Writing Product Descriptions That Sell

Luxury is no longer an Object, It’s a Story. Attention is currency and authenticity is king, luxury beauty is undergoing a transformation. Once centered on exclusivity and tangible opulence, today’s luxury beauty products are no longer just about the object, they're about the story they tell. Consumers, especially Millennials and Gen Z, aren’t just buying products; they’re buying into stories, identities, and lifestyles. →Key Stats & Insights: Luxury beauty market forecast: Projected to grow from $55 billion in 2023 to $75 billion by 2030 +76% consumers more likely to trust a brand that tells a compelling story. +73% Gen Z say that a brand's story influences their purchasing decisions. +82% consumers engage with brand content before making a purchase. +22x more brand recall for emotional storytelling than facts alone. →Four pillars of storytelling. Starts with authenticity, clear values and transparency. It builds deeper connections through emotional resonance, focusing on nostalgia, empowerment, and self-love. Staying culturally relevant by reflecting themes like diversity and sustainability keeps it meaningful. >>5 STEPS Luxury Beauty Storytelling<< 1-STEP. Audience first. Focus on psychographics, not just demographics. Understand your audience’s emotional triggers, rituals, and cultural touchpoints, what inspires, fears, and connects them to beauty. This insight creates deeply personal stories. 2-STEP. Brand soul. Your story begins with your why, define your origin, mission, and emotional core. Whether it’s science, heritage, sustainability, or rebellion, it's about the deeper meaning you bring to your customer’s life. Authenticity strengthens your brand’s resonance. 3_STEP. Narrative frameworks Don’t just market, narrate. Use classic storytelling arcs like: +The hero’s journey, customer transformation. +The origin tale, founder story or breakthrough. +The transformation arc, lifestyle change, not just looks. 4-STEP. Multichannel expression Each platform is a stage, adapt your performance: +Instagram: Aspirational visuals +TikTok: Raw, playful, trend-driven +YouTube: In-depth storytelling and tutorials 5-STEP. Co-creation. Modern storytelling is participatory. Let your audience co-author your narrative: +Feature user-generated content. +Launch interactive campaigns. +Let consumers share their stories. Final thought. Luxury beauty is no longer defined by what it is, but by what it means. The shift from object to story marks a cultural evolution, one where values, voice, and vision are the new luxury. Find my curated search of examples and get ready for your next hit!. Featured Brands: Amouage By Kylian Deer Perfumer Guerlain La Prairie Ralph Lauren Penhalligon´s Rabanne Tom Ford YSL #beautybusiness #beautyprofessionals #luxurybusiness #luxuryprofessionals #luxurybeauty

Writing funny ads is hard because 'funny' is simply too broad. But this cheat sheet helps me every time. I pick one humor mechanism and build a story around it. Makes the process a whole lot easier: 1) SURREAL Create an illogical, absurd, or bizarre situation around your product. 2) PRANK Play a prank that will make your audience laugh. 3) SATIRE Use irony and exaggeration to expose and criticize your enemy. 4) SLAPSTICK A physical, often painful situation (falling, crashing) that involves the brand. 5) CRINGE Create an embarrassing or inappropriate situation around the product. 6) PARODY Imitate or exaggerate the style of a particular artist, industry, or genre. 7) PROP Use your product or another object in an exaggerated or unconventional way. 8) OBSERVATIONAL Highlight the humor in everyday situations. ("Have you ever noticed?") 9) WIT Use wordplay, puns, and different rhetorical devices. 10) SELF-DEFEATING Poke fun at yourself or the brand you’re promoting. 11) DARK HUMOR Make fun of subjects that are typically considered serious or taboo. 12) BURLESQUE Twist a famous work of art to highlight your product’s benefit. 13) CHARACTER Let a funny mascot, puppet, or imaginary character represent the brand. 14) INSIDE JOKE Create a skit around something that only your audience would understand. 15) MOCKUMENTARY Create a fake documentary about your industry or product. 16) THE UNAWARE PERSON A situation where only the character doesn’t understand what’s happening. 17) FISH OUT OF WATER A character in circumstances that are wildly outside their comfort zone. 18) FLAWED PLAN The characters in your ad have an obviously flawed plan but don’t realize it. Enjoy :) #advertising #marketing #copywriting

