Writing Product Descriptions That Inspire Confidence

Nobody buys your features. They buy their future. In complex B2B industries, it’s easy to fall into a “feature-first” trap. But no one buys because of: → Feature sets → Technical specs → Fancy terminology → Long lists of capabilities Buyers don’t want to 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 your product. They want to 𝘣𝘦𝘭𝘪𝘦𝘷𝘦 in it. What they’re 𝘳𝘦𝘢𝘭𝘭𝘺 looking for is: → Confidence in the outcome → Confidence in your process → Confidence that they won’t regret the decision → Confidence that you’ve solved this before—for companies like theirs So how do you build that confidence? 𝗦𝗵𝗼𝘄 𝗿𝗲𝗮𝗹-𝘄𝗼𝗿𝗹𝗱 𝗽𝗿𝗼𝗼𝗳 Case studies, testimonials, and measurable results win trust faster than old claims. 𝗦𝗽𝗲𝗮𝗸 𝘁𝗵𝗲𝗶𝗿 𝗹𝗮𝗻𝗴𝘂𝗮𝗴𝗲 Use the words they use. Industry-specific language builds credibility instantly. 𝗠𝗮𝗸𝗲 𝘁𝗵𝗲 𝗰𝗼𝗺𝗽𝗹𝗲𝘅 𝘀𝗶𝗺𝗽𝗹𝗲 If you can’t explain it clearly, they won’t believe you can solve it. 𝗟𝗲𝗮𝗱 𝘄𝗶𝘁𝗵 𝗲𝗺𝗽𝗮𝘁𝗵𝘆, 𝗻𝗼𝘁 𝗲𝗴𝗼 Meet prospects where they are. Their fear of making the wrong decision is real. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀, 𝗻𝗼𝘁 𝗶𝗻𝗽𝘂𝘁𝘀 No one cares how the sausage is made—just that it’s delicious, consistent, and delivers ROI. 𝗣𝗮𝗶𝗻𝘁 𝗮 𝗰𝗹𝗲𝗮𝗿 𝗯𝗲𝗳𝗼𝗿𝗲-𝗮𝗻𝗱-𝗮𝗳𝘁𝗲𝗿 Make the transformation obvious. Show them what life after working with you looks like. 𝗔𝗻𝘀𝘄𝗲𝗿 𝘁𝗵𝗲 𝘂𝗻𝘀𝗽𝗼𝗸𝗲𝗻 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝗼𝗻𝘀 Don’t wait for them to ask. Preemptively clear the doubt. 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳 𝗮𝘀 𝗮 𝗴𝘂𝗶𝗱𝗲, 𝗻𝗼𝘁 𝗮 𝗵𝗲𝗿𝗼 It’s their journey—you’re just the one helping them reach the destination faster and smarter. 𝗗𝗲𝘀𝗶𝗴𝗻 𝗲𝘃𝗲𝗿𝘆 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁 𝘄𝗶𝘁𝗵 𝗶𝗻𝘁𝗲𝗻𝘁 From your homepage to your sales emails, every detail should reinforce “you’re in good hands.” Remember: Your product’s strength isn’t in what it 𝘩𝘢𝘴— It’s in what it 𝘥𝘰𝘦𝘴 for people who need it most. Start there. Stay there. And you’ll win more trust—and more deals. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with someone to help them build trust with their clients.

