Practical Ecommerce

10 Compelling Product Descriptions

Product descriptions help to sell products. That’s an obvious, but sometimes overlooked, reality.

Too often, online merchants are happy to simply copy a manufacturer’s product description and call it good. But since that merchant is probably not the only one just copying and pasting, there might be dozens or even hundreds of retail sites talking about the same exact product in the same exact way. Where is the competitive advantage in that?

Moreover, Google recently changed its search algorithm to favor “value add” content over cloned copy. I addressed that change in “Google’s Farmer Algorithm and What It Means for Ecommerce SEO.”

In this article, you’ll find ten examples of compelling product descriptions. These examples are meant to inspire you as you craft your own unique product descriptions. I’ve previously offered suggestions for writing product descriptions at “How to Write Product Descriptions to Sell, Boost SEO Efforts.”

2008 ONEHOPE California Zinfandel

OneHope California Zinfandel

ONEHOPE California Zinfandel, created in partnership with Rob Mondavi Jr., starts with the foundation of an all-American grape, and is then custom blended with Syrah from select vineyards throughout Napa, Sonoma and the Central Coast of California. ONEHOPE Zinfandel is a rich red color with loads of juicy dark fruit flavors including plum and black cherry, with hints of pepper and a spicy finish. This delicious wine is versatile and pairs well with dishes such as pizza, barbeque ribs and lamb. ONEHOPE donates 50% of profits generated from the sale of every bottle of its Zinfandel to Snowball Express, an organization that supports families and children of fallen soldiers. Since September 11, 2001 more than 8,000 children have lost a U.S. service-member parent as a result of ongoing conflicts in Iraq and Afghanistan. Snowball Express brings families together to provide hope for the future during the difficult loss of a loved one. 50% of profits from ONEHOPE California Zinfandel sales are donated to charities who support Our Troops.

  • Why It’s Compelling: It tells me about the product, how to use the product (with pizza, barbeque, or lamb), and makes me feel good about buying the product.

Aura from the Women at Wrangler

Aura from the Women at Wrangler

A revolution in sizing, fit and thinking. Slimming side seams & subtle boot cut flatter your shape. A reverse yoke lifts the seat. Vertical back pockets are proportioned to make the most of your assets and a contour waistband means these jeans won’t gap in the back. This jean is regular rise, rise front measures 9 7/8″. If this is too high for you, check out WU0371 for our short rise version of this style, where the rise front measures 9 1/2″. 99% cotton / 1% spandex in Mid Stone and Blue / Black Indigo finishes, 98% cotton / 2% spandex in Overdye Black finish.

  • Why It’s Compelling: This descriptions address what the product will do for the buyer first — “flatter your shape,” “lifts the seat,” “make the most of your assets,” and still provides specific specifications.

Thumbsavers

Thumbsavers

Have you mangled your thumb more times than you’d like to admit? Then put a halt to it with a pair of Thumbsavers.

The built-in magnet at the end of the handle grips fasteners nice and tight while you place them just right for driving with your hammer or drill.

Keeps all your fingers safely out of the danger zone. Great for positioning nails and screws in tight locations your hands can’t quite get into. Aluminum body with easy grip handle.

Comes with one large and one small tool per pack. Imported

  • Why It’s Compelling: It aims for a specific customer need — “Keeps all your fingers safely out of the danger zone.”

Monkey Picked Tea

Monkey Picked Tea

No folks we’re not pulling you leg! This rare Chinese tea is carefully picked by specially trained monkeys in a remote mountain region of China. Legend has it that monkeys were first used to collect tea ten centuries ago, because upon seeing it’s master trying to reach some tea growing wild on a mountain face, the monkey climbed up the steep face and collected the tea growing there and brought it down to his master. This wild tea was considered so delicious that other people began to train monkeys to collect this rare wild tea. Nowadays the practice of monkeys picking tea has all but died out, except in one small remote village where they still continue this remarkable tradition. No monkeys are harmed or mistreated in order for us to bring this rare brew to you! In fact the monkeys and their ancestors before them have been doing this job for generations and are treated as respected members of their human keeper’s families.

  • Why It’s Compelling: It addresses the customer directly and tells a unique tale.

Asteroids Re-Stick Wall Graphics

Asteroids Re-Stick Wall Graphics

Your mission: as you fly through space, shoot and destroy as many asteroids, and the occasional flying saucer, as possible while keeping your ship from being hit. Now, watch out!
Made with Blik Re-Stik™, these movable and reusable decals are based on the same 8-bit graphics from the original Asteroids arcade game. This is an official Atari licensed product.

  • Why It’s Compelling: It uses “you” and “your,” and has a casual tone.

Fire Dance Racerback Halter Bikini Top

Fire Dance Racerback Halter Bikini Top

Talk about beauty in motion, this bikini top keeps up with your go-go-go without skipping a beat. Ideal for surfing, swimming, or strutting. Styled with a sporty T racerback, wide ties at neck, and a banded hem for extra support. 82% nylon/18% spandex printed tricot. Imported. Hand wash cold.

  • Why It’s Compelling: It describes how the product can be used, rather than focuses on what it is.

