Writing strong product descriptions is harder than it seems.

Of course, as Creative director Pat Gallagher once said, "Anyone can state facts about a product, and maybe even state them clearly."

But if your product description is just a boring list of facts, your product will be boring, too. And boring doesn't sell.

A simple, lil process I use for writing a product description that’s rewarding to read:

1. When someone uses my product HOW is it going to make that person feel?

Write down a list of positive feelings.
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√ Examples: Calm. Refreshed. Rejuvenated. Safe. Daring. Free. Proud. Grateful. Optimistic. Lucky.

2. Imagine your brand as a real person. What’s your brand’s voice? In other words, how does it sound in people's heads?

√ See my client Hashtag Monday’s voice for example. It’s witty but approachable. It’s direct but helpful. It’s quirky but human. It’s conservational but professional.

3. Write down a list with all the cold, specific, hard, product facts your copy must communicate.

See my client Anytongs for example. Anytongs is a little magic gadget that turns ordinary spoons and forks into legendary kitchen tongs. Some of its product facts:

√ Dishwasher safe.
√ Durable.
√ Heat resistant.
√ Transforms almost any two pieces of flatware into tongs.

4. Write down a list with common objections that are stopping people from buying your product.

Write them as What if questions like:

-What if they send me cheap crap from Ali Express?

-What if this website isn't legit and I'm just being scammed by some random dude in Russia?

- What if my package gets lost between somewhere and nowhere?

- What if I can get a cheaper alternative somewhere else?

- What if it doesn’t work and do what it says?

‍Next, follow these 4 steps and start writing your product description. But first you need a good structure. And to illustrate what I mean, here’s a glorious example from Monster Supplies (I wish I was the copywriter who wrote it):
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