How to Write Engaging Product Descriptions

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

I was speaking with someone a few days ago about FAB (Features, Advantages, Benefits), and then it struck me—how often we skip straight to features and wonder why sometimes our pitches don’t resonate with the customers. The truth? Features might inform, but it’s the benefits that sell. Here’s the breakdown: Features are the specs, processes, or tools behind the service—important for credibility, but not what convinces a client. Advantages start to show why our approach or tools stand out compared to alternatives. This is good, but it often doesn’t spark that client “aha” moment. Benefits? That’s where we connect to the client’s needs, aspirations, and goals. Benefits say, “Here’s how our service makes a real impact on your business.” Take, for example, a supply chain visibility solution: - Feature: Real-time, end-to-end visibility across the supply chain. - Advantage: Enables faster response to disruptions than standard reporting. - Benefit: Reduce stockouts, improve customer satisfaction, and build a resilient brand that’s prepared for the unexpected. So, how do you implement FAB effectively? 1. Customize for Each Client: Benefits vary depending on the client’s priorities. For a premium brand, it might be about “ensuring product availability for demanding customers.” For a value-oriented brand, it could be “optimizing costs through efficient inventory management.” Speak to each client’s unique goals. 2. Tell a Story: Clients remember scenarios, not specs. Frame FAB through real-world examples that show how your service addresses their specific challenges. Example: For a client struggling with fluctuating product availability, share a story about another brand that used real-time visibility to catch bottlenecks before they happened, keeping shelves stocked even during a sudden demand spike. Relate how this enhanced customer loyalty and built trust in the brand’s reliability. By crafting a vivid scenario around FAB, you help the client picture your solution working for them, making the benefits tangible and memorable. 3. Balance in Messaging: FAB is perfect for deep dives like presentations or proposals, but in shorter interactions, focus on benefits and let features and advantages subtly support. Example: In a short pitch, instead of listing “real-time visibility” (feature) or “faster response times” (advantage), highlight how “our solution ensures shelves stay stocked and customers keep coming back” (benefit). You might briefly mention the underlying feature (“using real-time data”), but let the benefit drive the message. This way, you’re speaking directly to the client’s goals, catching their attention with what matters to them most, and making a memorable impact, even in a short touchpoint. When talking about services, lean heavily into benefits. Clients want to see how your services drive tangible impact—not just what’s under the hood. How have you used FAB in your pitches? #cpg #cpgindustry #consumerproducts

Over the years, I've been fortunate to write copy that has contributed to more than a billion dollars in sales for companies from startups to some of the biggest brands in the world. And I've found that copywriting ultimately boils down to just one thing: persuasion. It may be obvious, but it's important to remember that people take action only when they're persuaded to take action. And to do that effectively requires what I call the 6 Pillars of Persuasion — grouped for easy recall as S.P.R.O.U.T. S - Singularity — Today, more than ever, a product must be perceived as unique to capture attention. And unless you can convince prospects that your product is in some way different from whatever else is out there, even if they like the product they will go off to compare alternatives and price shop. P - Proof — What you say must be believed, and we believe what is proven — with facts, studies, track records, and logic. Proof also includes HOW your prospect will get the results you promise (the "mechanism"). That gives them the all-important "reason to believe." R - Repetition — What we hear once barely makes an impression. Instead, we tend to believe and act on what we hear multiple times. Therefore, the art of copywriting is largely about making the same key points over and over in different ways, from different angles, in a consistently interesting way. O - Overwhelming Value — It's not enough that the benefits promised and proven are worth the price. Or even worth more than the price. They must be perceived as being worth MANY TIMES the cost. (Some say 10 times — and that's a good number to aim for.) U - Urgency — People, just like us, usually don't act unless there is some urgency. In copywriting, that's often scarcity — time or supply (or both) is running out. If both are unlimited, the urgency can be the importance of enjoying the benefits as soon as possible, and not being without them longer than necessary. T - Trust — No matter any of the above items, people don't buy from people they don't trust. (Do you?) So be sure — with your actions, your words, your images, and your intent — that you do everything possible to earn the trust of your prospect. (First and foremost, BE trustworthy.) Effective persuasion isn't about hacks, tricks or formulas. It's about understanding human psychology and then clearly and believably communicating the uniqueness and value of your offer. So, use these 6 Pillars of Persuasion and watch your results S.P.R.O.U.T.

