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 payoff

Examples:

| 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 warranty

Bullet 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