Product Description Writer
When to use this skill
- User asks to write product descriptions
- User needs e-commerce listing copy
- User wants to improve product pages
- User mentions Amazon, Shopify, or Etsy listings
- User needs features converted to benefits
Workflow
- Identify product and platform
- Extract key features
- Convert features to benefits
- Write headline and hook
- Create full description
- Add bullet points and specs
Instructions
Step 1: Gather Product Information
Required inputs:
| Field | Purpose |
|---|---|
| Product name | Title and SEO |
| Category | Tone and format |
| Key features | Benefit conversion |
| Target audience | Voice and pain points |
| Price point | Positioning (luxury vs value) |
| Platform | Character limits, format |
| Unique selling point | Differentiation |
Step 2: Platform Requirements
| Platform | Title Limit | Description | Bullets | Key Focus |
|---|---|---|---|---|
| Amazon | 200 chars | 2,000 chars | 5 bullets, 500 chars each | Keywords, benefits |
| Shopify | Unlimited | Unlimited | Custom | Brand story, visuals |
| Etsy | 140 chars | 10,000 chars | N/A | Handmade, unique, story |
| eBay | 80 chars | 4,000 chars | N/A | Specs, condition |
| WooCommerce | Unlimited | Unlimited | Custom | SEO, details |
| Bol.com | 150 chars | 2,000 chars | 8 bullets | Dutch market, specs |
Step 3: Feature-to-Benefit Conversion
Conversion formula:
Feature → So what? → Benefit → Emotional payoffExamples:
| Feature | So what? | Benefit | Emotional Payoff |
|---|---|---|---|
| 100% cotton | Soft, breathable | Stays comfortable all day | Feel confident in any meeting |
| 10-hour battery | Lasts longer | No mid-day charging | Never miss a moment |
| 256GB storage | More space | Store 50,000 photos | Keep every memory safe |
| Adjustable straps | Custom fit | Fits any body type | Look great, feel great |
| Handmade | Unique, quality | One-of-a-kind piece | Own something special |
Benefit categories:
| Category | Focus | Example Phrases |
|---|---|---|
| Time | Speed, efficiency | "Save hours every week" |
| Money | Value, savings | "Pays for itself in 30 days" |
| Effort | Ease, simplicity | "Set up in 5 minutes" |
| Status | Prestige, image | "The choice of professionals" |
| Safety | Protection, security | "Peace of mind guaranteed" |
| Pleasure | Enjoyment, comfort | "Pure comfort, all day" |
Step 4: Headline Formulas
Title templates:
| Formula | Example |
|---|---|
| [Product] + [Key Benefit] | "Wireless Earbuds with 24-Hour Battery Life" |
| [Adjective] + [Product] + for [Audience] | "Professional Chef Knife for Home Cooks" |
| [Brand] + [Product] + [Differentiator] | "Acme Ultra-Light Backpack - Weighs Only 12oz" |
| [Product] + [Problem Solved] | "Anti-Fatigue Mat - Stand Comfortably for Hours" |
| The [Superlative] + [Product] + for [Use] | "The Fastest Charger for iPhone 15" |
Power words for titles:
| Emotion | Words |
|---|---|
| Urgency | Limited, exclusive, new, instant |
| Quality | Premium, handcrafted, professional, genuine |
| Value | Free, bonus, bundle, complete |
| Trust | Guaranteed, certified, tested, proven |
| Novelty | Revolutionary, breakthrough, first-ever |
Step 5: Description Structures
Short description (50-100 words):
[Hook: Problem or desire]
[Solution: What the product does]
[Key benefit 1]
[Key benefit 2]
[Call to action]Example:
Tired of tangled cables ruining your desk setup? The Acme Cable Manager
keeps every cord organized and within reach. Mounts in seconds with no
tools required. Holds up to 8 cables of any size. Finally, a workspace
you're proud to show on video calls. Order now and get a free cable
tie pack included.Medium description (100-200 words):
## [Headline with key benefit]
[Opening hook: 1-2 sentences addressing pain point or desire]
[Product introduction: What it is and what makes it special]
**Why customers love it:**
- [Benefit 1 with specific detail]
- [Benefit 2 with specific detail]
- [Benefit 3 with specific detail]
[Social proof or credibility: reviews, awards, certifications]
[Call to action with urgency or bonus]Long description (200-500 words):
## [Headline]
[Hook paragraph: Paint the problem or aspiration]
### [Benefit-focused subhead 1]
[Expand on benefit with features that support it]
### [Benefit-focused subhead 2]
[Expand on benefit with features that support it]
### [Benefit-focused subhead 3]
[Expand on benefit with features that support it]
### What's Included
- [Item 1]
- [Item 2]
- [Item 3]
### Specifications
[Technical details table]