One thing I learned as a broadcast journalism student that I use constantly as a copywriter....be concrete. In journalism, concrete details make stories more vivid and relatable, like saying: 😶 Vague: “A local market was robbed last night.” 👌🏻 Concrete: “A masked robber broke into Joe’s Corner Market at midnight, stealing over $5,000 in cash and merchandise.” The difference? We can picture Joe’s Corner Market and $5,000. It grounds the story in something real. In marketing, concrete details create stronger connections with audiences and make messages stick: 😶 Vague: “Our skincare products improve your skin.” 👌🏻 Concrete: “Our vitamin C serum brightens dark spots in two weeks.” The difference? We get details and vivid language to see us go from dark spots to brighter spots...and more confidence. Using concrete language pulls people into a story or product by giving them something specific and tangible to relate to, making your message clearer, more credible, and, ultimately, easier to act on. Check out more examples below. This quick fix can help increase conversions and trust with your audience. P.S. I share valuable copy lessons like this twice a month in my Cool Copy Newsletter. Sign up and get tips on learning buyer psychology and copy techniques...in a cool way. No shouting out theories, just strategies you can use. Link to subscribe is here: https://lnkd.in/enABcy5 #copywriting #writingtips

I've written copy for tech companies like Microsoft, Cisco, HP/HPE and more. Here's my framework for writing captivating hero sections for technical audiences. 🔍 IT pros and developers are busier than ever, so grabbing your audience's attention within seconds is crucial. Here's a simple yet effective framework to captivate your audience and drive engagement before they click away: 1️⃣ Start with the Pain Point: Show you know your audience by speaking directly to the issues that challenge them. Bonus points if you can either educate them about the issue or make them laugh about it! 2️⃣ Know Your Solution: Once you've identified the pain points, offer a clear and concise solution. How does your IT product address these challenges? And more importantly what does your product do better or differently than your competitors? If you don't know this off the top of your head, find someone technical in your company who can help you build that story. 3️⃣ Write Headlines That Don't Suck: On average you have about 3 seconds to capture someone's attention. Keep it short, impactful, and benefit-driven. Don't be vague either. Instead of saying "improve communication" say "reduce IT ticket times by half!" 4️⃣ Visuals, Visuals, Visuals: Every piece of content, whether it's a social media post, digital e-book, or even a webinar landing page should have an engaging visual to break up the wall of text. Videos and animations are even better, as long as you don't overdo it. 5️⃣ Include a **value-driven** Call to Action (CTA): Don't just say "Click here!" or "Buy now!" Make your audience feel empowered by taking the action you're asking them to make. Instead try things like "Start reducing costs today" or "Design your solution now" By following this framework, you can create hero sections that not only grab attention but also effectively communicate the value of your IT product to your target audience. Ready to elevate your copywriting game? Let's craft captivating hero sections that drive results! 💡💬 #TechnicalAudiences #ITProducts #DigitalMarketing #ContentStrategy

STOP writing product descriptions that sound like robot spam. Trust me — after optimizing 1000+ product pages, I've learned that conversion-focused content beats keyword stuffing every time. The winning formula: - Specific benefit statements - Natural keyword integration - Unique content for every variant - Strategic schema markup Recently helped a fashion retailer implement this — the visibility of their product pages shot up in the weeks following. My challenge for you? Take your top-selling product and rewrite its description focusing on customer benefits first, SEO second. This is one of those places where THINKING less about SEO will actually improve your SEO.