How to write creative product descriptions

Knowing how to write creative product descriptions is one thing, but actually doing it without boring the arse off or confusing your customers is another. And sure, I could show you how to write one and give you a shitload of examples, but I’m not going to.

Instead, I’m going to strip it right back and show you what you need to think about before you even start writing them.

So, enough of the rambling, let’s do this.


7 tips that’ll help you write creative product descriptions

Writing creative product descriptions is something I have always loved doing for clients. But they don’t just send me stuff and say:

There, write about that – and don’t forget to mention the special nozzle attachment thingy.

No, they send me all the information I need to get started because if I don’t know everything about the product, how the hell can I write about it?

So, before and during the writing process, here are seven things that’ll help you write product descriptions better:


One. Understand what it is you’re selling

Honestly, even if it’s something you’ve created, do you understand what you’re selling?

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By that, I mean, do you know all the benefits it will have for your customers?

If there’s something similar on the market, sit down and see what’s being listed as a benefit on that product.

Does yours offer that same benefit that hasn’t even entered your mind?

You need to know why your customers are buying it. So, do your research and understand everything about what it is you’re selling.


Two. Understand what’s unique about your product

Cool, so now you understand what you’re selling, what’s unique about it?

More often than not, it’s similar to something somebody else is selling, but what is different about your version?

Is it:

  • Cheaper
  • Made from biodegradable materials
  • Softer on your skin
  • Created by mixing real moon rock with the blood of a virgin and a carton of Um Bongo

Whatever it is, this is what’s really going to sway somebody to buy them. This is your unique selling point (USP), so know what that is and mention it!


Three. Understand who you’re selling to

Who is your target audience?

Is it:

  • Doctors
  • Plumbers
  • Working mums
  • Low-income parents
  • Teenagers
  • Exercise nuts
  • Billionaire playboy philanthropists

If you don’t know, you’re not going to be able to write anything for them. And more than likely, your marketing will be way off too.

The result?

A great product with copy that’s never going to be seen by the people who’ll snap your stuff up in seconds.

You may as well chuck your money down a well and piss into the wind.


Four. Use simple, clear, everyday words

Once you’re clear on the first three steps, it’s time to start writing.

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But using jargon and long-winded explanations and words will make even the most simple product sound confusing as hell. So, keep your product copy short, concise and confusion-free.


Five. Don’t bore your customers with loads of information

Here’s the thing, unless it’s absolutely needed, your product description doesn’t have to include every single piece of detail.

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Include only the most important aspects of your product, like:

  • Age range (if it’s a children’s product)
  • Size and dimensions
  • Materials
  • Ingredients
  • Installation instructions (if relevant)
  • Allergy warnings
  • Cleaning instructions

Fleshing it out to reach a word count will bore the arse off your customers.

They just want to know how it’s going to help change their lives.


Six. Include SEO keywords/phrases

If you want to stand any chance of getting your descriptions seen, then you need to use keywords and key phrases in your copy.

creative product descriptions

Your main keyword should be included in the:

  • Page title
  • First sentence
  • Subheadings
  • Page link (after the forward-slash)
  • Alt-txt area of your picture descriptions
  • Link anchor text
  • Body copy of your description

Oh, and make sure to use secondary keywords and phrases too, so your copy doesn’t read like you’re shoehorning in one keyphrase constantly.


Seven. Make it easy for your customers to take action

There’s no point in writing creative product descriptions if it’s almost impossible for customers to buy them.

Whether it’s a ‘Buy Now’ button or a link from social media to your store page, make it dead easy for your customers to buy your shit.

Don’t just push a product page live, share it everywhere, showcase what’s unique about it and tell people why they need it.


Ready to write creative product descriptions?

Follow these tips and you should be.

There’s nothing better than having a crack at writing your own stuff. You might find your inner copywriting talent. Or, if it’s absolutely not for you, why not have a chat with me to see how I can help make your creative product descriptions sound absolutely flippin’ awesome!

Just get in touch.

Until next time,


PS. If writing really isn’t your thing, but you’re still unsure whether to work with a copywriter, check out my article, 10 reasons to outsource your blog posts.


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freelance copywriter in liverpool, Indeliblethink Copywriting, copywriter matthew drzymala

Written by Matthew Drzymala

Hey, I’m Matt, a freelance tone of voice copywriter in Liverpool (though I’m originally from Manchester).

I specialise in writing laid-back, chatty copy for businesses who want to sound like somebody with a pulse runs their business – not a robot.

I’m also a comedy author, when I get the bloody time.


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