1 Learn the concept
A product description is the copy that describes the features and benefits of a product to a customer. The goal is to help the buyer imagine owning the product and feel confident buying it. This lesson explains how to describe features and benefits, answer questions and write in a way that sells.
2 See it in action
- Translate features into benefits.
- Answer the questions a buyer would ask.
- Use sensory, specific language.
- Keep it honest and easy to scan.
Worked example
Feature, benefit, proof
Feature: double-wall insulation.
Benefit: drinks stay cold through a long hike.
Proof: "Tested with ice water on a summer day: still cold after eight hours."
Draft: "Ice-cold water all day. The double-wall steel keeps drinks cold on the longest hike, and in our own eight-hour summer test the ice was still there."
Check: remove any claim you cannot prove, such as "the best bottle ever made".
3 Study an example
Example scenario
Weak: "Stainless steel water bottle." Strong: "Keeps drinks cold through a full day of hiking, with a leak-proof lid that fits in any bag." The second helps buyers picture using it.
4 Apply it and download
- Write a description for a product.
- List its features and benefits.
- Check it with the product copy template.
Worksheet Product copy templateOpen, print or save as PDF