Steel Grill Fry Pan

Steel Grill Fry Pan

Meet the next generation of outdoor cookware – and fire up the flavor – with our innovative fry pan, which makes it easy to cook crowd-pleasing stir-fries, vegetables and more on your grill. Thanks to our exclusive perforated design, your favorite foods take on savory, fire-smoked flavor.
– Tiny perforations on the pan’s surface expose your foods to the fire, adding rich, smoky character.
– Unique design keeps even the smallest ingredients safely inside the pan.
– After searing meat, poultry or vegetables, close the grill – and let the fire work its magic.
– Remove the handle while the grill is closed. The handle stays cool, and the lid will close easily.
– Reattach the handle when you’re ready to easily move the pan on and off the barbecue – even when you’re wearing bulky grilling mitts.
– Rugged stainless-steel construction.
– Patent pending.
– A Williams-Sonoma exclusive.

  • Why It’s Compelling: Features and benefits (“tiny perforations…adding rich, smoky character”) make buying seem like the smart thing to do.

Keen Men’s Targhee II Walking Shoes

Keen Men's Targhee II Walking Shoes

Keen proudly boasts that the Targhee II are the 4 wheel drive of walking shoes. Webtogs agrees with this statement as the Targhee II walking shoes are lightweight and will take you where you need to go, with 4mm lugs for traction control and the ESS Shank gives you torsion stability so you can be well supported wherever the trail takes you!

The Keen Targhee II walking shoes have a whole range of technology and innovative ideas crammed into them such as the tri-density foot bed and S3 support but what is most important about these walking shoes is that they are comfortable and can be worn for activities ranging from gardening to dog walking to trekking. The Targhee II are a truly versatile walking shoe.

  • Why It’s Compelling: It makes bold statements, and, as a bonus, included a video version of the product description too.

Women’s Champion Lace Up

Women's Champion Lace Up

The original Keds Champion lace-up sneakers provide the perfect blank canvas to express your unique style. Cute and comfortable, these shoes are a true wardrobe essential. Choose from thousands of designs or create your own. Note: Sizes shown are Women’s Sizes.

Found in the girls store category in the marketplace at Zazzle, the remarkable “ladies” sneaker above was added by the highly talented designer, forbes1954. With the title, “ladies,girls striped keds shoe lace up kedsshoe”, this ladies personalized shoe represents just a small sample of the many amazingly awesome shoe designs that are offered in the online marketplace at Zazzle. While forbes1954 justly called this shoe the “ladies,girls striped keds shoe lace up kedsshoe”, you’ll find other similar products by searching for the following tags: ladies, girls, and up. There’s no doubt that you will find other wonderful customizable Keds sneakers before you know it.

Printed with high-grade technology, this keds sneaker will turn out dazzling with forbes1954’s striped design. With the perfect surface for printing, this shoe is fashionable and stylish. Purchase the sneaker as shown, or try looking for other Shoes-Lace Up Ladies Girls prints in the Zazzle marketplace. Regardless of where you wear it, this customizable Keds sneaker will look perfect and definitely make forbes1954’s ladies,girls striped keds shoe lace up personalized shoe a new favorite.

  • Why It’s Compelling: It fearlessly ignores arbitrary limits and uses more than 200 words.

Bugatti Veyron 16.4

Bugatti Veyron 16.4

With its 16-cylinder four-wheel drive, the Bugatti Veyron 16.4*) may well be the most sophisticated production vehicle of all times.
Most of the components tucked beneath its hood are ingenious innovations that were formerly only deemed possible by visionaries like Ferdinand Piëch.
Boasting a maximum speed of more than 400 km per hour, the Veyron is unmatched in the super sports category. It offers a total of 736 kW (1,001 HP), and its ample power reserves even at high speeds are the fabric of dreams for luxury-class limousines: for a constant speed of 250 km/h, the Veyron only needs 270-280 HP. This means that the seven-gear clutch transmission works with a torque of up to 1,250 Newton meters. The Electronic Stability Program ensures the necessary flexibility and maneuverability at any speed. The Veyron reaches velocities that would literally lift the car off the ground – if it weren’t for its ingenious aerodynamics, which keeps it firmly on the road even at full speed. Adjusting the back spoiler, reducing ground clearance, opening and closing the lids – it all adds to the perfect balance between propulsion and downforce. Such a super sports car may not seem to be brought to a halt easily, but the Veyron’s ceramic brakes slow it down faster than it can accelerate. While it takes this exceptional car only 2.5 seconds to go from 0 to 100 km/h, it needs even less time – a mere 2.3 seconds – to come to a standstill from 100 (reference point). To reduce the risk of injuries in accidents, Bugatti had a Formula 1 safety concept adapted for the Veyron. All these technical details combine to make the Veyron a truly exceptional super sports car.

  • Why It’s Compelling: It boasts and backs it up.
Armando Roggio
Armando Roggio
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Comment ( 1 )

  1. Elizabeth Ball April 5, 2011 Reply

    What’s fascinating is that there is no particular way to describe a product, but most of them have some emotive element in there to appeal to a potential customer. It seems like most of them have been written with an eye to SEO, as well.
    This was great! Please run this kind of story on a regular basis!

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