friction. But most pages aren’t built with that level of intention. To convert, you need structure: A flow that builds trust, stacks value, and removes hesitation. Here are 7 things every product page should include to do exactly that: 1. Product badges. Quick-hit benefits that set your product apart from alternatives. Instant differentiation. 2. Short description under the title. A simple line that connects emotionally while clearly stating the product’s value. 3. Badge on the product image. A visual trust-builder — signals confidence, popularity, or social proof at a glance. 4. Bullet-point benefits below the image. Short. Clear. Relatable. Show how the product fits into their life and improves it. 5. Upsell section. Encourage multi-buy with a clear value incentive. Especially powerful in food & beverage. 6. Accordions for deeper info. Some scan. Some dive deep. Accordions serve both. Use them to reduce overwhelm. 7. How-to-use video or visuals. Help them visualize usage and how the product fits into their life. When you get this right: → Users scroll with curiosity, not hesitation → The value builds as they move down the page → And when they see the CTA, it feels like a no-brainer Clean is good. Clean and strategic is better. Because the best product pages don’t just look good, they convert. Which one are you building for? Found this helpful? Let me know in the comments.

Product SEO Tip: Google and LLMs want answered product-related questions on your site to increase visibility in AI-powered search: I’ve tested this by adding Q&A sections to product pages, building compatibility hubs, and tracking what shows up in Google snippets and AI summaries. Here’s what I found: (For Shopify product page SEO) - Pages with real Q&A display more in “People Also Ask” - Specific questions drove more buyer clicks - Digestible answers got pulled in AI search answers - Hidden or generic FAQs don’t perform Bottom line: Google and AI reward unique answers (scraped content should be unique). How do you make this work? 1. Answer what only you know: (Can you offer fresh & recent data?) - Share test results or real use cases - Add insights from support tickets - Include product-specific advice buyers trust 2. Make it readable: (and rankable) - Keep answers visible on-page - Use clear subheadings and anchor links - Add FAQ schema if it fits 3. Find real buyer questions: (Check emails, speak to your sales team) - Pull from your own GSC - Use Amazon Q&A and on-site search - Group questions by what shoppers need to know There's lots of ways to find customer barriers. But this is a great way to get started! ----- Most stores hand off these answers to Google, Reddit, or AI tools. The smart ones answer them on their own site, so you win the traffic, trust, and conversions. There's a big opportunity. Are you building an answer engine eCom store?

People don’t buy products. They buy time. They buy peace of mind. They buy the better version of themselves. This hit me hard when we launched a feature that reduced reporting time by 50%—and no one noticed. Why? Because we sold the solution. We didn’t sell the transformation. Our messaging sounded something like this: "Introducing Feature X: Reduce manual reporting time by 50%!" Clear? Yes. Exciting? Not so much. That’s when we realized: Numbers alone don’t inspire action. Stories do. So, we changed the narrative: "Imagine getting back an entire afternoon every week—no spreadsheets, no stress. What would you do with that time? Focus on strategy? Wrap up early for the day? Because nobody likes getting stuck in reporting. And now, you don’t have to." Suddenly, customers listened. They saw themselves in the story. 💡 It wasn’t about the feature anymore—it was about them. Here’s what I learned about storytelling in product marketing: 1️⃣ Paint the 'before-and-after' picture: Show the problem, then the transformation. 2️⃣ Make the customer the hero: Your product is the guide that helps them win. 3️⃣ Focus on the emotional outcome: More time. Less stress. Greater freedom. The result? A 40% jump in adoption rates. 🚀 Because when customers feel the impact of your product, they don’t just notice it—they adopt it. So, next time you’re launching a feature, ask yourself: Are you selling the product or the story? #ProductMarketing #Storytelling #GoToMarket

