A calmer way to write product descriptions

If your product page reads like a brochure, shoppers feel it. "Premium quality" and "perfect for any occasion" don't tell anyone anything. They only fill space.

Describe the moment, not the adjective

Instead of "luxurious soy candle," try "burns for about 40 hours and fills a small room with lavender and cedar." One gives a mood. The other gives a reason to buy.

Lead with what the buyer cares about

Put the answer to "will this work for me?" first. Size, material, how long it lasts, what's included. Save the story of how you started for the About page.

Use bullets for facts, sentences for feeling

Facts scan well in a list: dimensions, care instructions, shipping. A short paragraph above it can carry the personality. Don't ask one block of text to do both jobs.

Never invent details

If you don't know the burn time, don't guess. Wrong specs mean returns and bad reviews. Leave a detail out until you've tested it.

Read it out loud

If a sentence feels awkward to say, it will feel awkward to read. Trim it until it sounds like you talking to a customer across a table.

For a first draft you can shape, try the Product Description Writer. List the real details and it will turn them into a summary, a short description and bullet points.