Maturing cheese or hot cakes? The art of product descriptions worth reading

Photo by Siebe Warmoeskerken on Unsplash

Do you know the feeling, when you want to buy something? And you’re browsing through internet to find out as much as you can about the product? Of course you do!

We are the smart generation now; before any purchase we actually do a tons of research. No one wants to part with their money and later regret. So we check forums and websites to read other people’s opinions and reviews. But usually first place to raise the  interest in the product is the online shop.

Now, it can go like this: you browse in search of the perfect dinner set or the perfect toy (because nowadays we need to have everything as best as possible). You see the picture of something, that hopefully may become THE ONE set or THE ONE toy.


And then you read the description. Here the road may deviate in two ways. Description is inaccurate. Dull. Flat. Obviously a copy-paste from the manufacturer. If it’s done with the help of uncle Google’s translator, you can at least have one or two smiles. And that’s it, you’re closing the site and search elsewhere. Now, what does happen if both picture and description catch you eye and spark more interest in your brain? You’re researching further, of course! Now it’s time for reviews and forums. The seed had been planted.

A handful of tips

If you have your own internet shop I want to share with you a few tips on writing effective product descriptions. If you’re more of a customer than seller yourself, you can still read on. You will be able to spot these shops that actually put the effort into their descriptions, thus they probably put it also in other areas of their business.

Have your customer in mind

Take a while to think about your audience. Who will be interested in your product? What exactly they want to know about it? If you’re selling baby toys, there’s a fat chance that buying mothers won’t bother much about technical details. They want to know is the toy safe and will it keep their little bundle of joy and noise quiet for at least few minutes. Highlight this info which is most useful for your customer.


Avoid manufacturer’s description like a plague

It is again about being repetitive and boring. Why would someone read something on your website, when they can do it on thousands of others? Some people don’t really read the descriptions before happily copy-pasting them to their site. They just assume everything is fine, so they follow the rule “if it’s not broke, don’t fix it”. But like anything in life, business also requires undertaking some sort of risks. And investing in creativity can be rarely a bad choice. 

Don’t bore them to death

It all depends on a product really and on the customers’ expectations towards it. But remember that they can read descriptions dry, boring and spiked with facts everywhere else in the web.


You – try to show them something different. Awake their curiosity, play with some humor and rekindle that spark of interest into the full flame of purchase. Remember, that story sells, and you can implement it even into description of the most boring product if you bring to it some creativity and imagination.

If you’ve read up to here and you’re pondering about the title, here’s the explanation. Boring and flat product descriptions are like the maturing cheese: something does go on there, but no one is really interested in the process. While hot cakes are something in demand, so is hot, fresh and tasty description. Which you prefer to serve to your customers? The choice is yours. 

Photo by NordWood Themes on Unsplash


Author: mtswriting

We just love to write. For ourselves and for YOU.

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