Designing beauty packaging for senses? The keys for success or failure on your new launch resides in basic attributes like texture, color, smell, temperature or weight… Some time we ultra complicate everything and forget the basics. >>Texture. It directly shapes how consumers judge performance and pleasure of use. Creamy, rich, or silky textures are often associated with hydration, nourishment, and efficacy, while lighter gel or fluid textures signal freshness, fast absorption, and suitability for daily routines. +43% cosmetic manufacturers prioritize improving texture and sensory comfort when developing new products. Tactile satisfaction strongly affects repeat purchase. Studies in sensory neuroscience also show that different textures trigger distinct emotional and cognitive responses, reinforcing the idea that texture builds an emotional bond. +95% of buying decisions are guided by subconscious emotional processes. >>Color. Color plays a crucial role in forming first impressions and shaping expectations even before a product is touched or smelled. The color of a formula or its packaging communicates cues about performance, mood, and identity, such as calming pastels for sensitive skin or bold colors for expressive makeup. +85% of buyers say color is the main reason they choose one product over another. >>Smell. Smell is one of the strongest emotional triggers in beauty products because it is directly connected to memory and mood. Fragrance can transform a functional routine into a pleasurable ritual, reinforcing feelings of relaxation, confidence, or luxury. +75% emotional responses can be linked to scent, highlighting its disproportionate impact compared to other senses. >>Temperature. Cooling sensations in gels, serums, and eye products are often associated with freshness, depuffing, and relief, while warming masks or treatments convey stimulation and efficacy. Sensory science recognizes thermal sensation as a core organoleptic factor because it shapes immediate physical and emotional responses. +30–40% Products evoking distinct temperatures sensations were remembered more effectively. >>Weight. Heavier packaging or denser textures are often subconsciously associated with premium positioning, durability, and richness, while lighter products signal modernity, ease, and minimalism. Research shows that tactile cues such as weight strongly influence attractiveness and perceived worth, often before conscious evaluation. Take it together. Texture, color, scent, temperature, and weight form a multisensory system that builds emotional connection and satisfaction in beauty products. As consumers increasingly value experience alongside performance, these combined sensory cues create memorable rituals that drive loyalty, differentiation, and long-term brand value. #beautybusiness #beautyprofessionals #beautypackaging #beautytrends

Your startup might be so boring it’s putting people to sleep. Cold. Forgettable. Replaceable. Let me guess: → Your landing page is blue → No photos of real people, just screens and icons → You only talk about features, specs, and “how it works” → There’s no warmth, no story, no emotional hook → It reads like it was written for engineers... by engineers → Your ad campaigns look like product manuals Boring, boring, boring. My guy Phillip Oakley once wrote: 💬 Boring is forgettable. Forgettable means less effective. Less effective means spending more to be noticed. Spending more to be noticed and still forgotten is wasted spend. Wasted spend means higher costs and fewer results. Spending more to waste more with less return is bad business. Yup. Boring is bad business. Don't obsess over what your product does. Obsess over how it makes people feel. We buy based on emotion. We justify it with logic. Yet you treat emotion like a “nice to have.” It’s not. You can do better, starting here: → Use color intentionally → Show real people your customers relate to → Speak to aspirations and pain too → Talk about features like a person, not a spec sheet → Design every touchpoint to make people feel something → Create wow moments and glorify them If your product feels human, people will remember it. If they remember it, they will trust it. If they trust it, they might buy it. If they buy it, they might talk about it. If they talk about it, more people will buy. And when more people buy… you grow! Simple. Emotion drives revenue. Boring does not. - - - If you found this post helpful: ❤️ → Give it a like  💬 → Share your thoughts in the comments ♻️ → Repost it to help others 🔔 → Follow me for more insights on brands and strategy 📩 → DM me and let’s turn you into a branding champion

