Most product descriptions I read

Most product descriptions I read online could belong to any brand. Soft, premium, perfect for every occasion. I read the whole thing and still don't know why I'd buy it.

When I write one, I start somewhere else. Before the features, I ask what the buyer is worried about.

Someone looking at a serum has probably bought a few that did nothing. Someone looking at leggings has had a pair fall apart or go see-through. That worry is what you answer first. For my Marrow serum sample, I opened with "The 10% serum for people who've stopped trusting 'brightening.'" It speaks to someone who's been let down before, so they keep reading.

Then I cut the adjectives. "Durable" and "high-quality" are claims anyone can make. A detail is harder to fake. Compare "Our leggings are durable and comfortable" with "The seams are where most leggings fail in month three. These are flat-locked and reinforced at every pivot point." The second one never says durable, and you believe it more. Fabric percentages, measurements, and ingredients do the same job.

I also run one check on every line: could a competitor paste this onto their own page? If yes, it goes. "Made with love" and "perfect gift" get deleted every time.

A word on search, since most people find a product by typing something into Google. Use the words a shopper would actually type, like "high-waist leggings" or "niacinamide serum," once in the title and once near the top. Any more than that and it sounds stuffed, and the reader notices before Google does.

Write for one person, too. "Built for the hour after your workout" sounds like it's talking to somebody. "Our customers love our products" sounds like nobody.

Then finish with something useful, like price, colors, or sizing. "Available in charcoal, cream, and sage" is a small line, but a nearly convinced buyer needs exactly that.

A good description reads like a friend who already answered your question. Be specific, and write to one person.