Product Description Copywriting: Before & After Examples

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Product description copywriting should absolutely tell prospective customers the info they need to know. Things like material, quality, size, etc. All those features that will influence a person’s buying decision.

But consider all the product descriptions we encounter when we’re shopping for something. What will make yours stand out compared to all the rest?

Personality. Creativity. Something unexpected, like fun sentences and turns of phrases instead of the same ol’, same ol’. Some products are famous for their descriptions (like The J. Peterman Company). But I’d be willing to bet most products are famous for having boring descriptions.

Don’t be boring or predictable with your product description copywriting. Taking the time to craft thoughtful, funny, whimsical, engaging, or creative product descriptions will resonate with customers, even if only on a subconscious level. Yes, product descriptions should reflect the brand you’re writing for. (Otherwise, there will be a massive disconnect.) So, if the brand has yet to develop its brand voice, focus on that first. Then, have at it with your product descriptions.

Product Description Copywriting Example

My nephew recently ventured into the world of e-commerce, and he asked me to help him write some of his products’ descriptions. Here’s a before-and-after. See what you think.

Here’s the “before” product description

Here’s the “after” product description

Notice the description still covers the same key features, but it does so in a much more interesting and memorable way.

Are you new to copywriting? Here are my go-to resources.

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Or are you a brand looking for creative product descriptions or some other form of content writing?

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