How To Write Product Descriptions That Sell

We all know that content writing is a superpower when it comes to marketing, but many businesses miss the mark when trying to communicate their products and services. When I first launched my business, I was so proud of the products I had created. I’d spent months perfecting every detail. Yet, despite my excitement, sales were practically non-existent, and I couldn’t figure out why. I listed all the incredible features of my business planners in my product descriptions; the sleek design, the number of pages you get and even that it’s printable! But nothing seemed to really resonate. Then one day, it occurred to me that I’m not actually telling my customers why they need it! I wasn’t connecting with my audience because I hadn’t shown them how my product could make their lives better. I had focused on features and completely overlooked the benefits.

What Are Product Features?

Product features consist of what the product is made of, what it can do, and all the impressive stats that go with it. Think material, colour, capability, and quality. Examples of features include; 30% less sugar, 50-inch screen, built-in web browser, all of these are features. They’re great for giving customers a quick rundown of what your product offers, and they help when comparing products. Features are typically shown as bullet points or written as technical descriptions. This is particularly important for customer who are at the research stage of buying. They will be actively searching for these important keywords and so listing the features is extremely important for SEO.

However, features alone do not sell. Your customers want to know why those features matter and how they’ll make their life better. This is where the benefits come into it.

What Are Product Benefits?

Benefits explain how your product makes customers lives easier, better, faster, how it solves your customer's problems. They want to know what’s in it for them. If your product descriptions includes benefits, you’re brand is instantly more relatable because you’re talking about what really matters to the customer. Benefits get to the heart of what people care about. Examples of benefits include; 'Helps you stay active and achieve your fitness goals' and 'Minimises interruptions to your routine with a long-lasting battery'. Whilst your customer is less likely to be conducting an online search for these benefits, it is content like this that translates the features and leads to a purchase.

Benefits are even more important when features are particularly technical. Not everyone will understand megabytes! Benefits can translate complicated features into something meaningful.

Features and Benefits at Work

A Cupcake

• Feature: Bite-sized, vanilla sponge, light blue frosting, 30% less sugar.

• Benefit: Satisfy your sweet tooth guilt-free while maintaining a healthy weight.

See what we did there? The feature is cool, but the benefit says: 'You can indulge without the guilt!' And who doesn’t want that?

A TV

• Feature: 4K resolution, 50-inch screen, on-demand content, built-in web browser.

• Benefit: Everything you need in one place, stream your favorite shows instantly, no extra devices needed, and scroll through social media all from your TV.

Here, the benefit simplifies the technical details and gives your customer a reason to get excited. No messy wires, no need for multiple remotes, it’s all built-in convenience.

Swimming Lessons

• Feature: Taster lesson provided, one-to-one coaching, weekend availability.

• Benefit: Try before you buy, enjoy personalised coaching to boost your confidence, and schedule lessons that fit into your busy week.

Here, the benefits speak to real-life concerns like time management and commitment. The message? 'We’ve got your back, no pressure to dive right in.'

Why Benefits Work Like Magic

The reason benefits work so well is because they speak directly to your audience’s needs and pain points. While features explain what a product is and help you customers to search for the product, benefits explain what a product does for the customer. They make your product relatable, meaningful, and downright irresistible. And when your audience feels understood, they’re far more likely to connect with your brand and stay loyal.

Remember: features inform, but benefits inspire action. If you want to move your audience from thinking “That’s great,” to “I need this,” always lead with the benefits.

Next time you sit down to write about your product, focus on what your customers will gain, and watch as your content creates deeper connections with your audience.