Meena ran a handloom saree business. Every piece was handwoven. Every thread told a tale. But the website? Plain. Technical. “Cotton. 5.5 meters. Made in India.” No one clicked. No one cared. One day, a friend said, “Your sarees have soul. But your brand has none.” That night, Meena rewrote everything. Not specs. Stories. “Woven by Lakshmi in Bhagalpur, who sings old Bollywood songs while spinning every thread.” “Dyed in turmeric, dried under a neem tree.” The sarees didn’t change. But the brand became poetry. Orders started flowing in, not because of discounts, but because people felt connected. People don’t want to just wear fabric. They want to wear meaning. Your story isn’t fluff. It’s your value, woven into memory. #BrandStorytelling #CulturalMarketing #MarketingThatConnects #sanjaysmarketingmantra

𝗬𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗯𝘂𝘆 𝘄𝗶𝘁𝗵 𝗹𝗼𝗴𝗶𝗰. 𝗧𝗵𝗲𝘆 𝗯𝘂𝘆 𝘄𝗶𝘁𝗵 𝗴𝗼𝗼𝘀𝗲𝗯𝘂𝗺𝗽𝘀. When was the last time you 𝘧𝘦𝘭𝘵 something from an ad? Not just understood it, but actually felt a lump in your throat or a smile on your face? That’s what Coca-Cola nailed with their ‘𝗛𝘂𝗴 𝗠𝗲’ vending machine campaign in 2012. No coins, no cards - just a hug to get a free Coke. It wasn’t about selling soda. It was about sparking emotion. And it worked! Foot traffic around the machine skyrocketed. Social media lit up with shares and smiles. Why? Because touch triggers the release of oxytocin - the "bonding hormone" which builds trust and emotional connection. A study by the University of North Carolina found that even brief physical contact can reduce stress and increase feelings of security. Coca-Cola didn’t just dispense drinks, they dispensed dopamine. This is the power of emotional branding. It’s not about the product. It’s about the feeling you associate with it. Here's another great example of emotional branding: Spotify. They didn’t go the usual route with their billboards. No pricing. No tech specs. Just raw human emotion. Billboards like: “Be as happy as the guy who added 1,235 ‘I Love You’ songs to his playlist.” Or: “To the person who played ‘Sorry’ 42 times on Valentine’s Day - what did you do?” Funny. Relatable. Real. They weren’t selling features. They were holding up a mirror to our lives - with music as the soundtrack. The result? Massive online engagement. Word-of-mouth virality. And brand love that no performance metric can buy. In a world chasing attention, the brands that win are the ones that make us feel seen, heard, and understood. So here's the question - are you giving people information, or giving them a feeling they’ll never forget? #business #campaign #businessstrategies

When you shop from an e-commerce site and see a button that says "𝐀𝐝𝐝 𝐭𝐨 𝐂𝐚𝐫𝐭" 𝐯𝐬. "𝐆𝐫𝐚𝐛 𝐓𝐡𝐢𝐬 𝐍𝐨𝐰!" Which one excites you more? Exactly! Well, a few well-placed words can make or break a user’s experience on your website. Working as a copywriter for almost 5 years now, I know the magic of microcopy and how it can boost user engagement and conversions. Microcopy refers to the tiny snippets of text you see on buttons, forms, error messages, and instructions. It's easy to overlook, but this small text has a huge impact. Good microscopy: - Guides Users Smoothly: Clear, concise instructions. For instance, "Enter your email" is much more user-friendly than "Fill out the form". - Builds Trust: Reassuring users with phrases like "We hate spam too" next to an email sign-up can alleviate fears about privacy. - Creates a Connection: Adding a touch of personality or humor, like "Oops, something went wrong. Try again!" in an error message, can make the interaction more human and less frustrating. If a single word change can increase conversions by almost 15%, what could a full overhaul of your website’s microcopy achieve? What’s your favorite example of impactful microcopy? Share in the comments! #Microcopy #Userexperience #Copywriting #Marketing #Copywritingtips #Personalbranding #Contentcreation #Writingcommunity #Brandstorytelling #Creativewriting #shambhavi_writes  

