Have you ever felt stuck trying to write a product or service description that actually makes people want to buy—without sounding pushy or overly salesy? Whether you sell physical products, digital courses, or coaching programs, your product descriptions can make or break your sales. A bland, feature-heavy description can turn potential buyers away, while a well-crafted one builds trust and gets them to take action.
In today’s episode, I’m breaking down how to create high-converting product and service descriptions for both traditional eCommerce businesses and course creators or coaches. You’ll walk away with clear, actionable steps to craft descriptions that connect with your audience and drive sales—without feeling like a used car salesperson.
Let’s Recap: How to Write Product & Service Descriptions That Sell
Why Your Product & Service Descriptions Matter
- They’re your silent salespeople – Unlike a store employee, you’re not there in person to sell. Your words have to do the heavy lifting.
- They help customers see the value – People don’t just buy products or services; they buy solutions and outcomes.
- They influence SEO and visibility – A well-written description isn’t just persuasive; it also helps you rank higher in search engines.
No matter what you sell, a compelling description makes all the difference in whether someone clicks “buy now” or bounces away.
The 3 Core Elements of a High-Converting Product or Service Description
1. Speak to Desires, Not Just Features
Customers don’t just want to know what it is—they want to know why it matters to them.
- eCommerce Example: Instead of saying, “This coffee mug is 16 oz and ceramic,” say “Start your mornings right with a sleek, heat-retaining ceramic mug that keeps your coffee hot for hours.”
- Course Creator/Coach Example: Instead of saying, “Includes 6 modules and 10 workbooks,” say, “Get a step-by-step system that helps you launch your online course stress-free, with plug-and-play templates to guide you.”
Quick Tip: Lead with benefits, then support them with features.
2. Make It Easy to Scan
Most people skim product pages, so your description needs to be visually engaging.
- Use bullet points for key benefits
- Keep paragraphs short and digestible
- Bold or highlight important words or phrases
Example:
What You’ll Get:
- 6 self-paced video modules with actionable steps
- Proven email templates to sell your course effortlessly
- A private community for support & accountability
This structure works for both physical products and digital services—the key is clear, scannable, and value-driven content.
3. Use Emotional Triggers & Storytelling
People buy with emotions and justify with logic.
- eCommerce Example: Instead of “This candle smells like vanilla,” try “Create a cozy, comforting atmosphere in your home with the warm, inviting scent of vanilla—perfect for unwinding after a long day.”
- Course Creator/Coach Example: Instead of “This course teaches you marketing,” try “Finally feel confident promoting your business with a marketing plan that actually works—without spending all day on social media.”
Pro Tip: Use words that paint a picture of the experience your buyer will have.
What NOT to Do (Common Mistakes to Avoid)
- Mistake #1: Focusing too much on specs & features – Don’t just list details—explain how they make life better.
- Mistake #2: Using jargon or industry lingo – Speak in your audience’s language, not tech-speak.
- Mistake #3: Making it too long or too short – Aim for 100-300 words that highlight benefits, features, and a CTA.
- Mistake #4: Skipping a call to action (CTA) – Always guide them to the next step, whether it’s “Buy Now”, “Enroll Today”, or “Start Your Free Trial”.
Your words have power! Whether you’re selling a physical product, a coaching program, or an online course, your descriptions need to make an impact.
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