3 lessons from gripping product descriptions

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A good product description is more than just a string of details. It attracts, captivates and helps in directly generating sales. In this piece, we put together a Hall Of Fame, showing you how and why the best ones work.

1) Transport customers to a land far away like Whole Foods

Whole Foods, a popular American supermarket chain, has an elaborate description on a box of frozen pizza that whisks readers to Italy.

Here is the description in full:


Credit: Whole Foods Market

One can almost smell the baking of freshly-kneaded dough and live the quaint image of bearded Italian chefs placing handmade pizzas in an oven.

Using terminologies like ‘schiacciata’ – which pizza lovers in America may not be familiar with – adds to its exotic allure. Anything that offers an escape from daily routine and a familiar culture is a good way to go. That way, customers are not buying just boxed pizza, they are saying ‘yes’ to a new experience.

2) Weave in a unique tale like TEAVANA

Let’s be clear: Legend has it that Buddhist monks trained monkeys to gather wild tea leaves from trees. These from TEAVANA aren’t – but there is nothing stopping them from using this strange tale to sell the product.

Here is the description in full:


Smooth, bright orchid aroma throughout with a clean, refreshing finish.

As legend has it, ancient Buddhist Monks trained monkeys to gather the youngest leaves from the tip-top of wild tea trees for this special Imperial Reserve blend. The legend lives on, now with the deft hand-plucking of the broken, evenly sized leaves that unfurl to create a light, orchid aroma, and the highest grade of oolong in the world.


Monkey Picked… what? The description weaves in an unusual history while giving enough specifics to convince customers that the tea is of highest quality. The product doubles up as a conversation starter should a guest come over and be served this particular brew.

3) What’s in it for you? Tell it to customers like Amazon

Brevity is an art mastered by Amazon, in a push to sell this Kindle model. Bullet points work exceptionally well here, translating the features of a Kindle Paperwhite to benefits.

Here is the description in full:




Credit: Amazon

The description above clearly addresses a customer’s deep-seated concerns such as screen glare, weight, battery spend and eyestrain – while remaining upfront about what customers can take away.


Written by: (www.script.com.sg) Edited & Illustrated by: Script Consultants Pte Ltd




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