The Hidden Trigger That Makes People Buy Now: Understanding FOMO in Marketing If you’ve ever rushed to book a ticket because it said “only 2 seats left” or clicked on a sale because it was ending in 3 hours, congratulations — you’ve just been marketed to using one of the most powerful psychological triggers in the book: FOMO — Fear of Missing Out. Let’s break it down like a marketer. What is FOMO? FOMO is not just a trendy internet word. It’s a primal psychological response. At its core, it’s our fear of being left behind — of losing an opportunity that others are already benefiting from. In marketing, this translates into urgency, scarcity, and exclusivity. And the best part? It works like magic. People are more driven by the fear of loss than the excitement of gain. This is rooted in behavioral economics, especially the concept of loss aversion. A customer would rather not miss a limited-time offer than wait for a better one tomorrow — because tomorrow feels too uncertain. Why FOMO Works So Well Here’s what happens inside your customer’s brain: → They see a countdown timer or the words “Only 3 left.” → It creates anxiety. → That anxiety demands resolution. → The resolution? Take action. Now. And that’s exactly what you want. How to Use FOMO in Your Marketing Here’s how top brands — and smart marketers — use FOMO every single day: → Time-Limited Offers: “Ends in 2 hours” or “Sale closes at midnight.” Countdown timers on landing pages aren’t decoration — they’re conversion tools. → Scarcity Language: “Only 5 seats left,” “We’re closing entries soon,” “Last chance to register.” → Exclusivity: “Be the first to get access,” “For early subscribers only,” “Limited-edition drop.” → Social Proof with Urgency: “1,200 people have already joined — don’t miss your spot.” A Word of Warning Overusing FOMO can backfire. If every single thing you sell is “about to run out,” your audience will stop believing you. FOMO should feel real, not manipulative. It works best when it’s tied to actual scarcity or deadlines. Final Thought If you’re trying to move people to act — to buy, to sign up, to click — don’t just tell them what they’ll get. Remind them what they’ll miss if they don’t. #Fomo #FomoMarketing

Your startup might be so boring it’s putting people to sleep. Cold. Forgettable. Replaceable. Let me guess: → Your landing page is blue → No photos of real people, just screens and icons → You only talk about features, specs, and “how it works” → There’s no warmth, no story, no emotional hook → It reads like it was written for engineers... by engineers → Your ad campaigns look like product manuals Boring, boring, boring. My guy Phillip Oakley once wrote: 💬 Boring is forgettable. Forgettable means less effective. Less effective means spending more to be noticed. Spending more to be noticed and still forgotten is wasted spend. Wasted spend means higher costs and fewer results. Spending more to waste more with less return is bad business. Yup. Boring is bad business. Don't obsess over what your product does. Obsess over how it makes people feel. We buy based on emotion. We justify it with logic. Yet you treat emotion like a “nice to have.” It’s not. You can do better, starting here: → Use color intentionally → Show real people your customers relate to → Speak to aspirations and pain too → Talk about features like a person, not a spec sheet → Design every touchpoint to make people feel something → Create wow moments and glorify them If your product feels human, people will remember it. If they remember it, they will trust it. If they trust it, they might buy it. If they buy it, they might talk about it. If they talk about it, more people will buy. And when more people buy… you grow! Simple. Emotion drives revenue. Boring does not. - - - If you found this post helpful: ❤️ → Give it a like  💬 → Share your thoughts in the comments ♻️ → Repost it to help others 🔔 → Follow me for more insights on brands and strategy 📩 → DM me and let’s turn you into a branding champion