Ever wonder why some brands grab our attention, and our hearts so easily? It’s not because they’re rattling off endless bullet points. It’s because they transform specs into stories. Consider the difference: 2GB of storage → 500 songs in your pocket 12MP camera → Every moment in cinematic detail 300-mile range → Explore the open road with no pit stops It’s the same product feature, but the moment you reframe the specification in a way that resonates through a story, people see the real benefit. WHY STORIES OUTSHINE SPECS IN BRAND BUILDING? 1. Emotional hook Numbers tell us 'what', stories show us 'why'. When a brand says “2GB,” you might nod. But say “500 songs in your pocket,” and you feel the possibility - road trips, commutes, a soundtrack to your life. 2. Memorability Specs fade fast. People forget the exact storage size or processing speed. Stories stick. They leave an emotional mark that data alone can’t replicate. 3. Human context Consumers rarely buy on specs alone. They buy the lifestyle, the experience, and the feeling. Show what these features mean in real life. HOW TO TURN SPECS INTO STORIES? 1. Speak their language Instead of “20MP camera,” try “Bring family reunions to life” 2. Paint the scene Don’t just mention “fast charging”, say “A quick 15-minute charge before dinner, so you can stream your favorite show uninterrupted.” 3. Tap into emotions Think about how that feature makes someone’s day easier, happier, or more memorable. THE TAKEAWAY In brand building, stories create the emotional connection specs alone can’t achieve. It’s not that features aren’t important - they are! But the narrative behind those features is what truly lodges in a customer’s mind and nudges them toward a decision. Remember, data points are forgettable, stories are not. ------------------------------------------------- 💬 Let me know what you think 👉 Follow Anand Sankaranarayanan for brand stories & strategies 🔗 Share this if it's helpful! -------------------------------------------------- #brand #marketing #strategy

✅ 𝐌𝐢𝐝-𝐖𝐞𝐞𝐤 𝐒𝐄𝐎 𝐓𝐢𝐩: Your product pages are leaking sales. 🤫 Too many e-commerce sites treat them like a simple inventory list. That's a huge mistake. A product page should be your best salesperson. Let's do a quick, high-impact makeover. 𝗧𝗛𝗘 𝗟𝗘𝗔𝗞𝗬 𝗣𝗔𝗚𝗘 (𝗪𝗵𝗮𝘁 𝘁𝗼 𝗮𝘃𝗼𝗶𝗱): ❌ 𝗚𝗲𝗻𝗲𝗿𝗶𝗰 𝗧𝗶𝘁𝗹𝗲: "Blue Running Shoes" 𝗩𝗮𝗴𝘂𝗲 𝗠𝗲𝘁𝗮: "Premium quality shoes for sale." 𝗭𝗲𝗿𝗼 𝗦𝗼𝗰𝗶𝗮𝗹 𝗣𝗿𝗼𝗼𝗳: No reviews, no ratings, nothing. 𝗧𝗛𝗘 𝗛𝗜𝗚𝗛-𝗖𝗢𝗡𝗩𝗘𝗥𝗧𝗜𝗡𝗚 𝗣𝗔𝗚𝗘 (𝗪𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼 𝗶𝗻𝘀𝘁𝗲𝗮𝗱): ✅ 𝗕𝗲𝗻𝗲𝗳𝗶𝘁-𝗗𝗿𝗶𝘃𝗲𝗻 𝗧𝗶𝘁𝗹𝗲: "Men's Blue Running Shoes | Lightweight & Durable" 𝗖𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴 𝗠𝗲𝘁𝗮: "Run farther with our ultra-cushioned, breathable design. Shop now for free shipping & returns!" 𝗣𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝗦𝗼𝗰𝗶𝗮𝗹 𝗣𝗿𝗼𝗼𝗳: Embed real customer photos and your top 5-star reviews directly on the page. Why does this simple makeover work? 👉 𝗛𝗶𝗴𝗵𝗲𝗿 𝗖𝗧𝗥 𝗳𝗿𝗼𝗺 𝗦𝗲𝗮𝗿𝗰𝗵: Your title and meta description act like a mini-ad on Google, earning you more qualified clicks. 👉 𝗕𝘂𝗶𝗹𝗱𝘀 𝗜𝗻𝘀𝘁𝗮𝗻𝘁 𝗧𝗿𝘂𝘀𝘁: Real reviews and User-Generated Content (UGC) crush buyer hesitation and build credibility. 👉 𝗕𝗼𝗼𝘀𝘁𝘀 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 & 𝗥𝗮𝗻𝗸𝗶𝗻𝗴𝘀: When people stay on your page longer, it signals value to Google, which can improve your rankings. Stop leaving money on the table. Take 15 minutes this week to upgrade just ONE product page. Which page are you going to transform first? #eCommerceSEO #ProductSEO #OnPageSEO #ConversionOptimization #SEO