Writing Product Descriptions That Are Authentic

Your product tells a story. It's not just about what it does, but what it represents. I once worked with a brand that made outdoor gear. They could have focused solely on technical specs and durability. Instead, they chose to highlight how their products enabled people to connect with nature and find peace away from modern stresses. This approach transformed their entire customer experience. Product descriptions went beyond features to paint a picture of serene campsites and soul-nourishing hikes. Imagery showcased real people using the gear in breathtaking natural settings, not just studio shots. Even their packaging told a story, using recycled materials and including notes about environmental conservation. Every touchpoint reinforced their mission of fostering a deeper connection with the outdoors. The key is authenticity. Your product should be a physical manifestation of your brand's values and purpose. When done right, it becomes more than just an item - it's a vehicle for the change you want to see in the world. Look closely at your offerings. How can they better embody your mission? What story are they telling your customers? Make your products a tangible expression of your brand's ethos, and watch as customers connect on a deeper level.

Here’s a sales myth. You must present your product in the best light possible. The problem? When you only mention positives, people become skeptical. Why? If you only talk about the upside, it can feel like you're hiding the downside. Nothing is perfect. Example for Spirit Airlines: “30 one-way tickets to major cities across the US. Seat selection, checked bags, carry-on bags, water, and snacks — will cost you extra.” Real estate: “This property backs up to a train track. The train runs twice daily for 5 minutes, at 10 am and 4 pm. It’s part of the reason it’s been sitting this long. However, if you’re looking to get into this neighborhood under $200,000, it might be an option.” Software: “Here are the benefits, and here and the drawbacks.” Being transparent builds trust. And trust is why people choose you. Flaunt your flaws.

Did you know 92% of Gen Z buyers say authenticity is crucial when choosing business partners, suppliers, or vendors? (EY Gen Z Survey, 2021) For younger generations entering decision-making roles, authenticity isn't a buzzword—it's non-negotiable. Gen Z (and soon Gen Alpha) buyers grew up surrounded by endless information and AI-driven content, making them natural experts at spotting superficial claims. They're drawn to vendors who genuinely prove their expertise, rather than those who merely claim it. But what does "authenticity" practically mean for #B2Becommerce? It means proving you deeply understand the products you sell and their real-world applications. Your authenticity as a B2B seller comes directly from your product content—how effectively your product data demonstrates your expertise. To achieve this, your content needs to meet the 5 C's of Product Content: Correct – Accurate, verified information buyers can trust immediately. Complete – Comprehensive, leaving no critical details unanswered. Consistent – Normalized data, consistent terminology, and uniform attributes across your site, simplifying product comparisons and showcasing your genuine understanding. Clear – Easy to read, easy to interpret, jargon-free language. Contextualized – Relevant insights, practical use cases, and clear examples tailored to each industry vertical or application area your customers engage with. Why invest so heavily in robust product content? Because authentic product data is what powers your online voice - the voice which your buyers use to know if you know what you are doing. With it, you unlock powerful capabilities that further enhance customer experience, such as: ✅ Educational Content: Deeper buyer insights, improved SEO, and genuine thought leadership. ✅ Guided Selling Tools & Configurators: Intuitive, engaging experiences that simplify complex purchasing decisions. ✅ AI-powered Chatbots & Voice Automation: More effective interactions because these tools are fueled by accurate, contextual, rich data. In short, authenticity in B2B ecommerce isn't about sounding credible—it's about being credible. And credibility begins with your product data. Is your product content strong enough to meet the authenticity challenge of the next generation of B2B buyers? #B2BCommerce #ProductContent #Authenticity #CustomerExperience