### Why [Brand]?
[Brand story, values, guarantee]
[Final CTA]Step 6: Bullet Point Best Practices
Amazon-style bullets:
✓ [BENEFIT IN CAPS] - Explanation with feature support (Outcome)Examples:
✓ ALL-DAY COMFORT - Memory foam insole molds to your foot shape,
reducing fatigue even after 12 hours on your feet
✓ WATERPROOF PROTECTION - Sealed seams and water-resistant leather
keep feet dry in rain, snow, or puddles
✓ SLIP-RESISTANT SOLE - Oil and slip-resistant outsole meets ASTM
safety standards for workplace environments
✓ EASY ON, EASY OFF - Side zipper design lets you get in and out
in seconds without untying laces
✓ BUILT TO LAST - Reinforced toe cap and double-stitched seams
backed by our 2-year warrantyBullet formula:
[BENEFIT] - [Supporting feature] + [Outcome/Proof]Step 7: Sensory and Emotional Language
Sensory words by category:
| Sense | Words |
|---|---|
| Touch | Silky, plush, velvety, smooth, crisp, lightweight |
| Sight | Vibrant, sleek, gleaming, polished, bold, elegant |
| Sound | Whisper-quiet, crisp, rich, booming, crystal-clear |
| Taste | Rich, zesty, bold, smooth, refreshing (food products) |
| Smell | Fresh, aromatic, clean, natural (relevant products) |
Emotional triggers:
| Emotion | Phrases |
|---|---|
| Security | "Peace of mind", "Protected", "Worry-free" |
| Pride | "Show off", "Impress", "Stand out" |
| Belonging | "Join thousands", "Part of the family", "Trusted by" |
| Achievement | "Level up", "Unlock", "Master" |
| Relief | "Finally", "No more", "Say goodbye to" |
Step 8: SEO Integration
Keyword placement:
| Location | Priority | Notes |
|---|---|---|
| Title | High | Primary keyword first |
| First sentence | High | Natural integration |
| Subheadings | Medium | Secondary keywords |
| Bullet points | Medium | Long-tail variations |
| Alt text | Medium | For images |
| Backend keywords | Platform-specific | Amazon, Etsy |
Avoid:
- Keyword stuffing
- Competitor brand names
- Unverifiable claims ("best in the world")
- ALL CAPS in body copy
Step 9: Social Proof Integration
Trust elements to include:
- "Rated 4.8/5 by 2,000+ customers"
- "As seen in [Publication]"
- "Winner of [Award]"
- "Used by [Notable brand/person]"
- "100% satisfaction guarantee"
- "Free returns within 30 days"
- "[Certification] certified"Output Format
## Product Description: [Product Name]
**Platform:** [Target platform]
**Category:** [Product category]
**Target audience:** [Who this is for]
---
### Title
[Optimized product title]
### Short Description
[50-100 word description]
### Bullet Points
- [Bullet 1]
- [Bullet 2]
- [Bullet 3]
- [Bullet 4]
- [Bullet 5]
### Full Description
[Complete product description]
### Specifications
| Spec | Value |
| -------- | ------- |
| [Spec 1] | [Value] |
| [Spec 2] | [Value] |
### SEO Keywords
Primary: [keyword]
Secondary: [keyword], [keyword]
Long-tail: [phrase], [phrase]Validation
Before completing:
- Features converted to benefits
- Platform character limits respected
- Primary keyword in title
- Sensory/emotional language used
- Social proof included where available
- Clear call to action
- Specs and dimensions provided
- No competitor brand mentions
Error Handling
- No product details: Ask for features, materials, dimensions, and target audience.
- No platform specified: Default to Shopify format, note platform-specific limits.
- Features only, no benefits: Apply "so what?" test to every feature.
- Too generic: Add specific numbers, comparisons, or use cases.
- Missing USP: Ask what makes this product different from alternatives.
Resources
- Amazon Style Guide - Amazon listing requirements
- Etsy Seller Handbook - Etsy best practices
- Hemingway Editor - Readability check
- CoSchedule Headline Analyzer - Title scoring