3 Steps To The Perfect Product Description

This may seem obvious, but let’s deconstruct how to tell the story of almost any product using the classic observation method:

  1. Top to Bottom
    Whether it’s a jacket, a legging, a lamp, a loafer…start at the top. Take a jacket for example: there’s the collar, the front closure, the arm length, the cuff detail, the chest pockets, the hip pockets, the hem, and plenty more details in between. Let the eye flow top to bottom and write down what you see. 

    A classic lapel collar with a double-breasted button closure that means business. Two functional hand pockets carry your keys, wallet and work badge on the go.


  2. Front to Back
    Toe to heel if we’re talking shoes. After you’ve examined the product top to bottom in step 1, flip the product and do the same thing for the back. If it’s a jacket for example, this is where we speak to the prince seams for a flattering fit and the vented hem for ease of movement.

    The relaxed silhouette is vented at the back hem to make coffee runs a breeze.


  3. Spill the secrets

    Pay extra close attention to products that are not as visible or obvious in the image. Consider the materials. Consider the craftsmanship. What are the details that can’t be seen without zooming or having insider information? Silk lining? Interior pockets? Spill all the secrets.  

    Roll back the cuff to reveal a pop of leopard printed lining.

Boom! You basically have a first draft:

A classic lapel collar with a double-breasted button closure that means business. Two functional hand pockets carry your keys, wallet and work badge on the go. The relaxed silhouette is vented at the back hem to make coffee runs a breeze. Roll back the cuff to reveal a pop of leopard printed lining.


All that’s left is to add a little personality sentence at the front and final reason to buy at the back.

If you only get one jacket for work with season, make it this one. A classic lapel collar with a double-breasted button closure shows you mean business. Two functional hand pockets carry your keys, wallet, and work badge on the go. The relaxed silhouette is vented at the back hem to make coffee runs a breeze. Roll back the cuff to reveal a pop of leopard printed lining. Pair it with a sheath dress for work and jeans for drinks.

amber smith