How to Write Compelling Product Descriptions

10 Copywriting Rules (From a Dad of Twin Teenagers Who Knows a Thing or Two About Persuasion) Growing up with twin teenage daughters has been the ultimate crash course in persuasive communication. If I can get two teenagers to agree on dinner plans without an eye roll, selling anything to anyone becomes a breeze. Crafting a compelling copy? Surprisingly similar. It’s all about: • The right tone • Catchy phrasing • Knowing exactly what they want (even when they don’t). Here’s how these lessons translate to copywriting: 1/ Strong CTA = More Conversions Convincing teens to choose one restaurant? Like a CTA, it needs a “what’s in it for me” factor. “Click Here” works if paired with why they should care. Example: “Click Here for Mouthwatering Dinner Ideas.” 2/ Highlight What Matters In family debates, shouting the best option works (sometimes). In copy, highlight with: ✔️ Bold text ✔️ Visual cues ✔️ Testimonials Give readers reasons to trust—and choose—your offer. 3/ Symbols Speak Louder Than Words Teenagers scan for emojis. Readers? Scanning for key symbols. Use: ✔️ $ for discounts ✔️ ❌ to show what they’re missing without you. 4/ Numbers > Words “Be home at 1” is clearer than “Be home at one.” Numbers grab attention. Use them in headlines, discounts, or stats. 5/ Follow the “Goldilocks” Rule Too many options = indecision (or teenage rebellion). Limit choices to make decisions easier—group into 3-4 options. 6/ Meaningful Hooks “Dinner options” sounds boring. “Let’s try sushi tonight!” sparks curiosity. Same with copy: Your “Plans & Pricing” page? Rename it. Try “Find Your Perfect Plan.” 7/ Picture It Like a Conversation Persuading teens means sitting down and talking face-to-face. Write your copy like you’re chatting across the table with your audience. 8/ Explore Layers of Benefits Teens need more than “it’s good for you.” They want specifics: “You’ll feel great and your friends will love it.” Your copy needs the same. Features are nice, but benefits sell. 9/ Showcase Your Best Dinner debate strategy? Start with the best suggestion first. Your copy should, too: Feature best-sellers or top reviews upfront—don’t bury them. 10/ First & Last Impressions Matter In family arguments, what you say first and last is what gets remembered. Structure your bullets the same way: • Strongest point first • Close with a powerful takeaway Master these rules, and whether you're selling products or settling family debates, you'll win every time.

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.

I work with a lot of startups on their messaging and storytelling. Most startup founders are great at explaining their idea… to investors, but not normal people. I'm tired of it! And I think I can help. There's a common theme. When it comes to broader storytelling — blog posts, bylines, newsletters — startups often use pitch-deck language: • Disruptive • Scalable • Empowering This stuff is ineffective and forgettable. There's a better way. TL;DR: The more specific and honest you are, the more valuable your story becomes. The best performing and effective messaging always share a few traits. 1. Grounded in a personal experiences: Show some humanity and humility by connecting with the reader/customer through stories of personal experiences, successes, or struggles. Make them happy for you. Make the reader want to help you and your small, hardworking team. 2. Uses the language of an ideal customer: You need to speak to your target with their language. Trust me, no one talks in marketing jargon. Talk like a person, not like a brand. At TechCrunch I had an interview coach often remind me to ask questions like I was sitting at a bar with the person. Write your messaging with the same thought process. How would you sell your product to a high school buddy? 3. Teaches something: What technical tradeoff did you make? What broke and took two weeks to fix? What do you wish you knew six months earlier? That’s the good stuff. Readers don’t care about your product roadmap — they care about the hard-earned lessons that might save them time, money, or pain in their own work.

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

Most small business owners I know are very smart technically, but lousy at #sales - specifically with communicating reasons to buy their stuff. Many #machineshop owners especially struggle to communicate the value of their services effectively, often because they focus too much on technical details and not enough on the customer's needs. 💡Here’s how machine shop owners can improve their sales pitch and avoid common pitfalls. 👨💼Understand Your Audience The first step in crafting an effective sales pitch is understanding who you are talking to. Different customers have different priorities! Engineers may appreciate detailed specifications, while procurement officers might focus more on cost and delivery times. Tailor your pitch to address the specific concerns and interests of your audience. 📊 Focus on Benefits, Not Just Features While it's important to highlight the technical capabilities of your shop, what truly resonates with customers are the benefits they will receive. Instead of saying, "We have a 5-axis CNC machine," explain how this translates to more precise parts, faster turnaround times, or reduced costs. Customers want to know how your services will **solve their problems** and improve their operations. Focusing solely on what your shop can do without considering the specific needs and pain points of the customer can result in a disconnect. Always tailor your pitch to the customer's business / product needs! 🗣️ Use Clear and Simple Language Avoid jargon and overly technical language that might confuse or alienate potential customers. Use clear, straightforward language to explain what you do and how it benefits the customer. Analogies and simple examples can help convey complex concepts more effectively. 👩🔧 Showcase Your Expertise While keeping things simple, it’s also important to establish your credibility and expertise. Share success stories, case studies, or testimonials that demonstrate your track record of delivering high-quality products and services. Highlight any certifications, awards, or industry recognition your shop has received. ✴️ Highlight Your Unique Selling Proposition (USP) What sets your machine shop apart from the competition? Whether it’s your state-of-the-art equipment, exceptional quality control, or outstanding customer service, make sure your USP is a central part of your sales pitch. Clearly articulate why customers should choose your shop over others. For example here's mine: "Acclaim Aerospace specializes in #SwissLathe machined smaller parts from .010" to 1.25" diameters, tight tolerances down to .0002" and materials ranging from stainless to titanium and exotics. We typically save customers from Boeing to inventor startups 20-30% or more on costs and deliver faster lead times vs competitors due to our lean flow, automation and 24x7 operations." Takes about 12 seconds to say on the phone and super easy to read in short email too. Good hunting!

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

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.