Ads that sell aren’t born, they’re built. Here’s how top copywriters do it. 💡 Great copywriting isn’t luck—it’s structure. Here are 7 timeless copywriting formulas to transform your ads into conversion machines: 1️⃣ AIDA: Attention → Interest → Desire → Action 🔑 Start strong to grab attention, build curiosity, create emotional desire, and finish with a compelling call-to-action (CTA). 💬 Example: "Struggling with slow mornings? Our coffee gives you 20 minutes back each day. That’s time for your kids, your workout, or just you. Start your day smarter—try it today!" 2️⃣ PAS: Problem → Agitation → Solution 🔑 Spotlight your customer’s pain point, intensify the discomfort, then swoop in with your solution. 💬 Example: "Can’t sleep through the night? Tossing and turning drains your energy and focus. Our mattress is clinically proven to help you sleep better—starting tonight." 3️⃣ 4Cs: Clear → Concise → Compelling → Credible 🔑 Deliver a simple, emotionally engaging, and evidence-backed message. 💬 Example: "Fast delivery. Free next-day shipping. Shop today, get it tomorrow. Rated 5 stars by 1M+ happy customers." 4️⃣ FAB: Features → Advantages → Benefits 🔑 Show what your product does, why it’s superior, and how it changes your customer’s life. 💬 Example: "Noise-canceling headphones → Blocks 95% of background noise → Enjoy focus like never before, even in the busiest spaces." 5️⃣ Before-After-Bridge 🔑 Paint the "before" struggle, highlight the "after" transformation, and position your product as the bridge to success. 💬 Example: "Before: Hours wasted planning social media content. After: Daily posts driving consistent engagement and leads. Bridge: With our AI-powered scheduler, posting is stress-free." 6️⃣ Problem-Solution Formula 🔑 Keep it ultra-simple—present the problem, then solve it. 💬 Example: "Finding healthy snacks is hard. Our organic snack box delivers guilt-free treats right to your door." 7️⃣ The “So What?” Test 🔑 Answer "Why does this matter?" until your copy resonates deeply with your audience. 💬 Example: "Feature: Waterproof jacket. So what? You stay dry. So what? You can enjoy every outdoor adventure without worry." Don’t just write ads. Create impact. Start using these formulas today. 🚀 Take Action Now: 1️⃣ Save this post to master these frameworks whenever you need. 2️⃣ Share it with your team to elevate your marketing game together. 3️⃣ Follow Tom Wanek for more strategies that turn words into results.

If you're talking about your product's features instead of your customer's problems, you're masturbating in public. It might feel good to you, but everyone else is uncomfortable. Here's my golden rule for product description: Speak your customer's language, not your own. 👉🏻 Apple didn't call the iPod a "5GB MP3 player." They said "1,000 songs in your pocket." 👉🏻 Early car makers didn't talk about "internal combustion engines." They said "It's like having 200 horses pulling your carriage." At Zoko (YC W21), we learned this the hard way. We were all hyped about "multiple agent support" and "seamless integration." You know what our customers actually cared about? The green checkmark on WhatsApp. That's it. Once they got that, THEN they asked, "Cool, what else can we do?" Remember: 1. Talk to your customers. A lot. Understand their language, their problems, their desires. 2. Translate your tech Turn your features into benefits. "20GB storage" → "Never delete a photo again." 3. Use analogies. If your grandma wouldn't understand it, simplify it. 4. Test and iterate Try different messages. See what resonates. Double down on what works. Your job isn't to educate them about your tech. It's to show them how you'll make their lives better.

What's one simple thing you can do to improve accessibility with today's AI tools? Especially if you're communicating something complex - product descriptions, technical features, research findings, survey results,...etc. Use AI to make your copy simpler, shorter, and easy to understand. "Front load" important content - put them first. Here is a list of prompts I've used in make my writing more accessible. Replace the placeholder {text} with your own text: If you have a list of your own prompts, please let me know in the comment below: General Plain Language Practice 🤖: "How would you explain the following paragraph to a 5th grader? {text}" "Make this paragraph more straightforward: '{text}'" "Simplify this paragraph: '{text}’” Using Active Voice 🤖: "Rewrite the following sentence using active voice: {text}" "Change this announcement from passive to active voice: {text}” "How can you make this instruction more direct and active? {text}" Front-Loading Important Content 🤖: "Rearrange the following sentence so the most important information comes first: ‘{text}’” "Edit this sentence to place the key details at the beginning: {text}" "How would you restructure this announcement so readers get the main point immediately? {text}” Using Familiar Language 🤖: "How would you reword this technical statement for a general audience? ‘{text}’ ” "Simplify the following jargon-filled sentence for a younger audience: {text}" "Provide a plain English version of this: {text}” Make Long Sentences More Digestible 🤖: "Break down this long sentence into shorter ones for clarity:{text}" "How would you simplify this statement:{text} " Avoid or Explain Jargon, Abbreviations and Acronyms 🤖: "What's a simpler way to explain: {text}” "Turn this jargon into everyday language: {text}” "Rewrite this {industry,ie, financial) term for someone new to {industry,ie finance}: {text}” "Provide a simpler version of this statement: {text}” Simplify Technical Language "How would you explain {text} to someone unfamiliar with the term?" "Rewrite this for a general audience: {text}" "Make this technical term easy to understand: {text}.” Direct and Personal Language 🤖: "Make this statement more direct and personal: {text}” "How would you reword this to sound more user-friendly? {text}” #Accessibility #AI #ChatGPT #InclusiveDesign #EasyRead #AccessibleDesign