When you sell high-AOV products…you’re not selling products. You’re selling 𝘳𝘪𝘴𝘬 𝘵𝘳𝘢𝘯𝘴𝘧𝘦𝘳. At the $200-$1,000 price point…your customer isn’t wondering what it does. They’re wondering what happens if it 𝘥𝘰𝘦𝘴𝘯’𝘵 𝘸𝘰𝘳𝘬. High-end DTC isn’t about price tags…it’s about 𝘱𝘦𝘳𝘴𝘰𝘯𝘢𝘭 𝘴𝘵𝘢𝘬𝘦𝘴.  • “Will this supplement mess up my sleep?”  • “Will this mattress feel good after 60 nights or sink in like the last one?”  • “Will this device actually help my recovery or just collect dust?” It’s not about specs. It’s about 𝘁𝗿𝘂𝘀𝘁. This is the micro-moment big DTC brands miss: The internal 𝘳𝘪𝘴𝘬 𝘤𝘢𝘭𝘤𝘶𝘭𝘢𝘵𝘪𝘰𝘯 that happens in 3 seconds before a customer clicks “Buy.” 𝗦𝗼 𝗵𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝘄𝗶𝗻 𝘁𝗵𝗮𝘁 𝗺𝗼𝗺𝗲𝗻𝘁? You stack trust at every angle—visually, emotionally, and statistically. Here’s how: 𝟭. 𝗦𝗵𝗼𝘄 𝘄𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝗮𝗳𝘁𝗲𝗿 𝘁𝗵𝗲 𝘀𝗮𝗹𝗲.  • Use microcopy like:    “95% of customers see results within 30 days, or get their money back.”  • Or: “Try it for 100 nights. Don’t love it? We’ll pick it up.” 𝟮. 𝗠𝗮𝗸𝗲 𝗿𝗲𝘁𝘂𝗿𝗻 𝘀𝗮𝗳𝗲𝘁𝘆 𝗹𝗼𝘂𝗱𝗲𝗿 𝘁𝗵𝗮𝗻 𝘆𝗼𝘂𝗿 𝗖𝗧𝗔.  • Put the guarantee above the fold, not buried in the footer.  • Build iconography that communicates “no regret” visually. 𝟯. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁 𝗼𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗷𝗼𝘂𝗿𝗻𝗲𝘆𝘀.  • Create scrollable UGC timelines like:  • “Day 1: Unboxing”  • “Day 30: Big changes in my sleep score”  • “Day 90: Bought one for my partner too” 𝟰. 𝗟𝗲𝘁 𝘀𝗵𝗼𝗽𝗽𝗲𝗿𝘀 𝗳𝗶𝗹𝘁𝗲𝗿 𝗿𝗲𝘃𝗶𝗲𝘄𝘀 𝗯𝘆 𝗰𝗼𝗻𝗰𝗲𝗿𝗻.  • “Show reviews from people with dry skin”  • “Show reviews from people who replaced X with this” This flips the narrative: You’re not 𝘢𝘴𝘬𝘪𝘯𝘨 for trust… You’re 𝘱𝘳𝘰𝘷𝘪𝘯𝘨 they won’t regret it. 𝙒𝙝𝙚𝙣 𝙮𝙤𝙪'𝙧𝙚 𝙘𝙝𝙖𝙧𝙜𝙞𝙣𝙜 𝙖 𝙥𝙧𝙚𝙢𝙞𝙪𝙢... 𝙩𝙧𝙪𝙨𝙩 𝙞𝙨𝙣'𝙩 𝙖 𝙫𝙖𝙡𝙪𝙚 𝙥𝙧𝙤𝙥. 𝙄𝙩'𝙨 𝙞𝙣𝙛𝙧𝙖𝙨𝙩𝙧𝙪𝙘𝙩𝙪𝙧𝙚. And if your site doesn’t deliver confidence 𝘣𝘦𝘧𝘰𝘳𝘦 the buy... You’re just hoping your brand name is enough. (𝗛𝗶𝗻𝘁: 𝗜𝘁’𝘀 𝗻𝗼𝘁.)

Highlight benefits, not features. Your customers will thank you. Imagine this: You're browsing online for a new backpack. You come across two listings. One says, "Made from high-quality nylon, 30L capacity, multiple compartments." The other says, "Keeps your essentials organized, lightweight for comfortable daily use, and durable enough to withstand any adventure." Which one grabs your attention? Here's why benefits matter more than features: 1️⃣ Customer Connection: People buy solutions to their problems. By highlighting benefits, you're directly addressing their pain points. For instance, instead of saying "waterproof jacket," say "stay dry and comfortable in any weather." 2️⃣ Visual Impact: Show, don't tell. If you're selling a portable blender, don't just list "500W motor." Show it crushing ice for a smoothie in seconds. Visual proof builds trust and makes the benefit tangible. 3️⃣ Emotional Appeal: Benefits resonate on an emotional level. A feature might be "contains omega-3," but the benefit is "supports heart health and boosts your mood." Customers are more likely to connect with the latter. 4️⃣ Reduced Returns: Clear benefits help set accurate expectations. If a customer knows exactly how a product will improve their life, they're less likely to be disappointed and return it. For example, a size reference image can show how a piece of furniture fits in a room, reducing the guesswork and potential for returns. Think about your listings. How can you visualize your product's main benefits? Here are some practical ways to do it: - Before and After Images: These are powerful. If your product solves a problem, show the transformation. For a back brace, a before-and-after image showcasing improved posture can be a game-changer. - Customer Testimonials: Real customer stories can illustrate benefits better than any product description. Use quotes and images of satisfied customers to show the positive impact of your product. - Real-Life Scenarios: Demonstrate your product in action. If you're selling a long charging cable, show it being used comfortably across a living room. This visual context makes the benefit clear. Remember, nobody buys a product for its technical specs alone. They buy it for the difference it will make in their lives. Highlight those benefits, and you'll create stronger connections, reduce returns, and build trust with your customers. What's your strategy for highlighting benefits over features? Have you seen a difference in customer engagement? #Marketing #Ecommerce #CustomerExperience

Most product pages don’t Convince. They Confuse. Here’s how to fix that… Most PDPs either drown users in unnecessary text or leave them guessing about critical details. Neither approach works. The key is clarity, empathy, and economy of words. Start by focusing on the end use case. Customers need to see, almost instantly, that this product solves their problem. This doesn’t require paragraphs—just a sentence or two. What’s the benefit? What’s the biggest concern they might have? And how are you eliminating that friction? Think of a seasoned in-store expert. They don’t ramble; they ask the right questions and give precise answers. Your PDP should replicate that experience. Speak directly to your customer’s needs, their anxieties, and their goals. Above the fold, keep it brief. Explain why this product fits into their life and motivates action. Below the fold, you can expand into the details—specifications, materials, dimensions—for those who need more to make a decision. We’ve seen this approach transform PDP performance. One baby clothing brand thrived early on because the founder instinctively knew her audience’s pain points and crafted content that addressed them head-on. As the brand scaled, staying this focused on the customer’s journey became harder—but the principle of clear, empathetic communication never changed. PDPs that connect don’t just sell—they build trust.