Wise Words:
“Make it simple. Make it memorable, make it inviting to look at.” — Leo Burnett
This email includes:
How to write irresistible product descriptions
3 copywriting techniques
Resources on websites and design
Product Descriptions 101
A good product description starts with your research.
This includes:
Reading reviews (yours and competitors)
Noticing the words your customers use online
Using your experience to find what buyers care about
Next is the design phase. How should your description look?
Start by studying similar businesses.
Where are their product descriptions placed?
What photos/visuals are they using?
What font and sentence structure do they use?
This will give you a good idea on how to format it.
#1 Write, Simplify, and Improve
Product descriptions work like creative writing.
Write a terrible first draft. Get feedback. Cut a lot of it out.
So, write out your draft and get feedback on it using ChatGPT. Revise it and make it better.
Here’s my process:
Write down the main features/benefits
Write the common objections
Make your writing concrete
Cut and shorten your writing
Revise using ChatGPT
Review one more time
“A great sentence is a good sentence made shorter” — Harry Dry
Subtraction is key when writing. Keep only the most essential parts and use the DELETE key more than the space key.
#2 Make Your Product Concrete
Concrete language helps us see and feel products.
Use:
Vivid verbs
Places and people
Specific numbers
And concrete isn’t just important for writing, it’s important visually.
The more your customer can feel your product, the clearer the benefits are to them.
Curated Example: Indestructible Shoes
Indestructible Shoes sell indestructible shoes (a fitting name in my opinion).
They include clear visuals of the shoe on nails and getting hit by a hammer. They also have benefit driven headlines of “puncture resistant” and “breathable flymesh”.
This works twice as well as just text because it shows their shoes in action.
#3 Target Your Customer’s Objections
Sales is finding the buyer’s objections and eliminating them.
By figuring out where your customer is uncertain and addressing it, you increase the chance they will buy.
The main customer objections are:
❌ Lack of trust
They don’t trust your business and that it will work
❌ Lack of fit
They don’t think your way of solving their problem is right
❌ Lack of budget
They don’t think your solution is worth the cost
❌ Lack of urgency
They don’t want to buy now
Counter these objections:
✅ Show the trust
Use trust icons, satisfaction guarantees, and reviews within your product description
✅ Show the fit
Use personalization and explain how it’s worked for people like them
✅ Demonstrate value
Explain each feature/benefit and the reasoning for the price
✅ Give reason to buy now
Offer discounts and use scarcity/urgency
Every business usually has a different set of objections. Figure out YOUR customer objections.
Now, address and overcome these objections in your product descriptions.
🌟 Resource Spotlight
Google Analytics: Provides detailed data on user behavior and engagement
Hotjar: Shows exactly how users interact with your descriptions through heatmaps
Resource of the week: Learn Copywriting in 76 Minutes – Harry Dry. This is my favorite video on copywriting I’ve ever watched.
Curated List of Free Tools
Steal my list of the best free tools and websites…
I’ve spent days searching for the best free tools to use for content creation and online businesses.
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Best,
Warren
PS - Don’t wait until 2026 to make changes. Start now.